20.500.12556/DKUM-44981 MOŽNOSTI MARKETINŠKEGA KOMUNICIRANJA BREZ PRORAČUNSKIH SREDSTEV MA PRIMERU KMETIJSKEGA PODJETJA POSSIBILITIES OF MARKETING COMMUNICATION WITHOUT BUDGET IN THE CASE OF AGRICULTURAL COMPANY Marketinško komuniciranje je sestavni del vsake organizacije, odnos do marketinškega komuniciranja je različen od organizacije do organizacije. V podjetju, ki ga obravnavamo, je želja po obsežnem marketinškem komuniciranju, hkrati so dvomi v potrebo po marketinškem komuniciranju. Poleg dvoma podjetju primanjkujejo tudi finančna sredstva in kadri za marketinško komuniciranje. Podjetje želi dobre prodajne rezultate in prepoznavnost na trgu. Izdelki so si med seboj različni in enoten jim je le proizvajalec, torej podjetje Meja Šentjur in kampanja »Kupujem slovensko«. Podjetje proizvaja jajca, jabolka in lešnike in jih prodaja preko organizacij do končnih potrošnikov. Končni potrošniki imajo ob svoji odločitvi za nakup širok izbor izdelkov podjetja in izdelkov konkurence. Končne potrošnike je potrebno opozoriti, oziroma pritegniti k nakupu izdelkov podjetja. Podjetje izvaja marketinško komuniciranje s svojimi izdelki, poskuša najti načine za čim več oblik marketinškega komuniciranja. Brez finančnih sredstev so mnoga orodja marketinškega komuniciranja nedostopna, zato išče možne poti do brez proračunsko dostopnih orodij marketinškega komuniciranja. Možnosti marketinškega komuniciranja brez proračuna za marketinško komuniciranje so, vendar minimalne. Brez denarja, vendar z izdelki, je možno marketinško komuniciranja. Potrebna je neke vrste inovativnost, iskanje drugačnosti od ostalih. Izdelki morajo odstopati od konkurence, ker so v prvi bojni črti na prodajni polici za končnega porabnika. Posrednikom je potrebno predstavljati nove možnosti pri skupnem nastopu do končnih porabnikov. Končnih porabnikom je potrebno nuditi čim več informacij o izdelku, o možnosti uporabe izdelka. Vedno je potrebno biti pripravljen za sodelovanje z vsemi javnostmi in na dolgi rok javnosti vračajo naklonjenost podjetju. Marketing communication is an integral part of every organization, marketing communication is different from organization to organization. The company under analysis have desire for extensive marketing communication, while there are also doubts of the necessity for marketing communication. In addition to doubt the company don't have financial resources and employments for marketing communication. The company wants good sales results and visibility in the market for its products. Products have different characteristics and have two common points, producer Meja Šentjur and campaign »Kupujem slovensko«. Company produce eggs, apples and hazelnuts and sells them through the brokers to the final consumer organizations. Final consumers have decision to purchase a wide range of products of the company and its competition. Final consumers should be advised or attract to purchase the company's products. The company implements marketing communication with their products, trying to find ways to get as many forms of marketing communication. Without budget for marketing communication many tools of marketing communication are inaccessible. Company is looking for possibilities to make marketing communication without budget. Possibilities for marketing communication without a budget for marketing communication are, but minimal. Without money, but with products can they make marketing communication. Need for innovation, difference from other on the market. Products must depart from the competition because they are in the front line on the shelves for the end user. For organizations is necessary to find new possibilities for joint action to end users. For end users is necessary to provide as much information about the product and the possibility of using the product. Always demonstrate a willingness to cooperate with the public and in the long run public affection returning to the company. marketinško komuniciranje proračun jajca jabolka lešnik marketing communication budget eggs apples hazelnuts true true false [A. Ocepek] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2014-07-14 11:03:26 2014-10-08 11:50:04 2022-05-14 03:06:52 2021-05-02 03:11:45 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 11799836 URN:SI:UM:DK:6LDFPJC5 MAG_Ocepek_Andrej_2014.pdf MAG_Ocepek_Andrej_2014.pdf 1 538C7C640CE2822EEE8028C1C38BC843 8bcc4cce0e5411c1f314d742740360cbfef0f559e305dbc108f9795b78a9ab7a 4be7b753-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=67773 Ekonomsko-poslovna fakulteta 0 0 0