TRŽNO KOMUNICIRANJE V TRGOVINI NA DROBNO

Kovač, Staša

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Title:	TRŽNO KOMUNICIRANJE V TRGOVINI NA DROBNO
Authors:	ID Kovač, Staša (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UNI_Kovac_Stasa_2010.pdf (924,27 KB) MD5: 00764A493141B1882058D9564A7A67ED PID: 20.500.12556/dkum/40c3de7a-ade4-4f74-9aaf-6d4b00133e56
Language:	Slovenian
Work type:	Final seminar paper
Organization:	EPF - Faculty of Business and Economics
Abstract:	Tržno komuniciranje je skupek dejavnosti, ki jih podjetja uporabljajo za komuniciranje z obstoječimi in potencialnimi kupci. Tržno komuniciranje sestavljajo oglaševanje, neposredno trženje, osebna prodaja, pospeševanje prodaje ter odnosi z javnostmi, podjetja pa se odločijo ali bodo za doseganje tržnih ciljev in strategij uporabljala eno ali več komunikacijskih orodij oziroma instrumentov. Vsa ostrejša konkurenca, ki se pojavlja na tržišču, sili podjetja, da se za uspešnost poslovanja ne odločajo samo o izdelku, ceni in prodajnih poteh, temveč tudi o pravilni izbiri tržnega komuniciranja. Vloga tržnega komuniciranja danes za podjetja predstavlja pomembno vodilo za uspešnost in postaja za podjetja prava nujnost. Za doseganje dobrih poslovnih rezultatov mora prevladati usmerjenost h kupcem in uporabnikom ter zadovoljevanju njihovih potreb in želja. Pogoj za takšno usmerjenost pa je dobro tržno komuniciranje oziroma instrumenti tržnega komuniciranja, ki so ključnega pomena, saj pomagajo vzpostaviti pristnejši stik med kupci in prodajalci. Ob optimalnem izboru orodij komuniciranja lahko podjetje doseže učinkovito trženjsko komunikacijo, s katero predstavlja svoje izdelke, storitve, znamko in podjetje. V diplomskem seminarju smo predstavili tržno komuniciranje v trgovini na drobno. Diplomski seminar smo razdelili na dva dela in sicer na teoretični in praktični del. V teoretičnem delu smo s pomočjo domače in tuje literature opredelili različne poglede in mnenja avtorjev ter prišli do spoznanj in ugotovitev tržnega komuniciranja v trgovini na drobno. Medtem ko so v praktičnem delu z pomočjo pridobljenih znanj in teoretičnih opredelitev predstavili tržno komuniciranje v Skupini Mercator. Tržno komuniciranje v Mercatorju smo predstavili z instrumenti tržnega komuniciranja in sicer z instrumenti, ki jih v podjetju največ uporabljajo; to so oglaševanje, pospeševanje prodaje ter odnosi z javnostmi.
Keywords:	Ključne besede: komuniciranje, tržno komuniciranje, instrumenti tržnega komuniciranja, oglaševanje, pospeševanje prodaje, odnosi z javnostmi, neposredno trženje, osebna prodaja, trgovina na drobno
Place of publishing:	Maribor
Publisher:	[S. Kovač]
Year of publishing:	2010
PID:	20.500.12556/DKUM-15851
UDC:	339.138
COBISS.SI-ID:	10494236
NUK URN:	URN:SI:UM:DK:SVNEZDIT
Publication date in DKUM:	22.12.2010
Views:	4898
Downloads:	663
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	MARKETING COMMUNICATION IN RITEILING
Abstract:	Marketing communication is a conglomeration of activities that companies use to communicate with existing and potential buyers. Marketing communication is assembled by advertising, direct marketing, personal selling, accelerating of selling and public relations. The companies that decide if they will use one or more communication tools to achieve their market goals and strategies. Very hard competition that is present on the market, forces companies to achieve successfulness not only based on the products, prices and selling ways, but also based on the right choice of the market communication. The role of the market communication these days presents for the companies an important steering wheel for success and is becoming a big urgency. For achieving good business results is important that the direction is oriented on the buyers and users. It is also important that their needs and wishes are satisfied. The condition for such direction is a very good market communication or good instruments of a market communication. They are the key because they help to create a better communication between the buyer and the seller. If the right communication tool is selected, can a company achieve efficiently marketing communications which is used for a presentation of their products, services and companies. In this diploma seminar we introduced the marketing communication in stores that are called trade on small. We divided the diploma seminar on two parts – theoretical and practical part. In the theoretical part, we determine different views and opinions of authors with a help from native and foreign literature. We came to the recognition and conclusion of the market communication in stores on small. In the practical part, we introduced the market communication in the Group Mercator with a help from gained knowledge and theoretical definitions. We introduced the market communication in Mercator with instruments of the market communication. These instruments are advertising, accelerating of selling and public relations.
Keywords:	Keywords: communication, market communication, instruments of the market communication, advertising, accelerating of selling, public relations, direct marketing, personal selling, store on small

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