Uporaba sestavin tržnokomunikacijskega spleta v slovenskih pohištvenih podjetjih : diplomsko delo - visokošolski strokovni študij

Kos, Jure (author), Oblak, Leon (mentor), Kropivšek, Jože (reviewer)

V teoretičnem delu smo podrobno predstavili posamezne sestavine tržnokomunikacijskega spleta. Pri tem smo uporabili metodo kompilacije, pri praktičnem delu pa metodo anketiranja. Za anketirance smo izbrali podjetja, ki se ukvarjajo z izdelavo pohištva. Dobljene rezultate smo ustrezno analizirali in jih opisno ter grafično predstavili. Iz njih je razvidno, da večja podjetja v primerjavi z majhnimi podjetji več sredstev namenjajo tržnemu komuniciranju in v proces trženja tudi vključujejo več različnih sestavin tržnokomunikacijskega spleta. Tudi majhna podjetja imajo v primerjavi z večjimi nekatere prednosti, kar se najbolje vidi pri osebni prodaji.

• Language: Slovenian
• Keywords: tržno komuniciranje, oglaševanje, pospeševanje prodaje, stiki z javnostjo, neposredno trženje, osebna prodaja
• Work type: Undergraduate thesis
• Typology: 2.11 - Undergraduate Thesis
• Organization: BF - Biotechnical Faculty
• Place of publishing: Ljubljana
• Publisher: [J. Kos]
• Year: 2011
• Number of pages: XI, 62 f., [6] f. pril.
• PID: 20.500.12556/RUL-588
• UDC: 65.011.1:658.8.03
• COBISS.SI-ID: 1876873
• Publication date in RUL: 11.07.2014

Secondary language

• Language: English
• Title: Use of components of market-communication network in Slovenian furniture companies : graduation thesis - higher professional studies

Abstract

Theoretical part discusses a detailed presentation of individual components of market-communication network using the compilation method. The practical part uses the method of questioning. The companies in the furniture-making business are selected as respondents. The questionnaires were analyzed, and the results presented descriptively and graphically. The results show that it is obvious that larger companies use more market communication, and also more components of the market communication network in comparison with smaller companies. The smaller companies have certain advantages in comparison with the larger companies - this is mostly visible in personal sales.

• Keywords: market communication, advertising, sale promotion, public relation, direct marketing, personal sales