magistrsko delo
Žiga Žibret (Author), Bruno Završnik (Mentor)

Abstract

Marketinško komuniciranje je sestavni del komunikacije podjetja s tržnimi subjekti. Deli se na več različnih marketinških kanalov kot so; oglaševanje, odnosi z javnostjo, pospeševanje prodaje, osebna prodaja, neposredno trženje in vedno bolj priljubljena oblika oglaševanja katera se imenuje spletno oglaševanje. Ker se organizacije soočajo z vedno bolj nepredvidljivimi tržnimi situacijami in oteženimi pogoji, se morajo prilagajati in poiskati pravilne tržne pristope in kvalitetno komunikacijo s tržnimi subjekti. Soočajo se z finančnimi zlomi, konjunkturami gospodarskega razvoja, neizprosno konkurenco, zahtevnejšo in vedno bolj ozaveščeno in izobraženo strukturo kupcev kakor ostalimi dejavniki, ki postavljajo delovanje podjetja na preizkušnjo. Prav zaradi tega so primorana spremeniti tradicionalne poslovne prakse in uveljavljati novejše pristope do kupcev. Zaradi tega se organizacije odločajo za uvedbo marketinških komunikacijskih rešitev, katere omogočajo komunikacijo in tudi vpogled v pričakovanja in želje odjemalcev. Velik odstotek neuspešnih uvedb in delovanja marketinških storitev pripisujemo predvsem nejasnim, slabo začrtanim in nedoslednim izvrševanjem začrtanih ciljev podjetja. Definiranje jasnih ciljev, vizije, strategije in obsega razpolagajočih virov, pogojuje dejavnike uspešnega in neuspešnega delovanja marketinškega komuniciranja. Podjetje Montana d.o.o., želi prenoviti obstoječe in vzpostaviti nove marketinške komunikacijske kanale in s tem vzpodbuditi obstoječe in nove odjemalce k večjemu nakupu njihovega materiala. Podjetje ima vizijo in uresničljive cilje, kateri se lahko udejanjijo z dobrim marketinškim delovanjem, pietetnim pristopom in sinergijskemu komuniciranju s kupci. V magistrskem delu želimo predstaviti podjetje, različne vrste marketinških komunikacijskih kanalov in možnosti prenašanja sporočila od pošiljatelja (podjetja) k prejemniku (kupcu). Opravili bomo kvalitativno analizo marketinškega komuniciranja v izbranem podjetju. Rezultate intervjujev bomo analizirali in tako s pomočjo priznanih avtorjev in njihovih teoretičnih aksiomov o marketinškem komuniciranju izpeljali zaključke pri naši raziskavi.

Keywords

komuniciranje;marketing;trženje;tržno komuniciranje;osebna prodaja;oglaševanje;odnosi z javnostjo;pospeševanje prodaje;direktno trženje;spletna trgovina;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: Ž. Žibret
UDC: 659.3
COBISS: 11623196 Link will open in a new window
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Downloads: 460
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Other data

Secondary language: English
Secondary title: Marketing communication and personal selling in the company Montana Ltd.
Secondary abstract: Marketing communication is an integral part of business communications with market players. It is divided into a number of different marketing channels, such as; advertising, public relations, sales promotion, personal selling, direct marketing, and increasingly popular form of advertising which is called online advertising. As organizations face increasingly unpredictable market situations and difficult conditions, they need to adapt and find the correct market-based approaches and a high-quality communication with market players. They are faced with financial breaks, conjunctures of economic development, relentless competition, more demanding and well educated customers structure and other factors that put the company's operations to the test. That is why they are forced to change traditional business practices and implement newer approaches to the buyers. As a result, the organizations decide to establish marketing communication solutions, which enable communication and consultation expectations and desires of customers. A large percentage of unsuccessful implemnetation of marketing services are primarily copying vague, poorly outlined, and inconsistent implementation of their goals. Defining clear goals, visions, strategies and scope of resources, relaying conditional factors of successful and unsuccessful performance of marketing communications. Company Montana Ltd. wishes to renew the existing and create new marketing channels of communication in order to stimulate existing and new customers to buy more of their material. The company has a vision and realistic goals which can be achieved through good marketing approach and synergetic communication with the customers. In this thesis we present the company, different types of marketing communication channels and a way to pass messages from the sender (company) to the recipient (buyer). We will carry out a qualitative analysis of marketing communication in the selected company. The results of the interviews will be analyzed with the help of renowned authors and their theoretical axioms of marketing communication which will be carried out in the conclusion of our study.
Secondary keywords: Communication;marketing communication;marketing communication instruments;personal selling;advertising;public relations;sales promotion;direct marketing and internet marketing.;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 87 str., 11 str. pril.
ID: 8728122