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Marketing

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Apple
Kompanija je osnovana 1. aprila 1976. godine od strane Steve Jobs-a, Steve Wozniak-a i Ronald Wayne-a. Za razliku od mnogih kompanija čiji su počeci bili u garažama, Apple-ova prva „kancelarija“ se nalazila u jednoj spavaćoj sobi u Los Altos-u. Pre nego što su osnovali Apple, sva trojica osnivača su radila za Atari.
Apple-1 sa ispisanim „Byte into an Apple“ je prvi personalni računar koji je kompanija prodala za 666.66 dolara. Bio je dizajniran i ručno napravljen od strane Woznik-a.
3. januara 1977. godine, Apple postaje korporacija ali bez svog suosnivača Ronald Wayne-a, koji je svoj deo kompanije prodao Jobs-u i Wozniak-u za 800 dolara.
Prvi logo kompanije Apple je dizajnirao Ronald Wayne. Na prvom logou bio je prikazan Isak Njutn kako sedi ispod jabokovog drveta kada je otkrio gravitaciju; okolo ivica logoa bila je ispisana pesma „Newton...a mind forever voyaging through strange seas of thought.“ Ime Macintosh dolazi od imena vrste jabuka.
Ron Janoff je 1977. godine redizajnirao logo. Jedinu instrukciju koju je dobio od Jobs-a je bila „nemoj da bude sladak.“ On je tada ponudio dva dizajna, jedan sa griznutom jabukom i jedan bez. Svima nam je dobro poznato koji je Jobs izabrao. Prema urbanoj legendi, razlog zbog koga je izabrana odgrizena jabuka je bio odavanje počasti kompjuterskom geniju Alan Turing-u koji je izvršio samoubistvo tako što je zagrizao otrovnu jabuku.
Apple-ov prvi kompjuter grafičkim korisničkim interfejsom (GUI) je nazvan Apple Lisa. Glasine su se pronele da je ime dobio po prvoj ćerci Steve Jobs-a Lisa Nicole Brennan Jobs. Apple je porekao ove glasine tvrdeći da je Lisa skraćenica od „Lokally Integrated Software Architecture.“
Kompanija Apple je takođe na tržište izbacila prvu korisničku digitalnu kameru. Apple Quicktake se na tržište pojavila 1994. godine i sa lakoćom je bilo moguće da se poveže sa bilo kojim Macintosh računarom preko Apple serijskog kabla. Kamera je imala mogućnost da sačuva čak 8 fotografija na rezoluciji 640 x480, 32 fotografije na rezoluciji 320 x 240 ili kombinaciju obe veličine.
Jobs je osnovao companiju sa imenom „Pixar“ koju je kasnije kupio Disney i time Jobs-a učinio najvećim individualnim akcionarom Disney-a.
Pre nego što je nastalo ime iPod, Jobs je odličio da fraza za uređaj bude „1000 pesama u vašem džepu“ i dajući Vinnie Chieco-u slobodu da smisli bilo koji naziv za uređaj. Kada je Chieco video prototip odmah se setio filma Odiseja u svemiru 2001. i fraze „Open the pod bay door Hal!“ koja simbolizuje vezu broda sa malim „pod“ (personalni računar i muzički plejer), Chieco je samo dodao „i“ ispred „pod.“
Kada se iTunes prvi put pojavio, prodao je približno 275.000 pesma za samo 18 sati postojanja, dok je u prvoj godini prodao preko 70 miliona pesama.
Apple-ova prodavnica na petoj aveniji na Menhetnu (poznatija kao „the Cube“) se smatra za jednu od lokacija koju turisti najviše fotografišu.
Jonathan Ive, Apple-ov podpredsednik za industrijski dizajn, je nosio istu košulju na svakoj video prezentaciji novog Apple-ovog proizvoda od 2000 godine.
Apple je prva kompanija koja je na tržište izbacila miša kao i touchpad zamenu za miša na prenosnim kompjuterima.
Pored toga što je vodeća kompanija u svetu tehnologije, Apple je i jedna od vodećih kompanija po izdvajanjima za advertajzing. Promocije brenda širom sveta su dovele do toga da Apple zauzme drugo mesto na svetskoj listi 100 najvećih brendova, po kriterijumu vrednosti.
Budžet izdvojen za promociju 2012. godine je iznosio 1 milijardu dolara. Najviše se ulagalo u promociju na televiziji, od čega su ostvarili i najveće prihode.

Slika 1 Raspodela budžeta za oglašavanje
Nike
Nike je jedan od vodećih proizvođača sportske opreme. Sedište ove firme nalazi se u Portlandu, u Oregonu, u SAD.
Ova firma je do 2008. godine zaposlila preko 30.000 ljudi širom sveta. Nike je sponzor mnogih visoko rangiranih sportista, i sportskih timova širom sveta, sa svuda prepoznatljivom sloganom (eng) "Just do it". Današnji konkurenti su nemački Adidas i Puma.
Logo firme (Svuš), je jedan od najpoznatijih logoa na svetu.
Firmu su 1964. osnovali Bil Bouerman (bio je sportski trener Univerziteta u Oregonu) i Filip Najt. U prvoj godini poslovanja firme, njen promet je iznosio svega 8.000 američkih dolara. Logo firme — Svuš (engl. Swoosh) nacrtala je student grafičkog dizajna Karolin Dejvidson, i to za honorar od svega 35 dolara. Naziv „Nike“ je firmi dat po grčkoj boginji trijumfa i pobede — Niki, a prvi put je objavljen 1972. Prodaju svojih patika i sportske opreme na evropsko tržište „Nike“ je proširio šest godina kasnije.
Nike ima više od 700 radnji širom sveta, i predstavništva u 45 država izvan SAD. Većina fabrika je u Aziji, uključujući Indoneziju, Kinu, Tajvan, Vijetnam, Pakistan, Filipine i Malaziju. Nike su bili među prvim firmama koje su koristile jeftinu, često i dečju, radnu snagu, zbog čega su bile više puta optuživane.
Nike se našla na sedmom mestu liste najvećih kompanija u Americi koje se najbolje odnose prema životnoj sredini. Na listi se ukupno nalazi 500 kompanija a visoko mesto za kompaniju pruža jednom od osnivača Philu Knightu razloge za slavlje.
Njegova nastojanja da kompanija od svojih dobavljača i fabrika koje za njih proizvode zahteva da se pridržavaju stroge politike zaštite okoline urodila je plodom. U proizvodnji se koristi samo prirodni pamuk, a čitav proizvodni proces pravi manje otpada od njihove ambalaže. U 2009 su počeli sa prodajom košarkaške patike napravljene od prirodnih i recikliranih materijala, koja je prodavana u 100% recikliranoj ambalaži.
Listu zelenih kompanija je napravio Newsweek koji tokom cele godine sarađuje sa vodećim organizacijama za očuvanje okoline kako bi ocenili 500 najvećih američkih kompanija na osnovu njihovog doprinosa očuvanju okoline. Newsweek lista zelenih kompanija nagrađuje ponašanje koje doprinosi zaštiti životne sredine. Kako vreme protiče, ova lista će biti sve tačnija jer će sve veći broj kompanija shvatiti značaj izveštavanja o svom uticaju na okolinu i ovakvom akcijom će doći do poboljšanja situacije i odgovornijeg ponašanja kompanija.
Nike je sponzorisao veliki broj atletičara, i profesionalnih sportista, fokusirajući pažnju na svoje proizvode, ali je takođe pomogao i mnogim nepoznatim sportistima da dožive svojim 5 minuta slave. Naravno sve je to u funkciji reklame.
Nike su poznate po tome što su među prvima sponzorisale sportiste koji su poznati po skandalima i nesportskom ponašanju jer su bili u centru zbivanja.
Vrednost ovog brenda je 15,6 miliona dolara, što ga stavlja na 26. mesto najvrednijih brendova na svetu.
Pored sponozorstva velikih sportskih klubova i sportista, Nike izdvaja velika sredstva i na ostale vidove promocije. Budžet za 2011. godinu je iznosio 800 miliona dolara.
Na narednoj slici je prikazana distribucija budžeta na različite vidove promocije.

Slika 2 Raspodela budžeta za oglašavanje

Microsoft
Microsoft je američka softverska kompanija. Osnovali su ju 1975. godine Bill Gates i Paul Allen. Osnovna djelatnost kompanije je razvoj osnovnog računarskog softvera poput operativnih sistema, razvojnih alata, uredskih programa, baza podataka, itd.
Prvi Microsoftov proizvod bio je Basic prevodilac (eng. interpreter) za prvi komercijalni osobni računar Altair 8800. Godine 1977. proizveli su i kompajler (eng. compiler) za programski jezik Fortran. U 1978. godini, otvorili su prvi prekomorski prodajni ured u Tokyu u Japanu, a prihod od prodaje te je godine premašio milijun dolara. Godine 1979. prebacuju težište razvoja na softver za 16-bitne mikroprocesore i na njima zasnovane računare. Pravi početak uspona Microsofta u vodeću softversku kompaniju počinje 1981, kada je IBM izbacio na tržište osobni računar IBM PC. Računar je koristilo Microsoftov operativni sistem MS-DOS 1.0 i Microsoftove programske jezike Cobol, Basic i Pascal. Microsoft je zadržao autorska prava na sav navedeni softver pa je rast popularosti IBM PC računara i njegovih kopija izravno pridonio rastu Microsofta.
Microsoft Windows je operativni sistem za računare zasnovana na IBM PC standardu. Postoje brojne verzije za različite namjene, od osobnih računara do mrežnih poslužitelja (servera). Zbog planetarne raširenosti i popularnosti kopija IBM PC računara, operativni sistemi Windows smatraju se glavnim Microsoftovim proizvodom.
Internet Explorer je internetski preglednik kojeg je razvila kompanija Microsoft, te sastavni dio Microsoft Windows operativnih sistema. Od 1999. godine, je najrašireniji internetski preglednik.
Microsoft Office je softver za uredski rad. Uključuje program za obradu teksta Word, tablični kalkulator Excel, uredsku bazu podataka Access, program za izradu prezentacija Power Point te alat za izradu jednostavnih web stranica Front Page.
Microsoft Visual Studio je serija Microsoftovih alata za razvoj softvera. Radi se o korisničkim sučeljima (namijenjenim ugodnijem radu programera) povezanim s jezičnim procesorima koji podržavaju rad s raznim programskim jezicima. Najčešći su Visual Basic, C++ i C#. Visual Studio podržava i dizajnerski pristup izradi programskog koda - onaj u kojemu kod ne treba pisati, nego se programiranje može obavljati raspoređivanjem grafičkih ikona koje simboliziraju dijelove koda pri čemu se upisuju samo neke osnovne značajke (eng. Properites) tih dijelova koda.
Microsoft SQL Server jest vrlo moćna i savremena relacijska baza podataka. Osim samog pogona baze (eng. database engine), obuhvaća dodatne alate: konzolu za upravljanje bazom Enterprise Manager, konzolu za upite Query Analyzer te nadzorni alat Profiler. Microsoft Desktop Engine (MSDE) jest besplatna verzija pogona baze koja ne obuhvaća dodatne alate. Za MSDE su razvijeni neki besplatni programi nalik dodatnim alatima Microsoft SQL Servera.
Pocket PC je oznaka softversko-hardverskog standarda za vrstu ručnih računara. Veliki dio Pocket PC računara pokreće Microsoftov Windows CE operativni sistem, verzija Windowsa posebno pisanog za ručne računare. Pocket PC imaju i svoje posebne verzije ostalog Microsoftovog softvera.
Vrednost brenda je 57,853 miliona dolara, što ovu kompaniju stavlja na peto mesto u svetu.
Budžet izdvojen za advertajzing za 2012. godinu je iznosio 1,6 milijardi dolara.

Slika 3 Raspodela budžeta za oglašavanje

HP
Kompaniju su 1939. godine osnovali Bil Hjulit i Dejv Pakard, a danas je Hjulit-Pakard najveća kompanija takve vrste u svetu, sa predstavništvima u skoro svim državama. Bave se proizvodnjom računara, servera, skenera, štampača, foto-aparata i drugih sličnih proizvoda. HP je tehnološka kompanija aktivna u više od 170 zemalja širom sveta. Oni istražuju kako tehnologija i usluge mogu da pomognu ljudima i kompanijama da rešavaju svoje probleme i izazove, te da ostvare svoje mogućnosti, težnje i snove. Inovativnim razmišljanjem i idejama oni omogućavaju jednostavnije, vrednije i pouzdanije korišćenje tehnologije, čime neprestano unapređuju način života i rada njihovih potrošača.
Nijedna druga kompanija ne nudi tako celovit spektar tehnoloških proizvoda kao HP. Oni obezbeđuju infrastrukturu i poslovne mogućnosti u spektru od ručnih računara do nekih od najmoćnijih superračunara na svetu. Potrošačima nude širok spektar proizvoda i usluga, od digitalne fotografije do digitalne zabave, i od računarstva do kućne štampe. Sveobuhvatnost njihove ponude omogućava da na specifične potrebe potrošača odgovore pravim proizvodima, uslugama i rešenjima.
Drugu vrstu proizvoda, koja uključuje elektroničke sisteme i opremu za testiranje, medicinsku opremu (elektroničku) te opremu za hemijske analize proizvodi kompanija Agilent Technologies koja je nastala 1999. godine, kada se HP podelio na dve kompanije. HP svoje proizvode prodaje direktno potrošačima, malim, srednjim i velikim kompanijama preko interneta ili preko svoje distribucijske mreže sačinjenje od brojnih kompanija partnera HPa.
2006. godine, Hewlett-Packard je prijavio $91,7 milijardi a IBM samo $91,4 milijarde, što bi HP načinilo najvećom svjetskom tehnološkom kompanijom u prodaji. Prihod im je bio $104 milijarde u 2007. godini, te je to po prvi put da je neka kompanija imala prihod veći od 100 milijardi američkih dolara.
HP je kupio EDS kompaniju u 2008. te im je zajednički prihod bio $118,4 milijarde, a na listi Bogatih 500 (engl. Fortune 500) je zauzimala 9. mjesto u 2009. godini kao najveća tehnološka kompanija na svetu.

HP brend zauzima 15. mesto na svetu po vrednosti brenda i procenjuje se na vrednst od 26,087 miliona dolara.
Budžet za advertajzing u 2012. godini je iznosio 1 milijardu dolara.

Slika 4 Raspodela budžeta za oglašavanje

Intel
Intel je multinacionalna kompanija koja je pionir računarstva, te je najviše poznata po proizvodnji procesora (Pentium i Celeron su najpoznatija imena njihovih procesora). Osim procesora Intel se bavi proizvodnjom matičnih ploča, čipseta, mrežnih kartica, modema, i ostalih računarskih komponenti. Intel je osnovan 1968. od strane Gordon E. Moore-a (hemičar i fizičar) i Roberta Noyce-a (fizičar koji je radio na izumu integrisanog kola), obojica su napustila Fairchild Semiconductor da bi osnovali Intel. Isti slučaj se desio sa osnivanjem AMD jer su njegovi osnivači upravo radili u Fairchild-u.
Intel je začetnik modernih procesora, bili su prvi koji su napravili procesor na jednom čipu (1971. godine), procesor se zvao Intel 4004. Iako je mogućnostima bio siromašan i u to vrijeme, bio je revolucionaran jer je sve sadržavao u jednom čipu, te je bio veoma malen. Prvi proizvodi koje je Intel pravio su bile RAM memorije. Intel je zaslužan i za x86 arhitekturu procesora na kojoj se danas temelji većina procesora, između ostalog i AMD, dok još postoje i IBM, NEC, Transmeta i VIA procesori.
Do pojave Pentium marke procesora (što je ustvari samo marketinško ime) procesori su se obilježavali brojevima, a sve je počelo od prvog x86 temeljenog procesora 8086 (1978. godine), te su se kasnije dodavali brojevi ispred 86, od čega i potiče ime arhitekture x86. Prije Pentiuma najpoznatiji procesori su bili 80286, 80386 te 80486, da bi Intel uveo novo ime (mnogo jednostavnije i privlačnije) Pentium, koji slovi za najpoznatiju marku procesora ikad, osim njega imamo Celeron, praktično oslabljenu verziju Pentiuma.
Vrednost brenda iznosi 39,385 miliona dolara, što kompaniju Intel stavlja na osmo mesto najvrednijih svetskih brendova na svetu.
Advertajzing budžet za 2012. godinu je iznosio 2,1 milijardu dolara.

Slika 5 Raspodela budžeta za oglašavanje

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[ 1 ]. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
[ 2 ]. http://www.cbsnews.com/8301-505124_162-57562380/apples-ad-budget-hits-$1-billion/
[ 3 ]. B2B Magazine Research Guide ’12
[ 4 ]. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
[ 5 ]. http://www.intelligenthq.com/social-media-business/nike-takes-digital-data-and-social-media-marketing-seriously/
[ 6 ]. http://www.intelligenthq.com/social-media-business/nike-takes-digital-data-and-social-media-marketing-seriously/
[ 7 ]. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
[ 8 ]. http://www.forbes.com/sites/ycharts/2012/08/02/who-spends-more-on-ads-apple-or-microsoft-another-lesson-in-quality-vs-quantity/
[ 9 ]. B2B Magazine Research Guide ’12
[ 10 ]. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
[ 11 ]. http://beforeitsnews.com/financial-markets/2012/11/hewlett-packard-versus-apple-advertising-budget-2471226.html
[ 12 ]. B2B Magazine Research Guide ’12
[ 13 ]. http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
[ 14 ]. http://www.reuters.com/article/2012/09/24/technology-chips-marketing-idUSL2E8JUBFL20120924
[ 15 ]. B2B Magazine Research Guide ’12

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...customer-focused and heavily committed to marketing. These companies share a passion for understanding and satisfying customer needs in well-defined target markets. They motivate everyone in the organization to help build lasting customer relationships based on creating value. Marketing is just as important for non-profit-making organizations as it is for profit-making ones. It is very important to realize that at the heart of marketing is the customer. It is the management process responsible for identifying, anticipating and satisfying consumer requirements profitability. Background The term ‘‘marketing’’ is derived from the word ‘‘market’’, which refers to a group of sellers and buyers that cooperate to exchange goods and services. The modern concept of marketing evolved during and after the revolution in the 19th and 20th centuries. During that period, the proliferation of goods and services, increased worker specialization and technological advances in transportation, refrigeration and other factors that facilitate the transfer of goods over long distances resulted in the need for more advance market mechanisms and selling techniques. But it was not until the 1930s that companies began to place a greater emphasis on advertising and promoting their products and began striving to tailor their goods to specific consumer needs. By the 1950s, many larger companies were sporting entire marketing departments charged with devising and implementing marketing strategies that would complement...

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...MARKETING PLAN RESEARCH DEFINITION: A marketing plan is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life of from one to five years. PURPOSE: The purpose of creating a marketing plan is to clearly show what steps will be undertaken to achieve the business' marketing objectives. CONTENT OF MARKETING: A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors. 1. Description of the product or service, including special features 2. Marketing budget, including the advertising and promotional plan 3. Description of the business location, including advantages and disadvantages for marketing 4. Pricing strategy 5. Market Segmentation The main contents in marketing plan are: * Executive Summary Brief statement of goals and recommendations based on hard data. * Environmental Analysis Presents data on the market, product, competition, distribution, macro-environment. (Product fact book) S.P.I.N.S. Situation “Where am I”, Problem identification/Implications “What is happening”, Needs Assessment “Why is it happening”, Solutions “What can I do about it” Market Situation: Data on target market, size and growth for past years...

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