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Strategija trženja in tržnega komuniciranja v nakupovalnem središču BTC : diplomska nalogaBernetič, VandaUspešnih marketinških odločitev ni mogoče oblikovati brez popolnega razumevanja vedenja, ravnanja in odločitev potrošnikov. Gre za povezavo različnih teoretskih dognanj s praktičnim spremljanjem ... obnašanja potrošnikov. Namen diplomske naloge je spoznati dosedanje trende in navade obiskovalcev, njihovo kupno moč, pogostost obiskov, njihove želje in potrebe po uvajanju novih programov in potrebe po oglaševanju in komuniciranju z obiskovalci s ciljem, da si bo nakupovalno središče BTC zagotovilo dolgoročno konkurenčno prednost, večje število obiskovalcev in večje donose na investirani kapital. Raziskave obnašanja potrošnikov so temelj za pripravo trženjskih strategij in načrtovanja ponudbe. Vse marketinške odločitve temeljijo na predpostavkah o potrošniškem vedenju, vse marketinške strategije pa na eksplicitnem in implicitnem prepričanju o potrošniškem obnašanju. V nalogi obravnavam strateški pristop k trženju in tržnemu komuniciranju, ki postavlja v ospredje potrebo po analizi območja nakupovalnega središča z vidika kupcev in obiskovalcev, urejenosti in dostopnosti nakupovalnega središča ter z vidika tržnega komuniciranja. Na temelju analize so oblikovani ustrezni koraki pri oblikovanju komunikacijske strategije in oblike komuniciranja, ki se izvajajo v BTC. Opredeljene so tržne priložnosti elektronske trgovine. Telekomunikacijska revolucija je dala iztočnice za življenje v tretjem tisočletju in se odraža tudi na področju trženja. Svetovne razsežnosti interneta, v sklopu katerega je tudi elektronsko nakupovanje, so zajele tudi Slovenijo. V ta svetovni splet se intenzivno vključuje tudi BTC s projektom Cyber City.Type of material - undergr. thesis ; adult, seriousPublication and manufacture - Novo mesto : [V. Bernetič], 2001Language - slovenianCOBISS.SI-ID - 512066167
Author
Bernetič, Vanda
Other authors
Potočnik, Vekoslav
Topics
Trženje |
Tržno komuniciranje |
Diplomske naloge |
trženje |
tržno komuniciranje |
nakupovalna središča |
elektronsko trženje |
elektronsko trženje
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ŠTUDIJSKI ODDELEK II 0000032366 IN: 200214847 ŠTUDIJSKI ODDELEK II 32366 IN: 200214847 |
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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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Potočnik, Vekoslav | 02173 |
Source: Personal bibliographies
and: SICRIS
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