diplomsko delo univerzitetnega študija Organizacija in management kadrovskih in izobraževalnih sistemov
Eva Knific (Author), Polona Šprajc (Mentor)

Abstract

Na trgu je danes »poplava« najrazličnejših farmacevtskih izdelkov. Ravno zato je marketing izrednega pomena, saj opredeli izdelek oziroma storitev in oblikuje takšno marketinško dejavnost, ki zasede želeno mesto v mislih ciljne skupine kupcev. V diplomskem delu bomo predstavili marketinško disciplino ter oblike marketinškega komuniciranja. Še posebej se bomo osredotočili na samo pospeševanje prodaje kot obliko marketinškega komuniciranja s potrošniki. Predstavili bomo tudi lekarniško dejavnost ter kako poteka trženje v lekarniški dejavnosti. Na temo marketinškega komuniciranja, s poudarkom na pospeševanju prodaje, bomo opravili raziskavo o pospeševanju prodaje farmacevtskih izdelkov v lekarnah, podrobno analizirali podatke pridobljene z anketnim vprašalnikom ter preverili resničnost odgovorov na raziskovalna vprašanja.

Keywords

marketing;marketinško komuniciranje;pospeševanje prodaje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM FOV - Faculty of Organizational Sciences
Publisher: [E. Knific]
UDC: 339.138
COBISS: 7400979 Link will open in a new window
Views: 990
Downloads: 296
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Other data

Secondary language: English
Secondary title: SALES PROMOTION OF PHARMACEUTICALS IN PHARMACY
Secondary abstract: Nowadays, the market is "flooded” with a wide range of pharmaceutical products. That's why marketing is crucial, because it defines the product or service and makes such marketing activity, that occupies the desired place in minds of the target group of customers. In this degree paper, we will present marketing disciplines and forms of marketing communication. In particular, we will focus on sales promotion as a form of marketing communication. We will also present pharmacy and how the marketing of pharmaceutical practice looks like. We conducted a study on the promotion of sales of pharmaceutical products in pharmacies on the topic of marketing communication, with the focus on sales promotion. We made a detailed analysis of the data, obtained by questionnaire and verify the accuracy of the research questions.
Secondary keywords: • marketing;• marketing communication;• sales promotion;• pharmacy services.;
URN: URN:SI:UM:
Type (COBISS): Bachelor thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za organizacijske vede
Pages: 39 f.
ID: 8700944
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