20.500.12556/DKUM-39920 PROCES TRŽENJA SPLETNE REVIJE BODY VITAL NOVICE THE MARKETING PROCESS FOR BODY VITAL NOVICE WEBZINE V diplomski nalogi smo predstavili potek trženja nove spletne revije Body vital novice. To je bil nov projekt v podjetju Freising d.o.o, kjer sem tudi sama opravljala strokovno prakso. Prvi del smo posvetili teoretičnim osnovam trženja na podlagi literature in drugih virov. Predstavili smo trženje, analizo tržnega stanja, strategijo trženja, trženjski splet ter trženje in politiko ustvarjalnosti. Drugi del smo namenili predstavitvi rezultatov raziskave, ki je bila izvedena med populacijo ljudi starih od 14 do 50 let, živečih v centru Jesenic. Z raziskavo smo ugotavljali, kako pogosto ta populacija posega po preparatih namnejenih hitri izgubi telesne teže. Raziskali smo, kako oglaševaneje vpliva na nakupno vedenje potencialnih kupcev. Poleg tega smo ugotavljali, ali večja frekvenca oglaševanja bistveno peispeva k večji ozaveščenosti kupcev. Iz rezultatov raziskave smo izvedeli, da naši potencialni bralci čutijo potrebo po dodatni literaturi na temo oblikovanja telesa. Spoznali smo, da kupci ne posegajo po preparatih za hitro izgubo kilogramov, temveč želijo izgubiti kilograme na zdravju prijaznejši način, kot naprimer s telovadbo in zdravo prehrano. Iz tega izhaja tudi spoznanje, da oglaševani izdelki za oblikovanje telesa na izbrano populacijo nimajo vpliva, saj ne zaupa tem izdelkom in po njih ne posega. Neglede na intenzivnost oglaševanih proizvodov izbrana populacija le-teh ne pozna nič bolje od neoglaševanih. Rezultati raziskave pa so pokazali, da so kljub vsemu pozdravili dodatno literaturo, ki bi na enem mestu vsebovala veliko informacij o oblikovanju telesa. Na podlagi analize rezultatov smo podali načrt trženja za Body vital novice. In this diploma paper, we presented the marketing strategies used for a new online magazine called Body vital novice. This was a new project in Freising LLC, where I myself also carried out my apprenticeship. The first part was devoted to the theory of marketing based on literature and other sources. We presented marketing, an analysis of the market situation, marketing strategy, marketing mix, as well as marketing and the creativity policy. The second part presented survey results, extrapolated from the survey conducted among a population of people aged 14 to 50, living in the center of Jesenice. The survey was used to determine how often this population turns to preparations for rapid weight loss. We explored how advertising influences buying behavior of potential customers. In addition, we determined whether the increased frequency of advertising significantly heightens customers’ awareness of the advertised products. The research results indicated that our potential readers feel the need for additional literature on the topic of body shaping. We learned that customers do not resort to preparations for rapid weight loss, but instead, want to lose excess weight in a healthy way such as through exercise and a healthy diet. It follows that the advertised products for body shaping have no effect on the chosen population since the products are not trusted and, therefore, not bought. Regardless of the intensity of advertising, the chosen population does not know them any better than the ones that were not advertised. However, the results of the research have shown that they would welcome additional literature that would make available, all in one place, plenty of information on body shaping. Based on the analysis results, we made a marketing plan for the Body vital novice. • Body vital novice • Marketing • Raziskovanje • Oglaševanje • Oblikovanje telesa • Body Vital novice • Marketing • Research • Advertising • Body shaping true true false Slovenski jezik Angleški jezik Diplomsko delo 2013-03-18 10:31:41 2013-07-03 12:17:49 2022-05-12 23:18:42 2021-04-23 03:11:24 2013 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7179027 URN:SI:UM:DK:E1BJM0SP VS_Cepelnik_Tina_2013.pdf VS_Cepelnik_Tina_2013.pdf 1 C7A8CE74868FEA7DF60438474E8F7DAA 018420aedb10f668d85060eebc8c492ad7c5d2cbd6bb8fa66acaf7f5084d4df2 3dcc73a1-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ab4655e1-fa30-4d23-81c8-141b155011c1 https://dk.um.si/Dokument.php?lang=slv&id=54363 Fakulteta za organizacijske vede 0 0 0