Razvoj marketinških poti na področju telekomunikacij

Habjan, Jasna

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Naslov:	Razvoj marketinških poti na področju telekomunikacij
Avtorji:	ID Habjan, Jasna (Avtor) ID Završnik, Bruno (Mentor) Več o mentorju...
Datoteke:	MAG_Habjan_Jasna_2016.pdf (1,73 MB) MD5: 0A63DF0B6275CAFAA9DBFC1303CB0B38
Jezik:	Slovenski jezik
Vrsta gradiva:	Magistrsko delo
Tipologija:	2.09 - Magistrsko delo
Organizacija:	EPF - Ekonomsko-poslovna fakulteta
Opis:	Podjetja imajo danes neskončne možnosti, kako povezati svoje produkte in storitve s kupci - od trgovine na drobno, distributerjev oz. partnerjev, direktne pošte, interneta in še marsikaj. Vsaka od teh marketinških poti ima svoje prednosti. Nobena samostojna marketinška pot ne pokriva celotnih potreb današnjih kupcev. Podjetja, ki strateško izberejo in integrirajo ustrezne marketinške poti, si zgradijo strategijo nastopanja na trgu, ki je optimalna glede na spremembe pri njihovih produktih in storitvah oz. glede na spremembe na trgu. Cilj magistrske naloge je bil definirati, katere marketinške poti imajo telekomunikacijski operaterji na slovenskem trgu, ter definirati trende sprememb marketinških poti. Poudarek je bil na marketinških poteh, ki jih uporablja Si.mobil d.d. Namen je bil pridobiti smernice za celoten telekomunikacijski trg na področju marketinških poti. Magistrska naloga je razdeljena na teoretični in empirični del. Teoretični del zajema tri poglavja, empirični del pa prav tako tri poglavja. Teoretični del se prične z uvodom, kjer je najprej predstavljeno področje in problem, nato namen, cilji, hipoteze, predpostavke in omejitve raziskave. V nadaljevanju so predstavljene definicije in povzetki domačih in tujih avtorjev s področja marketinških poti. Posebej smo analizirali posebnosti in zakonitosti trženja storitev, opredelili trende in novosti na področju marketinških poti. V empiričnem delu smo raziskali in analizirali Si.mobilove marketinške poti in ocenili njihovo dodano vrednost za mobilnega operaterja. Ob analiziranju marketinških poti smo ugotovili, da še vedno največ uporabnikov telekomunikacij uporablja tradicionalne marketinške poti - nakup preko prodajnega mesta. Vendar ne v taki meri, kot smo pričakovali. Zaznati je trend uporabe sodobnih marketinških poti (spletna prodaja) pri uporabnikih Si.mobila. Uporaba spletne prodaje je pri izbiri novega telekomunikacijskega operaterja bolj izrazita pri mladih uporabnikih (od 18 do 30 let) kot pri starejših uporabnikih Si.mobila (več kot 51 let). Pri ponovni vezavi med uporabniki Si.mobila pa ni bilo izrazitih sprememb med mlajšimi in starejšimi uporabniki spletne prodaje. Raziskava je pokazala, da se pri izbiri marketinških poti kaže napredek. Sicer še vedno močno prevladujejo tradicionalne marketinške poti, vendar so na obzorju že sodobne, ki prinašajo prednosti, ki jih današnji zahtevni kupec pričakuje. Na podlagi strokovne literature domačih in tujih avtorjev, primerjave marketinških poti največjih slovenskih telekomunikacijskih operaterjev ter rezultatov empirične raziskave smo ob koncu magistrskega dela podali predloge izboljšav za Si.mobilove marketinške poti.
Ključne besede:	marketinške poti, tradicionalna prodaja, sodobna prodaja, prodaja preko prodajnih mest, prodaja preko spleta, telekomunikacijski trg, Si.mobilove marketinške poti.
Kraj izida:	Maribor
Založnik:	[J. Habjan]
Leto izida:	2016
PID:	20.500.12556/DKUM-58088
UDK:	339.13
COBISS.SI-ID:	12296220
NUK URN:	URN:SI:UM:DK:HVZ0HL94
Datum objave v DKUM:	31.05.2016
Število ogledov:	1977
Število prenosov:	260
Metapodatki:
Področja:	EPF
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Skupna ocena:	(0 glasov)
Vaša ocena:	Ocenjevanje je dovoljeno samo prijavljenim uporabnikom.
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Sekundarni jezik

Jezik:	Angleški jezik
Naslov:	Development of marketing channels in telecommunications
Opis:	Today the companies have almost unlimited possibilities how to connect their products and services with customers – retail, distributors or partners, direct mailing, internet and many more. Each of these marketing channels has its advantages. No independent marketing pathway covers the entire needs of modern consumers. The companies which strategically choose and integrate the appropriate marketing channels build the strategy of conduct in the market which is optimal with regards to the alterations of their products and services or with regards to the alterations of the market. The goal of the master thesis was to define which marketing channels are used by telecommunication operators at the Slovene market as well as to define the trends of alterations of the marketing channels. The emphasis was on the marketing channels used by Si.mobil d.d. The purpose was to acquire the directives for the entire telecommunication market in the field of the marketing channels. The master thesis was divided into the theoretical and empirical parts. The theoretical part comprises of three chapters; the empirical part comprises of three chapters as well. The theoretical part begins with the introduction, where the field and the problem are presented at first. Then the purpose, goals, hypotheses, presumptions and limitations of the research are presented. Further, the definitions and summaries of domestic and foreign authors from the field of marketing channels are presented. Especially, we analyzed the peculiarities and laws of the service marketing; we defined the trends and novelties in the field of marketing channels. In the empirical part we researched and analyzed Si.mobil’s marketing channels and evaluated their added value for the mobile operator. When analyzing the marketing channels, we discovered that most of the users of telecommunications use traditional marketing channels – purchase through outlets, but not to such extent as we expected. The trend of usage of modern marketing channels (online sales) could be sensed among the users of Si.mobil. The use of online sales in the event of choice of the new telecommunications operator was more distinctive among younger users (from 18 to 30 years of age) in comparison with the older users of Si.mobil (more than 51 years of age). When binding again, there were no significant differences among younger and older users of Si.mobil’s online sales. The research showed that there is progress when choosing marketing channels. Traditional marketing channels are still prevailing significantly, but modern ones which bring advantages, which are expected by today’s demanding customer, are already on the horizon. On the basis of the scientific literature of domestic and foreign authors, the comparison of marketing channels of the biggest Slovene telecommunication operators as well as on the basis of the results of the empirical research, we made the proposals to improve Si.mobil’s marketing channels at the end of the master thesis.
Ključne besede:	marketing channels, traditional sales, modern sales, sales through outlets, online sales, telecommunications market, Si.mobil’s marketing channels.

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