diplomsko delo
Barbara Poljanec (Author), Milan Jurše (Mentor)

Abstract

Sodobni načini pospeševanja prodaje v mednarodnem marketingu danes zajemajo širok spekter aktivnosti, ki temeljijo na inovativnosti, individualnosti in drugačnosti in ne toliko na masovnosti, ki je bila bolj poudarjena nekoč. Ker gre za delovanje na globalnih trgih je tudi nujno, da pri zasnovi pospeševanja prodaje ne zanemarimo lokalnih značilnosti. Poudarjen je bolj oseben in bolj intimen pristop preko dnevov odprtih vrat, infotočk, posebnih prireditev pa vse do bolj množičnih mobilnih displejev, brezplačnih testerjev v revijah, promocijah v nakupovalnih centrih in sofisticiranih psihološko razdelanih postavitvah trgovin in pozicij izdelkov na policah, vonjavah, povezovanje z dobrodelnostjo ter apeliranje na človeška čustva ali pojavljanje produktov v medijih, kjer jih ne pričakujemo oz. jih ne dojemamo kot pospeševanje prodaje, kot je na primer v zgodbah filmov ali glasbenih izdelkov. Pospeševanje prodaje se v sodobnem času dogaja tudi na internetu in na najbolj nenavadnih mestih, kot je npr. človeško čelo. Sodobne tehnologije vedno bolj spreminjajo načine pospeševanja prodaje, vedno bolj pridobivajo na veljavi tudi načini, ki vključujejo uporabo interneta, socialnih omrežij, blogov, aplikacij na mobilnih telefonih. Ti načini omogočajo segmentacijo ter dosežejo ciljne skupine, kar poveča učinek pospeševanja prodaje, obenem pa so še toliko novi in zanimivi, da pritegnejo pozornost. Mladi postajajo vedno bolj pomembna ciljna skupina, zaradi njihove povečane kupne moči in vedno večje vloge pri sprejemanju nakupnih odločitev. Pritegniti pozornost mladega potrošnika je danes veliko težje, kot je bilo v preteklosti, saj so že od rojstva navajeni na pospeševanje prodaje in ga pogosto ignorirajo, če ni prilagojeno njim. So tudi izrazito tehnološko usmerjeni, uporaba računalnika, mobilnih telefonov, televizije zavzema velik del njihovega časa in to je potrebno upoštevati tudi pri pospeševanju prodaje za to ciljno skupino.

Keywords

pospeševanje prodaje;pozicioniranje;izdelki;trgovina;potrošnik;socialna omrežja;internet;sodobnost;mladina;mednarodni marketing;blagovne znamke;

Data

Language: Slovenian
Year of publishing:
Source: Slovenska Bistrica
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Poljanec]
UDC: 658.8.012.2:339.5
COBISS: 10727708 Link will open in a new window
Views: 2379
Downloads: 217
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Other data

Secondary language: English
Secondary title: Modern approaches in sales promotion in international marketing
Secondary abstract: Modern approaches in sales promotion in international marketing are based on innovation, individuality and uniqueness which is very different from the emphasis on massive volumes of the past. Because we are operating in global environment, there is an absolute must not to forget about local aspect of creating and planning of sales promotion activities. Today there is a significant emphasis on personal approach through Doors open days, infopoints, promotional stunts and also mobile displays, free samples as well as psychologically sophisticated product placement, scents and other aspects of the shopping experience. Sales promotions are today also linked to charity, human emotions such as in the Dove case, which has grown to a social phenomenon and today represents much more than just a sales promotion campaign. Real women of Dove have sparked a social change that enabled the replacement of models with real women on the magazine covers as well as on fashion runways. Sales promotion has also entered the world of movies, music and even human body. Modern IT has significantly reshaped the way consumers get information about products, therefore the role of consumer has shifted from passive to active, as everyone has access to almost unlimited data about products from companies and from other consumers as well. The approaches that are Internet based are hugely popular. They vary from use of social networks, blogs, forums to mobile phone applications. Those forms of sales promotion enable better segmentation and reach of target groups, which enhances the effect of sales promotion. One of more unusual approaches in sales promotion that was created by the use of IT actually works on a completely different level-in virtual worlds such as Second Life. The use of modern IT also has many negative aspects mainly because most approaches are relatively new and underdeveloped. Teens and Young adults are becoming a very important target group in sales promotion because of their rising buying power and their role in purchase decision-making. It has become significantly harder to attract attention of younger generations, because they have been subjected to extensive sales promotion activities throughout their lives and they demand special forms and approaches. They are very tech-savvy, use of computers, mobile phones, TV and other gadgets takes up most of their spare time and that has to be taken into account when designing sales promotion for that target group. The impact of “Spokesperson” or “Endorsement deals” in also very important in this age group because they see famous people as role models and want to copy their behaviour which transcends also in their purchase decisions. Sales promotion in modern marketing is becoming more important as well as it is getting broader dimensions because of ever-evolving new ways that are suppose to influence the consumers to get their attention, surprise and engage them and ultimately-sell the product.
Secondary keywords: Sales promotion;store alignment and product placement;internet;social networks;young consumers.;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 48 str.
Keywords (UDC): applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;business management;administration;commercial organization;poslovni menedžment;administracija;komercialna organizacija;marketing;sales;selling;distribution;prodaja;distribucija;social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;foreign trade;external trade;international trade;zunanja trgovina;mednarodna trgovina;
ID: 1014679