Dejavniki učinkovitega tržnega komuniciranja s poudarkom na osebni prodaji

diplomsko delo visokošolskega strokovnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Tamara Lazar (Author), Polona Šprajc (Mentor)

Abstract

Diplomsko delo obsega šest poglavij. Cilji diplomskega dela so bili ugotoviti: − kakšno mnenje imajo kupci o osebni prodaji, ki poteka od vrat do vrat; − zakaj se kupci odločijo kupiti izdelek na domu in kakšne izkušnje imajo s takšnimi izdelki; − kakšen pomen imata videz in urejenost prodajalca in − kakšen pomen ima zadovoljstvo kupcev do izbranega izdelka. V prvem poglavju je opisan uvodni del, ki ga sestavljajo predstavitev problema, okolja in metode dela. Teoretični del obsega tri poglavja, in sicer drugo, tretje in četrto poglavje. V drugem poglavju smo opisali tržno komuniciranje in komunikacijski splet. Tretje poglavje je bilo namenjeno obravnavi teme osebna prodaja. Tukaj smo opisali pojem in pomen, načela, načine in ravni osebne prodaje. Četrto poglavje je temeljilo na predstavitvi odnosa med prodajalcem in kupcem, tu smo se poglobili na opis, kakšen naj bi bil pravi odnos prodajalca do kupca, in poglavitne dejavnike, ki vplivajo na nakupno vedenje. Peto poglavje vsebuje raziskovalni del naloge, kjer so predstavljeni rezultati ankete, interpretacija rezultatov raziskave in podana kritična presoja in predlogi. Raziskovalni instrument je predstavljal anketni vprašalnik, ki ga je izpolnilo 100 anketirancev. Uporabljena je bila statistična metoda za zbiranje in obdelovanje podatkov. Rezultate smo prikazali v grafikonih. Šesto poglavje je namenjeno sklepnim ugotovitvam, ki so pridobljene tako v teoretičnem kot v praktičnem delu diplomskega dela.

Keywords

komunikacijski splet;osebna prodaja;dejavniki;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[T. Lazar]
UDC:	331.3
COBISS:	7385363
Views:	1335
Downloads:	136
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	FACTORS OF EFFECTIVE MARKETING COMMUNICATION WITH AN EMPHASIS ON PERSONAL SALES
Secondary abstract:	The thesis consists of 6 chapters. Its purpose was to determine: − the opinion of buyers about door-to-door personal selling; − why do they decide to buy a product at home and what is their experience with such products; − how important is the visual aspect of the seller; − and how important is their satisfaction with the product they selected. The first chapter contains the introduction to the thesis, which outlines the main problem, environment and research methods. The theoretical part encompasses the second, third and fourth chapter. The second chapter describes marketing communication and the marketing communication mix. As for the third chapter, it focuses on personal selling. It outlines the notion, significance, principles, types and levels of personal selling. The fourth chapter is founded on the relationship between the seller and the buyer, particularly to determine the characteristics of the right attitude towards the buyer and the main factors influencing consumer behaviour. The fifth chapter is devoted to the research, i.e. the survey results and their interpretation, critical evaluation and suggestions. A survey questionnaire was used as a research instrument; it was filled in by 100 respondents. A statistical method was used to collect and process the data, which was illustrated with charts. The sixth chapter contains final conclusions drawn from both the theoretical and the practical part of the thesis.
Secondary keywords:	marketing communication mix;personal selling;factors;buyers;communication;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	52 str.
ID:	8680631