TRŽNE RAZISKAVE ZA POTREBE KOMUNICIRANJA V MARKETINGU

Florjančič, Mojca

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Title:	TRŽNE RAZISKAVE ZA POTREBE KOMUNICIRANJA V MARKETINGU
Authors:	ID Florjančič, Mojca (Author) ID Radonjič, Dušan (Mentor) More about this mentor...
Files:	MAG_Florjancic_Mojca_2013.pdf (3,97 MB) MD5: 7C6FF81CA2AEDFCFA9D4FBCA81A3441D
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Zaradi dejstva, da je vedno težje in dražje poslati želeno sporočilo do ciljne populacije, podjetja iščejo nove načine komunikacije z okoljem. Ravno dogodki ponujajo odgovor na njihove potrebe, saj se prebijejo skozi nasičenost oglasov, oblikujejo odnose s kupci, izdelku dajejo osebnost, kar ga loči od ostalih ter omogočajo veliko pozitivne publicitete v medijih. S tempom življenja, ki ga živimo, so nemalokrat povezane tudi slabe prehranjevalne navade. Pogosto tako pojemo hitro pripravljen in prehransko precej reven obrok. Žal se premalo potrudimo, da bi bila naša prehrana pestra in polna sezonske zelenjave in sadja. Prav tako smo premalo pozorni na kakovost svežih pridelkov, ki jih uživamo. Sadje in zelenjava sta zelo pomembna v naši prehrani, saj sta bogata z vitamini, minerali, vlakninami in drugimi hranilnimi snovmi. Če pa kakovost zelenjave in sadja ni ustrezna, tudi teh hranilnih vrednosti zaužijemo malo. To je priložnost za promocijo in informiranje o zelenjavi in sadju višje kakovosti, iz integrirane pridelave, ki je pridelana na domači zemlji pod nadzorom in omejeno rabo škropiv. Cilj organiziranja, sodelovanja na javnih prireditvah in priprave dogodkov, otroških delavnic in drugih promocijskih dogodkov je predvsem približati shemo kakovosti vsem ciljnim javnostim. Dogodki so zelo pomembna aktivnost, saj zagotavljajo direkten kontakt z izbranimi ciljnimi javnostmi. Z dogodki se ustvarjajo novice in priložnosti za vključitev medijske podpore, kar je ključnega pomena za dvig prepoznavnosti in ustvarjanje povpraševanja po shemi kakovosti. Dogodek je orodje, ki nam omogoča neposreden stik s kupci oz. udeleženci, ponuja možnost dvosmerne komunikacije, povečuje prepoznavnost in pozitivno vpliva na ugled podjetja. Izdelku daje osebnost in ga približa ciljnim kupcem, diferencira ga od drugih in mu poleg vsega nudi še pozitivno publiciteto v medijih. Promocija je eden izmed načinov pospeševanja prodaje, ki ga uporabljajo v večini podjetij doma in v tujini. Konkurenca za promocijo uporablja različne promocijske materiale, letake, prospekte, brošure. Ti so različne velikosti, vsebine in barve, a imajo isti namen - pospešiti prodajo. Pri pregledu promocijskega materiala konkurentov na temo zelenjave in sadja smo ugotovili, da so promocijski materiali oblikovani sodobno, so poučni in vsekakor dobro orodje za pospeševanje prodaje in predstavljanje na dogodkih.
Keywords:	Komuniciranje, dogodki, promocije, integrirana pridelava
Place of publishing:	Maribor
Publisher:	[M. Florjančič]
Year of publishing:	2013
PID:	20.500.12556/DKUM-41062
UDC:	339.13
COBISS.SI-ID:	11485212
NUK URN:	URN:SI:UM:DK:377ASRG9
Publication date in DKUM:	06.09.2013
Views:	2008
Downloads:	249
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	MARKET RESEARCH FOR THE PURPOSE OF MARKETING COMMUNICATIONS
Abstract:	Because of the fact that is getting harder and more expensive to send the message to the wanted population, the companies seek for new ways to communicate with the environment. The events are offering answers to their needs, because they get through many advertisements, define relations with buyers, they give personality to the product, which separates it from the others and allows much more positive publicity in the media. Bad eating habits are quite often connected to the pace of life we live. Many times we eat quickly made and nutritionally quite poor meals. Unfortunately we do not try enough to have our diet diverse and full of seasonal vegetables and fruits. We also pay less attention to the quality of fresh crops we eat. Fruits and vegetables are very important in our nutrition, since they are rich with vitamins, minerals, fibrins and other nutrients. If the quality of fruits and vegetables is not appropriate, then we indigest just small amount of nutrients. This is a chance for promotion and informing about vegetables and fruits of higher quality, from the integrated production, which is home-grown under supervision and limited with use of herbicides. The aim of the organization, participation in public events and preparing events, children's workshops and other promotional events is primarily a scheme to approximate the quality of all target audiences. The events are important activities, since they ensure direct contact to chosen target publics. With the events the news are created and opportunities for including media support, which has the key meaning for raising the recognisability and demand for scheme of quality. An event is a tool, which helps us to make direct contact with buyers or participants. It offers possibility of two-way communication, increases recognisability and positively influences the company reputation. It gives personality to the product and draws it near the target buyers, differentiates it from the others and even gives it positive publicity in the media. Promotion is one of the ways to accelerate the sale and is used in most of the companies here and abroad. Competition uses for promotion many different promotion materials, fliers, prospectuses and brochures. They can be of different sizes, contents and colours, but they all have the same aim – accelerating the sale. When we examined promotion materials on the subject of vegetables and fruits of the different rivals, we found out that the materials are formed contemporarily, that they are instructive and of course a good tool for accelerating the sale and demonstrating on events.
Keywords:	Communicating, events, promotions, integrated production

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