20.500.12556/DKUM-42179 VIZUALNI MERCHANDISING V PRODAJALNI COMMA VISUAL MERCHANDISING IN THE STORE COMMA Diplomski seminar je namenjen predstavitvi merchandisinga kot enega izmed osnovnih taktik v trženju ter vizualnega merchandisinga kot taktiko s pozitivnimi učinki. Med merchandisingom in pospeševanje prodaje lahko povežemo vzporednice, saj med njima ni velikih razlik, oziroma jih marsikdo ne opazi. Merchandising je bolj dolgoročno usmerjen, medtem ko pa je pospeševanje prodaje bolj kratkoročno usmerjeno. V teoretičnem delu so opisane naloge merchandisinga in koristi, katere imajo posamezni udeleženci v skupni dejavnosti, ter realizacija le-tega v prodajalni. V drugem poglavju teoretičnega dela je podrobneje opisan vizualni merchandising. Opisan je skozi zunanji in notranji izgled prodajalne ter atmosfero, ki je ključna za ugodje potrošnikov. V praktičnem delu je predstavljena blagovna zmanka Comma, katera je v lasti podjetja S. Oliver SLO d.o.o., prav tako pa je opisano izvajanje vizualnega merchandisinga na primeru prodajaln Comma v Sloveniji. Graduate seminar is dedicated to the presentation of merchandising as one of the basic tactics of marketing and of visual merchandising as a tactic with positive effects. Between merchandising and sales promotion parallels can be made, because there are no major differences between them, or many people do not notice them. Merchandising is more long-term oriented, while the sales promotion are more short-term oriented. The theoretical part describes the functions of merchandising, as well as the benefits of the individual participants in joint activities, and the realization of it in the store. In the second chapter of the theorectical part visual merchandising is described in detail. It is described through the external and internal appearance of the store, and the atmosphere, which is crucial for the well-being of costumers. In the practical part the brand mark Comma is presented, which is owned by S. Oliver SLO d.o.o., and also the implementation of visual merchandising on the example of stores Comma in Slovenia is described. merchandising vizualni merchandising pospeševanje prodaje prodajalna prodajni prostor blagovna znamka Comma podjetje S. Oliver SLO d.o.o. merchandising visual merchandising sales promotion store sales space brand mark Comma Company S.Oliver SLO d.o.o. true true false [T. Bakić] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2013-09-12 21:11:32 2013-11-07 14:41:47 2022-05-06 03:07:56 2021-04-27 03:16:04 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 11558684 URN:SI:UM:DK:POCDU7TM UNI_Bakic_Tamara_2013.pdf UNI_Bakic_Tamara_2013.pdf 1 05C565718B52CE6A301143DF72A7DA4D 1ab92d0de9898386a1062ee71c828d23b93c32bc0df21d72468df344d6ebf160 5bfac8d8-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=59032 Ekonomsko-poslovna fakulteta 0 0 0