20.500.12556/DKUM-37616 MARKETINŠKI KONCEPT IN TRŽNA NARAVNANOST ORGANIZACIJE MARKETING CONCEPT AND MARKET ORIENTATION OF ORGANIZATION V diplomskem seminarju sem opisala definicije marketinga in podrobnejše predstavila vse koncepte, ki so prisotni v marketingu, ter predstavila tržno naravnanost in elemente, ki jih vsebuje. Z uporabo konceptov podjetje zadovoljuje potrebe odjemalcev in pridobi konkurenčni položaj na trgu. Skozi zgodovino so bili v uporabi različni koncepti: koncept proizvodnje, izdelčni koncept, prodajni koncept, marketinški koncept in družbeno odgovoren marketinški koncept. Tržna naravnanost je podpora marketinškemu konceptu in brez marketinškega koncepta ne bi bila prisotna niti tržna naravnanost. Tržna naravnanost je naravnana h odjemalcem, h konkurentom ali pa na medfunkcijsko koordinacijo. S tržno naravnanostjo lahko pridobimo inovativnost na trgu, a le v primeru, da tržno naravnanost pravilno uporabljamo in da je naša konkurenca ne pozna, saj po raziskavah sodeč veliko podjetij ne uporablja tržne naravnanosti, saj jim predstavlja dodaten strošek. S pravilno uporabo marketinga v podjetju smo lahko zelo konkurenčni in inovativni v primerjavi z drugimi podjetju na trgu. In the diploma seminar I described the definitions of marketing, presented all the concepts that are present in marketing and described the market orientation and all the elements that it contains. Using these concepts the company meets the needs of customers and gains a competitive position in the market. Throughout history different concepts have been used: production concept, product concept, selling concept, marketing concept and socially responsible marketing concept. Market orientation is the support of the marketing concept and without marketing concept there couldn't be market orientation. Market orientation is oriented toward customers, toward competitors or toward crossfunctinal coordination. With market orientation we can gain innovation on the market, but only if the market orientation is used correctly and our competition isn't aware of it. According to research many companies do not use market orientation, as it represents an additional cost. With proper use of marketing in the company, we can be very competitive and innovative compared to other companies in the market Marketing marketinški koncept tržna naravnanost odjemalci. Marketing marketing concept market orientation customers true true false [S. Pirc] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2012-09-05 13:23:40 2012-12-18 11:35:41 2022-04-24 21:59:00 2021-04-18 03:22:06 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 11285020 URN:SI:UM:DK:TSWAF7P4 UNI_Pirc_Sara_2012.pdf UNI_Pirc_Sara_2012.pdf 1 2283756361843ABC00C71279D1EE9D1F 20101307a906901ec2c2760df474149f7ce51c569b7d9456c981446f83816c9d 49410240-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/bbce190c-b9bc-4d81-82ff-8de482d2853f https://dk.um.si/Dokument.php?lang=slv&id=50988 Ekonomsko-poslovna fakulteta 0 0 0