diplomsko delo
Violeta Vučićević (Author), Bruno Završnik (Mentor)

Abstract

V današnjem gospodarstvu vsakdo išče najboljšo možno kupčijo za svoj nakup. Za veliko podjetij to žal pomeni, da so potrošniki za dobro ceno pogosto pripravljeni pogledati skozi prste kakovosti. Današnji potrošniki so bolje informirani, težje jih je zadovoljiti, kar je posledica močnega konkurenčnega boja med podjetji. Kupci so vse manj zvesti blagovnim znamkam, vse bolj tehtajo dodano vrednost in jo primerjajo s ceno, zato je potrebno biti kreativen in inovativen pri izbiri orodij pospeševanja prodaje, ki bodo uporabnika pritegnile k nakupu. Cilj podjetja pa ni le pridobiti čim več kupcev, temveč jih tudi zadržati. Pospeševanje prodaje, ki je bilo v preteklosti v ozadju, je v zadnjih letih ogromno pridobilo na pomenu in je zdaj eno najpomembnejših orodij marketinškega komuniciranja. Omogoča nam pristnejši stik s potrošnikom ter ga spodbuja k nakupu. Tega se zaveda tudi podjetje Proficio, zato vlaga v pospeševanje prodaje veliko časa in sredstev. Za najpomembnejši metodi pospeševanja prodaje so se izkazala predavanje in seminar. Temeljni cilj diplomskega dela je bil predstaviti teoretična izhodišča pospeševanja prodaje in na konkretni akciji predstaviti pospeševanje prodaje v podjetju Proficio. Na podlagi obstoječega stanja smo poskušali kritično podati prednosti in pomanjkljivosti pospeševanja prodaje v podjetju in predlagati smernice za izboljšave.

Keywords

marketing;komuniciranje;poslovno komuniciranje;prodaja;pospeševanje prodaje;potrošnik;blagovne znamke;

Data

Language: Slovenian
Year of publishing:
Source: Maribor
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [V. Vučićević]
UDC: 658.8
COBISS: 11367452 Link will open in a new window
Views: 1893
Downloads: 155
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Other data

Secondary language: English
Secondary title: Sales promotion in Prificio company
Secondary abstract: In this economy, everyone is looking for the best possible deal they can get. What that means for many businesses is unfortunately that consumers are often willing to look past quality for a good bargain. Consumers today are better informed, it is hard to satisfy their needs which is a result of the strong competition between the companies. Customers are becoming less loyal to brands, all weighing more added value and compare it with price, so you have to be the most creative and innovative in choosing the tools of sales promotion that will attract users to purchase. The main goal of company is not only to get as many customers, but also to hold them. Sales promotion, which has been in the past in the background, become in recent years very important and is now one of the most important tools of marketing communication. It makes us to get more in contact with consumers and encourages them to buy the product or service. Proficio is also aware of this, so it invests in sales promotion a lot of time and resources. The most important method of sales promotion have proven lectures and seminars. The basic objective of this work was to present the theoretical foundations of sales promotion and present concrete actions to promote the sale of the company Proficio. Based on the current situation I tried to make critical advantages and disadvantages of sales promotion in the company and propose guidelines for improvement.
Secondary keywords: Marketing Communication;sales promotion;consumer;brand;service company;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 62 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;
ID: 1027084