Načrt marketinškega komuniciranja za prodajni program, papirne konfekcije

specialistično delo

Tina Žižek (Avtor), Bruno Završnik (Mentor)

Povzetek

POVZETEK Ko govorimo o marketinškem komuniciranju je potrebno paziti na dejstvo, da mora tisti, ki pošilja sporočilo dobro poznati okolje tistega, kateremu je sporočilo namenjeno. To pomeni, da mora upoštevati morebitne posebnosti, ki so osnova za razmišljanje o posameznih segmentih. Pri tem pa ni pomembno samo komuniciranje organizacije z okoljem ampak tudi interno komuniciranje in v njegovem okviru komuniciranje top managementa podjetja s svojimi zaposlenimi. Pravilne odločitve glede izdelkov, cen, prodajnih poti danes v turbulentnem okolju pri tržniku še zdaleč ne zagotavlja dobrega uspeha. Komuniciranje s trgom je za podjetja postalo zelo pomembno,pri tem pa se je povečal tudi pomen instrumentov marketinškega komuniciranja v spletu. To pa pomeni, da marketinško komuniciranje obravnavamo vedno v povezavi z instrumenti marketinškega spleta. Saj le povezan splet marketinških instrumentov nam bo prinesel takšne rezultate, ki nam bodo omogočali doseganje ciljev, želeno prodajo in dobiček. Komuniciranje je vsakodnevna navada ljudi, saj v življenju nenehno medsebojno komuniciramo, se na ta način sporazumevamo ter si posredujemo in izmenjujemo določene informacije. Marketinško komuniciranje je sestavni del splošnega komuniciranja. Razlika je ta, da marketinško komuniciranje zajema ciljne aktivnosti, ki izvajalcu marketinga skupaj z drugimi osnovnimi marketinškimi aktivnostmi omogočajo zadovoljevanje potreb ciljnih skupin, tako, da ustvarja, stimulira, olajšuje in usklajuje menjalne odnose izvajalca marketinga z okoljem. Cilj podjetja Ordis d.o.o. je ostati največji slovenski proizvajalec konfekcije iz lepenke, ki je v svoji filozofiji in ravnanju tržno usmerjen in hkrati sledi tehnološkemu razvoju, skrbi za okolje ter delovne razmere delavcev, spodbuja ustvarjalnost in inventivnost pri razvoju novih izdelkov. Z nenehnim izboljševanjem storitev in proizvodov, kvalitete ter produktivnosti dela bodo zagotavljali odličnost le-teh ter tako presegali zahteve in pričakovanja odjemalcev. Ključne besede: komuniciranje, marketing, oglaševanje, poslovni načrt, management.

Ključne besede

marketing;komuniciranje;interno komuniciranje;oglaševanje;odnosi z javnostjo;pospeševanje prodaje;osebna prodaja;poslovni načrt;management;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.10 - Specialistično delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	T. Žižek
UDK:	659.3/.4
COBISS:	12656412
Št. ogledov:	784
Št. prenosov:	104
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing plan communication for ready-made paper sales programme
Sekundarni povzetek:	ABSTRACT When we speak about marketing communication, we have to be careful about the fact that the person sending the message knows the environment of the recipient well. It means that he/she has to consider possible typical characteristics, which are the basis for thinking about individual segments. There is not just communication with the environment important, but also intern communication and in its frame communication of top management of the company with its employees. Correct decisions about products, prices, trade trails nowadays do not assure good success to the marketer in the turbulent environment. Communication with the market is very important for companies and the meaning of the marketing communication instruments online has increased. It means that marketing communication is always discussed in connection to the instruments of marketing web because only the connected web of marketing instruments will bring such results, which will enable reaching for goals, wanted sale, and profit. Communication is a habit of people because we constantly communicate and exchange certain information. Marketing communication is a constituent part of general communication. The difference is that marketing communication includes goal activities, which enable the marketer to fulfil the target groups' needs together with other basic marketing activities. Therefore, it creates, stimulates, help, and coordinate exchange relations of the marketer with the environment. The goal of the company Ordis Ltd is to stay the biggest Slovenian producer of ready-made cardboard, which is market targeted in its philosophy and actions. At the same time, it follows technological development, takes care of the environment, and working conditions of the employees, encourages creativity and inventiveness when developing new products. With constant improvement of services and products, quality and productivity of work, they will provide excellence and exceed the demands and expectations of their customers.
Sekundarne ključne besede:	Keywords: communication;marketing;advertisement;business plan;management.;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Specialistično delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fakulteta
Strani:	112 str.
ID:	9139785