Analiza oglaševanja in pospeševanja prodaje v podjetju Terme Olimia, d.d.

Zorenč, Tamara

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Title:	Analiza oglaševanja in pospeševanja prodaje v podjetju Terme Olimia, d.d.
Authors:	ID Zorenč, Tamara (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Zorenc_Tamara_2023.pdf (3,19 MB) MD5: 4FA47164EBB8DA2884F7A44F65427FD5
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketinško komuniciranje je v sodobnem času ena ključnih komponent v procesu trženja in tega se morajo dobro zavedati v podjetjih. Na poti doseganja zastavljenih ciljev je zelo pomembno, kako ima podjetje začrtane marketinške komunikacijske poti. V želji po konkurenčni prednosti na trgu mora podjetje stremeti k prilagajanju ciljni skupini odjemalcev in slediti sodobnim trendom. Vsekakor je želja vsakega uspešnega podjetja, da ustvari čim večji dobiček in posledično lažje ustvarja konkurenčno prednost oziroma jo samo še povečuje. V sodobnem času sta zelo pomembna način in kakovost informiranja potrošnikov. Podjetja poskušajo z informiranjem pridobiti nove potrošnike ter ustreči njihovim željam in potrebam. Vsekakor morajo podjetja spominjati in prepričati že obstoječe odjemalce, da ponovno kupijo izdelek oziroma koristijo storitev. V magistrskem delu smo preučevali del marketinškega spleta. Zaradi obširnosti področja smo se podrobneje opredelili na oglaševanje in pospeševanje prodaje. Glavni cilj magistrske naloge je bil ugotoviti, kako ter na kakšen način v podjetju Terme Olimia, d. d. oglašujejo in katera orodja že uporabljajo za pospeševanje prodaje. Skozi magistrsko nalogo smo opredelili teoretična spoznanja o oglaševanju in pospeševanju prodaje. Opredelili smo cilje oglaševanja ter možne načine uporabe oglaševanja za podjetja. Sočasno smo preučili še prednosti ter slabosti oglaševanja za podjetja. Skozi teoretična spoznanja smo prav tako opredelili cilje pospeševanje prodaje. Definirali smo njegove prednosti in slabosti ter našteli in opredelili orodja, ki jih podjetja lahko uporabijo za pospeševanje prodaje v podjetju. V praktičnem delu magistrske naloge smo našteli in opisali metode oglaševanja, ki jih podjetje uporablja, ter podali različne primere oglaševanja v podjetju. Nadaljevali smo z raziskovanjem, katera orodja za pospeševanje prodaje podjetje uporablja, ter podali praktične primere uporabe le-teh. V zadnjem delu magistrske naloge smo izvedli analizo anketnega vprašalnika. Z anketo smo anketirance spraševali o poznavanju podjetja Terme Olimia, d. d. Anketirance smo povprašali o načinih oglaševanja in pospeševanja prodaje, ki jih zaznajo za podjetje. Povprašali smo jih, katera orodja oziroma načini oglaševanja in pospeševanja prodaje bi jim najbolj ustrezala ter pritegnila njihovo pozornost. Podjetje Terme Olimia, d. d. je uspešno podjetje, ki je prepoznavno na domačem kot tudi na tujem trgu. Vedno stremijo k doseganju konkurenčne prednosti in svoje odjemalce vedno znova presenečajo z novimi ponudbami. Svojim gostom ponujajo vedno večje udobje in s tem tudi dosegajo dobre finančne cilje.
Keywords:	marketinško komuniciranje, oglaševanje, cilji oglaševanja, pospeševanje prodaje, orodja pospeševanja prodaje.
Place of publishing:	Maribor
Publisher:	T. Zorenč
Year of publishing:	2023
PID:	20.500.12556/DKUM-84686
UDC:	659.1
COBISS.SI-ID:	169860355
Publication date in DKUM:	25.10.2023
Views:	668
Downloads:	186
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	09.07.2023

Secondary language

Language:	English
Title:	Analysis of advertising and sales promotion in the company Terme Olimia d.d.
Abstract:	In modern times, marketing communication is one of the key components in the marketing process, and companies must be well aware of this. On the way to achieving the set goals, it is very important how the company has defined marketing communication channels. In order to have a competitive advantage on the market, the company must strive to adapt to the target group of customers and follow modern trends. In any case, the desire of every successful company is to make as much profit as possible and, as a result, create a competitive advantage more easily or even increase it. In modern times, the way and quality of informing consumers is very important. Companies try to acquire new consumers through informing, by which they try to meet their wishes and needs. In any case, companies must remind and convince existing customers to buy the product or use the service again. In the master's thesis, we studied part of the marketing web. Due to the extensiveness of the field, we focused on advertising and sales promotion in more detail. The main goal of the master's thesis was to establish how and in what way the company Terme Olimia d. d. does the advertising and to find out which tools they already use to promote sales. Through the master's thesis, we defined theoretical knowledge about advertising and sales promotion. We defined the goals of advertising and the possible ways of using advertising for companies. At the same time, we examined the advantages and disadvantages of advertising for companies. Through theoretical insights, we also defined the goals of sales promotion. We have defined its strengths and weaknesses and listed and defined the tools that companies can use to promote sales within the company. In the practical part of the master's thesis, we listed and described the advertising methods used by the company and gave various examples of advertising in the company. We continued to research which sales promotion tools the company uses and we gave practical examples of their use. In the last part of the master's thesis, we analysed the survey questionnaire. In the survey, we asked the respondents about their knowledge of the company Terme Olimia d. d. Respondents were asked about the methods of advertising and sales promotion that they perceive for the company. We asked them which tools or methods of advertising and sales promotion would suit them best and attract their attention. The company Terme Olimia d. d. is a successful company that is recognizable on the domestic as well as on the foreign market. They always aim to achieve a competitive advantage and surprise their customers again and again with new offers. They offer their guests ever-increasing comfort and thereby also achieve good financial goals.
Keywords:	marketing communication, advertising, advertising goals, sales promotion, sales promotion tools.

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