20.500.12556/DKUM-16951 ODZIV POTROŠNIKOV NA NOVE METODE MARKETINŠKEGA KOMUNICIRANJA CONSUMERS RESPONSE ON NEW METHODS OF MARKETING COMMUNICATION Z diplomskim delom smo želeli ugotoviti, katere so danes uveljavljene metode komuniciranja pri trženju izdelkov. Skozi teoretična izhodišča marketinškega komuniciranja in nakupnega obnašanja potrošnikov smo spoznavali sisteme, ki že obstajajo v praksi današnjih podjetij, ter obnašanje kupcev pred nakupi. Cilj dela je bil raziskati trg potencialnih kupcev za izdelek, ki se trži preko novejše metode marketinškega komuniciranja. Pri tem smo raziskali vse stopnje procesa, ki vodijo v nakup: kaj je tisto, kar pri potrošniku sproži željo po izdelku in kaj je nato tisto, kar ga prepriča oz. odvrača od nakupa. Raziskava je bila narejena na potrošnikih ciljnega trga. V raziskavo smo vključili podjetje Studio Moderna, ki uspešno trži svoje izdelke preko več prodajnih kanalov. With this thesis, we had the purpose of establishing what are now well-established method of communication in marketing products. Through the theoretical foundations of marketing communication and buying behavior of consumers, we had a chance to find out what systems are in practice in companies today and how the customers behave before shopping. Goal was to explore the market of potential customers for the product being marketed through new methods of marketing communication. In doing so, we studied all the stages of the process leading to the purchase: what makes a consumer interested in the product and what then convinces or discourages the same consumer from buying. The study was done on a target consumer market. We included in this study company Studio Moderna, which successfully markets its products through multiple distribution channels. - marketinško komuniciranje - nakupno obnašanje potrošnikov - nakupna odločitev potrošnikov - infooglas. - marketing communication - buying behavior of consumers - buying decision of consumers - infomercial. true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-12-06 00:50:52 2011-03-04 14:52:20 2022-04-13 09:03:30 2023-12-21 03:25:31 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6818579 URN:SI:UM:DK:6TPYSPPY VS_Mihic_Dalibor_2010.pdf VS_Mihic_Dalibor_2010.pdf 1 DACEEF40EE14784563976A2CD3DC47AF 607d4a7409606623c24bca674be53115278d8330c04f7e058917ac10a8937fe4 c56b9793-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f3c60457-1201-4718-8711-8b8bee5ef242 https://dk.um.si/Dokument.php?lang=slv&id=19475 Fakulteta za organizacijske vede 0 0 0