20.500.12556/DKUM-17373 MARKETINŠKI PRISTOP PRI UVAJANJU BLAGOVNE ZNAMKE V PODJETJU BP NAUTICA D.O.O. MARKETING APPROACH TO THE INTRODUCTION OF THE BRAND IN BP NAUTICA D.O.O. Komuniciranje je ena temeljnih dejavnosti človeka, ki mu omogoča obstoj in razvoj v družbi in organizacijah, formalnih in neformalnih, v katere je vključen. Ljudje ves čas komuniciramo, bodisi z besedami bodisi nebesedno s kretnjami, pogledi, svojim premikanjem. Proces marketinškega komuniciranja nam pomaga zgraditi dobro blagovno znamko izdelka ali podjetja. Vendar blagovna znamka ohranja svojo moč le toliko časa, dokler ohranja zveste uporabnike. Dobro poznavanje in razumevanje uporabnikov je zato temelj za izgradnjo zvestobe in s tem moči blagovne znamke. Naloga obravnava natančno opredelitev marketinškega komuniciranja v podjetju BP Navtika, d. o. o., kar je tudi glavna tema diplomske naloge. V začetku diplomske naloge je predstavljeno podjetje, nato sledijo celovito analiziran marketinški splet, življenjski ciklus, proces uvajanja izdelka in opredelitev blagovne znamke. Marketinško komuniciranje obravnavamo kot pomemben proces, ki ob dobro organiziranih akcijah pomembno prispeva k prodaji izdelkov. V zaključnem delu je podana tržna raziskava na osnovi ustreznega vprašalnika, rezultati so prikazani v sliki in besedi. Oblikovan je še povzetek glavnih ugotovitev raziskave. Glavne ugotovite v raziskavi so nam pokazale, kako pomembna je marketinška komunikacija podjetja. Ugotovljeno je bilo, da se mora podjetje več predstavljati na sejmih in revijah, da bosta tako izdelek kot podjetje prepoznavna na trgu. Communication belongs to people’s basic activities and enables them existence and development as members of formal and informal societies and organizations. People communicate continually, either verbally or nonverbally through gestures, looks and movement. The process of marketing communication helps us build a successful trademark product or company. However, a trademark is only strong as long as consumers trust it. Profound knowledge and understanding of consumers’ behavior is therefore the key to build consumers’ trust and accordingly a strong trademark. The dissertation deals with marketing communication in the company BP Navtika d.o.o. The company is first introduced, then follow the detailed analyses of the marketing mix, the product life cycle, the process of diversification and the definition of the trademark. Marketing communication is an important process, which contributes to product sales, if the actions are well organized. The dissertation also introduces the market research that was conducted with help of a questionnaire; the results are introduced graphically and verbally. This is followed by the representation of the main findings. The research findings show the importance of marketing communication in the company. One of the conclusions shows the importance of companies being present at fairs and conventions in order to increase company and product recognition on the market. marketing marketinška komunikacija marketinški splet blagovna znamka tržna raziskava marketing marketing communication marketing mix trademark market research true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-01-27 22:12:58 2011-03-08 14:17:39 2022-04-13 09:26:53 2023-12-22 03:24:52 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6821907 URN:SI:UM:DK:AEJLXC8U VS_Stanovnik_Petra_2011.pdf VS_Stanovnik_Petra_2011.pdf 1 8BB1F71ED17B4BA1ECE18EBFD7386973 93f0e36775337f6c67fedce8d2ecd095f115bbca4b674e488d7f499bed2f0b24 dfe74717-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5c604192-3bb3-46ac-bff9-101ea41f911c https://dk.um.si/Dokument.php?lang=slv&id=20231 Fakulteta za organizacijske vede 0 0 0