ANALIZA KONCEPTA »MARKETING POVEZAV«  NA PRIMERU ARITMIJA, D.O.O.

Volf, Klavdija

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Title:	ANALIZA KONCEPTA »MARKETING POVEZAV« NA PRIMERU ARITMIJA, D.O.O.
Authors:	ID Volf, Klavdija (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	UNI_Volf_Klavdija_2012.pdf (1,00 MB) MD5: D06A814F73AC602E85E05A1ACAF2F30D PID: 20.500.12556/dkum/84ed7f93-9d8a-453f-812a-a88768e854b8
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketing povezav predstavlja stičišče med CRM-jem in konceptom marketinga. Zanj sta značilna vzajemna soodvisnost in sodelovanje ter zmanjšana konkurenčnost in izbira. Gre za nenehno iskanje in ustvarjanje novih vrednosti za posamezno stranko ter kontinuirano sodelovanje z njo skozi celotno življenjsko dobo odnosa. Koncept se je razvil iz klasičnega marketinga, ki je pozornost posvečal prodaji, značilnostim izdelka, obdobje menjave je bilo kratko, kvaliteta pa je bila zgolj skrb proizvodnje. Za razliko od tradicionalnega marketinga se pri RM-ju osredotočamo na zadržanje stranke, pozornost posvečamo prednostim izdelka, poudarek se namenja storitvam in močnejšemu stiku s stranko, ki se ji posveča veliko več časa. Za povezovalno menjavo je za razliko od diskretne transakcije značilna visoka intenzivnost povezave, omogoča boljše razumevanje strank, povečuje njihovo lojalnost in dobičkonosnost ter podaljšuje življenjsko vrednost stranke. Med slabostmi partnerskih odnosov so najpomembnejši višji transakcijski stroški, tveganje, da se stranka prične obnašati oportunistično ter zmanjšana neodvisnost podjetja na trgu. Strokovnjaki primerjajo marketing povezav z razmerjem med zakoncema, saj zajema faze zavedanja, raziskovanja, širjenja, zavezanosti in prenehanja. Oglaševalska agencija Aritmija se dobro zaveda koristnosti dolgoročnih odnosov in v svojem poslovanju prevzema miselnost marketinga povezav. Koncept udejanja tudi v razmerju s podjetjem Impol, s katerim se nahaja na stopnji zavezanosti.
Keywords:	MMarketing povezav, management odnosov s strankami (CRM), marketing, stranka, odnos, razmerje, povezovalna menjava, diskretna transakcija, transakcijski stroški, oportunizem, oglaševalska agencija, zavezanost.
Place of publishing:	Maribor
Publisher:	[K. Volf]
Year of publishing:	2012
PID:	20.500.12556/DKUM-37796
UDC:	339.13
COBISS.SI-ID:	11278108
NUK URN:	URN:SI:UM:DK:2LE5GFFY
Publication date in DKUM:	17.12.2012
Views:	1834
Downloads:	190
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	ANALYSIS OF THE CONCEPT OF RELATIONSHIP MARKETING: THE CASE OF ARITMIJA, D.O.O.
Abstract:	Relationship marketing is at the crossroads between CRM and the concept of marketing. It is characterized by mutual interdependence and cooperation and also decreased competition and choice. We are talking about a constant search and creation of new values for each customer and continual cooperation with it throughout the entire lifecycle or the relationship. The concept has evolved from traditional marketing, which was focused on sale, product characteristics, the exchange period was short and the quality was only in concern of manufactury. Unlike traditional marketing the RM is focusing on customer retention, attention is paid to the advantages of the product, emphasisis placed on services and a stronger contact with the customers, to whom it is given much more time. The exchange transactionis in contrast to discrete transactions characterized by high intensity of links, allows a better understanding of customers, increases their loyalty and profitability and extends customer lifetime value. The most important among the disadvantages of partnerships are higher transaction costs, the risk that the customer begins to behave opportunistically and decreased independence of the company in the market. Relationship marketing experts compare with marriage, since it covers stages of awareness, exploration, expansion, commitment and dissolution. Advertising agency Aritmija is well aware of the benefits of long-term relationships and in its business it takes over the mentality of relationship marketing. The concept is also realized in the relationship with the company Impol, with which Aritmija is located at the level of commitment.
Keywords:	Relationship marketing, customer relationship management (CRM), marketing, customer, relationship, partnership, exchange transaction, discrete transaction, transaction costs, opportunism, advertising agency, commitment.

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