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1.
AWARENESS, POSITIONING AND A SELLING PROCESS APPROACH OF HOUSEHOLD APPLIANCES
Stanislav Okorn, 2012, magistrsko delo

Opis: The main purpose of this master thesis was it, to figure out the market position of the Gorenje brand and his main rivals Bosch, Zanussi, Whirlpool and Miele on the Czech, Slovakian, Austrian, Slovenian and Croatian market of household appliances. Firstly branding, brand awareness, positioning and fundamental psychological knowledge in respect to consumer awareness were explained. Afterwards the survey was made. Lastly the analysis and the report of the research were committed. Positioning is a marketing strategy which focuses on a creation of a unique image. The effort should distinguish itself from the offers of the competition to be truly exclusive. Especially among inexperienced consumers brand awareness is of crucial importance. In regard to branding, it can be said that developing a decade- long brand identity can be a very positive situation, to put higher prices due to the tradition on a certain market. Many brands from the 19.and the beginning of 20. century are still existing and performing very well. If we compare the 5 household appliances markets between themselves, then major dissimilarities were visible in the research. The geographical distance cannot be the primary cause of this diverse condition. Language barriers preclude any real spiritual interchange among ordinary people of happening in large extent. Hence the German-speaking Austrians favor German brands, and Slovenians and Croatians prefer Gorenje, due to their common history and similar language. The respondents do not think that any of the brands is of low quality. In the field of consumer perception it could be acknowledged that a brand having the best quality and at the same time offering the cheapest price does not exist in any of the researched markets. Such expectations are also not realistic. In every economical sector brands with higher reputation of quality try to set higher prices, to make by this means higher profits possible.
Ključne besede: branding, brand awareness, positioning, psychological approach to consumer awareness, Gorenje, Bosch, Zanussi, Miele, Whirlpool, household appliances, research, Czech Republic, Slovakia, Austria, Slovenia, Croatia.
Objavljeno: 30.10.2012; Ogledov: 972; Prenosov: 59
.pdf Celotno besedilo (1,46 MB)

2.
Discussions on school reform - a long way to the unification of schools for 10 to 14-year-olds
Renate Seebauer, 2009, pregledni znanstveni članek

Opis: The beginning of the article presents a retrospect of the discussion of unifying schools in Austria with arguments for and against them. In the 2008/09 school year a few selected Austrian regions started experimental school models in an attempt to unify their school system at the level of ten to fourteen-year-old pupils. More schools will start similar experiments a year later. Particularism — mainly politically motivated — has become evident: Nine regions, nine concepts. The fact that a new school organization will need teachers that have been educated in line with the new pedagogical concepts has been discussed sporadically. It remains neglected, however, in the overall concept of educational reform — at least in current public discussions.
Ključne besede: school reform in Austria, unified schools, higher level, school for ten to fourteen-year-old pupils, school reforms, school policy, Austria
Objavljeno: 21.09.2017; Ogledov: 21; Prenosov: 4
.pdf Celotno besedilo (976,84 KB)

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