20.500.12556/DKUM-11548 NAČRTOVANJE MARKETINŠKEGA KOMUNICIRANJA V ORGANIZACIJI PLANNING MARKETING COMMUNICATION IN THE ORGANIZATION Razviti dolgoročen odnos s strankami, pridobiti in ohraniti čimveč dobrih in zvestih strank postaja eden izmed glavnih ciljev marketinško usmerjenih podjetij. Zvest kupec je zadovoljen kupec. In kakšen je zadovoljen kupec? Zadovoljen je s kvaliteto storitve, s ceno, s servisom, je obveščen, ima občutek, da je poslušan in nagrajen za svojo zvestobo. Potrebno je spoznati kdo so naši kupci, kaj so njihove želje, potrebe in predvsem pričakovanja. Dvosmerna komunikacija, individualne, stranki na kožo pisane ponudbe, programi zvestobe so stvari, ki dajejo storitvi dodano vrednost in so pogosto razlog, da stranke ne odidejo drugam. Nezadovoljen kupec pove svojo izkušnjo najmanj devetim ljudem, ki to informacijo še razširijo. Največji problem govoric je njihova nenadzorovanost. Da bi izboljšali govorice je potrebno spremeniti vedenje in komuniciranje organizacije. Dobre govorice, ki jih širi obstoječi kupec, lahko dosegajo učinkovite marketinške učinke. Vsekakor so odraz dolgoročnega in uravnoteženega komuniciranja podjetja z okoljem. Develop a long-term relationship with customers, gain and maintain as many good and loyal customers is becoming one of the main objectives of marketing-driven businesses. Loyal customer, satisfied customer. And what a happy customer? Satisfied with the quality of service, with price, the service is informed, has the feeling that is seen and is rewarded for his faithfulness. It is necessary to know who our customers are, what their desires, needs and expectations in particular. Two-way communication, the individual, the skin colors to offer, loyalty schemes are the things that give value added services and are often the reason that the party is not going elsewhere. Dissatisfied customer tells his experience of at least nine people who are spreading this information. The biggest problem is the rumors of their dissatisfaction. In order to improve the language is necessary to alter the behavior and communication organizations. Good rumors, which expands an existing customer, you can achieve an effective marketing effects. However, a reflection of the long-term and balanced communication companies to the environment. • Cilji marketinškega komuniciranja • Načrtovanje marketinškega komuniciranja • Instrumenti marketinškega komuniciranja • Oglaševanje • Pospeševanje prodaje • Neposredni marketing • Osebna prodaja • Interenetno oglaševanje • Vrednotenje rezultatov marketinškega komuniciranja • Objectives of marketing communication • Planning marketing communictons • Instruments of marketing communication • Advertising • Sales promotion • Direct marketing • Personal sales • Internet advertising • Evaluation of the results of marketing communication true true false [U. Žarković] Slovenski jezik Angleški jezik Diplomsko delo 2009-09-01 15:50:45 2010-01-22 10:49:05 2022-04-11 23:57:32 2022-04-18 03:17:00 2009 0 Koper 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10097948 URN:SI:UM:DK:NNS3XELM VS_Zarkovic_Uros_2009.pdf VS_Zarkovic_Uros_2009.pdf 1 A9A08567A45CE35BB70DDBF15B8325C5 44e8247b3061232a5f4d95be552c39dfa833a6efe5845462b3cc14cc3d141b3b 2f57da34-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/cfaf6363-b878-4814-97b1-8b0e17f10949 https://dk.um.si/Dokument.php?lang=slv&id=10488 Ekonomsko-poslovna fakulteta 0 0 0