20.500.12556/DKUM-57914 Tržno komuniciranje v organizaciji KOGRAD IGEM d.o.o. Market communication in the company KOGRAD IGEM d.o.o. Ustrezno tržno komuniciranje je bistvo uspeha vsake organizacije in postaja v razmerah vse večje konkurence, ki vlada na tržišču, vedno bolj pomembna funkcija trženjskega spleta. Danes organizacije delujejo v okolju, v katerem se konkurenca hitro menja, v katerem se hitro menjajo tudi želje in potrebe odjemalcev. Organizacije morajo s svojim marketinškim pristopom poiskati potencialne odjemalce, njihove potrebe ter jih zadovoljiti na najoptimalnejši način. Pri tem se poslužujejo različnih tehnik komuniciranja in sicer: oglaševanja, pospeševanja prodaje, osebne prodaje, neposrednega trženja in odnosov z javnostmi. Ključ za uspešno delovanje organizacij je v prilagajanju razlikam v okolju, ki obstajajo na različnih tržiščih. Uspešne so tiste organizacije, ki so ugotovile, kaj ljudje potrebujejo in kam se nagibajo trendi v prihodnosti. Vsebina diplomskega dela je razdeljena na dva dela. Prvi del je povzetek teoretičnih izhodišč nekaterih avtorjev o tržnem komuniciranju in instrumentih tržnega komuniciranja. V drugem delu je predstavljena organizacija KOGRAD IGEM d.o.o., tržno komuniciranje v omenjeni organizaciji ter prepoznavnost organizacije in njenih izdelkov in storitev pri naključnih kupcih. Raziskava predstavljena v diplomskem delu je nastala na podlagi enoletnih izkušenj dela v oddelku komerciale proučevane organizacije in študija ob delu na Ekonomsko-poslovni fakulteti v Mariboru. Appropriate market communication is a key to success of any company and is becoming an increasingly important function of the marketing web in current conditions of progressive competition on the market. Today companies operate in an environment where competition changes quickly, as do the customer’s wishes and needs. With their marketing approach companies must find potential customers and their needs, and satisfy them in the most optimal manner. For this purpose various communication techniques are applied, i.e.: advertising, sales promotion, personal sales, direct marketing and public relations. The key for a successful operation of companies is adjustment to the differences in the environment, present on various markets. Successful are those companies that have established what people need and where trends are inclined to in the future. The content of the graduation paper has been divided into two parts. The first part contains a summary of the theoretical starting points of some authors on market communication and instruments of market communication. The second part encompasses a presentation of the company KOGRAD IGEM d.o.o., market communication in the above mentioned company as well as its the recognisability and products/services with randomly selected customers. Research, presented in the graduation paper, is based on one year’s experience in the commercial department of the company KOGRAD IGEM d.o.o. and part-time study at the Faculty of Economics and Business in Maribor. tržno komuniciranje instrumenti tržnega komuniciranja oglaševanje osebna prodaja pospeševanje prodaje odnosi z javnostmi neposredno trženje izdelki in storitve market communication instruments of market communication advertising personal sales sales promotion public relations direct marketing products and services true true false [I. Šipek] Slovenski jezik Angleški jezik Diplomsko delo 2016-03-28 21:22:19 2016-06-20 12:36:17 2022-06-15 03:09:37 2019-07-11 10:22:23 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 12338716 URN:SI:UM:DK:3309OIZP VS_Sipek_Ivana_2016.pdf VS_Sipek_Ivana_2016.pdf 1 44F5763787455A96061621D480639EEF 88648aca9687af58aaa5a377cb060c59d7dad0d3024998ab8233a643072c75a2 8639f953-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=92405 Ekonomsko-poslovna fakulteta 0 0 0