20.500.12556/DKUM-71798 Trženje zdravil brez recepta v Sloveniji Marketing of non-prescription medicines in slovenia Ljudje se v današnjem svetu hitrega tempa življenja vse bolj zavedamo kako pomembno je naše zdravje. Na trgu se vsakodnevno pojavljajo nova zdravila brez recepta. Za uspešnost podjetja je ključnega pomena, da prepozna potrebe, pričakovanja in želje potencialnih kupcev. Pomembno je, da kupec začuti pripadnost podjetju, ter tako lahko posežemo na čustveno raven posameznika. Prepričamo jih lahko, da je naše zdravilo brez recepta najboljša izbira za njihovo zdravje. Predstavili in preučili smo ključne pojme za lažje razumevanje trženjskih osnov. V nadaljevanju smo predstavili metode in tehnike, ki pomagajo pri raziskavi in posledično pri podajanju predlogov. Predstavljeni so nekateri osnovni modeli, ki nam pomagajo razumeti, kako trg deluje in kaj vse vpliva nanj. Z raziskavo smo ugotovili, kateri načini trženja so najbolj učinkoviti v farmacevtskem svetu in kako lahko s tem pripomoremo k izboljšavi na področju trženja. Na podlagi ugotovitve raziskave smo podali predloge, kaj podjetje lahko stori, da kupca prepriča, da se odloči prav za njihovo zdravilo brez recepta. Ugotovili smo, da se potrošniki za določenega ponudnika zdravil brez recepta odločajo po predhodnih osebnih izkušnja, ter da oglasi ne spodbudijo kupca k odločitvi za nakup zdravila brez recepta. Predlagamo, da farmacevtsko podjetje razišče trg in ciljne kupce ter kaj so njihove želje. Pomembno je, da podjetje zna zadovoljiti kupčeve potrebe ter zna z njimi dobro komunicirati, saj le tako, lahko ostaneta dolgoročna partnerja v dobrih odnosih. Visoka učinkovitost zdravila brez recepta in zadvoljstvo kupcev pa so glavni recept, da podjetje še naprej dobro posluje na slovenskem trgu. In today's fast paced life we are becoming aware of the importance of our health. New drugs without a prescription appear on the market every day. For the company's success, it is crucial to recognize the needs, expectations and desires of potential customers. It is important that the customer feels identified with the company, and therefore we can reach the emotional level of the individual. We can convince them that our non-prescription drug is the best choice for their health. We presented and explored key concepts for easier understanding of marketing basics. Following that we presented techniques that assist in researching and consequently in submitting proposals. Some basic models are presented to help us understand how the market works and what impacts on it. With this study we found out which marketing methods are most effective in pharmaceutical industry and how can we contribute to the improvement of marketing. Based on the findings of the study we made suggestions on what the company can do to convince the buyer that their drug is right for them. We have found that consumers decide on a prior personal experience for a particular non-prescription drug supplier and that advertising does not encourage the buyer to purchase an over-the-counter medicine. We suggest that a pharmaceutical company should research the market its target customers in what their needs are. It is important that companies can satisfy needs of the customer and can communicate well, only in this way they can remain long-term partners in good relations. The high efficiency of the non-prescription drug and customer satisfaction are main factors for the company to continue to work well on the Slovenian market. - trženje - zdravila brez recepta - potencialni kupci - farmacija - marketing - Medicines without prescription - potential buyers - pharmacy true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2018-08-30 11:29:02 2018-09-10 10:24:40 2022-08-01 21:27:35 2019-07-11 18:54:54 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 8047635 URN:SI:UM:DK:QQJNHHKW UN_Music_Martina_2018.pdf UN_Music_Martina_2018.pdf 1 514BCAFC89D9353351AC27D9ADC41AFF 161cbe465b98f3918515a6fb2aa681c22b1b65192190379d98af0d17a0859969 3d56a88b-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/16dfcd27-fe1e-4a59-92ab-21116654c3e7 https://dk.um.si/Dokument.php?lang=slv&id=128442 Fakulteta za organizacijske vede 0 0 0