20.500.12556/DKUM-79482 Pospeševanje prodaje v podjetju impol Sales Promotion in the company Impol V podjetjih se čedalje pogosteje srečujejo z intenzivno konkurenco, zato je potrebno pritegniti nove in obdržati obstoječe porabnike. Podjetja v ta namen uporabljajo različne segmente marketinškega spleta med katere uvrščamo tudi pospeševanje prodaje. Glavni cilj pospeševanja prodaje je porabnikov večji in hitrejši nakup izdelka ali storitve, zato podjetja želijo v čim večji meri porabnika spodbuditi za nakup in obenem vzbuditi njegovo pozornost ter omogočiti večjo prepoznavnost podjetja na konkurenčnih trgih. Podjetja se poslužujejo različnih metod pospeševanja prodaje med katere uvrščamo tiste, ki so usmerjene na porabnike, trgovske posrednike, druga podjetja ter prodajno osebje. V prvem poglavju diplomskega projekta bomo opredelili problem, namen, cilje in hipoteze, ki smo si jih zastavili. V drugem poglavju bomo predstavili marketinško komuniciranje ter splet marketinškega komuniciranja, ki zajema oglaševanje, neposredno trženje, odnose z javnostmi, osebno prodajo ter pospeševanje prodaje, ki ga bomo podrobneje obravnavali v tretjem poglavju, ko bomo opisali namen, cilje, prednosti, slabosti, metode pospeševanja prodaje ter načrtovanje in vrednotenje pospeševanja prodaje. Četrto poglavje bo zajemalo predstavitev podjetja Impol – organizacijsko strukturo, izdelke, ki jih podjetje ponuja ter panoge v katerih deluje. Peto poglavje se bo nanašalo na prodajo v podjetju Impol glede na kupce, trg in organizacijo prodaje. V šestem poglavju bomo predstavili metode pospeševanja prodaje, ki jih uporabljajo v podjetju Impol in s katerimi skušajo ohraniti svojo konkurenčnost, pridobiti in ohraniti porabnike, informirati o svojih izdelkih in vedno znova iskati nove ideje in rešitve, ki bodo kljub konkurenci zadovoljile potrebe in želje tudi najbolj zahtevnih porabnikov. Nowadays, companies more and more frequently meet intense competition, so it is important to attract new and keep the existing consumers. To achieve that, companies use different segments of marketing mix, in which we also place sales promotion. The main goal of sales promotion is consumer’s larger and faster purchase of an item or a service, so companies aim to encourage the consumer as much as possible to make a purchase and to arouse their interest while also enabling larger recognisability of the company on the international competition markets. Companies make use of different methods of sales promotion, in which we classify those which are consumer-oriented or aimed at commercial agents, sales personnel and other companies. In the first chapter of the diploma thesis, we will define the problem, purpose, goals and set hypotheses. In the second chapter we will present marketing communications and mix of marketing communications, which includes advertising, direct marketing, public relations, personal sales and sales promotion, which will be presented more comprehensively in the third chapter, which will contain purpose, goals, advantages and disadvantages, methods of sales promotion and planning and valuation of sales promotion. The fourth chapter will contain the presentation of the Impol company – organisational structure, company’s products and different branches of the company itself. The fifth chapter will refer to the marketing of the Impol company according to the consumers, market and sales organization. In the sixth chapter, we will present the methods of sales promotion which are used in the Impol company and by use of which they try to maintain their competitiveness, to gain new and keep existing consumers, to inform about their products and to constantly find new ideas and solutions, which will in spite of the competition help to satisfy the needs and wishes of even the most demanding consumers. metode pospeševanja prodaje podjetje Impol porabnik pospeševanje prodaje. methods of sales promotion Impol company consumer sales promotion. true true false N. Vrhunec Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2021-07-05 21:09:55 2021-10-15 08:41:42 2022-08-09 21:34:24 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 80878851 VS_Vrhunec_Nusa_2021.pdf VS_Vrhunec_Nusa_2021.pdf 1 1130BD6C7CFBE38DA13FFEF96067D077 0a82ee1d7abd865d34df1f53131d330d4b073c1fb9bbeb610f4d5624dd63ed30 3c3fda3a-e7c5-11eb-97ae-00155d581298 20.500.12556/dkum/f5d1b733-4fd5-45b7-b49f-094eb3630d28 https://dk.um.si/Dokument.php?lang=slv&id=151320 Ekonomsko-poslovna fakulteta 0 0 0