Pospeševanje prodaje v podjetju Alterna Distribucija d.o.o.

diplomsko delo

Boštjan Jurca (Author), Bruno Završnik (Mentor)

Abstract

Pospeševanje prodaje kot pomemben instrument tržnega komuniciranja lahko odločilno prispeva k uresničevanju zastavljenih ciljev podjetja. Podjetja bi brez tega danes težko preživela. Še posebej na trgu, kjer je ponudba konkurenčnih izdelkov ogromna, povpraševanje pa se je opazno skrčilo. Kupci so dnevno soočeni s številnimi informacijami, ki jih dobivajo s strani ponudnikov. Vendar se na njih odzivajo različno. Cilj vsakega podjetja je prodati svoj izdelek in ustvariti dobiček. Poleg tega, da želi obdržati obstoječe kupce, je obenem pomembno tudi pridobivanje vedno novih kupcev. Dejstvo je, da mora podjetje ves čas aktivno razmišljati o tem, kako pritegniti pozornost svoje ciljne skupine in kako vzdrževati komunikacijo z njimi. Pravilno načrtovanje tržnega komuniciranja in v okviru tega tudi pravilna izbira metod pospeševanja prodaje lahko prineseta želene rezultate. Metode pospeševanja prodaje, ki sem jih obravnaval v diplomskem delu, so usmerjene na tri ciljne skupine: – metode pospeševanja prodaje usmerjene na porabnike – metode pospeševanja prodaje usmerjene na trgovske posrednike – metode pospeševanja prodaje usmerjene na lastno prodajno osebje Ključno pri načrtovanju pospeševanja prodaje pa je: izbira ciljne skupine, določitev ciljev pospeševanja prodaje, določitev sredstev in izbira metod za pospeševanje prodaje. Na koncu je potrebno tudi vrednotenje rezultatov, ki smo jih dosegli s pospeševanjem prodaje

Keywords

trženje;tržno komuniciranje;prodaja;pospeševanje prodaje;ciljne skupine;konkurenca;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[B. Jurca]
UDC:	658.8(043.2)
COBISS:	12467228
Views:	898
Downloads:	89
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Sales promotion in the company Alterna Distribucija d.o.o.
Secondary abstract:	Sales promotion as an important instrument of marketing communications can contribute significantly to the realization of the companies' goals. Without such activities companies would nowadays have trouble surviving in the markets with severe competition, especially since the demand has shrunk considerably. Consumers are daily faced with large quantities of information from the producers and suppliers to which they react differently. The goal of every company, however, is to sell its products and make profit. They also want to retain existing customers, and to acquire new ones. Companies must continually look for new ways to attract the attention of its target group members and to maintain the communication with them. Efficient marketing communications planning, part of which is also the appropriate choice of sales promotion methods, can bring the wanted results. The methods of sales promotion discussed in the thesis are oriented at three target groups: – consumers oriented sales promotion – trade oriented sales promotion – company’s own staff oriented sales promotion The key factors of successful and efficient planning and execution of sales promotion activities are: choosing the target group, identifying the goals, choosing the means and methods of sales promotion. At the end it is also necessary to evaluate the achieved results.
Secondary keywords:	Marketing communications;goals of marketing communications;sales promotion;methods of sales promotion;competition;Alterna Distribucija.;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 43 str.
ID:	9135842