20.500.12556/DKUM-85116 Metode pospeševanja prodaje v podjetju Kozmetika Afrodita Sales promotion methods in the company Afrodita Cosmetics Diplomsko delo temelji na metodah pospeševanja prodaje v podjetju Kozmetika Afrodita. To temo smo izbrali, ker menimo, da so metode pospeševanja prodaje vedno bolj pomembne pri stiku podjetja z njegovimi obstoječimi in potencialnimi odjemalci. Pomembno je, da se zavedamo, da se trendi in okolje neprestano spreminjajo, s čimer se spreminjajo tudi navade odjemalcev. Prilagajanje na spremembe v okolju in spremembe pri odjemalcih daje podjetju dodano vrednost. Metode pospeševanja prodaje postajajo vedno večji dejavnik pri delovanju strategije podjetja. Mnoga, predvsem večja podjetja omenjene metode že izvajajo. V uvodnem poglavju diplomskega dela smo opredelili problem, namen, cilje in hipoteze, ki smo jih zastavili. V drugem poglavju pojasnimo pomen marketinškega komuniciranja, predstavimo elemente komuniciranja ter opisujemo devet prvin procesa komuniciranja. Našteli smo cilje marketinškega komuniciranja in natančno predstavili najpomembnejše metode marketinškega komuniciranja. V tretjem poglavju smo natančno opisali in opredelili pomen pospeševanja prodaje in jasno opredelili cilje in metode pospeševanja prodaje. Zaradi obširnosti in vedno večje pomembnosti metod pospeševanja prodaje smo te v tretjem poglavju razdelili v tri pomembne skupine, in sicer metode pospeševanja prodaje, usmerjene na porabnike, metode pospeševanja prodaje, usmerjene na trgovske posrednike, ter metode pospeševanja prodaje, usmerjene na lastno prodajno osebje. Pri vseh teh skupinah smo tudi našteli in opisali najpomembnejše in najbolj uporabljane metode. V četrtem, aplikativnem delu smo opisali izbrano podjetje Kozmetika Afrodita in predstavili njegovo vizijo, poslanstvo in vrednote. Zaradi široke ponudbe izdelkov smo le-te razdelili v dve skupini, to so izdelki linije Afrodita Cosmetics in izdelki Afrodita Professional. Da smo lahko opravili raziskavo in preverili zastavljene hipoteze, smo opravili dva poglobljena intervjuja z zaposlenima v podjetju. S tema intervjujema smo preučili metode pospeševanja prodaje v podjetju. Na podlagi rezultatov intervjujev smo prvo zastavljeno hipotezo sprejeli, naslednje tri pa zavrnili. The thesis is based on methods of sales promotion in the company Kozmetika Afrodita. We chose this topic because we believe that sales promotion methods are increasingly important in the company's contact with its existing and potential customers. It is important to be aware that trends and the environment are constantly changing, and with it, customer habits are also changing. Adapting the company to changes in the environment and changes in customers gives the company added value. Sales promotion methods are becoming an increasingly important factor in the operation of a company's strategy. Many, especially larger, companies implement the aforementioned methods. In the first, introductory chapter of the thesis, we define the problem, purpose, goals and hypotheses that we have set ourselves in the work. In the second chapter, we define the meaning of marketing communication, present the elements of communication, as well as describe the nine elements of the communication process. We list the goals of marketing communication and present the most important methods of marketing communication in detail. In the third chapter, we describe and define the meaning of sales promotion and clearly define the goals of sales promotion methods. Due to the extensiveness and increasing importance of sales promotion methods, in the third chapter, we divided them into three important groups, namely sales promotion methods aimed at consumers, sales promotion methods aimed at trade intermediaries and sales promotion methods aimed at one’s own sales staff. In all these groups, we have also listed and described the most important and most used methods. In the fourth, application part, we described the selected company Kozmetika Afrodita and presented its vision, mission and values. Due to the wide range of products, we have divided them into two groups, i.e. products from the Afrodita Cosmetics line and Afrodita Professional products. In order to carry out the research and verify the set hypotheses, we conducted two in-depth interviews with company employees. With these two interviews, we studied the methods of sales promotion in the company. Based on the results of the interviews, we accepted the first hypothesis and rejected the next three. metode pospeševanje prodaje komuniciranje Kozmetika Afrodita podjetje odjemalci prodajalci. Methods Sales Promotion Communication Afrodita Cosmetics Company Customers Sellers. true true false I. Zidarič Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-08-18 14:56:48 2023-10-16 14:00:41 2023-10-17 03:10:21 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 168606979 UN_Zidaric_Iva_2023.pdf UN_Zidaric_Iva_2023.pdf 1 C64A1DC15A73590E3839541F957A92C9 9b959c8636b23b2a497f954276984e977bad353fae61e348a9ae2ea172ce69b3 5e4c4f0b-4e49-11ee-9575-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=171837 Ekonomsko-poslovna fakulteta 0 0 0