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Diplomsko delo je razdeljeno na teoretični in empirični del. Vsebuje pet glavnih poglavij v katerih smo predstavili vse glavne prvine trženjskega komuniciranja in trženjsko komunikacijskega spleta, ki smo jih predstavili s teoretičnimi izhodišči, nato pa smo jih uporabili na primeru prodaje velikih LED zaslonov v podjetju IZID, d.o.o. Na kratko smo predstavili tudi obravnavan izdelek, ki ga tržimo. Zadnji sklop diplomskega dela pa je namenjen analizi raziskav in odgovorom na postavljene hipoteze ter sklepnim ugotovitvam in zaključnemu priporočilu. V diplomski nalogi je prikazan konkreten postopek in način trženja velikih LED zaslonov. Velik LED zaslon predstavlja za kupca relativno drago naložbo, zato je še posebej pomembno, da se trženja le-teh lotimo premišljeno in na pravi način. Ciljni trg, ki ga obravnavamo, predstavljajo slovenske občine. S pomočjo anketnega vprašalnika smo prišli do poceni in tržno zanimivih informacij. The thesis is devided into the theoretical and empirical part. It contains five main chapters in which we have presented all the main elements of marketing communication and the marketing communications mix. We have presented these elements with theoretical starting-points and then used them as an example on the LED big screen display sales in company IZID, d.o.o. We include a short presentation of the marketed product. The final part of the thesis consists of the survey analysis, hypotheses review and final conclusions and recommendations. The thesis tries to describe a specific way of marketing and sales of LED big screen displays. LED big screen display is a relatively expensive purchase, therefore it is vital for the marketing campaign to be well thought through. Targeted markets in this case study are Slovene municipal offices. Using a survey we collected low cost and valuable marketing information. |
