20.500.12556/DKUM-11652 IZVEDBENI MARKETING RAČUNOVODSKEGA SERVISA OPERATIVE MARKETING OF ACCOUNTING SERVICE Živimo v storitveni družbi, ki temelji na informacijah. Storitve so posebne zaradi svojih lastnosti, to so procesnost, neotipljivost in neobstojnost. Zaradi lastnosti storitev, se za storitve pogosto uporablja razširjeni marketinški splet po konceptu 7 P: izdelek, marketinške poti, marketinško komuniciranje, cena, ljudje, fizični dokazi in procesi. Klasični računovodski servisi v Sloveniji ponujajo storitve iz področja finančnega računovodstva, znotraj tega pa predvsem knjigovodenje in nadziranje. Njihovi odjemalci so običajno samostojni podjetniki, društva, mala in redkeje tudi srednja podjetja. Število ponudnikov računovodskih storitev stalno narašča, s tem pa tudi število konkurentov. Zato morajo računovodski servisi diferencirati svojo ponudbo ter iskati priložnosti in tržne niše. Diplomska naloga predstavlja marketinški splet za računovodski servis, ki je specializiran le za določen segment odjemalcev računovodskih storitev - kmete. Njegova dejavnost je vodenje poslovnih knjig za kmetije, davčno svetovanje in priprava razpisne dokumentacije za kandidiranje na javnih razpisih za pridobitev nepovratnih sredstev. Predstavlja združeno dejavnost kmetijskih svetovalcev in dejavnost računovodskih servisov ter celoto storitev, ki za kmete pomeni optimizacijo gospodarjenja na kmetiji. We are living in a service society. Services are special because of theirs characteristics, these are intangibility, perishability and inseperability. Because of theirs characteristics is often used expanded marketing mix with 7 P: product, place, promotion, price, people, physical evidence and process. Classic accounting services in Slovenia offer services of financal accountancy, inside of this first of all book- keeping and supervision. Theirs costumers are usually private entrepreneurs, associations, small companies and rarely middle companies. The number of providers of accounting services are regulary rising and also the number of competitors are rising simultaneously. That is the reason that the accounting services have to diferentiate theirs offers, find oportunities and niche markets. A dissertation presents marketing mix for a accounting service which is specialised only for particular segment of customers of accounting services. This segment are farmers. The activity of accunting service is running account books, counselling and preparation documentation which is necessary to check-in tenders for to get nonrefundable financial resourcers. It presents consolidated activity of agricultural advisers and activity of accounting services and it presents entirety of services which means optimal management of farms. Storitve marketing storitev računovodske storitve računovodski servis izvedbeni marketing sestavine marketinškega spleta. Services services marketing accounting services accounting service operative marketing marketing mix. true true false [M. Korent] Slovenski jezik Angleški jezik Diplomsko delo 2009-09-09 09:23:43 2009-12-23 12:38:57 2022-04-12 00:03:54 2022-04-18 03:22:04 2009 0 Radlje ob Dravi 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 10081564 URN:SI:UM:DK:QJTFJ5XM VS_Korent_Marjeta_2009.pdf VS_Korent_Marjeta_2009.pdf 1 D2C17F2D7FE55C52932C84F1178FD3FB a729beaccc51e997d201b9fc616cd1ec7657c5fc9b67944ac7b48ad009fded63 2f688128-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/884afb4b-3313-477a-b1d8-dfd8ed9bbd33 https://dk.um.si/Dokument.php?lang=slv&id=10528 Ekonomsko-poslovna fakulteta 0 0 0