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Title:MARKETINŠKI SPLET NOGOMETNIH KLUBOV V SLOVENIJI
Authors:ID Babič, Petra (Author)
ID Milfelner, Borut (Mentor) More about this mentor... New window
Files:.pdf MAG_Babic_Petra_2013.pdf (2,60 MB)
MD5: B7FDE494DABD85BAE7FB3917F312AD22
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Šport po svetu dobiva vedno večjo veljavo. Ni pomemben samo za promocijo držav, ampak združuje veselje, zabavo, povezanost ter evforijo ob navijanju. Slovenski nogomet se še razvija, ampak je na zelo dobri poti. Dvomilijonska država ima vedno več igralcev v tujini. Slovenija se je leta 2010 uvrstila na svetovno prvenstvo v JAR-u. Že dve leti zapored se je NK Maribor uvrstil v evropsko tekmovanje Liga Europa in v kvalifikacije za Ligo prvakov. Trenutno je stanje tako, da po svetu vsepovsod vlada kriza, tako je tudi v Sloveniji in s financami v nogometu. Ko se bo vzpostavilo ravnovesje, bo Slovenija lahko naredila še korak dalje. Sama se že nekaj let navdušujem nad nogometom. S svojim znanjem, pridobljenim tekom študija, sem želela raziskati, kakšen marketinški splet imajo nogometni klubi v slovenski prvi ligi. V današnjem času je konkurenca na trgu vedno večja in ostrejša. Zato ni samo pomembno, kakšen izdelek prodajamo, ampak tudi kako ga prodajamo. To je zelo pomembno tudi pri nogometnih klubih. In čeprav se ne zavedamo, je marketing zelo prisoten tudi v nogometnih klubih v vseh sferah organizacije. Zato je potrebno vedno več časa pa tudi finančnih sredstev posvetiti marketingu. Nehote smo izpostavljeni tudi oglaševanju, ki ga organizacije izvajajo z namenom vplivati na naše odjemalske navade in način življenja. Trenutno je oglaševalska dejavnost tako obsežna in vpeta v naš vsakdanjik, da je po večini sploh ne zaznamo več. Zato iz vsega tega sledi, da je najpomembnejši odjemalec, ki kupuje naš izdelek. Tudi gledalec kot odjemalec je pomemben, saj se vse te marketinške aktivnosti nanašajo nanj. Zato želimo v magistrskem delu predstaviti marketinški koncept in tržno naravnanost ter zakaj je pomembna v samem nogometnem klubu. Želeli smo raziskati, kaj je pomembno za sam marketing ter zakaj je marketing tako pomemben za organizacijo. S tržno naravnanostjo lahko organizacija dosega višjo stopnjo uspešnosti ter konkurenčno prednost. Ker je čedalje večji obseg ponudbe na trgu in je zaradi tega posledično konkurenca vedno ostrejša, imajo odjemalci večje in različne preference, trg je vedno bolj heterogen, vse to pa daje vedno večjo in pomembnejšo vlogo informacijam v zvezi z odjemalci in konkurenti. V prvem poglavju so opisani problem, namen, cilji in trditve magistrskega dela. Prav tako so omenjene predpostavke in omejitve ter uporabljene metode raziskovanja. V drugem in tretjem poglavju se bomo osredotočili na osnovne značilnosti marketinškega koncepta in tržne naravnanosti ter se posvetili pojmom v zvezi s tem. Definirali bomo, kaj sploh je marketing. V petem poglavju pa bomo definirali tudi, kdo so odjemalci, konkurenti … V četrtem poglavju bomo definirali, kaj zajemajo marketinške aktivnosti. Za nogomet je to poglavje zelo pomembno, saj morajo nogometni klubi veliko pozornosti posvečati marketinškim aktivnostim, ki zajemajo izdelek, ceno, distribucijo, marketinško komuniciranje, ljudi, izvajanje ter fizične dokaze. Šesto ter sedmo poglavje zajema marketing v športu, odzivanje odjemalcev na sestavine trženjskega spleta, nakupne navade in vedenje ter finančno stabilnost nogometnih klubov v Sloveniji. Od osmega do trinajstega poglavja bomo predstavili empirični del ter bistvo magistrske naloge. Predstavili bomo štiri slovenske klube, ki igrajo v prvi slovenski ligi. To so NK Aluminij, NK Maribor, ND Mura 05 ter NK Olimpija Ljubljana. Ta poglavja zajemajo predstavitve samih klubov in njihovih marketinških spletov. Opravili smo tudi intervjuje s pristojnimi v klubih za marketing. Razložili so, koga imajo zaposlenega za marketing, koliko pozornosti namenjajo temu področju, kaj vse v samem klubu zajemajo pod marketinški splet. Intervjuje smo primerjali ter napisali opažanja, kaj bi še lahko posamezen klub izboljšal glede marketinškega spleta ter njihove prednosti in pomanjkljivosti. Opravili smo tudi ankete. Zanimal nas je pogled navijačev na sam marketinški splet ter povezavo s klubom. Omejitve pri sestavi magistrske
Keywords:4P in 7P, marketing v športu, marketinški splet, marketinške aktivnosti, nogomet, odjemalci, ugled, šport
Place of publishing:Maribor
Publisher:[P. Babič]
Year of publishing:2013
PID:20.500.12556/DKUM-40902 New window
UDC:339.13
COBISS.SI-ID:11484188 New window
NUK URN:URN:SI:UM:DK:W1GJFE6I
Publication date in DKUM:06.09.2013
Views:1878
Downloads:293
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:MARKETING MIX OF SLOVENIAN FOOTBALL CLUBS
Abstract:Around the world, the importance of sport is growing by the day. It is not only important for the promotion of countries, it also combines pleasure and entertainment, it connects and it causes euphoria when one is cheering. Slovenian football is still developing but it is on a good way. Only two million people live in our country but the number of Slovenian football players that play abroad is increasing steadily. Slovenia qualified for the 2010 Football World Cup in South Africa. NK Maribor has qualified for the Champions League qualifications and entered the Europa League for two years in a row. Currently, there is a crisis everywhere in the world and it is not different in Slovenia and in the finances in Slovenian football. When the situation will get better, Slovenia will be able to take the next step. We have been fascinated by football for years. With the knowledge acquired during my studies, we wanted to research the marketing mix of the Slovenian football clubs in the first Slovenian league. Nowadays, the competition on the market is growing bigger and stronger. Therefore, it is not only important what product we are selling but also how we are selling it. This is also important for football clubs. We are not aware of it, but marketing is present in football clubs on all organisational levels, which is why more and more time and finances must be spent on marketing. We are involuntarily being exposed to advertising of organisations, which intends to influence our consumer habits and our way of life. Nowadays, the advertising business is so broad and integrated in our everyday lives that we do not even perceive it anymore for the most part. Therefore, we can conclude that the customer that buys our product is the most important factor. It is important for spectators and for customers alike, since all marketing activities are targeting them. In our thesis, we want to present the marketing concept, the market orientation and why they are important for football clubs. We wanted to find out what is important for the marketing and why marketing itself is so important for an organisation. With a market orientation, an organisation can be more successful and achieve an advantage towards its competitors. The offer on the market is growing daily, which is why the competition is growing fiercer, the customers have bigger and more various preferences, and the market is more and more heterogeneous. Therefore, the role and importance of information about customers and the competition is growing. The first chapter describes the problem, the purpose, the objectives and the thesis arguments. The assumptions and limitations, and the research methodology are explained as well. Chapter two and three are focusing on the basics of marketing concepts and market orientations and notions related to them. There it will be defined what marketing even is. Chapter five will define who the clients and the competitors are. In chapter four, the scope of marketing activities will be defined. This section is extremely important for football since all football clubs must pay a lot of attention to marketing activities, which include product, price, distribution, marketing communication, people, execution and physical evidence. Chapter six and seven cover marketing in sports, the clients’ responses on the marketing mix, purchasing habits and behaviour and the financial stability of football clubs in Slovenia. The chapters eight to thirteen represent the empirical part and the essence of the thesis. We will describe four Slovenian football clubs that play in the first Slovenian league. They are NK Aluminij, NK Maribor, ND Mura 05 and NK Olimpija Ljubljana. These chapters include the presentations of the individual clubs and their marketing mix. We also conducted interviews with those responsible for marketing at the clubs. They explained who is working in marketing, how much attention they devote to it and what the marketing mix at the club is covering. By comparing the interviews, we made a list of improvements that could be
Keywords:4p and 7p, Marketing in Sport, Marketing Mix, Marketing activities, Football, Clients, Reputation, Sports


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