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Title:TRGOVSKA ZNAMKA ZDRAVO ŽIVLJENJE PRIMER: MERCATOR CENTER LJUBLJANA
Authors:Skubic, Tina (Author)
Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf VS_Skubic_Tina_2009.pdf (393,87 KB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:EPF - Faculty of Business and Economics
Abstract:Tema diplomskega dela je TZ Zdravo življenje, primer: Mercator center Ljubljana. Motiv pri izdelavi dela je bil spoznati blagovno in trgovsko znamko in učinek znižanja maloprodajnih cen na spremembo količine prodaje izdelkov TZ Zdravo življenje. V zadnjih letih podjetja pri marketinškem komuniciranju uporabljajo kot instrument predvsem pospeševanje prodaje. Namen pospeševanja prodaja je posredno ali neposredno vplivati na potencialne porabnike, da kupijo točno določen izdelek. S pospeševanjem prodaje podjetje sledi tudi svojim ciljem. Ti cilji so predvsem ustvarjanje dobička, ustvarjanje trajnih odnosov s svojimi poslovnimi partnerji in zadovoljstvo odjemalcev. Podjetje, ki se zaveda, da so zvesti kupci ključ do uspeha ima, na trgu polnem konkurentov, veliko možnost za dolgoročni uspeh. V diplomskem delu so prikazane analize in rezultati pospeševanja prodaje izdelkov TZ Mercator in sicer njegove linije TZ Zdravo življenje. Analizirani rezultati so pokazali, da znižana (akcijska) maloprodajna cena, vpliva na količinsko povečano prodajo izdelkov. Podjetje Mercator d.d. se na različne načine trudi ohraniti dosežen tržni delež na slovenskem trgu in povečevati svoj delež tudi na trgih jugovzhodne Evrope
Keywords:marketinško komuniciranje, pospeševanje prodaje, učinkovitost prodaje, konkurenti, blagovna znamka, potrošnik, identiteta znamke
Year of publishing:2009
Publisher:[T. Skubic]
Source:Grosuplje
UDC:658.8
COBISS_ID:10021916 Link is opened in a new window
NUK URN:URN:SI:UM:DK:QY3LZVJT
Views:2217
Downloads:231
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:TRADEMARK
Abstract:The Theme of my diploma thesis is Trademark (in contionuation TZ) Zdravo življenje, case study Mercator center Ljubljana. The purpose for choosing this subject was to study trademark and the effect of retail price reduction on sales volume of products TZ Zdravo življenje. In recent years Companies have mainly used sales promotion as a means of marketing communication. The reason for sales promotion usage is to directly or indirectly influence the potential consumers to buy a certain product. Sales promotion is also a means of reaching the company`s business plans. These are profitability, creating yuality relationship with their business partners and client satisfaction. Companies that are aware of the fact that faithful custumers are a key to succes in highly competitive market, have higher chances for a long – term success. The thesis shows analyses and results of sales promotion of TZ Mercator products, with emphasis on TZ Zdravo življenje. The results indicate, that reduced (action) retail prices results in higher sales volume. One of the main goals of Mercator d.d. is to retain its market share on Slovenian market and to increase its market share in Southeastern Europe markets.
Keywords:marketing communication, sale consumption, effectiveness of sale competition, trademark, consumer, identity of trademark


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