Marketinško komuniciranje v malih podjetjih

magistrsko delo

Janja Žarn (Avtor), Bruno Završnik (Mentor), Mojca Duh (Komentor)

Povzetek

Marketinško komuniciranje je po klasični menedžerski šoli marketinga ena od štirih temeljnih sestavin marketinškega spleta podjetja. Podjetje mora poleg tega, da ima dober in dostopen izdelek ter privlačne cene, znati dobro komunicirati s potencialnimi in že obstoječimi kupci. Sodobno podjetje, ki želi učinkovito komunicirati z okoljem, pripravi natančen načrt marketinškega komuniciranja, ki je sestavni del marketinškega in strateškega načrta podjetja. Pa vendar tako načrtujejo marketinško komuniciranje le velika podjetja, ki delujejo na večjih trgih, ki imajo določena marketinška znanja in sredstva, ki so jih pripravljena v to tudi investirati. Medtem pa so za marketing in marketinško komuniciranje v malih podjetjih značilne posebne karakteristike. Raziskave so pokazale, da mala podjetja enačijo marketing s prodajo, promocijo in oglaševanjem. V večini so zelo kratkoročno usmerjena in tudi njihovo zavedanje o pomenu komuniciranja je nizko. Številni avtorji so v svojih raziskavah ugotovili, da v večini preučevanih malih podjetij marketinške aktivnosti načrtujejo neformalno, podjetniki so orientirani k inovacijam, vodijo jih nove ideje in intuicija. Prav tako raziskave kažejo na razlike med malimi in velikimi podjetji pri oblikovanju spleta orodij marketinškega komuniciranja. Preučevanje delovanja malih podjetij pa je zelo pomembno, saj so le-ta eden pomembnejših vzvodov gospodarske rasti in nosilec razvoja. Zagotavljajo številna delovna mesta, s tem pa vplivajo na dvig splošne blaginje in kakovosti življenja. Mala podjetja niso enostavna pomanjšava velikih, temveč imajo svoje značilnosti. Namen naloge je bil spoznati specifične značilnosti marketinškega komuniciranja v malih podjetjih. Raziskava je pokazala, da je razumevanje marketinga in marketinškega komuniciranja v malih podjetjih pomanjkljivo ter preozko. Mala podjetja v največji meri marketing razumejo v smislu komuniciranja (oz. promocije in oglaševanja) ali v smislu prodaje, marketinško komuniciranje pa malim podjetjem v največji meri predstavlja nagovor k prodaji ter vzpostavljanje stikov z okoljem. V dobrih dveh tretjinah malih podjetij se z marketinškim komuniciranjem ukvarja direktor oz. lastnik podjetja, torej je izvajanje le-tega v malih podjetjih v največji meri odvisno od njegovih znanj in sposobnosti. Rezultati so pokazali, da mala podjetja v povprečju izvajajo načrtovanje marketinškega komuniciranja po fazah, kot jih predlaga teorija, niso pa prepričana, da komunikacijska orodja integrirajo ter da merijo učinke akcije na prodajo, zavedanje in zadovoljstvo porabnikov. Strinjajo se s trditvijo, da se pri izbiri komunikacijskih orodij opirajo na svoje izkušnje in intuicijo. Analiza rezultatov ni pokazala pomembnega razlikovanja med formalnim in neformalnim načinom načrtovanja aktivnosti marketinškega komuniciranja v malih podjetjih. Raziskava je pokazala, da mala podjetja najpogosteje uporabljajo osebno prodajo, sledi neposredno marketinško komuniciranje, najmanj pa uporabljajo odnose z javnostmi. Pri uporabi orodij spleta marketinškega komuniciranja obstajajo razlike med malimi podjetji na medorganizacijskem in porabniškem trgu, in sicer pri uporabi oglaševanja, pospeševanja prodaje in odnosov z javnostmi, v smislu pogostejše uporabe le-teh na porabniškem trgu. Marketinško komuniciranje naj bo tudi v malih podjetjih dobro načrtovano, pri čemer naj mala podjetja skrbno določijo prave cilje komuniciranja in izberejo prave ciljne javnosti. Tradicionalna orodja komuniciranja naj bodo uporabljena premišljeno, naj bodo integrirana, posredovana prek sodobnih komunikacijskih (digitalnih) kanalov ter usmerjena na ozke segmente porabnikov. Izbirajo naj stroškovno učinkovite, inovativne ter osebne načine komuniciranja, ki omogočajo interakcijo porabnikov ter gradnjo dolgoročnega odnosa z njimi.

Ključne besede

marketing;komuniciranje;marketinško komuniciranje;mala podjetja;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[J. Žarn]
UDK:	659.3/.4
COBISS:	12200988
Št. ogledov:	1585
Št. prenosov:	277
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing communications in small enterprises
Sekundarni povzetek:	According to classic marketing school, marketing communication is one out of four basic elements of a marketing mix of an enterprise. In addition to having a good and accessible product as well as attractive prices, an enterprise must be able to communicate well with its existing and potential clients. A modern enterprise that wants to communicate efficiently with its environment prepares a detailed plan of marketing communication which is part of the marketing and strategic plan of the enterprise. However, only big enterprises with good knowledge on marketing and adequate funding to invest in marketing plan this way. Meanwhile, marketing in small and middle-sized enterprises has special characteristics. Research has shown that small enterprises equate marketing with sales, promotion and advertising. Most of them have short-term plans and their awareness about the importance of communication is low. Numerous authors have found in their researches that in most small enterprises where research has been undertaken the marketing activities are planned informally, entrepreneurs are oriented towards innovation, and they are being led by new ideas and intuition. Research also shows differences between small and big companies in forming the tools of marketing communication mix. Studying the operation of small enterprises is very important since they are a significant driving force of economic growth and the promoter of development. They provide employment to a number of people and thus influence the increase of welfare and quality of life. Small enterprises are not simply small versions of big enterprises. They have their own qualities and characteristics. The aim of this paper is to learn about specific characteristics of marketing communication in small enterprises. Research has shown that the understanding of marketing and marketing communication in small enterprises is insufficient. Small enterprises usually understand marketing as communication (e. i. promotion and advertising) or as sales. Marketing communication is understood as persuasion to sell as well as establish connections with its environment. In more than two thirds of small enterprises the manager or the owner of the enterprise deals with marketing communication and consequently the execution of it mostly depends on his/her skills. Results have shown that small enterprises on average carry out the planning of marketing communication in phases the way theory suggests. However, they are not sure that communication tools integrate and measure the effects of the action on sales, awareness and satisfaction of customers. They agree with the fact that with choosing communication tools they mostly rely on experience and intuition. The analysis of results has not shown any important difference between a formal and an informal way of planning marketing communication in small enterprises. The research has shown that small enterprises most often use personal sales, the second most common is direct marketing communication and the least common way is public relations. In using marketing communication tools there are differences between small enterprises in business to business and consumer market considering advertising, sales promotion and public relations. These are more commonly used in consumer market. Marketing communication should be well planned also in small enterprises. It is important that the right goals of communication are set as well as the right target audiences chosen. The traditional communication tools should be used deliberately; they should be integrated, transmitted through digital communication channels and targeted on the narrow segments of users. Small enterprises should choose cost efficient, innovative and personal ways of communication that enable the interaction of users and building a long term relationship with them.
Sekundarne ključne besede:	marketing;marketing communications;small enterprises;marketing communications in small enterprises;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	III, 102 str., 21 str. pril.
ID:	9077244