20.500.12556/DKUM-14189 POSPEŠEVANJE PRODAJE V TRGOVINI S. OLIVER V MURSKI SOBOTI SALES PROMOTION IN THE STORE S. OLIVER IN MURSKA SOBOTA Glavna naloga vsakega podjetja je pritegniti pozornost kupcev ter doseči njihovo zadovoljstvo, saj le tako lahko doseže svoj najpomembnejši cilj ustvarjanje dobička. Podjetje mora najti način, s pomočjo katerega se lahko najbolj približa svojim kupcem ter jih tako ustrezno zadovolji. Velika izbira izdelkov v kombinaciji z agresivnimi oglaševalskimi akcijami so pripeljala do tega, da je zvestoba blagovni znamki obledela, kupec pa lahko izbere proizvod, ki ima poleg visoke kakovosti hkrati tudi nizko ceno. Pospeševanje prodaje, kot eden temeljnih instrumentov tržnega komuniciranja, je predvsem kratkoročno usmerjeno, mogoče pa je doseči tudi dolgoročne učinke, ki se kažejo v krepitvi lojalnosti in utrjevanju imidža blagovne znamke. V podjetju S. Oliver SLO d.o.o. uporabljajo orodja pospeševanja prodaje usmerjena na končne potrošnike, ter orodja, usmerjena na lastno prodajno osebje. Akcije pospeševanja prodaje imajo podprte tudi z oglaševanjem, kar pripomore k uspešnosti posamezne akcije. The main task of any business is to attract customers’ attention and to achieve their satisfaction as the only way for achieving its most important objective of making a profit. The company must find a way through which it can draw closer to its customers and thus satisfy them properly. Wide range of products in combination with aggressive advertising campaigns has led to the fact that the loyalty to the brand has faded and the buyer can choose a product which is of high quality and low price as well. The sales promotion as one of the basic instruments of marketing communication is primarily short-termed orientated, but it can also achieve long-termed effects, which are reflected in the strengthening of loyalty and the consolidation of brand image. The company S. Oliver SLO d.o.o. uses the tools of sales promotion, directed to final consumers and tools, directed to its own sales staff. The sales promotion campaigns are supported by advertising, which contributes to the success of individual campaigns. Tržno komuniciranje prodaja pospeševanje prodaje podjetje S. Oliver SLO d.o.o. merchandising Marketing communication sale sales promotion the company S. Oliver SLO. d.o.o. merchandising true true false [N. Müller] Slovenski jezik Angleški jezik Diplomsko delo 2010-05-31 15:13:50 2010-09-01 11:01:31 2022-04-12 11:48:53 2023-12-17 03:31:17 2010 0 Veržej 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10347548 URN:SI:UM:DK:NJD3EVAD VS_Muller_Nusa_2010.pdf VS_Muller_Nusa_2010.pdf 1 87AE41E2E5D5A7C838F30CF2B55386F5 db22b7643b89c5dea83e86e4c2f3dbd1f3c364fbac2a8d77533c79fe4bf6298f 1809e94d-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a89e700a-6d43-4ef4-acf0-efd022275b35 https://dk.um.si/Dokument.php?lang=slv&id=14960 Ekonomsko-poslovna fakulteta 0 0 0