20.500.12556/DKUM-19723 ANALIZA MARKETINŠKEGA SPLETA PAKETNIH STORITEV POŠTE SLOVENIJE D.O.O. ANALYSIS OF MARKETING MIX OF PACKET SERVICES OF POŠTA SLOVENIJA D.O.O. Diplomski seminar obravnava marketinški splet storitev (7P). V seminarju so zajete oz. prikazane najpomembnejše teoretične osnove obravnavane tematike in na primeru organizacije prikazan, ter glede na kakovost analiziran oz. raziskovan njihov marketinški splet storitev. V teoretičnem delu seminarja je v celoti predstavljen marketinški splet storitev (7P), saj so v ločenih poglavjih prikazane vse sestavine marketinškega spleta (7P): izdelek, cena, prostor, promocija oz. marketinško komuniciranje, ljudje, procesi in fizični dokazi. Marketinški splet 7P je samo del celotnega procesa (spleta ciljnih aktivnosti) marketinga, zato je v seminarju predstavljen koncept marketinga (pomen in pregled razvoja opredelitve marketinga) s svojimi najpomembnejšimi aktivnostmi med katere sodijo strateška analiza, strateška diagnoza in strateško načrtovanje marketinga pod katero spada tudi marketinški splet. Ker se splet (7P) in tema seminarja nanašata na storitve, je v teoretičnem delu prav tako ustrezno predstavljena opredelitev storitev (management storitev) in njihovih osnovnih značilnosti (generične in izvedene). Marketinški splet storitev (7P) in vse njegove sestavine so v empiričnem delu seminarja predstavljene na primeru Pošte Slovenije in njenega marketinškega spleta paketnih storitev. V zaključku empiričnega dela seminarja so prikazani oz. predstavljeni rezultati anketne raziskave o zadovoljstvu odjemalcev s paketnimi storitvami Pošte Slovenije in rezultati določenih raziskav same organizacije. Na podlagi omenjenih raziskav in literature Pošte Slovenije, ter lastnih izkušenj v organizaciji pa je v sklepu dodana tudi analiza s predlogi o možnih izboljšavah določenih sestavin marketinškega spleta paketnih storitev Pošte Slovenije. This seminar deals with marketing mix services (7P). In the seminar are presented the most important theoretical basis of this topic, shown also with the example based on quality analysis of the marketing mix services. In the theoretical part of the seminar the entire marketing mix service (7P) is presented, divided in separate sections for all components of marketing mix (7P): product, price, place, promotion or marketing communication, people, processes and physical evidences. Marketing mix 7P is only part of the whole process of marketing, therefore this seminar presents also the marketing concept (the meaning and development of marketing) with its major activities, including strategic analysis, strategic planning and strategic diagnosis of marketing, part of which is also the marketing mix. As the mix (7P) and the topic of the seminar relate to services, the theoretical part also presents the definition of services (service management) and their main characteristics (generic and derivative). In the empirical part is presented marketing mix service (7P) with all its components, based on Post of Slovenia and their marketing mix of packet services. In the conclusion of empirical part of the seminar are presented results of survey research conducted on customers satisfaction with the packet services of Post of Slovenia and the results of certain research (which were done by organization itself). There is added also the analysis with suggestions on possible improvements of certain components of marketing mix of packet services of Post of Slovenia, based on these studies and the literature of Post of Slovenia, as well as on my own experience in the organization. Koncept marketinga Marketinški splet Sestavine izdelka Storitve Značilnosti storitev Paketne storitve Pošte Slovenije Proces izvajanja poštnih storitev. Marketing concept Marketing mix Product components Services Characteristics of services Packet services of Post of Slovenia Execution process of Slovenian postal services. true true false [P. Jurančič] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-08-25 14:32:05 2011-11-23 11:07:10 2022-04-13 15:36:46 2023-12-25 03:30:05 2011 0 Lenart 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10850588 URN:SI:UM:DK:ALWSTHZP UNI_Jurancic_Primoz_2011.pdf UNI_Jurancic_Primoz_2011.pdf 1 1DF36E49228102F1F8DF50272A965FF8 441e2cd66cb0deee138fb636ccb2c5c0b45a5d868ea9e761953c984f7263b266 7277786f-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/cffd2d1e-cfed-4ead-afb0-ad63168fd436 https://dk.um.si/Dokument.php?lang=slv&id=24216 Ekonomsko-poslovna fakulteta 0 0 0