20.500.12556/DKUM-11727 EMBALAŽA KOT POSPEŠEVALEC PRODAJE KOZMETIČNIH IZDELKOV PACKAGING AS SALES PROMOTION OF COSMETIC PRODUCT Diplomska naloga govori o embalaži kot o pospeševalcu prodaje kozmetičnih izdelkov. Pospeševanje prodaje je čedalje pomembnejši instrument tržnega komuniciranja. Če želijo podjetja v današnjem času preživeti morajo ob odločanju o izdelku, ceni in prodajnih poteh, pripisati velik pomen tudi pospeševanju prodaje kot del tržnega komuniciranja. V 2. in 3. poglavju smo se podrobneje seznanili s pospeševanjem prodaje kot pomembnem elementu tržno komunikacijskega spleta, ter različnimi metodami pospeševanja prodaje, ki so usmerjena na končne porabnike, prodajno osebje, ter trgovske posrednike. Glede na to, da podjetja uporabljajo različne metode pospeševanja prodaje, ki spodbujajo k nakupu, sem v četrtem poglavju opisala vpliv in namen embalaže, ki vedno bolj dobiva na pomenu. Nato sem v zadnjem delu diplomske naloge s pomočjo anketnega vprašalnika in iz njega dobljenih rezultatov izvedela veliko stvari, ki so potrdile moja pričakovanja. Kljub temu, da ima cena še vedno največji vpliv na nakup kozmetičnega izdelka, embalaža le tega prav nič ne zaostaja za njim. Zato menim, da bi morali v poplavi kozmetičnih izdelkov podjetja dati embalaži večji pomen! Dissertation work is talking about the packaging as the urging of sales for cosmetic products. Sales promotion is an increasingly important marketing tool of communication. If the cosmetics firms want to survive in this time must they attributed great importance on the promotion of product pricing and sales channels as part of the marketing communication. We have in 2nd and 3rd chapter detail of sales promotion as an important element of Internet marketing communications and various methods of sales promotions, which are targeted on final users, sales personnel and commercial intermediaries. Considering this, I described in 4th chapter, that companies are using different procedures of quickening of sale which encourage purchase, and in the same time impact and intention of packing which get more and more on importance meaning. In conclusion of my dissertation work I got with helping of done interviewing questionnaires and their results the fact of my expectations. My observation is that the price is still the greatest impact on the purchase of a cosmetic product and that packaging is not behind. From all this facts it is clear that should be given greater importance to the packaging considering flood of cosmetics products from the cosmetics firms. tržno komunikacijski splet pospeševanje prodaje embalaža potrošnik konkurenca • internet marketing communication • sales promotion • packaging • consumer • competition true true false [T. Ramšak] Slovenski jezik Angleški jezik Diplomsko delo 2009-09-14 15:36:13 2009-11-23 14:04:05 2022-04-12 00:08:31 2022-04-18 03:25:05 2009 0 Vojnik 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10041884 URN:SI:UM:DK:SOEFSXJX VS_Ramsak_Tjasa_2009.pdf VS_Ramsak_Tjasa_2009.pdf 1 94AA101E8BF140E623E541424E73838A 2ef10bdb949edef678991368b2adfb510d56ad21d40e7c1cc72ecb59ec2b3580 35cbe953-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/c340f360-a4ee-49c2-8a13-a9038011ed33 https://dk.um.si/Dokument.php?lang=slv&id=10645 Ekonomsko-poslovna fakulteta 0 0 0