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Zaton oglaševanja in vzpon stikov z javnostmi v Trgovskem centru hipermarket Mercator : diplomska nalogaŠpaninger, VesnaZ diplomsko nalogo sem želela preučiti, zakaj se potrošniki odločajo za nakupev Mercator centru Maribor. Z literaturo, viri in z analizo ankete sem z zbranimi dejstvi preverila, ali dri hipoteza, da ... odnosi z javnostjo pridobivajo vedno vejo vrednost in da se tudi v Mercator centru Maribor potrošniki odločijo za nakup zaradi zaupanja, ki ga dobijo predvsem na račun smernic komuniciranja in delovanja, ki jih skladno s svojo vizijo Mercator, d.d., izvaja. Poslovni sistem Mercator, d.d., je največje slovensko podjetje, ki se vztrajno uveljavlja tudi na novih trgih izven naših meja. Najpomembnejšain najobsežnejša dejavnost Skupine Mercator je trgovina na debelo in drobno z izdelki široke potrošnje. Mercator ima tudi lastno trgovskoznamko, ki je zastopana v celotni maloprodajni mreži. V sklopu izdelkov Mercatorjeve trgovske znamke so izdelki, ki so zaradi številnih trnihakcij, prepoznavni. Tudi dejavnosti v javno dobro, v okviru katerih vsakoleto od leta 1999 pripravijo osrednjo humanitarno akcijo, so podoba Mercatorja, ki pusti vtis. Sodobna literatura o pristopih k trenju navaja, da ima danes večji pomen komuniciranje organizacij z javnostmi, saj le tako pridedo medsebojnega razumevanja, ki je eden glavnih ciljev odnosov z javnostjo. Vse več je podjetij, ki se iz oglaševalsko usmerjenega trženja obračajo v trženje, usmerjeno v odnose z javnostjo. Podjetja se zavedajo, da se s primernim tržnim komuniciranjem zgradi tak odnos potrošnika, ki pomeni pripadnost, kar je dolgoročno načrtovano velika vrednota. Zadovoljen kupec ostane zvesti dalj časa, kupi več, je manj občutljiv na ceno in ima dobro mnenje o podjetju (Kotler, 1969, 60).Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Maribor : [V. Španinger], april 2006Language - slovenianCOBISS.SI-ID - 512296315
Author
Španinger, Vesna
Other authors
Tement, Manja, 1956- |
Oblak, Diana
Topics
stiki z javnostmi |
oglaševanje |
Trgovski center hipermarket Mercator |
potrošniki |
tržno komuniciranje |
public relations |
advertising |
Shopping center Mercator Maribor |
consumers
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Library/institution |
City | Acronym | For loan | Other holdings |
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Education Centre Piramida, Maribor | Maribor | ZIVSMB |
reading room 1 cop.
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Španinger, Vesna | ![]() |
Tement, Manja, 1956- | 92246 |
Oblak, Diana | ![]() |
Source: Personal bibliographies
and: SICRIS
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