20.500.12556/DKUM-11121 ANALIZA SEJEMSKEGA NASTOPA PODJETJA MERUS D.O.O. ANALYSIS OF EXHIBITION APPEARANCE OF COMPANY MERUS D.O.O. V diplomskem delu smo predstavili sejemsko predstavitev, kot orodje marketinškega komuniciranja. Danes je na tržišču vedno bolj ostra konkurenca, zato morajo podjetja znati svoje proizvode oziroma storitve dobro predstaviti potencialnim odjemalcem. Sejmi so se uveljavili kot najprimernejša oblika direktnega komuniciranja med podjetji in njihovimi odjemalci. Sejem je tudi mesto, kjer se lahko podjetja seznanijo s konkurenčnimi ponudniki, novimi tehnologijami in pristopi k prodaji. Iz tega vidika je še posebej pomembno biti inovativen, z univerzalnimi pristopi k prodaji, kar pa zahteva dolgo in temeljito pripravo. Ključno je, da si še pred sejemskim nastopom določimo jasne cilje, ki nas vodijo kot rdeča nit skozi nastop na sejmu, kot tudi pri samih posejemskih aktivnostih. Ti cilji ne pomenijo samo dobrih prodajnih rezultatov, temveč tudi skrb za postavitev in ohranjanje dobre podobe podjetja ter temeljito analizo konkurence. Predstavili smo pomen udeleževanja na sejmu Graf&Pack podjetja Merus, ki je eden vidnejši slovenskih ponudnikov strojne opreme v grafični industriji. Za njih je ta oblika marketinškega komuniciranja najpomembnejša, saj gre za zelo specializirano panogo, kjer se srečajo s praktično vsemi potencialnimi odjemalci na enem mestu This thesis presents a fair exhibition as a marketing communication tool. Today, market competition is becoming keener and keener, that is why companies shall be able to present their products and/or services to potential customers in a good way. Trade fairs have been recognized as the most appropriate tool of direct communication among companies and their customers. A fair is also a place where companies can meet up with competitive companies, new technologies and selling methods. From this point of view, it is especially important to be innovative and to use universal selling methods, which however requires long and thorough preparation. The key to success is to set clear goals before each fair. The goals should form a common thread running through the whole exhibition, and also through the post-fair activities. Clear goals do not lead only to good selling results but also build and maintain the company’s goodwill, and enable a thorough analysis of competitiveness, too. In this thesis, we present how important it is for the Merus company, being one of the well-known Slovenian producers of mechanical equipment in graphical industry, to take part in the Graf&Pack Fair. Their field of activity is highly specialised, therefore this way of marketing communication has proved to be the most important since they can meet with practically all potential customers at one place there. pospeševanje prodaje specializirani sejmi priprava na sejem posejemske aktivnosti sales promotion specialised fairs pre-fair preparation post-fair activities. true true false [A. Židov] Slovenski jezik Angleški jezik Diplomsko delo 2009-07-02 23:54:03 2010-02-17 13:01:24 2022-04-11 23:31:32 2022-04-17 03:31:22 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10005532 URN:SI:UM:DK:NH4P0EMW VS_Zidov_Anita_2009.pdf VS_Zidov_Anita_2009.pdf 1 4B0A1A2F18CC08A83B4391FE73953861 6e9efe3daa53fb5b9bdab6a38466718cbb87effeb041d945e40e2eb106b82d46 07b7c277-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f4d85281-2440-468b-baca-4dbc26f13606 https://dk.um.si/Dokument.php?lang=slv&id=9688 Ekonomsko-poslovna fakulteta 0 0 0