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Title:TRŽENJE BLAGOVNE ZNAMKE SLADKI ŠKRAT PREKO SPLETA
Authors:Debeljak, Klementina (Author)
Vukovič, Goran (Mentor) More about this mentor... New window
Files:.pdf UNI_Debeljak_Klementina_2012.pdf (1,55 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Slednje diplomsko delo opisuje področje trženja. Opisali smo področje tržnega komuniciranja, ki je zelo pomembno, saj pravilen stik s kupci pomeni zadovoljstvo kupcev z našimi izdelki oziroma blagovno znamko. Ker bo bodoče podjetje prodajalo izdelke se nam je zdelo smiselno vklučiti tudi poglavje o trženju izdelka v katerem se boste spoznali z osnovnimi lastnostmi izdelka. Podjetje mora znati določite cene, ki so za izdelek ravno pravšnje preko pravilnih tržnih poti pa ta izdelek tudi poslati pred kupce. Da z blagovno znamko ali izdelki seznanimo potencialne kupce lahko uporabimo katero od možnosti spletnega trženja, ki smo jih opisali v diplomski nalogi. Nenazadnje je potrebno blagovno znamko najprej ustvariti in se potem lotiti potrebnih tržnih akcij za njeno prepoznavnost. S teoretičnim delom diplomske naloge bi vsaj delno lahko rešili problem pomanjkanja znanja iz področja trženja, oblikovanja blagovne znamke, poslovanja s kupci preko spleta. V raziskovalnem delu diplomske naloge smo preučevali odnos kupcev do nove blagovne znamke. Prišli smo do zaključka, da si kupci ne upajo poskusiti izdelkov novih blagovnih znamk. Zato smo v praktičnem delu diplomske naloge tudi navedli kaj jih najpogosteje zmoti preden se odločijo za njihov nakup in ob tem preverili ali so ti pomisleki pri moških in pri ženskah podobni. Prišli smo do zaključka, da so ti pomisleki podobni,da razmišljajo podobno to pa pomeni, da se nekaterim zdi en razlog pomembnejši, spet drugim drug razlog, ki jih ovira pri nakupu izdelkov nove blagovne znamke. Reklama na različnih spletnih mestih na kupce ne vpliva vzpodbudno, saj se jih le majhnen delež po videni reklami potem tudi odloči za nakup izdelkov. Kljub temu, da kupci ne sprejemajo dobro oglasov na različni spletnih mestih smo ugotovili, da bi jih še najbolj prepričal oglas na spletni strani podjetja.
Keywords:izdelek, nova blagovna znamka, tržno komuniciranje, spletno trženje
Year of publishing:2012
Source:Maribor
COBISS_ID:7059475  Link is opened in a new window
NUK URN:URN:SI:UM:DK:RVTEKTSB
Views:1054
Downloads:147
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Secondary language

Language:English
Title:WEB ADVERTISING OF A SLADKI ŠKRAT TRADE MARK
Abstract:The basic theme of this bachelor's thesis is marketing. It captures an important field of marketing – promotion (one of 4 P's of marketing mix), because a proper communication with our customers means coustomer's satisfaction with our products or trade mark. Since our company is going to sell specific products, we thought it would be significant to include a product marketing chapter, where you will learn about the basic characteristics of our product. A company should be able to properly calcute the product's retail price and to put this product on the market with suitable marketing channels. For our product or trade mark to be recognized on the market by a potential buyer we can use one of internet marketing strategies described in this thesis. Nonetheless we have to firstly create the trade mark to be able to take actions for it's recognition. The problem of poor marketing skills, trade mark creation and business knowledge can be solved with the theortical part of this thesis. The research part of this thesis is about a customer's relation towards a new trade mark. We came to a conclusion that usually buyers are not keen to try new trade mark products. For this reason we included in the practical part of the thesis the most common deficiencies and doubts before a purchase and we tried to find out if these doubts differ between men and women. We came to a conclusion that the doubts do not vary, that they think alike which means that some buyers think particular reason is more important that other one and vice versa, and that represents obstacles when buying a new trade mark product. Advertising at different web pages does not stimulate a buyer to purchase this product, because only a small portion of buyers decide to buy the advertised product. In spite of buyers not positively accepting internet advertising at different web pages, we found out that the most effective advertising is at the company's official web page of this product.
Keywords:product, new trade mark, marketing communication, internet marketing


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