20.500.12556/DKUM-17014 TRŽENJE BLAGOVNE ZNAMKE SHISEIDO V SLOVENIJI SHISEIDO BRANDING IN SLOVENIA Diplomsko delo obravnava teorijo in prakso trženja blagovne znamke Shiseido v Sloveniji. V prvem delu je predstavljen problem naloge, predpostavke in omejitve, metode dela in zastavljene hipoteze. Teoretični del opisuje bistvo teorije in prakse marketinga, marketinški splet ter blagovno znamko. S pomočjo tržne raziskave je bila ugotovljena prepoznavnost blagovne znamke Shiseido, katere metode trženja najbolj vplivajo na odločitev o nakupu izdelka višjega cenovnega razreda, na katere lastnosti izdelka so potrošniki najbolj pozorni, vpliv darila na nakup, koliko vprašanih se samih informira o izdelkih in ali je potrošnja kozmetičnih proizvodov vrhunske kakovosti odvisna od mesečnega dohodka potrošnikov. V zadnjem sklopu so opisani zaključki ter predlogi za povečanje prepoznavnosti znamke Shiseido in za povečanje povpraševanja po njihovih izdelkih. The thesis deals with a theory and practice of a Shiseido branding in Slovenia. In first part is presented a project problem, assumptions and limitations, working methods and hypotheses. Theoretical part is describing essence of theory and practice of marketing, marketing mix and brand generally. Through research were discovered Shiseido brand recognition, which marketing methods have influence on a decision of purchase cosmetic product of a higher price range, on which product attributes consumers give most attention, influence of a gift on a purchase, how many respondents are informing themselves about products and if consumption of cosmetic products superior quality is depending of a monthly income of consumers. In the last section are described conclusions and proposals to enhance the recognition of brand Shiseido and to increase demand for its products. trženje kozmetični izdelki Shiseido tržna raziskava uporabniki blagovna znamka marketing cosmetic products Shiseido market research consumers brand true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-12-12 20:42:09 2011-03-08 12:11:35 2022-04-13 09:07:09 2023-12-21 03:28:42 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6821651 URN:SI:UM:DK:5TX99ZVQ UNI_Markic_Mateja_2010.pdf UNI_Markic_Mateja_2010.pdf 1 ED33A60F1B7D7775C90449514039824D 916f7e501a0f72785ce48e8a8886ed5b007be55a3b30eeeb225c70e58f1c123f c910e2e5-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/90f26e15-8048-4fc0-925a-1d118dbe20eb https://dk.um.si/Dokument.php?lang=slv&id=19580 Fakulteta za organizacijske vede 0 0 0