MARKETINŠKO KOMUNICIRANJE ZA NOVI LASTNI PROGRAM V PODJETJU STILLES D.O.O.

Groboljšek, Marko

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Title:	MARKETINŠKO KOMUNICIRANJE ZA NOVI LASTNI PROGRAM V PODJETJU STILLES D.O.O.
Authors:	ID Groboljšek, Marko (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UNI_Groboljsek_Marko_2011.pdf (5,45 MB) MD5: FF9024C92799ABB8A81A74C6574E8E26 PID: 20.500.12556/dkum/4271635b-04c9-408e-813b-923e32855755
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Proces marketinškega komuniciranja zajema vse aktivnosti, ki jih podjetje izvaja z namenom vzpostavitve komunikacije z obstoječimi in potencialnimi strankami, udeleženci v poslu. S tržnim ali marketinškim komuniciranjem podjetje sporoča o svojem obstoju, lastnostih in prednostih posameznih storitev, s čimer želi kupce prepričati za nakup. Tržno komuniciranje je v poenostavljeni obliki torej informiranje, vplivanje in prepričevanje ciljne javnosti. Pri vsem tem pa moramo dobro poznati proces, kdo komu kaj sporoča, po kateri poti in s kakšnim učinkom. Vsak izdelek potrebuje učinkovit program marketinškega komuniciranja, ki zajema naslednjih šest stopenj: določitev ciljnega občinstva, določitev ciljev, oblikovanje sporočila, določitev proračuna, izbiranje promocijskega spleta in merjenje učinkovitosti marketinškega komuniciranja. Med promocijski splet pa štejemo oglaševanje, pospeševanje prodaje, odnose z javnostmi, osebno prodaja ter neposredno trženje. V podjetju Stilles d. o. o., se zavedajo pomembnosti marketinškega komuniciranja, zato se za novi lastni program poslužujejo vseh petih orodij promocijskega spleta, daleč največ poudarka pa dajejo pospeševanju prodaje, in sicer oglaševanju na sejmih. Poleg tega dajejo čedalje večji pomen oglaševanju in odnosom z javnostmi. Pri slednjih se to opazi, saj je podoba podjetja v javnosti na visokem nivoju, blagovna znamka pa dobro prepoznavna.
Keywords:	marketinško komuniciranje, inštrumenti marketinškega komuniciranja, oglaševanje, pospeševanje prodaje, odnosi z javnostmi, osebna prodaja, neposredno trženje, stilno pohištvo, Stilles, novi lastni program Memento.
Place of publishing:	Sevnica
Publisher:	[M. Groboljšek]
Year of publishing:	2011
PID:	20.500.12556/DKUM-19217
UDC:	658.8
COBISS.SI-ID:	10753564
NUK URN:	URN:SI:UM:DK:N04JYEMM
Publication date in DKUM:	24.08.2011
Views:	2289
Downloads:	263
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	MARKETING COMMUNICATIONS FOR THE NEW OWN PROGRAM IN THE COMPANY STILLES D.O.O.
Abstract:	The process of marketing communication includes all activities carried out by the company in order to establish communications with existing and potential clients, participants in the transaction. With marketing communication company communicates about its existence, properties and benefits of individual services, which wants to convince customers to buy. Marketing communication is a simplified form, therefore, informing, influencing and persuading target audiences. In all this, we have a good knowledge of the process of who, whom, what to notice, which way and with what effect. Each product needs an effective marketing communication program that includes the following seven stages: to establish the target audience, setting objectives, designing messages, establish the budget, selecting promotional mix and measure the effectiveness of marketing communication. During the promotional mix includes advertising, sales promotion, public relations, personal selling and direct marketing. The company Stilles is aware of the importance of marketing communication, so for a new own program takes all of five promotional mix tools, far more important is placed on sales promotion through advertising in trade fairs. More and more they increase importance of advertising and public relations. In the latter, this is observed as the public image of the company in a high-profile and well-recognized brand.
Keywords:	Marketing Communications, Marketing Communications tools, advertising, sales promotion, public relations, personal selling, direct marketing, stylish furniture, Stilles, new own program Memento.

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