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2014, vol. 62, br. 5-6, str. 305-314
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Efekti razvoja i jačanja snage maloprodajnih lanaca na poziciju potrošača u kanalima marketinga
Effects of development and increasing power of retail chains on the position of consumers in marketing channels
aMinistry of trade, tourism and telecommunications, Government of the Republic of Serbia bUniverzitet u Novom Sadu, Ekonomski fakultet, Subotica, Srbija
Sažetak
Kraj prošlog i početak ovog veka obeležili su intenzivni procesi koncentracije maloprodajnih tržišta u svetu. Moglo bi se reći da je na sceni svojevrsna maloprodajna revolucija, čije je osnovno obeležje intenzivan razvoj maloprodajnih lanaca i jačanje njihove snage u kanalima marketinga. Uporedo sa svojim nezadrživim razvojem, veliki maloprodajni lanci preuzimaju ključnu ulogu u kreiranju i upravljanju kanalima marketinga. Time iz osnova menjaju poziciju i međusobne odnose članova u kanalima, ali stvaraju i jednu sasvim novu stvarnost za poziciju potrošača na tržištu. Najbitnije pitanje je da li je razvoj velikih maloprodajnih lanaca u stvarnom interesu potrošača ili ne. U tom smislu, u početnim fazama razvoja savremenog tržišta maloprodaje neprestano tinja strah od razvoja velikih maloprodajnih lanaca koji ubrzano menjaju, do tada, poznatu sliku maloprodaje i staru poziciju potrošača.
Abstract
The end of the last century and the beginning of this one are marked by intensive processes of retail markets concentration worldwide. One might say that a kind of retail revolution is underway, primarily characterized by an intensive development of retail chains and by increase of their power in the marketing channels. Parallel to their overwhelming development, big retail chains assume key role in designing and managing marketing channels. In this manner, they immensely change position and interrelations among the members of channels, but also design one new reality for consumers' position on the market. The essential question is whether the development of big retail chains is in real favor of consumers or not. In that sense, the fear of development of big retail chains which rapidly change familiar picture of retail and old position of consumers is constantly present in the initial phase of the modern retail market development.
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