Marketing dogodka

delo diplomskega seminarja

Katja Cajnko (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V visoko razviti potrošniški družbi in prostoru zasičenem z oglasi dogodki pridobivajo na priljubljenosti kot orodje marketinškega komuniciranja. V literaturi so obravnavani predvsem v okviru turizma in upravljanja z dogodki, raziskave pa kažejo na vse pogostejšo uporabo dogodkov v okviru tržno komunikacijskega spleta. Najpomembnejši prednosti dogodkov v primerjavi z drugimi orodji sta, da se odjemalec na podlagi lastne odločitve odloči za obisk dogodka in da odjemalcu dogodki nudijo pozitivno izkušnjo, ki jo povežejo s podjetjem ali znamko podjetja. Dogodek ustvarja emocionalno povezanost odjemalcem in znamko ter posledično zvišuje lojalnost odjemalcev, legitimira višje cene in zagotavlja diferenciacijo znamke. Prav tako omogoča odjemalcu doživeti, izkusiti znamko in se mu približati na subtilen način. Uspeh dogodka je dosežen, kadar se z obiskovalci vzpostavi obojestranska interakcija in zadovoljstvo. Za uspešen dogodek je nujno strateško razmišljanje, načrtovanje in raziskovanje pred dogodkom, dovršena izvedba samega dogodka in po dogodku ovrednotenje uspeha, ki je že prvi korak k naslednjemu dogodku. Diplomski seminar predstavlja raziskavo teoretičnega pomena marketinga dogodka in njegovih značilnosti ter primerjavo teoretičnih izhodišč na praktičnem primeru Zimskih olimpijskih iger v Vancouvru 2010 in Slovenskega olimpijskega mesta.

Keywords

marketing;dogodek;marketinški splet;načrtovanje;šport;

Data

Language:	Slovenian
Year of publishing:	2010
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[K. Cajnko]
UDC:	339.13
COBISS:	10537500
Views:	1819
Downloads:	222
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Event marketing
Secondary abstract:	In a highly developed consumer society saturated with advertisements, events are getting more and more popular as a marketing communication element. In literature events are mentioned in connection with tourism and event management, but recent research shows an increase in using events as an element of the marketing communication mix. Two of the most important advantages of events are: it is the consumer's own decision to attend the events and they can offer to the consumer a positive experience, which the consumer links with the company or the company's brand. Events create an emotional connection between the consumer and the company's brand, consequently they can increase the consumer's loyalty, legitimate premium prices and ensure brand differentiation. The consumer is able to experience the brand through events and so being approached in a subtile way. Events objectives are met when a reciprocal interaction and satisfaction is established. For a successful event strategic thinking, planning and research are imperative before the event, perfect realization of the event itself and thorough evaluation after it. The last step is at the same time the first step of the next planned event. Diploma represents the research of theoretical meaning of event marketing and its features as well as comparison of theoretical facts with project Winter Olympic Games Vancouver 2010 and project Slovenian Olympic city.
Secondary keywords:	event marketing;event marketing mix;planning an event;Winter Olympic Games Vancouver 2010;Slovenian Olympic city;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	52 str.
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;
ID:	1012908