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Title:»Marketinška naravnanost med slovenskimi glasbeniki«
Authors:ID Čižić, Mario (Author)
ID Pisnik, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf MAG_Cizic_Mario_2018.pdf (3,17 MB)
MD5: 869AD778754B4B7DA158DFF5B448216C
PID: 20.500.12556/dkum/fcc7676c-7711-4b0d-80c1-17f377dff446
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Glasba že od nekdaj predstavlja velik del našega vsakdana, saj jo uživamo zavestno kot tudi podzavestno. Magistrsko delo v prvem in drugem delu opisuje marketinško naravnanost kot enega temeljnih konceptov marketinga in strukturo ter delovanje glasbene industrije. Kot vsaka druga panoga je v preteklosti tudi glasbena industrija doživela velike transformacije, ki so bile v veliki večini posledica globalizacije in bliskovitega tehnološkega razvoja. V Sloveniji glasbeno industrijo zaradi njenih specifik (predvsem majhnosti) težko primerjamo z največjimi svetovnimi trgi, a kljub temu lahko potegnemo vzporednice z vsaj elementarnimi strukturnimi zasnovami in procesi. Marketinška naravnanost je v razvitejših in večjih glasbenih trgih močno prisotna, mi pa smo problem omejili na področje Slovenije, saj nas zanima stopnja marketinške naravnanosti slovenskih glasbenikov. Podatke smo znotraj raziskave pridobivali s pomočjo anketnega vprašalnika, in sicer smo nagovarjali slovenske glasbenike, tako solo izvajalce, kot tudi glasbene skupine. Stopnjo marketinške naravnanosti smo merili s pomočjo prirejene Narver-Slaterjeve lestvice, kjer smo od treh podkonstruktov (naravnanost na odjemalce, naravnanost na konkurente in medfunkcijska povezanost) uporabili dva, in sicer naravnanost na odjemalce (poslušalce) in naravnanost na konkurente. Zbrane podatke smo statistično obdelali in prišli do zanimivih ugotovitev, namreč od štirih hipotez, smo dve potrdili in dve ovrgli. Ugotovili smo, da ima naravnanost na poslušalce pri slovenskih glasbenikih večjo težo kot naravnanost na konkurente. Ko govorimo o splošni marketinški naravnanosti lahko ugotovimo, da so najbolj marketinško naravnani glasbeniki, ki izvajajo narodnozabavno glasbo, sledijo jim pop izvajalci in izvajalci elektronske glasbe, najmanj marketinško naravnani pa so rock glasbeniki. Pri primerjavi solo izvajalcev in glasbenih skupin ni bilo izmerjenih razlik v stopnji marketinške naravnanosti, prav tako pa tudi na podlagi dobljenih rezultatov ne moremo govoriti o pozitivnem vplivu marketinške naravnanosti glasbenikov na njihovo uspešnost. Koncept marketinške naravnanosti je v Sloveniji na področju glasbene industrije relativno neraziskan, zato izsledki naše raziskave predstavljajo dobre temelje za nadaljnje raziskave. Vsak dan lahko spremljamo aktivnosti slovenskih glasbenikov, ki so povezane z marketingom, saj se tudi oni zavedajo, da na konkurenčnem trgu marketinška naravnanost predstavlja eno večjih dolgoročnih prednosti. Predvidevamo, da bo tudi v prihodnje opaziti rast stopnje marketinške naravnanosti, saj je to trend, ki prihaja k nam z razvitejših trgov z določenim časovnim zamikom.
Keywords:Marketinška naravnanost, glasbeniki, slovenska glasbena industrija, naravnanost na poslušalce, naravnanost na konkurente, marketing, marketinške aktivnosti v glasbeni industriji, marketinška naravnanost kot konkurenčna prednost.
Place of publishing:Maribor
Publisher:[M. Čižić]
Year of publishing:2018
PID:20.500.12556/DKUM-72839 New window
UDC:339.13
COBISS.SI-ID:13252892 New window
NUK URN:URN:SI:UM:DK:7U4U2J2T
Publication date in DKUM:17.01.2019
Views:1581
Downloads:137
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:28.11.2018

Secondary language

Language:English
Title:»Marketing orientation of slovenian musicians«
Abstract:Music has always been a big part of our everyday life, because we consume it consciously or unconsciously. In first and second part of Master degree, we describe market orientation as sub concept of marketing, and structure and activity of music industry. As any other branch, the music industry has also been through huge transformations, which has been mostly cause of globalisation and swift technological development. In Slovenia we have a hard time to compare Slovenian music industry with the biggest worlds markets because of its specific type (small size). Nevertheless we can draw some comparative lines with the basic structure and processes. Market orientation is more present on big and more developed music markets, but we have limited our problem on Slovenian area, because we want to find out, how much the Slovenian musicians are market oriented. We have collected data for our research with the help of survey questionnaire. We have addressed variety of Slovenian musicians, solo artist and music groups too. We have been measuring level of market orientation with the help of rearranged Narver-Slater’s scale, on which we have used instead of three sub construct (consumers orientation, competitor orientation and in between function connectivity) only two of them – consumers orientation (listeners) and competitors orientation. We statistically analysed collected data and came to interesting conclusions, in fact, from four hypothesis we have confirmed two of them, the other two we had to reject. We found out that listeners orientation has bigger weight between Slovenian musicians as competitor orientation. When we are talking about simple market orientation we came to conclusion that market orientation level is the highest between folk music artists, on scale behind them are pop artists and electronic music artists, the least market orientated are rock artists. In comparison of solo artists and music groups, we have not found any differences in level of market orientation. Based on collected and analysed data we also cannot say, that market orientation of Slovenian musicians has positive effect on their success. In Slovenia is the concept of market orientation in music industry relatively bad researched, which is why our research and its conclusions and results are solid base for further researches. Every day we are able to watch activities of Slovenian musicians, which are connected to marketing, because they are aware, that on competitive markets, the market orientation is one of the biggest long time advantages. We assume in future we would be able to see increased level of market orientation, because it is the trend, coming to us from developed and bigger markets with certain time delay.
Keywords:Market orientation, musicians, Slovenian music industry, listeners orientation, competitors orientation, marketing, marketing activities in music industry, market orientation as competitive advantage


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