20.500.12556/DKUM-13312 POSPEŠEVANJE PRODAJE V PODJETJU BIG BANG SALES PROMOTION IN THE BIG BANG Pospeševanje prodaje je obsežen in širok pojav, je sestavni del sodobnega tržnega gospodarstva. Z razcvetom predvsem globalizacije trženja pa postaja še agresivnejše. Vsakodnevno srečujemo nove izdelke in storitve na trgu, ki jih spremljajo močne prodajne akcije. V tem času si prizadevajo le najbolj promovirati njihov izdelek in doseči največji učinek. V diplomski nalogi je prikazano pospeševanje prodaje, kot ga predstavljajo avtorji v strokovni literaturi. Na osnovi teoretičnih spoznanj, pa je predstavljeno pospeševanje prodaje na praktičnem primeru. Pospeševanje prodaje obsega vse ukrepe, ki jih uporabljajo trgovska podjetja, da bi dosegla svoje prodajne cilje, povečanje prodaje in dobička ter zadovoljstvo porabnikov. Pospeševanje prodaje podjetja uporabljajo kot metodo, da bi spodbudila močnejši in hitrejši odziv uporabnikov, poudarjalo prednost pri nakupu njihovih izdelkov ter želelo spodbuditi padajočo prodajo. Učinki pospeševanja prodaje so ponavadi kratkotrajni in ne pripomorejo k dolgoročni naklonjenosti porabnikov do blagovne znamke. Najbolj, pa je rezultat akcije pospeševanja prodaje odvisen od same finančne sposobnosti potrošnikov. ABSTRACT Sale promotion is a comprehensive and broad phenomenom that is part of a modern market economy. With the boom of globalization, in particular marketing is becoming even more aggressive. Every day we face new products and services in the market, accompanied by strong sales campaigns. During this time, seeking only to best promote their products and achieve maximum impact. In this diploma paper the review of sales promotion is presented and described by different authors of published text books (technical manuals). Based on theoretical knowledge i presented an example of sales promotion in practice. Sales promotion comprises all measures, which trade enterprises in order to achieve its sales goals, increase sales and profits and the satisfaction of costumers. Sales promotion is used by firm, as a method to foster a stronger and more rapid response of users, emphasizing the priority in the purchase of their products and sought to encourage the falling sales. The effects of sales promotions are usually of short duration and do not contribute to long-term goodwill of consumers to the brand. Most, however, the result of the promotional campaign depends of the financial capacity of consumers themselves. KLJUČNE BESEDE Pospeševanje prodaje prodajne akcije ukrepi pospeševanja prodaje metode pospeševanja prodaje učinki pospeševanja prodaje. KEY WORDS Sales promotion sales campaign measures of sales promotion methods of sales promotion the effects of sales promotion true true false [M. Muzel] Slovenski jezik Angleški jezik Diplomsko delo 2010-03-03 17:45:22 2010-07-16 10:18:48 2022-04-12 11:05:07 2023-12-16 03:08:14 2009 0 Celje 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10290716 URN:SI:UM:DK:BIZGWRRB VS_Muzel_Maja_2010.pdf VS_Muzel_Maja_2010.pdf 1 D8E0EFD4911E453D65811C210424699D cf92dd5e45ea19f0ca441c5819ac86a30dea9ec701be455cd76cb1dac6bb634d dfa8178f-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/60dff7fc-e8b0-41dc-ad97-ed1d110f4192 https://dk.um.si/Dokument.php?lang=slv&id=13408 Ekonomsko-poslovna fakulteta 0 0 0