20.500.12556/DKUM-43864 RAZISKAVA TRGA IN TRŽENJSKI SPLET STORITVENE DEJAVNOSTI MARKET RESEARCH AND MARKETING MIX OF SERVICE ACTIVITY Trženje je ena od najpomembnejših vezi med podjetjem in njegovim okoljem. Od trženja je odvisen razvoj in obstoj podjetja, zato moramo veliko pozornosti nameniti analizi trga ter snovanju strategije. Podjetje je uspešno le, če mu uspeva prodajati svoje izdelke oziroma storitve. Diplomska naloga je razdeljena na dva dela: teoretičnega in raziskovalnega. V teoretičnem delu je predstavljeno trženjsko raziskovanje, splošna opredelitev storitev, trženjski splet 7xP storitvene dejavnosti, prepoznavnost trga, strategija trženja ter segmentacija trga in izbira ciljnih trgov. V raziskovalnem delu diplomske naloge so prikazani rezultati anketiranja, ki je bilo izvedeno v Kamniku in njegovi okolici. Na koncu diplomske naloge smo odgovorili na zastavljena raziskovalna vprašanja. Marketing is one of the most important bounds between a company and its environment. Marketing affects development and existence of a company, therefore one need to give a lot of attention to market analysis and strategy development. A company can be successful only if it manages to sale its products and services. The thesis is divided into two parts: theoretical and empirical. The theoretical part presents marketing research, general definition of services, marketing mix 7xP of services activities, market recognisability, marketing strategy and market segmentation and choice of aim markets. The research part of the diploma thesis shows the results of the survey that has been done in Kamnik and in its surroundings. The final part of the thesis answers the stated research questions. raziskava trga trženjski splet trženjsko raziskovanje strategija trženja segmentacija trga market research marketing mix marketing research marketing strategy market segmentation true true false Slovenski jezik Angleški jezik Diplomsko delo 2014-03-17 10:31:15 2014-06-04 09:06:33 2023-11-08 13:59:52 2021-04-30 03:15:53 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7296019 URN:SI:UM:DK:H6FS9J5G VS_Ravnikar_Nina_2014.pdf VS_Ravnikar_Nina_2014.pdf 1 C8F229B00B6FED228C88AAF6356AA582 7501cc32fb9d837548cc4742807b1d1c9b228d6f80b73dd29e1b9cca8f185321 bbda92c3-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=62679 Fakulteta za organizacijske vede 0 0 0