diplomsko delo
Ana Cukjati (Author), Bruno Završnik (Mentor)

Abstract

Dandanes je zaradi hude konkurence na vseh področjih zelo pomembno poznavanje svojih ciljnih skupin in na podlagi tega ustvarjanje takšne ponudbe, ki je boljša od konkurentov. Na trgu je boj za kupca vedno ostrejši, konkurentov pa je vedno več, saj ponudba raste hitreje kot povpraševanje. Prisotnost konkurence ponudnike spodbuja, da iščejo nove možnosti in ideje, kako obdržati obstoječe kupce in pridobiti nove. Sodobni porabniki oz. kupci so vedno bolj ozaveščeni o ponudbi na trgu in postajajo vse zahtevnejši, zato potrebujejo veliko več informacij, na podlagi katerih se odločijo za nakupe in zadostijo svojim potrebam. Prav tako so postali bolj občutljivi na cene in vse manj je zvestih eni blagovni znamki. Če želijo podjetja preživeti, morajo čim bolj uspešno prodajati svoje izdelke in storitve. Podjetje mora poleg izpostavljenih objektivnih in funkcionalnih prednosti izdelka oziroma storitve ponuditi tudi ustrezno marketinško komuniciranje, s katerim predstavlja svoje izdelke kupcem. Uporablja lahko različne instrumente tržnega komuniciranja: osebna prodaja, neposredno trženje, odnosi z javnostmi, oglaševanje in pospeševanje prodaje. Zadnji omenjen instrument v zadnjih letih pridobiva vse večji pomen pri nas, saj lahko mnoge aktivnosti pospeševanja prodaje dnevno zasledimo v trgovinah. Diplomsko delo obravnava pospeševanje prodaje v podjetju Matjaž, d. o. o., ki je generalni zastopnik za podjetje Hörmann. Diplomsko delo zajema pet poglavij in je razdeljeno na teoretični in praktični del. Pri teoretičnem delu sem si pomagala z razpoložljivo domačo in tujo literaturo. V uvodnem delu sem opisala področje in opredelila problem, namen in cilje. Sledijo opredelitve tržnega komuniciranja, njegovega procesa, dejavnikov in ciljev, ki jih navajajo različni avtorji. V nadaljevanju je predstavljeno pospeševanje prodaje, njegove naloge in cilji, metode in samo načrtovanje in vrednotenje, ter prednosti in slabosti pospeševanja prodaje. V praktičnem delu sledi predstavitev podjetja Matjaž, d. o. o., njegove vizije in poslanstva. Ker je podjetje generalni zastopnik podjetja Hörmann, sem na kratko predstavila tudi matično podjetje. Sledijo organiziranost podjetja in prodajne službe, cilji podjetja, prodajni in storitveni program ter marketinško komuniciranje v podjetju. V zadnjem delu diplomskega dela sem se osredotočila na pospeševanje prodaje v podjetju.

Keywords

prodaja;pospeševanje prodaje;osebna prodaja;neposredna prodaja;tržno komuniciranje;oglaševanje;odnosi z javnostjo;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [A. Cukjati]
UDC: 658.8(043.2)
COBISS: 12334876 Link will open in a new window
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Downloads: 182
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Other data

Secondary language: English
Secondary title: Sales promotion in Matjaž, d.o.o.
Secondary abstract: Today, due to fierce competition in all areas it is very important to know your target audience and on the basis of the creation of such a bid that is better than the competitors. The market fight for the customer is sharper and there are always more competitors, because offer is growing faster than demand. The presence of competition encourages providers to seek new opportunities and ideas on how to retain existing customers and acquire new ones. Modern users, respectively customers are increasingly aware of the market offer, they are becoming more demanding and require much more information on which they decide for purchases and satisfy their needs. They have also become more sensitive to price and fewer of them are loyal to one brand. If companies want to survive they must do their utmost to successfully sell their products and services. Companies, along with vulnerable subjective and functional advantages of the product or service, must offer appropriate marketing communications, which present their products to customers. They can use the various instruments of marketing communications: personal selling, direct marketing, public relations, advertising and sales promotion. The last mentioned instrument is becoming increasingly important for us in recent years, as it may, many sales promotion activities are daily found in stores. Thesis deals with the sales promotion in the company Matjaž Ltd., which is the general agent for the company Hörmann. The thesis includes five chapters and is divided into theoretical and practical part. In the theoretical part, I helped myself with the available domestic and foreign literature. In the introductory part I described the area and identified the problem, the purpose and objectives. Followed by the definition of marketing communications, its process, factors and objectives identified by different authors. The following is presented to promote sales of its tasks and objectives, methods, and only the planning and evaluation, as well as the advantages and disadvantages of sales promotion. The practical part consists of the presentation of the company Matjaž Ltd., its vision and mission. Since the company is the general agent for Hörmann, I briefly presented the parent company. Followed by the organization of the company and the sales department, the company's objectives, its sales and service program and marketing communications in the company. The last part of the thesis I focused only on sales promotion in the company.
Secondary keywords: Marketing Communications;Advertising;Sales promotions;Direct marketing;Public relations;Personal selling;Methods of promotion;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 51 str.
ID: 9135860