diplomsko delo
Saša Golob (Author), Bruno Završnik (Mentor)

Abstract

Komuniciranje je aktivnost prenosa in izmenjave informacij med ljudmi. Podjetja komunicirajo s svojimi ciljnimi javnostmi, z namenom da dosežejo cilje marketinškega komuniciranja. Pri tem pa uporabljajo različne pristope oziroma instrumente. Podjetje Kaviar kozmetika d.o.o., s široko ponudbo izdelkov za nego predvsem zahtevne, zrele in težavne kože, deluje medorganizacijsko. Z izdelki cilja na kozmetične salone in lekarne, ki zaposlujejo ustrezne strokovnjake za delo in uporabo profesionalne kozmetike, v namen njihove ustrezne uporabe pa izvaja usposabljanja. Pri komuniciranju s svojimi ciljnimi skupinami uporablja različne instrumente marketinškega komuniciranja. Veliko pozornost namenja pospeševanju prodaje, največ udeležbi na sejmih, saj jim ti zagotavljajo pridobitev pomembnih kontaktov in sklepanje poslov ter vzdrževanje odnosov s svojimi stalnimi kupci. Na osnovi teh pridobljenih kontaktov izvajajo osebne predstavitve pri potencialnih kupcih, za druge največkrat podporne dejavnosti uporabljajo instrumente neposrednega trženja, kot so telefonsko komuniciranje in komuniciranje s pomočjo elektronske pošte.

Keywords

komuniciranje;poslovno komuniciranje;marketinško komuniciranje;pospeševanje prodaje;sejmi;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [S. Golob]
UDC: 659.3(043.2)
COBISS: 12298268 Link will open in a new window
Views: 938
Downloads: 89
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Other data

Secondary language: English
Secondary title: Marketing communications in Kaviar kozmetika d.o.o.
Secondary abstract: Communication is the crucial part of transfer and exchange of information between the people. Companies communicate with their target audiences in order to achieve their objectives in marketing. The use of instruments and different techniques are also implemented and used. Company Kaviar kozmetika d.o.o, has a wide range of care products especially designed for mature and problematic skin. Their products are targeted for beauty salons and pharmacies and they employ experts to work and use the professional cosmetics. Their employees are well trained and have the expertise in the use of these cosmetics. In communicating with their target groups using various tools of marketing and communication. A lot of attention is paid to sales promotions, trade fairs, acquisition of contacts and maintaining relationships with their regular customers. With the acquired contacts, presentations for potential buyers are organised while direct marketing, such as telephone communication and communication through e-mail is used to reach the other potential buyers.
Secondary keywords: marketing communication;planning and implementation of marketing communication;marketing communication instruments;sales promotion;fairs;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 49 str.
ID: 9127872