20.500.12556/DKUM-18935 PLASIRANJE OTC ZDRAVILA NA TRŽIŠČE DRŽAV BIVŠE SOVJETSKE ZVEZE LAUNCHING OTC MEDICINE ON COMMONWEALTH OF INDEPENDENT STATES MARKET Kot izhodišče naloge smo vzeli marketinško organizacijski prijem pri razvoju, izdelavi in plasiranju lekovega OTC zdravila na tržišče držav bivše Sovjetske zveze. Obdelali smo bistvene elemente marketinga, ki vplivajo na uspešnost lansiranja ter nadaljnje prodaje nekega zdravila, ter jih povezali s prakso. Pri tem smo se osredotočili na 4 elemente marketinškega spleta izdelka – 4XP (izdelek, cena, distribucija in promocija), predstavili marketinški informacijski sistem ter izvedli in analizirali tržno raziskavo. Diplomska naloga nakazuje, da tržno gospodarstvo temelji na marketinški filozofiji in praksi. To pomeni, da podjetja razvijajo in proizvajajo v večini le take izdelke, ki jih nato ponujajo plačilno sposobnim kupcem, seveda z namenom zadovoljitve neke potrebe kupca. S pomočjo tržne raziskave smo prišli do zanimivih in uporabnih zaključkov, ki jih velja upoštevati pri pripravi in pristopu k strategiji oglaševanja izdelka, in sicer tako ob lansiranju kot tudi ob prodaji v fazi rasti in zrelosti. As a starting point of our thesis we have taken marketing-organizational hold on research, production and launching of Lek`s OTC medicine on Commonwealth of Independent States market. We have connected basic marketing elements that influence on successful launching and further sales of some medicine, and linked them with practice. We have been focusing on 4 elements of marketing mix 4XP (product, price, place/distribution and promotion), introduced marketing information system and executed plus analyzed market research. Thesis indicates that marketing economy is based on marketing philosophy and practice. This means that companies develop and produce in most cases only such products, that they can then offer to liquid customer with intention of satisfying some of the customer`s needs. Based on our market research we have come to interesting and useful conclusions, which might be considered at the time of preparation and approach to the strategy of product promotional activities at both, launching and mature phase of product shelf life. - zdravilo brez recepta - marketing - trg - konkurenca - marketinški splet - over the counter medicine - marketing - market - competition - marketing mix true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-06-10 19:07:01 2011-12-16 09:31:55 2022-04-13 14:56:29 2023-12-24 03:26:52 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6951955 URN:SI:UM:DK:TX7ON7EC VS_Legat_Dejan_2011.pdf VS_Legat_Dejan_2011.pdf 1 F2B2C76FD6B36AD8E1669745B60F8F62 8b58ebc84d955eab8c3d08b8fc27004eaf3bb5ef095f983152e1150b4fd97ba6 3d861239-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/189c49f2-7b77-420b-87fc-706b52c1b415 https://dk.um.si/Dokument.php?lang=slv&id=22692 Fakulteta za organizacijske vede 0 0 0