20.500.12556/DKUM-72237 Pozicioniranje blagovnih znamk osebnih avtomobilov The Positioning of Passenger Car Brands Nakup osebnega avtomobila je ena izmed bolj pomembnih investicij v življenju. Pričakovanja odjemalcev so vedno večja, proizvajalci avtomobilov pa prisiljeni ta pričakovanja izpolnjevati. Zato se morajo tržniki usmerjati v diferenciacijo svojih izdelkov, saj je to ključno za uspeh. Odjemalčevo zaznavanje oblikuje pozicijo, ki jo dosega posamezna blagovna znamka v njegovi predstavi. Proizvajalci avtomobilov imajo zastavljene svoje vizije in poslanstva, svojo miselnost in sporočilo, ki ga želijo posredovati svojim ciljnim skupinam. V magistrski nalogi smo ugotavljali, kakšne so pozicije blagovnih znank BMW-ja, Volva in Volkswagna glede na mnenje odjemalcev. Med seboj smo jih primerjali po različnih kriterijih in ugotovili, da odjemalci zaznavajo blagovno znamko BMW v primerjavi z blagovnima znamkama Volvo in Volkswagen, kot najboljšo. Blagovna znamka Volvo je najbolje ocenjena pri kriteriju visoka stopnja varnosti. Pri blagovni znamki Volkswagen pa so odjemalci najbolje ocenili kriterij kakovost izdelave. Buying a passenger car is one of the most important investments in life. Consumer expectations are growing and car manufacturers are forced to meet these expectations. Therefore, marketers need to focus on differentiation of their products, since they are key to success. The consumer perception of expectded satisfaction creates position, that particular brand achieves in mind of consumer. Car manufacturers have their vision and mission, their mindset and the message, that they want to communicate to their target groups. In our dissertation we have determine the positions of brands: BMW, Volvo and Volkswagen according to consumer's opinions. We compared each other according to various criteria and found that consumers perceive the BMW brand as the best, compared to the brands Volvo and Volkswagen. The Volvo brand is best rated at criteria: the highest level of safety. At Volkswagen brand was best rated criteria: quality of production. blagovna znamka pozicioniranje ciljna skupina osebni avtomobil odjemalec. brand positioning target group passenger car consumer. true true false [L. Ul] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2018-09-16 21:54:03 2018-10-22 09:23:57 2022-08-01 22:09:46 2019-07-11 19:11:27 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 13120796 URN:SI:UM:DK:QNGQJMHF MAG_Ul_Lea_2018.pdf MAG_Ul_Lea_2018.pdf 1 BD4F94B78D5412ECAEF8A9AB0B50C4E9 a73914a4190639e6b0ff54c2c255c3772d63840f397714507d883d28f49f255f 6ed45f97-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/bf1dbf3a-8f49-4189-bfa3-72350de1aae9 https://dk.um.si/Dokument.php?lang=slv&id=130600 Ekonomsko-poslovna fakulteta 0 0 0