20.500.12556/DKUM-18804 CILJNO TRŽENJE V DISCO PLANETU TUŠ KRANJ TARGET MARKETING OF DISCO PLANET TUŠ KRANJ V diplomskem delu smo raziskali in predstavili potek ciljnega trženja v Discu Planet Tuš Kranj. Ugotavljali smo ali je izbrana tržna strategija ustrezna, kje nastajajo vrzeli ter kaj bi bilo potrebno opustiti in kaj dodati. Zanimal nas je predvsem način trženja dogodkov posameznim ciljnim skupinam. Podjetja se danes soočajo z veliko konkurenčnostjo, zato je pomembno izdelati strategijo, ki bo potrošnike prepričala v obisk. Diplomsko delo je razdeljeno na dva dela – teoretičnega in raziskovalnega. V prvem, teoretičnem delu, smo s pomočjo literature opredelili temeljne pojme, ki smo jih pojasnili in razčlenili. Ti pojmi so trženje storitev, segmentiranje trga, ciljno trženje in pozicioniranje ter značilnosti potrošnikov. V drugem, raziskovalnem delu, smo navedli namen in cilj raziskave. Izdelali smo anketni vprašalnik, ki je v prvem delu pojasnil razloge, zakaj potrošniki obiskujejo nočne lokale oziroma diskoteke, njihovo nakupno vedenje, v drugem delu pa merili zadovoljstvo potrošnikov z Discom Planet Tuš v Kranju. Tretji del vprašalnika je zajemal demografske podatke, ki so za analizo ključnega pomena. Na koncu diplomskega dela smo odgovorili na zastavljene hipoteze, ter podali ugotovitve, do katerih nas je pripeljala raziskava in predloge, za katere smo menili, da bi lahko prispevali k izboljšanju ciljno usmerjenega trženja dogodkov v Discu Planet Tuš Kranj. This thesis analyses and presents the process of target marketing in Disco Planet Tuš in Kranj. The aim was to determine whether the chosen marketing strategy is suitable or needs to be improved and to locate its possible gaps. The thesis focuses on different event marketing approaches of particular target groups. Nowadays, many companies face stiff competition which makes it very important to come up with a convincing strategy that will persuade the customers to consume. This thesis consists of two parts – theoretical and practical. The first part defines basic concepts which have been explained and analysed with the help of different authors and sources. The concepts are as follows: services marketing, market segmentation, target marketing, positioning and characteristics of consumers. The second part defines the purpose and the aim of the research and includes a three-part survey. The first part of the survey looks into the reasons why people visit clubs and late night bars and examines their consumer behaviour. The second part rates customer satisfaction in Disco Planet Tuš in Kranj while the third part analyses demographical structure of consumers which has proved essential to the survey. The conclusion of the thesis re-examines the introductory hypothesis, offers an interpretation of the results of the survey and provides useful suggestions which would improve target event marketing in Disco Planet Tuš Kranj. Trženje storitev segmentiranje trga ciljno trženje pozicioniranje potrošniki Disco Planet Tuš Kranj services marketing market segmentation target marketing positioning consumers Disco Planet Tuš Kranj true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-06-01 22:35:25 2011-08-23 12:01:40 2022-04-13 11:03:18 2023-12-24 03:21:56 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6903059 URN:SI:UM:DK:PVNGU3Z5 UNI_Lavrinsek_Meta_2011.pdf UNI_Lavrinsek_Meta_2011.pdf 1 31A22937F60832D92AC4A23B56B33C76 b3e1601e52c80e23c2872e2300927568893800894076aa857b1982b2c7c6c521 37fc496a-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/54b63a2c-1d68-4671-9fbc-ec61adbb1329 https://dk.um.si/Dokument.php?lang=slv&id=22483 Fakulteta za organizacijske vede 0 0 0