delo diplomskega projekta
Jakob Korbar (Author), Borut Milfelner (Mentor)

Abstract

Marketinško komuniciranje je nepogrešljiva marketinška dejavnost, saj podjetja z njo vzpostavljajo stik z odjemalci, ostalimi podjetji in pridobivajo kupčevo zvestobo in zaupanje. Marketinško komuniciranje podjetja obravnavajo kot obliko prepričevalnega informiranja odjemalcev s katerim zmanjšujejo njihovo negotovost in posledično povzročimo pospeševanje nakupa. Danes je odjemalec izpostavljen veliki količini informacij zaradi tega so vedno bolj zapolnjeni tudi kanali marketinškega komuniciranja. Zaradi vseh dejavnikov so podjetja primorana z odjemalcem komunicirati na najbolj učinkovit način, kar zahteva zelo razvit program marketinškega komuniciranja. V trenutku presoje se bodo odjemalci odločili za nakup tistega izdelka, ki je najbolje predstavljen in najbolj izpolnjuje njihova pričakovanja. Podjetja se zaveda, da lahko le z izpolnjevanjem odjemalčevih pričakovanj in ustvarjanjem dobička ostane konkurenčno na trgu. Da to dosežejo, se morajo biti pripravljeni neprestano prilagajati razmeram na trgu. V diplomskem delu bomo predstavili teoretično osnovo marketinškega komuniciranja, opredelili cilje marketinškega komuniciranja in ciljne skupine, komunikacijske kanale, primernost izbranih komunikacijskih orodij in proračun marketinškega komuniciranja. Specifično bo predstavljeno marketinško komuniciranje v podjetju BSH Bosch und Siemens Hausgeräte na slovenskem trgu. Analizirali bomo njihov program marketinškega komuniciranja in predstavili program marketinga za izdelek sesalnikov Unlimited.

Keywords

komuniciranje;marketinško komuniciranje;ciljne skupine;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [J. Korbar]
UDC: 659.3
COBISS: 57709315 Link will open in a new window
Views: 466
Downloads: 78
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Other data

Secondary language: English
Secondary title: Marketing communication in BSH Bosch und Siemens Hausgeräte
Secondary abstract: Marketing communication is an indispensable marketing activity. As companies establish contact with customers, other companies and gain customer loyalty and trust. Marketing communication is considered by companies as a form of persuasive informing of customers, which reduces their uncertainty and consequently accelerates the purchase. Today, the customer is exposed to a large amount of information, which is why the channels of marketing communication are increasingly filled. Due to all the factors, companies are forced to communicate with the customer in the most efficient way, which requires a highly developed marketing communication program. At the time of the assessment, customers will decide to purchase the product that is best presented and best fulfills their expectations. Businesses are aware that only by meeting consumer expectations and making a profit can they remain competitive in the market. To achieve this, they must be prepared to constantly adept to market conditions. In this diploma project we will present the theoretical basis of marketing communicaton, define the goals of marketing communication nad target groups, communication channels, the suitability of selected communication tools and the budget of marketing communication. This will be based in the case of BSH Bosch und Siemens Hausgeräte on the Slovenian market. We will analize their marketing communication program, present the marketing communication program, and present the marketing program for the Unlimited vacuum cleaner product.
Secondary keywords: Marketing communication;BSH Bosch und Siemens Hausgeräte;marketing communication tools;marketing communication program;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 41 str.
ID: 12385149