20.500.12556/DKUM-21844 MARKETINŠKO KOMUNICIRANJE V TRGOVINI NA DROBNO MARKETING COMMUNICATION IN RETAIL TRADE Vsako podjetje se zaveda, da bo na trgu uspešno, če bo ponudilo izdelke, ki bodo zadovoljevali potrebe in želje kupcev. Poleg tega je potrebno ustvariti zavedanje o izdelku¸ kupce in javnost kar najbolje informirati o izdelkih oziroma storitvah in komunicirati z njimi. Marketinško komuniciranje zajema vse dejavnosti, ki so usmerjene v komuniciranje z obstoječimi in potencialnimi kupci in javnostjo. Podjetja z marketinškim komuniciranjem posredujejo informacije o značilnostih izdelkov, da bi se lahko porabniki lažje odločili za nakup. Učinkovitost podjetja dosežejo s pravilno izbiro instrumentov marketinškega komuniciranja, ki so: oglaševanje, pospeševanje prodaje, osebna prodaja, odnosi z javnostmi ter neposredna prodaja. Podjetja izberejo instrumente marketinškega komuniciranja glede na zastavljene cilje in glede na to kateri instrument je najprimernejši za njih. V diplomskem seminarju sem prvo poglavje namenila marketinškemu komuniciranju, kjer sem s teoretičnega vidika opredelila pojem, proces, program, instrumente in strategije marketinškega komuniciranja. V naslednjem poglavju se seznanimo s pojmom trgovine na drobno, pomenom in vlogo, cikli v trgovini na drobno, značilnostmi poslovanja in organizacijskimi oblikami trgovine na drobno. V praktičnem delu diplomskega seminarja sem obravnavala marketinško komuniciranje v trgovini Tuš. Pri trženju Tuš uporablja orodja marketinškega komuniciranja oglaševanja, pospeševanja prodaje in odnose z javnostmi. Z uporabo teh instrumentov želijo v trgovinah Tuš povečati zavedanje o svojih izdelkih in povečati prodajo. Each company is aware that the market will be successful if the offered products that will meet the needs and desires of customers. In, addition, it is necessary to create product awareness, customers and the public with better information about products or services and communicate with them. Marketing communications covers all activities aimed at communicating with existing and potential customers and the public. Companies with marketing communications to provide information on the characteristics of products that could help consumers decide to buy. The effectiveness of the enterprise with the proper choice of marketing communication tools that include: advertising, sales promotion, personal sales, public relations and direct sales. Companies choose the tools of marketing communication on the objectives and according to which instrument in best for them. The undergraduate seminar I spent the first chapter of marketing communication, where I identified with the theoretical point of view the concept, process, program, marketing tools and strategies to communicate. In the next chapter will familiarize with the concept of retail, meaning and application cycles in retail business and organizational characteristics of retail forms. In the practical part of the graduate seminar I have dealt with marketing communications to trade Tuš. Tuš used in the marketing tools of marketing communications advertising, sales promotion and public relations. By using these instruments in stores Tuš want to raise awareness about their products and increase sales. komuniciranje marketinško komuniciranje oglaševanje pospeševanje prodaje osebna prodaja odnosi z javnostmi neposredno trženje trgovina na drobno Tuš communication marketing communication advertising sales promotion personal sales public relations direct marketing retail trade Tuš true true false [M. Kocuvan] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2012-01-10 09:06:47 2012-12-05 12:08:50 2022-04-14 10:56:35 2023-12-29 03:18:05 2012 0 Vitomarci 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 11236892 URN:SI:UM:DK:L7BMZVBU UNI_Kocuvan_Maja_2012.pdf UNI_Kocuvan_Maja_2012.pdf 1 686B973ED745FAF67452F9E301799710 65adcafc24a4a9316f1f28bafd2a6e270b67a5e853c37b9d11366d21199e70aa f4ce4a0e-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2ff86af8-5857-4087-bd35-80b27f58ed3f https://dk.um.si/Dokument.php?lang=slv&id=28232 Ekonomsko-poslovna fakulteta 0 0 0