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Pospeševanje prodaje je orodje promocijskega spleta, ki je v zadnjem času precej v razmahu. Podjetja pogosto uporabljajo tehnike pospeševanja prodaje, saj z njimi dosegajo takojšnje učinke na povečanje prodaje in merljive rezultate, kar je z drugimi orodji težje dosegljivo. Zaradi velikega razmaha tega orodja, pa je tržišče že zelo zasičeno, zato morajo biti tržniki vedno bolj agresivni, da dosežejo želene učinke. Pospeševanje prodaje kot orodje učinkuje na potrošnike na mestu prodaje, kjer se potrošniki odločajo za nakup določenega izdelka. Kljub temu pa ne more biti nadomestilo za druga orodja promocijskega spleta. Tudi Pošta Slovenije se srečuje s konkurenco, tako na področju prodaje izdelkov kot na področju izvajanja storitev. Potrebno je neprestano iskanje novih idej za pridobitev novih strank, hkrati pa poskrbeti, da obdržijo obstoječe. Prodaja kot sestavni del trženja pomeni pot do kupcev. Uspešnost prodaje temelji na delovanju vrste prodajnih procesov, ki se medsebojno razlikujejo glede na cilje, ki jih v prodaji želimo doseči. V diplomskem delu smo analizirali prodajo izdelkov na poštah v obdobju pred obiskom pospeševalca prodaje na pošti, v dneh obiska pospeševalca prodaje na pošti in po obisku pospeševalca prodaje na pošti. Analizirali smo prodajo celotnega trgovskega in komisijskega blaga, ki je bilo v planu prodaje po posameznih poštah za leto 2014. Nadalje smo analizirali prodajo blaga, za katerega se je potrebno potruditi, da je prodano in na koncu še prodajo blaga, za katerega so se zaposleni na pošti s pospeševalcem prodaje dogovorili, da ga bodo aktivno tržili v času njegovega obiska. Izdelali smo tudi anketni vprašalnik, s katerim smo dobili ključne odgovore na zastavljena vprašanja glede namena obiska pošte, zadovoljstva in opažanja uporabnikov poštnih storitev. Na koncu smo odgovorili na zastavljena raziskovalna vprašanja ter podali ugotovitve, ki smo jih razbrali iz raziskave. Sales promotion is a tool of the promotional mix that has recently become very popular. Companies often use techniques of sales promotion as they assure them immediate effects on the sale's increase and measurable results which are difficult to achieve with other tools. But because this tool is very popular, the market is highly saturated and so the marketing men have to be more and more aggressive to achieve the wanted effects. Sales promotion as a tool affects the consumers at the place of sale where they are deciding whether or not buy some product. Nevertheless, it still cannot replace other promotional mix tools. Pošta Slovenije is also in competition with other companies in the field of selling products and in the field of performing services. It is necessary to search for new ideas to get new costumers and of course take great care of keeping the existent ones. A sale as the main part of marketing is the way to the buyers. It's success is based on the functioning of many selling processes that differentiate in the goals we are trying to achieve. In this dissertation we analysed the sale of products at post offices before the sales promotion manager's visit, during their visit at the post office and after it. We analysed the sale of the entire commercial and commission goods that were in the sales plan for the year 2014 among the individual post offices. Later on we analysed the sales of goods that need a lot of effort to be sold and at last we anaysed the sales of goods that employees and sales promotion manager agreed to put extra force into selling during their visit. We also made a questionnaire which provided us with the most important answers about why people visit the post office, their satisfaction with the services and their noticings. In the end we answered the research questions and formulated our conclusion. |
