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Title:ANALIZA ODJEMALCEV PODJETJA SITIS D.O.O.
Authors:Soče, Leo (Author)
Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf UNI_Soce_Leo_2011.pdf (1,46 MB)
MD5: 0E9D0E1FBBEC8C2BC2F51EAB036D161D
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:EPF - Faculty of Business and Economics
Abstract:Razmere v podjetju in v okolju se neprestano in vse hitreje spreminjajo. Stalnica pa je vprašanje, kako čim bolje zadovoljiti potrebe odjemalca - kupca. Zato podjetje potrebuje čim več podatkov o odjemalcih: njihove potrebe, navade, motive, kupno moč, vrednote... Vse to so dejavniki, ki jih podjetje mora upoštevati, če želi uspešno nastopati na trgu. Vendar strokovnjaki opozarjajo, da imajo odjemalci različne potrebe in različne marketinške aktivnosti ne učinkujejo enako dobro na vse odjemalce. Na podlagi te predpostavke se je razvila segmentacija trga, ki pomaga razdeliti heterogeni trg na različne skupine oziroma segmente, znotraj katerih imajo kupci enake oziroma podobne zahteve ali želje, te pa je mogoče zadovoljiti z enakim trženjskim spletom. Segmentacija je ustvarjalen in ponavljajoč se proces, katerega namen je boljše zadovoljiti odjemalčeve potrebe in tako pridobiti konkurenčno prednost. Segmentacija je zato določena po odjemalčevih potrebah in ne po potrebah podjetja. To je bila podlaga za odločitev o temi diplomske naloge. Želel sem bolje spoznati odjemalce konkretnega podjetja. Odločil sem se, da opravim segmentacijo odjemalcev podjetja SITIS d.o.o., kjer sem tudi zaposlen, saj mi bodo ugotovitve te naloge koristile pri nadaljnjem delu.
Keywords:marketing, vedenje porabnikov, odjemalci, analiza odjemalcev, potencialni odjemalci, segmentacija, segmentacijske osnove, ciljni trg, pozicioniranje.
Year of publishing:2010
Publisher:[L. Soče]
Source:Maribor
UDC:658.8
COBISS_ID:10587676 New window
NUK URN:URN:SI:UM:DK:6R33DCDW
Views:2132
Downloads:160
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:ANALYSIS OF SITIS D.O.O. COMPANY CUSTOMERS
Abstract:The conditions within a company and its environment are constantly and ever faster changing. What always pertains, however, is the question of how to meet the costumer's needs in the best possible way. Therefore a company needs as much data on its costumers as it can possibly acquire, among others their needs, habits, motivation, purchase power, values etc. These are all factors that a company must take into account if it is to become a visible player on the market. However, experts are warning about how costumers' needs differ and hence different marketing activities will bring a different level of satisfaction to different groups of costumers. It was based on this assumption that market segmentation evolved, helping to fractionate a heterogeneous market into different groups or segments within which the buyers have the same or similar demands or expectations that can be met by the same marketing mix. Segmentation is a creative and repeated process whose intention is to meet the costumers' needs in a more satisfactory way and thus gain an advantage over the competition. Therefore, segmentation is determined according to the needs of the costumers, as opposed to the needs of the company itself. This was the motivation behind my decision to choose this particular topic for my thesis. I wanted to become more acquainted with the costumers of a specific company. I have decided to carry out a segmentation of the costumers of the SITIS d.o.o. company which is also my current employer and I will thus be able to benefit from the findings of this thesis professionally.
Keywords:Marketing, customer, analysis of customers, potential customers, segmentation, segmentation bases, target market, positioning


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