Marketinško komuniciranje na primeru podjetja BSH Bosch und Siemens Hausgeräte

Korbar, Jakob

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Title:	Marketinško komuniciranje na primeru podjetja BSH Bosch und Siemens Hausgeräte
Authors:	ID Korbar, Jakob (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	UN_Korbar_Jakob_2021.pdf (1023,14 KB) MD5: E2153908BB6087970E873481CC493CA4 PID: 20.500.12556/dkum/40df656f-0e11-449f-88fa-a6889cb5d8cb
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketinško komuniciranje je nepogrešljiva marketinška dejavnost, saj podjetja z njo vzpostavljajo stik z odjemalci, ostalimi podjetji in pridobivajo kupčevo zvestobo in zaupanje. Marketinško komuniciranje podjetja obravnavajo kot obliko prepričevalnega informiranja odjemalcev s katerim zmanjšujejo njihovo negotovost in posledično povzročimo pospeševanje nakupa. Danes je odjemalec izpostavljen veliki količini informacij zaradi tega so vedno bolj zapolnjeni tudi kanali marketinškega komuniciranja. Zaradi vseh dejavnikov so podjetja primorana z odjemalcem komunicirati na najbolj učinkovit način, kar zahteva zelo razvit program marketinškega komuniciranja. V trenutku presoje se bodo odjemalci odločili za nakup tistega izdelka, ki je najbolje predstavljen in najbolj izpolnjuje njihova pričakovanja. Podjetja se zaveda, da lahko le z izpolnjevanjem odjemalčevih pričakovanj in ustvarjanjem dobička ostane konkurenčno na trgu. Da to dosežejo, se morajo biti pripravljeni neprestano prilagajati razmeram na trgu. V diplomskem delu bomo predstavili teoretično osnovo marketinškega komuniciranja, opredelili cilje marketinškega komuniciranja in ciljne skupine, komunikacijske kanale, primernost izbranih komunikacijskih orodij in proračun marketinškega komuniciranja. Specifično bo predstavljeno marketinško komuniciranje v podjetju BSH Bosch und Siemens Hausgeräte na slovenskem trgu. Analizirali bomo njihov program marketinškega komuniciranja in predstavili program marketinga za izdelek sesalnikov Unlimited.
Keywords:	Marketinško komuniciranje, BSH Bosch und Siemens Hausgeräte, orodja marketinškega komuniciranja, program marketinškega komuniciranja
Place of publishing:	Maribor
Publisher:	[J. Korbar]
Year of publishing:	2020
PID:	20.500.12556/DKUM-78501
UDC:	659.3
COBISS.SI-ID:	57709315
NUK URN:	URN:SI:UM:DK:A4YV2L3I
Publication date in DKUM:	30.03.2021
Views:	1163
Downloads:	162
Metadata:
Categories:	EPF
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	15.01.2021

Secondary language

Language:	English
Title:	Marketing communication in BSH Bosch und Siemens Hausgeräte company
Abstract:	Marketing communication is an indispensable marketing activity. As companies establish contact with customers, other companies and gain customer loyalty and trust. Marketing communication is considered by companies as a form of persuasive informing of customers, which reduces their uncertainty and consequently accelerates the purchase. Today, the customer is exposed to a large amount of information, which is why the channels of marketing communication are increasingly filled. Due to all the factors, companies are forced to communicate with the customer in the most efficient way, which requires a highly developed marketing communication program. At the time of the assessment, customers will decide to purchase the product that is best presented and best fulfills their expectations. Businesses are aware that only by meeting consumer expectations and making a profit can they remain competitive in the market. To achieve this, they must be prepared to constantly adept to market conditions. In this diploma project we will present the theoretical basis of marketing communicaton, define the goals of marketing communication nad target groups, communication channels, the suitability of selected communication tools and the budget of marketing communication. This will be based in the case of BSH Bosch und Siemens Hausgeräte on the Slovenian market. We will analize their marketing communication program, present the marketing communication program, and present the marketing program for the Unlimited vacuum cleaner product.
Keywords:	Marketing communication, BSH Bosch und Siemens Hausgeräte, marketing communication tools, marketing communication program

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