20.500.12556/DKUM-19042 POSPEŠEVANJE PRODAJE V TERMAH PTUJ SALES PROMOTION IN SPA PTUJ Dandanes še ne zagotavlja poslovnega uspeha le sprejemanje pravilnih odločitev o politiki izdelka, cenovni politiki in politiki prodajnih poti. Marketinško komuniciranje je za podjetja postalo nujnost in obsega vsa marketinška orodja, s katerimi podjetja obveščajo in prepričujejo odjemalce, trgovine, druge organizacije, lastno osebje in ostale zainteresirane deležnike na ciljnem trgu o svojih izdelkih in dejavnostih ter s tem olajšujejo neposredno menjavo dobrin. Za učinkovito prepričevanje mora podjetje zbrati potrebne informacije. Zato sta zbiranje in uporaba marketinških podatkov odločilna za uspešno marketinško komuniciranje. V turizmu kot tudi drugje se uporablja splet različnih orodij komuniciranja, a mi smo se osredotočil predvsem na pospeševanje prodaje. Namen pospeševanja prodaje je stimulirati tako odjemalce kakor tudi trgovinske organizacije k nakupu in s tem povečanju prodaje ter dobička. Prav tako k pospeševanju prodaje spada tudi stimuliranje lastnega prodajnega osebja. Pospeševanje prodaje se večinoma uporablja s kombinacijo drugih orodij marketinškega komuniciranja, vendar se dandanes največ denarnih sredstev porabi prav za pospeševanje prodaje. Omogoča kratkoročno povišanje prodaje in zato se uporabljajo različna orodja, ki morajo biti predtem skrbno načrtovana. V drugem delu smo predstavili Terme Ptuj in njihovo ponudbo, cilje, poslanstvo in vizijo ter analizirali orodja pospeševanja prodaje, ki jih uporabljajo. Navedli smo tudi predloge, ki bi lahko vplivali na izboljšanje poslovanja oziroma na večjo prodajo. Today the business success is not only in making the right decisions about the product policy, financial policy and the policy of sale’s path. The market communication has become a necessity for the companies and includes all market tools which are helping the companies to inform and convince the customers, the trades, other organisations, own staff and others of the aiming market about their products and activities and that way they are relieving the direct exchange of the goods. The company has to collect all the necessary information for the convincing to be effective. Therefore the collection and the use of the market data are crucial for successful market communication. There are different tools of communication used in tourism and elsewhere but above all we have focused on sale’s fostering. The purpose of sale’s fostering is to stimulate the customers and the market organisations to buy the products and consequently to increase the sale and the profit. For increasing the sale it is also important to stimulate the own selling staff. The most funds are consumed right for the sale’s fostering. Sale’s fostering enables the increase of the sale on the short-term and that is why different tools are used, which have to be carefully planned before. In the second part we have presented Terme Ptuj and its offer, goals, mission and its vision and we have analysed the tools they use for sale’s fostering. We have also indicated some suggestions that would influence on improving the sale. marketinško komuniciranje pospeševanje prodaje namen pospeševanja prodaje orodja pospeševanja prodaje cilji pospeševanja prodaje oglaševanje odnosi z javnostjo osebna prodaja neposredna oblika komuniciranja market communication sale’s fostering the purpose of sale’s fostering the tools of sale’s fostering the aims of sale’s fostering advertising public relations personal sale direct way of communication true true false [A. Kokol] Slovenski jezik Angleški jezik Diplomsko delo 2011-06-16 12:28:20 2011-07-18 13:43:57 2022-04-13 15:02:36 2023-12-24 03:35:44 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10732316 URN:SI:UM:DK:1T9VFSAP VS_Kokol_Aleksander_2011.pdf VS_Kokol_Aleksander_2011.pdf 1 818AE37BBB6EDBCD21482A6B2B3A27A7 52d5615f01e7af1e494adc745c7824df6a99d67acca160c82b08c9c38c77e5b5 475449b3-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/4d7a36af-24e3-4dd8-923b-c3c00d2b076b https://dk.um.si/Dokument.php?lang=slv&id=22851 Ekonomsko-poslovna fakulteta 0 0 0