20.500.12556/DKUM-80795 Marketinško komuniciranje v fitnesu Fitinn Marketing communication in fitness fitinn Za naš obstoj in razvoj v družbah komuniciranje predstavlja eno izmed glavnih dejavnosti, s katero se srečuje človek. Komuniciramo, odkar prijočemo na svet, ne samo z besedami, temveč tudi s kretnjami, pogledi, mimiko obraza in s premikanjem telesa nasploh. Vse naštete komunikacijske veščine skozi čas in razvoj spreminjamo in dopolnjujemo. Na enak način se tovrstna rast in razvoj dogajata v podjetjih. Z leti se komuniciranje nadgrajuje, saj je cilj vsakega podjetja, ohraniti svojo konkurenčno prednost, in s tem tudi svoje zveste uporabnike. Dobro poznavanje slednjih in razumevanje njihovih potreb je namreč pogoj za obstoj blagovne znamke. V teoretičnem delu smo najprej opisali, kaj razumemo pod pojmom marketinško komuniciranje, kakšne so njegove naloge, aktivnosti in instrumenti, katerih se podjetja poslužujejo za dosego dobrega poslovanja. Temu sledi podrobna predstavitev podjetja Fitinn, njihova ponudba storitev in instrumenti komuniciranja. V empiričnem delu smo na podlagi pridobljenih rezultatov z vzorca 103 anketirancev raziskovali, kakšno je njihovo poznavanje izraza marketinško komuniciranje, pogostost obiskovanja fitnesa ter prepoznavanje fitnesa Fitinn in ocenjevanje zadovoljstva. Rezultate smo analizirali s pomočjo statističnega programa in jih prikazali v tabelah. Izvedli smo opisno statistiko oz. deskriptivno metodo ter uporabo parametričnih testov, s pomočjo katerih smo merili zadovoljstvo uporabnikov z marketinškim komuniciranjem glede na spol in starost. Prav tako smo ugotovili srednje močno in statistično pozitivno razliko med ocenjevanjem in poznavanjem izraza marketinško komuniciranje. For our existence and development in society, communication represents one of main activites, with which we grow as a person. We don't communicate only with words but also with gestures, looks, with facial expressions and body motion generally. All of communication skills are changing over time. The same thing happens with growth and development in companies. Communication is being upgraded over the years, as it is main goal of every company, to keep their competitive advantage and their loyal costumers or better said users. Good knowledge of consumers and their needs is condition for existence of trademark. In theoretical part we first described something that we understand under the concept of marketing communication, some of his tasks, activities and instruments that companies are using for achievement for a business goal. After that follows the detailed presentation of company Fitinn, some words about their offer and instruments that they are using for advertising. In empirical part, we are looking into results that we gain from sample of 103 interviewees, what their knowledge of expression marketing communication is, frequence of visting fitness, recognising their trademark and satisfaction of users. We analysed results with the help of statistical program and showed them in tables. We used descriptive statistics or better said, descriptive method with which we used parametric tests that helped us measure out satisfaction of users with marketing communication considering their gender and age. We found out centrally strong and statistical positive difference between assessment and their knowledge od marketing communication. komuniciranje zadovoljstvo oglaševanje fitnes Fitinn communication satisfaction advertising fitness Fitinn true true false [M. Poboljšaj] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-10-16 17:13:33 2021-12-23 11:39:30 2022-08-09 23:57:37 0000-00-00 00:00:00 2021 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 90748163 MAG_Poboljsaj_Monika_2021.pdf MAG_Poboljsaj_Monika_2021.pdf 1 C42230C358DCCE9B94B8CF28DD4CDB85 49a7d544fc729d6f7de158e06262335004dec159cadb0e9e6e2b7ed8c825066b 39a201c3-4466-11ec-9c9f-00155d000105 20.500.12556/dkum/b1b8c810-5f2c-4971-a4ba-ed668498d397 https://dk.um.si/Dokument.php?lang=slv&id=155390 Ekonomsko-poslovna fakulteta 0 0 0