20.500.12556/DKUM-73303 Marketinška analiza podjetniške dejavnosti na vinogradniški kmetiji Marketing analysis of business activities on a viticulture farm Raziskava osvetljuje marketinško dejavnost na izbrani družinski vinogradniški kmetiji v Sloveniji. Vključuje uvodno predstavitev izbranih statistik vinarstva v Sloveniji in predstavitev analize osnovnega trženjskega spleta (4P) – produkta/storitve, cen, prodajnih poti in promocije. Rezultati raziskave kažejo, da se je zaradi aktivne promocije v letih 2015–2017 spremenila struktura gostov na analizirani kmetiji. Povečal se je obseg penzionskih gostov iz 18 na 187. Trženjske aktivnosti so v obdobju 2013–2017 vplivale tudi na povišanje cen različnih tipov vina lastne ponudbe. This study deals with market activities of a family viticulture farm in Slovenia. It includes a presentation of selected statistics about viticulture in Slovenia and presents an analysis of the basic marketing mix (4P)–products/services, prices, sales channels and promotion. The results of the study show that as a result of active promotion from 2015 to 2017 the guest structure of the analysed farm changed. The number of guests at the guesthouse increased from 18 to 187. The market activities from 2013 to 2017 also affected the increase in prices of various wine varieties in their selection. vinogradništvo turistična kmetija trženjska analiza Haloze viticulture agritourism marketing analysis Haloze true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2019-03-23 16:40:08 2019-04-03 12:08:44 2022-08-02 00:33:57 2019-07-11 19:52:04 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 URN:SI:UM:DK:IGQN1ZLR UN_Pungracic_Katarina_2019.pdf UN_Pungracic_Katarina_2019.pdf 1 4FA34AE432B58160E81844F15FDDB788 4fce1938ad549c851f150309110328cd63a467323ed11da57a7de77ddde36c61 a412e77b-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a2751b62-1bfd-4bbe-881b-fcf38f86bff0 https://dk.um.si/Dokument.php?lang=slv&id=133169 Fakulteta za kmetijstvo in biosistemske vede 0 0 0