diplomsko delo
Kristina Vodopivec Bric (Author), Matjaž Iršič (Mentor)

Abstract

Sejmi že od nekdaj veljajo za izredno učinkovito orodje tržnega komuniciranja in tudi dandanes, v dobi skokovitega porasta elektronskih medijev, ne izgubljajo na pomenu. Še več, trženjsko naravnana podjetja se čedalje bolj zavedajo njihovega doprinosa tako k doseganju strateških ciljev podjetja kakor tudi kratkoročnih in dolgoročnih prodajnih ciljev. Pomembno prispevajo k povečanju prodaje, pritegnitvi novih kupcev, prepoznavnosti podjetja in utrditvi blagovne znamke ter omogočajo direkten vpogled v stanje panoge ter konkurence. V diplomski nalogi poskušam na kratko opisati tržno komuniciranje kot element trženjskega spleta podjetja ter podrobneje osvetliti sejme kot enega izmed njegovih najpomembnejših orodij. Poleg tega sem želela raziskati, zakaj se v današnjem poslovnem svetu kljub sodobnim cenejšim in množičnejšim orodjem, sejmom še vedno pripisuje tako pomembno vlogo in katere dejavnike mora podjetje upoštevati, če želi, da bo njegov nastop na sejmu uspešen. V analitičnem delu sem na primeru podjetja Gostol-Gopan, d.o.o. Nova Gorica, ki je v svetovnem merilu eno vodilnih podjetij v projektiranju in izdelavi opreme ter celovitih rešitev za srednje velike in velike pekarne, prišla do ugotovitve, da je zavedanje o pomembnosti nastopov na sejmu ter pravilna izpeljava vseh potrebnih aktivnosti s tem v zvezi, ključna za uspešnost sejemske predstavitve.

Keywords

prodaja;pospeševanje prodaje;tržno komuniciranje;promocija;sejmi;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [K. Vodopivec Bric]
UDC: 339.174:659.3(043.2)
COBISS: 12425756 Link will open in a new window
Views: 1133
Downloads: 43
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Other data

Secondary language: English
Secondary title: Fairs as marketing communication tool of company Gastol-Gopan, d.o.o.
Secondary abstract: Fairs have always been considered an extremely effective tool of marketing communication as well as today, in the era of the explosion of electronic media, do not lose in importance. Moreover, marketing-oriented companies are more and more aware of their contribution to achieving both strategic goals of the company as well as short and long term sales objectives. They contribute significantly to rise in sales, they attract new customers, strengthened the company and brand recognition and enable a direct insight into the situation in the branch and competition. In this thesis I try to briefly describe the marketing communication as an element of the marketing mix of companies and further illuminate the fairs as one of its most important tools. Moreover, I wanted to explore why in today's business world, despite cheaper and more mass modern tools, fairs are still being attributed such an important role and which factors a company should consider, if it wants to make his appearance at the fair successful. In the analytical part, on the case of the company Gostol-Gopan, d.o.o. Nova Gorica, which is one of the worlds leading companies in the design and manufacture of equipment and integrated solutions for medium and large bakeries, I came to the conclusion, that being aware of the importance of fair appearances as well as the correct performance of all necessary activities in this regard, it is the key to the success of fair presentations.
Secondary keywords: marketing communication or promotion;sales promotion;fair;fair presentation;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Embargo end date (OpenAIRE): 2018-12-31
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 37 f., [4] f. pril.
ID: 9137579