20.500.12556/DKUM-22563 Program marketinškega komuniciranja v podjetju Unior Marketing communication program in the company Unior Komunikacija z odjemalci je danes ključnega pomena za podjetja, saj lahko le na ta način obdržijo stik z njimi. Marketinško komuniciranje pa ima danes pomembno in težko vlogo, ne samo zaradi konkurenčnih izdelkov, marveč tudi zaradi razvoja različnih medijev in neopaženosti tistih, ki niso dovolj dobro zasnovani ali izvedeni na napačnem kraju. Podjetja si morajo že na samem začetku sestaviti dober program marketinškega komuniciranja. Določiti si morajo ciljne skupine in cilje komuniciranja, ki jih želi doseči. Sestaviti in oblikovati opazno sporočilo, ki bo hitro zapomnljivo, da si ga bodo odjemalci zapomnili. V postopku programa komuniciranja se tržniki odločajo tudi med osebnimi ali neosebnimi komunikacijskimi kanali, odvisno ali želijo svoje sporočilo posredovati odjemalcem osebno ali ne. V zadnjem času pa so naloge tržnikov še težje, saj se večina podjetij spopada z pomanjkanjem denarja, zato je postalo načrtovanje izdatkov podjetja še skrbnejše. Za določanje proračuna so v teoretičnem delu natančneje prikazane metode, ki se lahko uporabijo pri določanju proračuna. Orodja komuniciranja so oglaševanje, pospeševanje prodaje, osebna prodaja, odnosi z javnostjo in nenazadnje tudi neposredno oglaševanje oz. direktni marketing. Vsa orodja imajo svoje značilnosti in ceno. Dobro je, da tržniki ugotavljajo, kakšen odziv so dosegli pri ciljni publiki. Merjenje učinkovitosti komuniciranja je torej zadnji in hkrati bistven korak v programu komuniciranja, ki pokaže ali so bili cilji doseženi in kako uspešno je kampanja izvedena. V praktičnem delu je prikazan program marketinškega komuniciranja v podjetju Unior za program ročno orodje, prav tako so razložena orodja komuniciranja, ki jih uporabljajo pri komuniciranju z odjemalci. Communications with users is nowadays crucial importance to keep the contact with. Marketing communications have a hard and important role despite of competitive products on the market but also due to development of various mass media channels and also from those which are not appropriate designed or implemented. Companies should set up a good marketing communication plan at the beginning. The target groups, aims and their achievements must be defined. The ads have to be designed in the way that the potential users easily notice and remembered them. In the process of marketing communication the marketing departments have to decided personal or non-personal communication channels depending on whether they intend to send a message personally to users or not. The tasks are recently more and more difficult because of decreased marketing budgets among companies and also all cost are carefully planned. In theoretical part of diploma the methods of budget planning and their usage are described. Communication tools are advertising, sales promotion, personal selling, public relation and also direct marketing. All tools have their own characteristics and price. The responses which are achieved by target audience should be periodically measured. The measurement of effectives is the last step of communication process and from those results we could point out if the campaigns were successfully implemented. In practical part the marketing program of communication in company Unior d.d. is presented. Also all practical use of communication tools is described. Program marketinškega komuniciranja orodja komuniciranja oglaševanje pospeševanje prodaje osebna prodaja odnosi z javnostjo neposredno trženje Marketing communication plan communication tools advertising sales promotions personal selling public relations direct marketing. true true false [K. Očko] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2012-04-03 16:26:05 2012-11-28 12:21:47 2022-04-14 11:54:54 2023-12-30 03:22:38 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 11228700 URN:SI:UM:DK:NLYAJVOY UNI_Ocko_Koni_2012.pdf UNI_Ocko_Koni_2012.pdf 1 CA9CE9E98CAAE4C602BAF0B18E04178B a39bffd9b23f35179eaa0b3e53579c7e1faea3d40d7fb1be996913ccf3cb7aa5 845c18eb-7c06-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5f2e8b2d-4c13-4418-899b-13a394bb86e8 https://dk.um.si/Dokument.php?lang=slv&id=48046 Ekonomsko-poslovna fakulteta 0 0 0