magistrsko delo
Nataša Vugrinec Tratnjek (Avtor), Bruno Završnik (Mentor)

Povzetek

Trženje med organizacijami, za kar se pogosto uporablja tudi izraz ,,industrijsko trženje'', je značilno trženje znotraj panoge preko geopolitičnih mej. Značilnosti panožnih odjemalcev v trženju med organizacijami je torej nad pomenom geopolitičnih mej in to z močno panožno pripadnostjo. Značilnost trženja med organizacijami je povezanost dobaviteljev in odjemalcev v reprodukcijske verige, njihovo medsebojno odvisnost, dolgoročno in globoko povezanost ter sorodnost ciljev. (Tavčar 2000, 37). Vzpostavljanje marketinških poti zahteva visoke vložke zagonskega kapitala in ko so vzpostavljene so precej toge. Zahtevajo tesne odnose med dobavitelji in odjemalci, prisotnih je manj večjih kupcev. Na nakup običajno vpliva večje število vpletenih akterjev s celotne verige, tako po funkciji kakor po strokovnosti. Trženje je na višji strokovni ravni in ga lahko opravljajo samo usposobljeni zastopniki ali predstavniki (Kotler 1998, 207). V trženju med organizacijami se uporabljajo različne ravni marketinških poti. Zaradi kompleksnosti proizvoda (sistema), katerega je delež nematerialnih sestavin dosti večji, je potreba po direktnih, enostavnih marketinških poteh. Ekskluzivna distribucija in s tem neposredni vpliv, obvladovanje in pregled je neizogiben. Identificirati je mogoče štiri glavna področja vpliva na odločitev nakupa organizacije in sicer, notranji vplivi, zunanji vplivi, individualni vplivi in vrsta odnosov (Fill 2011, 75). Prav gradbena panoga je bila v zadnjem obdobju na velikem prepihu in preizkusu. Predvsem na domačem, Slovenskem trgu. Dejansko so preživeli in obstali samo tisti, ki so se znali ustrezno in hitro prilagoditi novim razmeram in zahtevam. Trg se je zelo hitro spremenil in tisti, ki so vztrajali in se prilagodili, so ostali. Po napovedih bo krizni krč v EU popustil v nekaj letih in takrat se lahko pričakujejo normalnejše razmere v gradbeništvu. Zaradi staranja prebivalstva so v ospredju predvsem gradnje domov za starejše. Še večji poudarek se bo polagal na energetsko učinkovitost, izbiro materialov in tehnologij. Prav tako moramo biti tudi pozorni na vse vrste preseljevanja prebivalstva. Predlagana tema magistrskega dela podrobneje obravnava marketinške poti in načine ponujanja produktov in storitev (sistemov), njihov razvoj in povezovanje v bodočnosti za zagotavljanje najboljše uporabniške izkušnje, ki bo prinašala željeno dodano vrednost. Višjo dodano vrednost pridobijo proizvajalci, v tem primeru gradbena podjetja, z višjim zaznanim zadovoljstvom in lojalnostjo odjemalcev. V tem primeru za naročnika, kakor za investitorja in končnega uporabnika.

Ključne besede

tržne poti;mednarodni trg;medorganizacijsko trženje;proizvajalci;odjemalci;gradbeništvo;modularne enote;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [N. Vugrinec Tratnjek]
UDK: 339.13(043.2)
COBISS: 12490012 Povezava se bo odprla v novem oknu
Št. ogledov: 954
Št. prenosov: 70
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Development of marketing channels of prefabricated construction units
Sekundarni povzetek: Business too Business Marketing we often use the term ,, industrial marketing '', it is characterized by marketing within the industry over the geopolitical boundaries. Features industry customers in the marketing of the organizations is therefore of the importance of geopolitical boundaries, and this with a strong sectoral affiliation. A characteristic of the marketing organizations of the integration of suppliers and customers in the reproduction chain, their interdependencies, long-term and deep connection and affinity targets. (Tavčar 2000, 37). The establishment of marketing channels require high inputs of start-up capital, and when contact was quite rigid. Require close relationships between suppliers and customers, present fewer major customers. On purchase generally affect a larger number of actors involved with the entire chain, both the function as the professionalism. Marketing is at a higher professional level and can be performed only by qualified agents or representatives (Kotler 1998, 207). In marketing between organizations using different levels of marketing channels. Due to the complexity of the product (system), which is the proportion of intangible components of much larger, the need for direct, simple marketing channels. Exclusive distribution and thus a direct impact, management and review of the inevitable. It is possible to identify four main areas of impact on the purchase decision of the organization, namely, internal effects, external effects, individual effects and the type of relationship (Fill 2011,75). Also, the construction sector has been in recent years in large drafts and test. Mainly in the domestic, Slovenian market. In fact, we survive and survive only one who knew how to properly and quickly adapt to new conditions and requirements. The market has rapidly changed and those who have persevered and adapted, remained. According to the forecasts will be spasm crisis in the EU yielded only a few years and then you can expect a more normal situation in the construction industry. Due to the aging of the population will be mainly focused on the construction of homes for the elderly. Even more emphasis will have for energy efficiency, selection of materials and technologies. Also, we must also pay attention to all kinds of population movements. The proposed theme of the master thesis elaborates marketing ways and means of providing products and services (systems), their development and integration in the future to provide the best user experience, which will bring the desired added value. Thus, higher customer satisfaction and loyalty in the market between the organizations, which in this case producers of construction companies as an investor and the end user.
Sekundarne ključne besede: marketing channel;business to business marketing;planning marketing channels;manufacturers of building components;customer of building components;
URN: URN:SI:UM:
Vrsta dela (COBISS): Magistrsko delo
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: III, 69 str., 8 str. pril.
ID: 9139782