Analiza marketinškega spleta v trgovini

magistrsko delo

Jure Fideršek (Avtor), Bruno Završnik (Mentor)

Povzetek

V času velikega potrošništva in presežka ponudbe nad povpraševanjem so se razvila velika trgovska podjetja, ki omogočajo kupcem zadovoljevanje njihovih potreb. Kupci lahko na enem mestu najdejo tisto kar iščejo in potrebujejo. Trgovina je najpomembnejši posrednik izdelkov do končnih odjemalcev. Je vezni člen med proizvajalci izdelkov in odjemalci, saj poskrbijo da je blago po katerem odjemalci povprašujejo v prodajalnah. Trgovci se v ta namen vsako dnevno srečujejo z različnimi vprašanji, kaj ponuditi kupcem, po kakšni ceni, po katerih tržnih poteh bodo izdelek približali kupcem in kakšno marketinško komuniciranje bodo za to uporabili. Govorimo o štirih sestavinah marketinškega spleta, ki so pomembne za uspešen nastop na trgu. Pravilne odločitve glede sestavin spleta so pogoj za dobro poslovanje in uspešen boj s konkurenco. Marketinški splet je celota marketinških aktivnosti, s katerimi organizacija deluje na izbrane ciljne trge. Če želimo zadovoljiti potrebe odjemalcev moramo spoznati in se odločiti katere izdelke tržiti. Izdelek je vse, kar zadovoljuje potrebe in želje in kar lahko ponudimo v zamenjavo za denar na trgu. Cena je edina sestavina ki prinaša podjetju prihodek. Pomembno je ugotoviti primerno ceno saj prenizka cena ne bo pokrila nastalih stroškov in prinesla podjetju želenega dobička, previsoka cena pa utegne odvrniti kupce. Ker večina proizvajalcev svojih izdelkov ne prodaja neposredno končnim uporabnikom nam tržne poti omogočajo dostop do tistih kupcev, ki so oddaljeni od kraja proizvodnje. Procesu, s katerim podjetje svojim ciljnim skupinam pošilja sporočila in nanje sprejema odzive pravimo marketinško komuniciranje. Poslovanje brez marketinškega komuniciranja si težko predstavljamo. Oglasi, reklame in druga sporočila nas informirajo ter spominjajo na nove izdelke ali pa nas spodbujajo v nakup le-teh. Gre za različne oblike komuniciranja s katerimi podjetje stopi v stik s svojimi odjemalci. Brez komuniciranja praviloma izdelek sploh ne obstaja, saj javnost o njem ne ve ničesar kar bi spodbudilo njegov nakup. Preko oglaševanja želijo podjetja odjemalce obvestiti da so se za nakup odločili pravilno ali pa pritegniti njihovo pozornost. Pospeševanje prodaje je primerno kadar želimo pri odjemalcih spodbuditi hitrejši ali večji nakup izdelkov. Nekateri kupci cenijo osebni stik in medsebojne odnose. Pri osebni prodaji lahko vsakemu kupcu glede na njegove potrebe prilagodimo svojo ponudbo. Za številne promocije lahko uporabimo odnose z javnostmi saj imajo močan vpliv na javno zavest. Gre za različne programe z namenom izboljšati ali ohranjati podobo podjetja in njegovih izdelkov. V nadaljevanju bomo podrobneje opredelili sestavine marketinškega spleta, spoznali oblike in delovanje trgovine ter prikazali delovanje marketinškega spleta na primeru tehnične trgovine.

Ključne besede

marketing;marketinški splet;komuniciranje;marketinško komuniciranje;trgovina;trgovina na debelo;trgovina na drobno;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[J. Fideršek]
UDK:	339.13(043.2)
COBISS:	12544028
Št. ogledov:	968
Št. prenosov:	207
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Analysis of the marketing mix in store
Sekundarni povzetek:	In today's era of consumerism and excess supply and demand, evolved big trading companies, which allow customers to meet their needs. Buyers are able to find what they are looking for at one place. Shop is the most important intercessor between products and the final client. It is also a link between manufacturers and clients because it makes sure that the merchandise is right there at the shop. For this purpose, trades people often wonder what to offer to the clients, at what price, what marketing channel and type of marketing communication to use to approach a product to buyers. We are talking about four ingredients of marketing mix which are crucial for a successful appearance at the market place. Correct choices considering the marketing mix represent a condition for good operation and successful fight against competition. Marketing mix is an integrity of marketing actions that a company uses for a target market. If we want to meet the needs of clients, we have to be aware of and decide which products to trade. Product is everything that meets the needs and wants of buyers and can be offered for an exchange for money. Price is the only element that brings income to a company. It is important to establish a suitable price because a company cannot cover the expenses and make profit if the price is too low, and on the other hand, if the price is too high, it might reject the buyers. Marketing channels allow us access to those clients which are distant from the place of production because most of the manufacturers do not sell their products directly to the final clients. The process used for sending messages and receiving replies from target market groups is called marketing communication. It is difficult to imagine trading without marketing communication. Advertisements, press publicity and other types of messages inform us and remind us of new products or they simply stimulate us to buy them. These are just various techniques that a company uses to make contact with their consumers. Without marketing communication a product fundamentally does not exist because public does not know about it or anything that would draw their attention to it. Through advertising companies wish to inform clients about their right choice when buying their product or simply to attract their attention. Sales promotion is suitable when we wish to stimulate faster or higher consumption. Some buyers appreciate personal contact where we can adapt our offer depending on their needs. For various promotions we can use public relations because they have a great impact on public awareness. This is a case of different programs with the intention of improving or preserving the company’s image and its products. Further in my thesis I fully define elements of marketing mix, explain forms and functions of stores and present activity of marketing mix on an example of technical store.
Sekundarne ključne besede:	marketing mix;marketing communication;wholesale trade;retail trade;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	III, 69 str.
ID:	9155281