Search

The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called "relationship marketing" with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.

The article deals with the qualitative elements of relational exchanges of organisations and their influences on the implementation of purchasing marketing strategies. According to theoretical background in the current literature four groups of qualitative relational exchange' factors were determined: attractiveness of supplier, attractiveness of total purchasing market for the organisation, competitive position of the organisation on purchasing market, and its bargaining orientation toward supplier. The research showed to us that large organisations in Slovenia, which try to build partnership with their strategic suppliers, are unlikely to develop purchasing marketing strategies based on relationship marketing concept. The influence of measured factors on the implementation of individual purchasing marketing strategies exists, although the strongest impact is prevailed especialy by factors which are characteristic for short-term relationships. Hence the surveyed organisations are still more oriented toward reaching short-term efficiency instead of long term effectiveness. V članku preučujemo vpliv kvalitativnih sestavin povezovalnih odnosov organizacij na udejanjanje njihovih marketinških strategij na nabavnem trgu. Na podlagi teoretičnih izhodišč smo oblikovali štiri skupine dejavnikov, s katerimi smo ugotavljali raven kvalitativnih sestavin povezovalnih odnosov, in sicer: atraktivnost dobavitelja, atraktivnost celotnega nabavnega trga za organizacijo, konkurenčni položaj organizacije na nabavnem trgu in pogajalska naravnanost organizacije v odnosu do dobavitelja. Raziskava je pokazala, da velike organizacije v Sloveniji do svojih strateških dobaviteljev, s katerimi imajo dolgoročne poslovne odnose, ne udejanjajo v zadostni meri takšne strategije nabavnega marketinga, ki so značilne za koncept marketinga povezav. Vpliv merjenih dejavnikov na izvajanje posameznih strategij nabavnega marketinga sicer obstaja, vendar je mogoče ugotoviti močnejšo jakost tega vpliva predvsem pri dejavnikih, ki imajo za organizacijo na nabavnem trgu kratkoročne učinke, iz česar izhaja, da so organizacije v vzorcu očitno še vedno bolj usmerjene k doseganju kratkoročne učinkovitosti in ne k doseganju dolgoročne uspešnosti.

In the present paper we are dealing with the problem of the development of organisational relationship with its supplier in the purchasing market. The level of relationship with supplier is one of the most significant elements in the context of study of the developed concept of relationship marketing. During the research process we are investigating the level of development of the relationship on the sample of Slovenian enterprises using "Olsen-Elram" modelling multifactor approach with two important dimensions: relative atractiveness of the supplier and intensity of the relationship. On the base of weighted estimation we have found out, that the level of development of such relationship in the Slovenian enterprises is relatively low. V članku proučujemo problematiko razvitosti povezovalnega odnosa organizacije z dobaviteljem na nabavnem trgu. Raven povezanosti z dobaviteljem je ena pomembnejših sestavin pri proučevanju razvitih konceptov "marketinga povezav" (angl. relationship marketing). V raziskavi proučujemo stopnjo razvitosti povezovalnega odnosa na vzorcu organizacij v Sloveniji, pri čemer izhajamo iz modelskega pristopa z uporabo Olsen-Elramove multifaktorske matrike, ki vključuje dve pomembni dimenziji: relativno atraktivnost dobavitelja in intenzivnost povezovalnega odnosa. Na podlagi tehtanih ocen smo prišli do ugotovitev, da je stopnja razvitosti povezovalnih odnosov v organizacijah v Sloveniji relativno nizka.

In the paper we present a part of the results of the international research project which has started in 1995. The main objective of the research was to find out the effects of the process of privatisation and foreign direct investments on marketing of the enterprises in the Central and Eastern Europe. The participants of the research included Hungary, Poland, Bulgaria and Slovenia. As the coordinators of the project were involved the professors from the Aston University in Birmingham (England) as well as from the University of Dublin (Ireland). Into the research project in Slovenia, there were included all of the entreprises with more than 20 employees which were divided into five main categories according to their phase of privatisation process as well as to their ownership in the time of research: a) social-owned enterprises, b) enterprises before the termination of the process of privatisation, c) former social-owned enterprises which have been privatised, d) enterprises with foreign direct investments, and e) "organic" private enterprises (i.e. enterprises which were established as private entities). The main objective of the paper presented is to show the differences among the answers of general managers in the particular researched categories of these enterprises. The answers refer to the degree of agreement of the statements about some marketing activities in these enterprises (i.e. managerial aspects of marketing activities, marketing information system as well as activities connected with market supply, sales market and some of teh marketing strategies). V prispevku je predstavljen del rezultatov mednarodnega raziskovalnega projekta, katerega začetek sega v leto 1995 in je trenutno v sklepni fazi. Osnovni namen raziskave je bil proučevanje vpliva procesa privatiziranja in neposrednih tujih vlaganj na marketinške strategije podjetij v državah v tranziciji. V raziskavo so bile vključene naslednje države: Madžarska, Poljska, Bolgarija in Slovenija, kot koordinatorji projekta pa so sodelovali profesorji z Univerze Aston v Birminghamu (Velika Britanija) in Univerze v Dublinu (Irska). V Sloveniji so bila vključena v raziskavo vsa podjetja z več kot 20 zaposlenimi. Razdelili smo jih v pet kategorij glede na stanje lastništva v času izvedbe raziskave: (a) podjetja, ki so bila še vedno v družbeni lasti, (b) podjetja, ki so bila tik pred končanim procesom lastninjenja, (c) bivša družbena podjetja, ki so že bila privatizirana, (č) podjetja z neposrednimi tujimi vlaganji, (d) podjetja, ki so že od nastanka v zasebni lasti. Cilj prispevka je predstaviti razlike med petimi kategorijami podjetij glede na stopnjo strinjanja menedžerjev s trditvami, ki se nanašajo na nekatera področja aktivnosti marketinga (organiziranje in vodenje aktivnosti marketinga, marketinški informacijski sistem, ponudba, trg in strategije) v njihovih podjetjih.

In the paper we present a part of the results of the international research project which has started in 1995. The main objective of the research was to find out the effects of the process of privatisation and foreign direct investments on marketing of the enterprises in the Central and Eastern Europe. The participants of the research included Hungary, Poland, Bulgaria and Slovenia. As the coordinators of the project were involved the professors from the Aston University in Birmingham (England) as well as from the university of Dublin (Ireland). Into the research project in Slovenia, there were included all of the enterprises with more than 20 employees which were divided into four main categories according to their phase of privatisation process as well as to their ownership in the time of research: a) enterprises in the process of privatisation; b) enterprises which have terminated the process of privatisation; c) organic private enterprises (i.e. enterprises which were established as private entities; d) enterprises with direct foreign investments. The main objective of the paper presented is to show: (a) the differences between particular marketing activities of the enterprises in Slovenia and Hungary, and (b) the differences in some marketing activities of the enterprises according to their ownership and the origin of their capital. V prispevku je predstavljen del rezultatov mednarodnega raziskovalnega projekta, katerega začetek sega v leto 1995. Osnovni namen raziskave je bilo proučevanje vpliva procesa privatiziranja in neposrednih tujih vlaganj na marketinške strategije podjetij v državah v tranziciji. V raziskavo so bile vključene naslednje države: Madžarska, Poljska, Bolgarija in Slovenija, kot koordinatorji projekta pa so sodelovali profesorji z Univerze Aston v Birminghamu (Velika Britanija) in Dublinske univerze (Irska). V Sloveniji so bila vključena v raziskavo vsa podjetja z več kot 20 zaposlenih. Razdelili smo jih na štiri kategorije glede na stanje lastništva v času izvedbe raziskave: (a) podjetja, ki so bila v procesu privatiziranja, (b) podjetja, ki so že končala proces privatiziranja, (c) podjetja, ki so že od nastanka v zasebni lasti, in (č) podjetja z neposrednimi tujimi vlaganji. V prispevku predstavljamo: (a) razlike v nekaterih marketinških aktivnostih podjetij v Sloveniji in na Madžarskem in (b) razlike v nekaterih marketinških aktivnostih podjetij glede na tip njihovega lastništva ne glede na državo, iz katere so.

Za doseganje konkurenčne prednosti organizacije na njenem nabavnem trgu je potreben sistematični pristop k oblikovanju takih nabavnih strategij, ki bodo vsebovale sodobne vidike koncepcije marketinga v smislu uravnovešenega marketinga. V prispevku prikazujemo pomembnejše vidike teoretične raziskave s področja oblikovanja strategij nabavnega marketinga glede na tržno moč nabavne konkurence, pri čemer poudarjamo analizo kriterijev tržne moči in model nabavnih strategij, ki jih upoštevamo pri izdelavi multifaktorske modelske matrike.

Na vse bolj konkurenčnem trgu podjetja ne morejo preživeti, če svoje delo opravljajo zgolj dobro. Iskati morajo poslovne priložnosti in težiti k cilju – biti boljši od neposrednega konkurenta. Prav zato je dobro poznavanje strateškega marketinga ključ do uspeha. V teoretičnem delu je obravnavan proces strateškega marketinga po posameznih fazah: strateška analiza in diagnoza, strateško načrtovanje marketinga ter izvajanje in nadzor strateškega marketinga. V praktičnem delu smo izdelali empirično raziskavo – marketinški načrt za zanimivo podjetje z inovativnim izdelkom. Podjetje Serena s svojo blagovno znamko Cocoa trži čokolado visoke kakovosti, ki se ji zaradi prihodnjih značilnosti trga obeta možnost uspeha. V sklepnem delu so predstavljene ugotovitve, ki lahko kasneje služijo kot izhodišče za izboljšave znotraj izbranega podjetja. In an increasingly competitive market, companies cannot survive if they do their job well only. They need to look for business opportunities and strive for a goal – be better than a direct competitor. That is why a good knowledge of strategic marketing is the key to success. The theoretical part deals with the process of strategic marketing by individual stages: strategic analysis and diagnosis, strategic marketing planning, and implementation and control of strategic marketing. In the practical part, we created an empirical research – a marketing plan for an interesting company with an innovative product. With its Cocoa brand, the Serena Company trades high quality chocolate, which, due to its future market characteristics, promises to succeed. The final section presents findings that can later serve as a starting point for improvement within the chosen company.

Prodaja je ena izmed najpomebnejših aktivnosti pri delovanju podjetja. Polek ekonomskega vidika, daje organizacijam ogromno podatkov, ki so ob pravilnem analiziranju le-teh, lahko ključnega pomena za nadaljni razvoj in uspešnost podjetja. V diplomskem delu je v teoretičnem delu predstavljeno kaj je prodaja, torej opredelitev, pomen in naloge prodaje… Podamo se v natančnejšo analizo uspešnosti prodaje in predstavimo različne segmente le-te. Sledi drug del, kjer znanje teoretičnega dela prenesemo na praktičnega in sicer obravnavamo analizo uspešnosti prodaje startup podjetja, ki se ukvarja s prodajo ročnih ur. Pri analizi ugotovimo, da je za mlado podjetje analiza prodaje lahko ključnega pomena, saj so bili analizirani segmenti obsega prodaje, stroškov in dobičkonosnosti, prodajnega osebja, prodajnih cen, plačil ter zadovoljstva odjemlacev. Pri tem smo ugotovili, da prodaja niha iz meseca v mesec, da morda spletna prodaja le ni dovolj in da je potencial pri analizi določenih segmentov prodaje velik. Sales is one of most important activities in the company. Beside economic view, sales give organizations a lot of different data which can be crucial for further development and success of the company if they are analyzed properly. In thesis, is in theoretical part, presented what sale is, definition, meaning and tasks of the sale. Further is disccussed about sales performance analysis and segments of it. In second part the knowledge from theoretical part is transferred on practical work. There is analysed startup company that sells watches. In the analysis we find out that for a young company analysis can be crucial. We analysed every segment of sales perfomance analysis. The results show us that sales fluctuate over certain months, that online sale maybe is not enough, and thah further analysis of those segments have a big potential.

Prodajo razumemo kot spretnost, saj vsebuje odnose med ljudmi v menjalnih procesih. Prodaja v modernem času vse bolj pridobiva pomen, zaradi povečanega števila udeležencev na trgih in vse bolj intenzivni menjavi. Proces prodaje obsega aktivnosti komuniciranja s strankami, optimiranja izkušenj obeh strani ob nakupu omogoča doseganje ciljev podjetja. Funkcija prodaje ima dominanten vpliv na druge poslovne funkcije, zaradi tega moramo upoštevati različne dimenzije prodaje, da lažje razumemo položaj prodaje v marketingu in v samem poslovanju. Management prodaje je proces razvoja prodajne sile, usklajevanje prodajnih operacij in izvajanje prodajnih tehnik, ki podjetju omogočajo, da stalno dosega in celo preseže svoje prodajne cilje. Managerji prodaje imajo eno od najpomembnejših vlog v vsaki organizaciji. Dober manager organizira in usmerja svojo prodajno ekipo k doseganju svojih ciljev povečanja prihodkov in produktivnosti. Ton in kultura prodajnih ekip, ki jih ustvarja vodstvo prodaje, lahko pomagata ustvarjati strast in spodbujati moralo med posameznimi zaposlenimi. Proces uspešnega prodajanja vključuje sedem glavnih aktivnosti. Ključ do uspeha prodajalcev v procesu prodajanja so znanja in informacije, ki jim dajejo prednost in pogajalsko moč. K njim štejemo realno samopodobo, poznavanje področja, dejavnosti in izdelkov, poznavanje konkurentov, strank in njihovih potreb ter poznavanje širšega okolja podjetja. Pomemben za prodajno osebje je tudi sistem s katerim pridobivajo informacije za odločanje v prodaji. V spekter poznavanj, ki so ključna za uspeh prodaje, sodi tudi poznavanje vedenja strank in dejavnikov, ki nanj vplivajo. Posebej na B2B trgih je pomembno, da prodajno osebje uspešno izvaja vse faze prodajnega procesa, saj so ključne za dolgoročni obstoj podjetja na trgu. Unior Strojegradnja je majhno podjetje, čigar dejavnost se ukvarja z gradnjo tehnološko naprednih namenskih strojev za proizvajalce avtomobilov in tier 1 dobavitelje. Podjetje sodeluje s večjimi avtomobilskimi koncerni in ima vzpostavljene podružnice po več državah na svetu. Za uspešno in dolgoročno delovanje na zelo konkurenčnem trgu mora prodajno osebje biti zelo uspešno pri izvajanju prodajnega procesa. We understand sales as skills because they contain relationships between people in exchange processes. Sales in modern times are gaining in importance, due to the increased number of market participants and increasingly intense exchanges. The process of sales comprises the activities of communicating with customers, optimizing the experience of both parties at the time of purchase, to achieve the goals of the company. The sales function has a dominant influence on other business functions, which is why we must consider the different dimensions of sales in order to better understand the position of sales in marketing and in the business itself. Sales management is a process of sales force development, the coordination of sales operations and the implementation of sales techniques that enable the company to continually reach, and even exceed its sales targets. Sales managers have one of the most important roles in each organization. A good manager organizes and directs his sales team to achieve his goals of increasing revenue and productivity. The tone and culture of sales teams created by sales managers can help create passion and promote morale among individual employees. The successful sales process includes seven major activities. The key to the success of the sellers in the sales process is know-how and information that gives them an edge and bargaining power. They include real self-esteem, knowledge of the field, activities and products, knowledge of competitors, customers and their needs and knowledge of the wider environment of the company. Also important for sales staff is the system by which they obtain information for decision making in sales. In the spectrum of knowledge, which are crucial for the success of sales, also includes knowing the behaviour of customers and the factors that influence it. Especially on B2B markets it is important that the sales personnel successfully execute all stages of the sales process, as they are crucial for the company's long-term existence on the market. Unior Strojegradnja is a small company whose business is engaged in the construction of technologically advanced dedicated machines for car manufacturers and tier 1 suppliers. The company cooperates with larger automotive companies and has branches in several countries in the world. For a successful and long-term operation in a highly competitive market, sales staff must be very successful in implementing the sales process.

Magistrsko delo v teoretičnem delu predstavlja pregled izbranih področij s trženja. Po uvodni opredelitvi temeljnih konceptov, povezanih s trženjem končnim odjemalcem, se osredotočimo na trženjski spleti. Obvladovanje vseh elementov trženjskega spleta je ključnega pomena za zadovoljne, zveste in pripadajoče odjemalce, ki posledično vplivajo na (ne)uspešnost organizacij. Za doseganje odjemalcev je pomembno dvoje: a) učinkovito – večkanalno – trženjsko komuniciranje in b) ustrezno zasnovane trženjske poti. Kako zasnovati oboje in kakšne tipe oglaševanja končnim uporabnikom poznamo, predstavljamo v nadaljevanju pregleda literature. Teoretični del zaključujemo s predstavitvijo temeljnih konceptov, povezanih z odjemalci, to je z zadovoljstvom in zvestobo odjemalcev. Zadovoljstvo odjemalcev je predpogoj za zvestobo, ki se manifestira skozi ponovne nakupe, vračanje v naše poslovalnice, priporočila in pripadnost blagovni znamki taiste organizacije. Magistrsko delo predstavi prednosti zadovoljnih in zvestih odjemalcev ter vzvode, preko katerih koncepta vplivata na uspešnost organizacije. Pri tem izpostavimo pomen pripadnosti organizaciji ali blagovni znamki. V aplikativnem delu magistrske naloge predstavimo pristope oz. načine ugotavljanja zadovoljstva in zvestobe odjemalcev. Sledi oris povezav med konceptoma in uspešnostjo organizacij. Kvantitativno raziskavo izvedemo na podjetjih Zootic in Mr. Pet. Ugotavljamo zadovoljstvo in zvestobo odjemalcev obravnavanih podjetij in z uporabo statističnih analiz preverjamo odjemalci katerega podjetja so bolj zadovoljni in zvestejši. Theoretical background of the master's thesis introduces a variety of topics related to marketing. At first we define the core concepts linked to B2C-marketing and focus on marketing mix. Managing its elements is of key importance for satisfied and loyal consumers that, subsequently, impact organizational performance. To reach consumers, an organization has to: a) effectively – with the use of an omnichannel strategy – control marketing communications and b) design marketing pathways accordingly. Further, we discuss how to design and manage both, and which types of advertising to end-users a marketing society is familiar with. Literature review concludes with an introduction of consumers-related concepts, namely satisfaction and loyalty. Consumer satisfaction is a pre-requisite for a loyalty which manifests through repetition of purchasing, return visits, recommendations, and belonging to a particular brand or an organization. Next, the master's thesis investigates the benefits of satisfied and loyal consumers and their relation to the organizational performance. Also, we note the importance of consumers belonging to a specific organization or brand. The research part is comprised of the following chapters. First, we introduce means and approach to examining consumer satisfaction and loyalty. Next, we depict the relations between those two concepts and organizational performance. Third, we carry out a quantitative analysis on companies Zootic and Mr. Pet. By doing so, we try to measure consumer satisfaction and loyalty for Zootic and Mr. Pet, respectively. Ultimately, relying on statistical methods, we identify the company whose consumers are more satisfied and loyal.

Turizem predstavlja pomembno gospodarsko dejavnost. Teroristični napadi povzročajo zmanjšanje števila turistov na določeni destinaciji, s tem pa se zmanjša tudi denarni pritok na posamezno destinacijo. Gospodarsko oz. globalno izgubo za posamezno državo, ki je bila tarča terorističnega napada, predstavlja odločitev turista, ali ostane doma ali pa izbere drugo, varno državo. Terorizem predstavlja globalno grožnjo, saj s seboj prinaša strah, uničenje, žrtve ter politične in ekonomske spremembe. Na določeno regijo nedvomno vplivajo teroristični napadi, saj turisti velikokrat spremenijo ciljno destinacijo potovanja. Turisti se v zaostrenih varnostnih razmerah raje odločajo za destinacije, ki so bližje domu in so bolj varne. Dosedanje izkušnje kažejo, da imajo turisti slab spomin, saj takoj po umiritvi razmer zopet začnejo obiskovati destinacijo, ki je bila tarča terorističnega napada. Na podlagi teoretičnih izhodišč smo v raziskavi, ki smo jo izvedli s pomočjo anketnega vprašalnika, preučili vpliv terorizma na turistične tokove. Poskušali smo ugotoviti, ali teroristični napadi vplivajo na prihode turistov v državo, kjer so se že zgodili napadi. Tourism represents an important economic activity. Terrorist attacks cause a reduction in the number of tourists in a particular tourist destination and thereby reduce the cash inflow to that tourist destination. The decision of a tourist who rather remains home or chooses another, safer country is the economic loss for a country that has been the target of a terrorist attack. Terrorism is a global threat, as it brings fear, destruction, victims and political and economic changes. Certain regions are undoubtedly affected by terrorist attacks, as tourists often change their travel destination. Tourists prefer to opt for destinations that are closer to home and safer when a country is in a tight security situation.Experience, however, shows that tourists have a bad memory, as they begin to visit the destination, which was the target of a terrorist attack almost immediately after the situation has subsided. Based on the theoretical starting points, we examined the influence of terrorism on tourist flows by a survey questionnaire. We tried to determine whether terrorist attacks affect the arrival of tourists to the country where terrorist attacks have already taken place.

Upravljanje odnosov s kupci ali uvedba sistema CRM je oblika novega pristopa v marketingu. Kupca namreč sistem postavlja v središče poslovanja podjetja. CRM prinaša koristi tako za kupca kakor tudi za podjetje. Podjetja se zato odločajo za uvedbo CRM-ja. Le redka pa seveda pridejo do planiranih ciljev. Na uspeh podjetja vplivajo podpora vodstva, postopek uvedbe CRM-ja, pomoč strokovnjakov, naklonjenost zaposlenih, finančna sredstva, politika podjetja ter panoga, v kateri podjetje deluje. Vpeljava CRM-ja je reorganizacija procesov v podjetju in podjetja kot celote. Podjetje mora dobro poznati svoje potrebe po vpeljavi CRM-ja. Zaposleni se morajo prilagoditi na CRM orodje, saj so v nasprotnem primeru primorani zamenjati okolje. Koristi od vpeljave CRM v podjetje pa bodo imeli vsi, tako zaposleni kot stranke. Celovito upravljanje odnosov s strankami je ključnega pomena za obstoj in nadaljni razvoj podjetja Chutis d.o.o. Predlagali in ugotovili smo, da se lahko uvedba CRM-ja v obravnavanem podjetju prične čim prej. Ključnega pomena za uspešno uvedbo CRM sistema v podjetje je, da se popolnoma razume smoter koncepta, njegova podpora, angažiranje, obnašanje in skladno delovanje vseh zaposlenih v podjetju. Managing customer relationships or introducing a CRM system is a form of a new marketing approach. The customer places the system at the heart of the company's business. CRM benefits both the customer and the company. Companies therefore opt for the introduction of CRM. Only rarely do they reach the planned goals. The company's success is influenced leadership support, CRM implementation process, assistance from professionals, employee affection, financial assets, company policies and the industry in which the company operates. The introduction of CRM is a reorganization of processes in the company and companies as a whole. The company must be well aware of its needs for introducing CRM. Employees will have to adapt to the CRM tool, otherwise they will be forced to change the environment. Benefits from the introduction of CRM into the company will be all, both employees and customers. Integrated customer relationship management is crucial for the existence and further development of Chutis d.o.o. We proposed and found that the introduction of CRM in the company in question can begin as soon as possible. Crucial to the successful introduction of the CRM system into the company is to fully understand the concept of the concept, its support, engagement, behavior and consistent operation of all employees in the company.

Šport spremlja in ga izvaja skoraj celotna svetovna civilizacija. Aktualen je tako pri tistih, ki si želijo postati svetovne zvezde, kot tudi tisti, ki se z njim ukvarjajo zgolj tekom prostega časa. Ljudje, ki ga jemljejo kot hobi, se z njim ukvarjajo z namenom izboljšanja splošnega počutja, za grajenje pozitivne samopodobe, za zadostitev notranjega zadovoljstva, za zdrav način življenja in podobno. Lahko bi rekli, da sta ključna motiva želja in doseganje zastavljenih ciljev, ki si jih postavijo z namenom motivacije. Športniki, ki se z njim ukvarjajo zgolj rekreativno, nimajo takšne odgovornost in vloge kot tisti, ki se ukvarjajo z njim profesionalno. Za profesionalne športnike je značilno, da jim predstavlja prioriteto, saj je to služba oziroma poklic in so od njega ekonomsko odvisni. Od rekreativnih pa se razlikujejo v tem, da potrebujejo več podpore, motivacije in zadovoljstva z opravljanjem svojega poklica, sej vse zgoraj našteto močno vpliva na nadaljevanje njihove športne kariere. Klubi in organizacije, v katerih delujejo športniki, morajo poskrbeti, da bodo njihovi varovanci kar se da visoko motivirani in zadovoljni, saj je to poglaviten razlog za korektno in profesionalno opravljanje dela. Visoko motivirani športniki bodo namreč pomembno prispevali k ugledu kluba oziroma organizacije, posledično tudi na prihodek, ki se ob dobrih rezultatih poveča. V teoretičnem delu diplomskega seminarja bomo posvetili pozornost poglavju motivacije. Opredelili bomo pojem motivacije in opisali pomembnejše motivacijske teorije. Podrobneje bomo razdelali motivacijo v športu. Dotaknili se bomo tudi tematike zadovoljstva, v katerem se bomo osredotočili na zadovoljstvo pri delu, vpliv plač na vsakega posameznika, opredelili bomo merjenje zadovoljstva in navedli nekaj temeljnih pravil, ki vplivajo na zadovoljstvo pri delu posameznika. Cilj raziskave je bil ugotoviti poglavitni razlog za motivacijo igralcev v rokometnem klubu Krško, da vztrajajo v svoji panogi in kaj jim predstavlja zadovoljstvo pri treniranju in igranju za omenjen klub. Raziskava, ki smo jo opravili na podlagi pridobljenih rezultatov, je pokazala, da vsi igralci rokometnega kluba radi opravljajo svoje delo in da so dobri odnosi njihov glavni motivator za vztrajanje pri treniranju. Izmerili smo tudi njihovo zadovoljstvo na podlagi zastavljenih vprašanj in prišli do zaključka, da so bili dokaj zadovoljni z navedenimi dejavniki, ki smo jih določili. Z rezultati lanske sezone so bili zadovoljni. Potrebno je omeniti tudi to, da so skoraj prišli v najmočnejšo slovensko rokometno ligo. Na koncu raziskave bomo predstavili zastavljene hipoteze, ki jih bomo na podlagi rezultatov ovrgli oziroma sprejeli. Po končani razlagi hipotez bomo podali uporabne predloge, kaj bi lahko rokometni klub izboljšal za boljšo motivacijo in zadovoljstvo svojih članov. Rokometni klub bo rezultate, pridobljene v namene diplomskega seminarja, dobil v pregled. Sport is a worldwide industry. Almost everyone on the planet is keeping track of sports or implement it itself. Many people want to become a famous sports star, who is being followed on a daily basis or if not that, sport represents a hobby for an individual own good, positive self-esteem, healthy lifestyle or other. Motives in sports are usually a wish to reach set goals and a will to participate in the activity. People who do recreational sports lack a feeling of responsibility, comparing to sports men who do it professionally. It is known that professional sportsmen take sports very seriously, it is their job and they can achieve high set goals and results. The difference between a professional and a recreative sportsman is that a professional needs supports from the environment, motivation and satisfaction with the working place. Clubs and organizations, in which sportsmen are active, should take care of trainees’ motivation and satisfaction, because this is the main lead to good results, popularity and income. In the theoretical part, we focused our attention to motivation, its definition, motivational theories and its part in the field of sports. We have also looked into the field of satisfaction, where we researched the satisfaction at the work place, how monthly salaries impact an individual and what are the golden rules when ensuring a good working place. We also analysed the survey. The goal of the research was to find out what is the main motivation for doing sports at the Rokometni klub Krsko. We also researched what is the individual reason for satisfaction at the work place. The results showed that everyone at the Rokometni klub Krsko loves their job and the main motivator for them is good relationships between the playmates and the trainer. We measured their satisfaction and gained the results, that showed that in general they are satisfied with their working place. Results also said that sportsmen in Rokometni klub Krsko were satisfied with their last year score outcome. They almost got into the 1st Slovenian Handball League and were short just by a few points. We also set several hypotheses, which were either confirmed or discarded. After the final explanation of results, we also included useful proposals on motivation and on work satisfaction for Rokometni klub Krsko. They received the results and the proposals.

V diplomskem delu bomo skušali raziskati, kako je prodajno osebje v Zavarovalnici Sava motivirano in nagrajeno za svoje delo. Motivacija je osnovno gonilo vseh živih bitij, da bi dosegli zastavljeni cilj. Ker je Zavarovalnica Sava podjetje z veliko zaposlenimi, predvidevamo, da imajo natančno izdelan načrt motiviranja in nagrajevanja prodajnega osebja. In the diploma thesis we will try to explore how sales staff at Sava Insurance Company are motivated and rewarded for their work. Motivation is the fundamental driving force of all living beings in order to achieve the desired goal. Since Sava Insurance Company is a large-scale company, it is anticipated that they have a carefully designed plan for motivating and rewarding sales personnel.

V magistrskem delu predstavljamo področje marketinga vključevanja odjemalcev, enega izmed sodobnih marketinških pristopov, ki se izvaja kot marketinška in spletna strategija za načrtovanje in upravljanje vedenja odjemalcev. Magistrsko delo je sestavljeno iz uvodnega dela, teoretične obravnave, raziskovalnega dela, predlogov menedžmentu in sklepa naloge. Uvodni del magistrske naloge se nanaša na opis področja vedenja odjemalcev, integriranega marketinškega komuniciranja in vključevalnega vedenja odjemalcev. Vključuje tudi opredelitve problema raziskave, ciljev, namena in raziskovalnih hipotez in omejitev raziskave ter predstavitev predvidene metodologije raziskave. Teoretični del naloge pojasnjuje osrednja teoretična izhodišča avtorjev s področja vedenja odjemalcev, integriranega marketinškega komuniciranja in vključevanja odjemalcev. V magistrski nalogi želimo ugotoviti povezanost med sociološkimi in psihološkimi dejavniki z nakupnim vedenjem odjemalcev in vključevanjem odjemalcev na primeru marketinško komunikacijske kampanje »Ta Coca-Cola je zate!«. Empirični del naloge je osredotočen na marketinško komunikacijsko kampanjo, t. i. »Ta Coca-Cola je zate!«. Kampanja je v letu 2013 generirala približno sto milijonov različnih imen in priljubljenih besed ter jih umestila na personalizirane Coca-Coline steklenice in pločevinke. Napis z unikatnim imenom je bilo mogoče oblikovati preko spletne strani in prevzeti v trgovini. Nekatera najpogostejša imena so bila že na voljo na pločevinkah in steklenicah v trgovinah. Coca-Colina kampanja predstavlja največjo evropsko in svetovno personalizirano kampanjo, izvedeno do sedaj. Z raziskavo smo želeli ugotoviti povezanost raziskovalnih spremenljivk odnosa do blagovne znamke, čustev in subjektivnih norm z nakupnim in vključevalnim vedenjem odjemalcev. Nakupno vedenje se odraža z nakupnimi značilnostmi (pogostost nakupa Coca-Cole, tedenska in mesečna povprečna vrednost nakupa), povezanimi z brezalkoholno pijačo Coca-Cola. Obenem nas zanima, ali in kako so nakupne navade, ki oblikujejo vedenje odjemalcev, povezane z namero odjemalcev po vključevanju v marketinško komunikacijske aktivnosti, povezane z blagovno znamko Coca-Cola. Vključevalno vedenje se odraža predvsem z odzivanjem odjemalcev na marketinške dražljaje in aktivnosti blagovne znamke Coca-Cola (z vključevanjem v spletne skupnosti, všečkanjem, deljenjem objav na družbenih omrežjih, povezanih s Coca-Colo). Magistrska naloga je razdeljena v dva sklopa, v teoretični in empirični del naloge. V teoretičnem delu so predstavljene različne opredelitve, teorije in področja, ki so relevantna za empirični del naloge. Prva dva sklopa teorije zajemata pojasnitev vedenja odjemalcev in nakupnega vedenja. V preostalih delih teorije smo se osredotočili na koncept integriranega marketinškega komuniciranja in vključevanja odjemalcev. Teoretični del naloge smo zaokrožili s krajšo predstavitvijo marketinške kampanje, t. i. »Ta Coca-Cola je zate!«, ki je predmet raziskovanja v empiričnem delu naloge. Predlog menedžmentu, ki je del perspektivnega dela magistrske naloge, smo posvetili podajanju predlogov in usmeritvi glede bodočega razvoja marketinga spletnega vključevanja odjemalcev. Sklepni del naloge se osredotoča na predstavitev ugotovitev raziskovalnega dela magistrske naloge. In master thesis we presented field of customer online engagement, as one of the currently most popular marketing approaches, used for customer acquisition and as marketing management strategy and a communication tool as same time, for customer behavior planning and management of customer online behavior. Master thesis is constructed from introduction, literature review, research study and proposal to management and conclusion. Master thesis is focused on researching correlation between exterior and interior impact factors, on consumer behavior and customer engagement behavior. Most of the researches are focused in the impacts that affect consumer behavior. Those researches don't spend time to research correlactions between sociological and psyhological impact, that affect customer engagement behavior and their intention to participate in brand sales promotions. Literaly with this research we are discovering which impact factors had biggest impact on consumer behavior and customer desire to engage in Coca Cola, marketing campaign, Share a Coca Cola. Introductory part of the Master thesis explains main theoretical thesis of authors of customer behavior,integrated marketing communications an customer engagement behavior. With theoretical part of the thesis we present main theoretical definition of the consumer purchase behavior, integrated marketing campaigns and customer engagagment in online marketing campaigns. Goal of Master Thesis is to research which sociologial or psychological factors, are correlated with customer desicion for engaging in taking active part in Coca Cola marketing communicationcampaign, Share a Coca – Cola. Empirical part of the thesis, is focused on marketing communication campaign, Share a Coca – Cola.Campaign has generated in 2013, approximately hundred million of different names and popular word, implemented on the Coca - Cola glass bottles and cans. Unique and most common names, could be created with online name creator. This bootles were sent directlly to stores ,where customer could buy them. Some of the most frequent names were allready available and could be bought, without creating them online. Coca -Cola campaign presented biggest European and World personalized campaign, created to today.Research part of Thesis, was oriented in investigation of correlation with customer purchase behavior. Purchase behavior is connected with purchase charachteristics of buying a non-alcoholic beverages, Coca Cola. On the other hand, we are also interested if and how customers purchase habits shape customer behavior and correlate with customer intention to engage in marketing communication campaign activities, connected with Coca Cola brand. Master thesis is divided in two parts, theoretical and emphirical part. In theoretical part we presented different definitions, theoretical approaches and relevant fields for our empirical part of the Thesis. First two theoretical parts, explain filelds of customer behavior and marketing communication. In the remain theoretical parts we have focused on the explanation of the concepts of integrated marketing communication and customer engagement in online marketing communication. We concluded theoretical part of the thesis, with short presentation of marketing communication campaign, Share a Coca Cola, which represents our reserach object. Management recommendations, as perspective part of the Master Thesis is focused on giving suggestions, future orientations for the deveplopment of online customer engagement.Conclusion part focuces on presentation of the findings of the empirical part of Master Thesis.

V diplomskem projektu smo proučili načrtovanje prodaje na primeru izdelka Aperol, ki je potekalo na slovenskem trgu. Diplomski projekt sestavljata teoretičen in empiričen del. Pri pisanju teoretičnega dela smo uporabili literaturo različnih domačih in tujih avtorjev. Vse močnejša konkurenca in intenzivnejša globalizacija sili podjetja v vse bolj natančno načrtovanje aktivnosti. Načrtovanje je zelo pomembno, saj podjetju omogoča približen pogled v prihodnje poslovanje. Z načrtovanjem si podjetje postavlja vodila, ki jih potem poskuša udejanjati. S preučitvijo procesa načrtovanja na primeru Aperola, ki so ga izvajali v podjetju Mabat INT , smo dobili primer kako poteka načrtovanje v praksi. Literatura s področja prodaje nam je pomagala pri analizi načrtovanja prodaje. Proces načrtovanja prodaje smo razčlenili in opisali v teoretičnem del, kar nam je bila velika opora pri opisovanju in predstavitvi načrtovanja prodaje na primeru Aperola. Na koncu smo predstavili še rezultate načrtovanja in jih povezali s stanjem na slovenskem trgu. In this Diploma project we studied sales planning using the case of product Aperol, which took place on Slovenian market. The Diploma project consists of theoretical and empirical part. When writing theoretical part, we used literature of different domestic and foreign authors. Increasing competition and more intense globalization are driving companies into more and more accurate planning of activities. Planning is very important, since it gives the company an approximate view of future business. By planning, the company sets the guidelines, which it then tries to implement. By examining the planning process on the Aperol case, carried out by Mabat INT, we got an example of how the planning works in practice. Sales literature has helped us in the analysis of sales planning. The process of sales planning was broken down and described in the theoretical part, which was a great support to us in describing and presenting the sales planning on the Aperol example. Finally, we presented the results of the planning and related them to the situation on the Slovenian market.

Turizem v zadnjem času in v globalnem merilu postaja vse pomembnejša gospodarska panoga, prav zaradi tega Slovenija kot turistična država želi ponuditi turistu kakovostno in raznoliko turistično ponudbo. Naravne ter kulturne lepote je potrebno negovati in razvijati skladno z lokalno marketinško zgodbo. Mesta poskušajo najti nove izdelke in storitve, ki bodo za turista zanimive. To je naredila Spodnja Savinjska dolina z ekstravagantno idejo o Fontani piva Zeleno zlato, ki se je uresničila v jeseni 2016. Diplomski projekt se v teoretičnem delu osredotoča na opredelitev definicije turista, turizma, turističnega izdelka ter vpliva turizma na gospodarstvo, v empiričnem delu pa na obstoječo turistično ponudbo Spodnje Savinjske doline ter turistične izdelke znamke Zeleno zlato. Z izvedeno anketo smo ugotavljali koliko anketiranci poznajo obstoječo turistično ponudbo v Spodnji Savinjski dolini, kakšno pomembnost pripisujejo vlaganju v turizem v prihodnosti in kakšen vpliv menijo, da ima fontana Zeleno zlato na turizem. Pri obdelavi ankete smo prišli do ugotovitev, da je fontana Zeleno zlato najbolj poznan turistični izdelek v Spodnji Savinjski dolini. Večina anketirancev je mnenja, da je vlaganje sredstev v turizem pomembno in da je fontana Zeleno zlato pozitivno vplivala na dosedanji turizem v Spodnji Savinjski dolini. Tourism has in recent times become an increasingly important industry on a global scale, which is why Slovenia, as a tourist country, wants to offer a quality and diverse tourist offer to tourists. Natural and cultural beauties need to be nurtured and developed according to the local marketing story. Cities are trying to find new products and services that will be interesting for the tourist. This was done by the Lower Savinja valley with an extravagant idea about the Fountain of beer, Green Gold, which was realized in the autumn of 2016. The theoretical part focuses on the definition of tourist, tourism, tourist product and the impact of tourism on the economy, and in the empirical part we focus on the existing tourist offer of the Lower Savinja valley and tourist products of the Green gold brand. We conducted a survey to find out how many respondents know the existing tourist offer in the Lower Savinja Valley, what importance they attach to investment in tourism in the future and what impact they believe has the Green gold fountain on tourism. When processing the survey, we came to the conclusion that the fountain Green Gold is the most famous tourist product in Lower Savinja valley. Most respondents believe that investing funds in tourism is important and that the Green gold fountain has had a positive impact on the current tourism in the Lower Savinja Valley.

Strateško načrtovanje se ukvarja predvsem s priložnostmi, ki bi lahko organizaciji prine-slo daljše obdobje uspešnosti. Marketinški načrt je formalni pisni dokument, ki ga obi-čajne organizacije sprejemajo letno, uspešnejše pa ga prilagodijo daljšim ciklusom. Sestavljen je iz niza analiz in njihovih strateško opredeljenih ugotovitev, taktičnih ter operativnih opcij in izbir. Bistvo strateškega marketinga organizacije je doseganje kon-kurenčne prednosti. Stopnje strateškega marketinškega načrtovanja so tržno segmenti-ranje in določanje ciljnih trgov, oblikovanje strateških ciljev marketinga, oblikovanje temeljnih strategij marketinga, strateško pozicioniranje in oblikovanje osnov marketin-škega spleta. Podjetje DJI ima sedež v Shenzhenu, ki se pogosto šteje za kitajsko Silikonsko dolino in ima neposreden dostop do dobaviteljev, surovin in mladega ustvarjalnega talenta, ki je potreben za trajnostni uspeh. Na podlagi teh virov so leta 2006 zrasli iz ene majhne pisarne v mednarodno podjetje. DJI Mavic Pro je majhen, a močan dron in z njim se lahko delajo zelo dobri posnetki iz zraka. Dron je eden izmed najbolj sofisticiranih letal-nih kamer, ki jih ponuja to podjetje. Strategic marketing mainly deals with opportunities that could bring an organization a longer period of success. Marketing plan is a formally written document which is ac-cepted on a yearly basis by an average organization but successful ones make sure to adjust it so it would fit them for longer periods of time. It consists of a string of analysis and their findings about defined strategic, tactical and operational options and/or choices. The point of strategic marketing of an organization is to obtain a competitive advantage. Levels of strategic marketing’s planning are: market segmentation and de-termining target markets, designing strategic marketing objectives, designing basic marketing strategies, strategically positioning and creating the basics of the marketing web. Company DJI’s headquarters are in Shenzen, which is often referred to as Chinese Si-licon Valley. It has a direct access to suppliers, raw materials and young creative talent, which is necessary for a long term success. In 2006, because of the aforementioned resources, they managed to grew from a small office into an international company. DJI Mavic Pro is a small but strong drone with which you can make high quality record-ings in the air. In mid-flight Drone is one of the most sophisticated flying cameras that the company is offering.

Marketinški splet je skupek marketinških aktivnosti, ki ob dobri analizi in strategiji podjetju pomagajo pri uspešnem poslovanju. Sestavljen je namreč iz elementov, ki so med seboj tesno povezani in drug od drugega tudi odvisni. V teoriji zasledimo kar nekaj možnih kombinacij, od 4P pa do 15P. Najpogosteje pa uporabljamo 7P. V tem diplomskem projektu nas je konkretno zanimalo, kakšne so aktivnosti marketinškega spleta v finančni instituciji. Natančneje: cena, izdelek, ljudje, marketinško komuniciranje, marketinške poti, procesi in fizični dokazi. Te aktivnosti smo tudi v prvem delu opisali in razčlenili, kar nam je služilo kot osnova za nadaljevanje. V drugem delu diplomskega projekta pa je bil naš glavni cilj analizirati podatke, pridobljene s pomočjo intervjuja v izbrani finančni instituciji. S pomočjo intervjuja smo izvedeli, katere izdelke vse ponujajo, katere metode oblikovanja prodajne cene uporabljajo, kako svoje izdelke oglašujejo in pospešujejo prodajo, kako skrbijo za izobrazbo svojih zaposlenih, na katerih lokacijah po Sloveniji lahko najdemo njihove poslovalnice in kakšna je notranja oprema ter kako ugotavljajo želje potrošnikov. S pomočjo teh podatkov smo po točkah razčlenili marketinški splet finančne institucije. Marketing mix is a set of marketing activities, which with optimal analysis and strategies help the companies in their successful business. It consists of elements that are dependent on one another and are closely interconnected. In theory we can find several possible combinations - from 4P to 15P. Most commonly we use 7P combination. In the thesis we were particularly interested in defining the activities of marketing mix in a financial institution. More precisely: price, product, people, marketing communication, marketing channels, processes and physical evidence. In the first part, we have described and analysed these activities, which served us as a basis for further research. Our main goal in the second part of the thesis was to analyse the data obtained from interview in the selected financial institution. The results have shown us following facts about the institution: what products do they offer, what methods of pricing do they use, how do they promote their products, what is their sales promotion, how do they provide the education for their employees, how are the processes running within the company, at which locations in Slovenia can we find their offices, what is their interior furniture and how do they determine the wishes of consumers. Using the collected data, we have classified the marketing mix of the financial institution by points.

Prodaja predstavlja eno izmed najpomembnejših dejavnosti v podjetju, saj skrbi, da podjetje ustvari dobiček in sredstva za uspešno nadaljnje poslovanje. Kolikšno vrednost v podjetju ima prodaja, pa seveda kaže dobiček, ki ga bo podjetje doseglo bolj uspešni bodo pri prodaji, večji bo tudi dobiček. V podjetjih je pomembno, da izvajajo nadzor nad prodajno funkcijo, saj lahko le tako ugotovimo vzroke poslovanja z izgubo ali dobičkom, poiščemo napake in jih rešimo, izboljšamo in tudi odpravimo. Pri tem si pomagamo z vrednotenjem prodaje. Sales represent one of the most important branches of company or firm's activities because it attends to company's profit and finances required for a successful business. The place of sales in a certain company is an indicator of its success. Company's profit is increased if a company is successful in sales. It is important for companies to exercise control over the sales branch of company's activities because it can be an indicator of why a company is operating at a loss. By exercising the control, the defect can be discovered, solved, improved and eliminated.

Sodobno poslovanje se je s hitrim razvojem informacijsko-komunikacijske tehnologije in interneta drastično spremenilo. To je vplivalo tudi na razvoj marketinga, saj je splet postal pomemben prodajni kanal in nepogrešljiv del marketinškega komuniciranja. Tako se je pojavila nova veja marketinga spletni marketing. Vendar pa se zdi, da se strokovnjaki v spletnem marketingu s svojimi teorijami, novimi termini in inovativnimi pristopi na videz oddaljujejo od tradicionalnega marketinga, zato sem v tem diplomskem projektu preveril, ali metode spletnega marketinga temeljijo na spoznanjih tradicionalnega marketinga. V prvem delu sem predstavil teoretična izhodišča in metode raziskave marketinga, ki sem jih potem v drugem delu dopolnili s teorijo spletnega marketinga. V zadnjem delu sem teoretična spoznanja apliciral na praktični primer optimizacije prodajne spletne strani Concert Vienna, kjer sem z uporabo metod, kot so analiza sekundarnih podatkov, intervju in eksperiment, pokazal, v kolikšni meri so »tradicionalne« metode raziskave marketinga še vedno zelo aktualne v hitro se razvijajočem spletnem marketingu. Modern commerce has changed dramatically with the rapid development of information and communications technology. It also influenced the development of marketing as the Internet became an important marketing channel and now has a key role in marketing communication. Thus, a new branch of marketing emerged online marketing. It seems that online marketing professionals are moving away from traditional marketing and they are developing their own theories, new terms and innovative approaches. We are trying to show that methods used in modern online marketing derive from or are the same as in traditional marketing. In the first part we presented the theory of marketing research, followed by the theory of online marketing. Those were then applied to the practical example in optimizing the e-ticket web-shop Concert Vienna, using methods such as internal secondary data analysis, interview and experiment and demonstrated that methods of »traditional« marketing are still very much in use in the rapidly evolving online marketing.

Storitveni sektor je v drugi polovici dvajsetega stoletja v gospodarstvu pričel prevzemati pobudo in tako danes predstavlja steber razvitih ekonomij. Skladno z rastjo pomena storitev se je razvijal tudi turizem. Z leti se je sorazmerno z razvojem turizma na trg pričelo vključevati vse več organizacij, kar je zaostrilo konkurenco. Še vedno smo priča primerom, ko se organizacije ne zavedajo pomena marketinga, kaj šele pomena strateškega načrtovanja marketinga. V teoretičnem delu so podrobneje predstavljena izhodišča strateškega marketinškega načrtovanja. V drugem delu je predstavljen strateški marketinški načrt v konkretni potovalni organizaciji. V sklepnem poglavju so podane ugotovitve v vezi s strateškim marketinškim načrtom potovalne organizacije X. Izpostavljene so pozitivne lastnosti in na drugi strani pomanjkljivosti. Na podlagi pomanjkljivosti so podani predlogi za odpravo le-teh oziroma so opredeljene priložnosti. In the second half of the 20th century, the service sector started to take the initiative in the economy and today it represents the fundament of developed economies. In line with the growing service sector, tourism has also developed. Over the years, more and more organizations began participating in tourism sector, what was consequence of tourism development. All this led to an increasing competition in tourist sector. We are still witnessing cases where organizations are not aware of the importance of marketing and the importance of strategic marketing planning. In the theoretical part are described the points of strategic marketing planning. The second part presents a strategic marketing plan in a specific travel organization. The concluding chapter provides conclusions regarding the strategic marketing plan of travel organization X. Exposed are positive features and, on the other hand, defects. Based on deficiencies are made suggestions to eliminate these defects and convert them to opportunities.

Magistrsko delo opisuje proces optimizacije produktne skupine. V teoretičnem delu so opredeljeni produkti in produktne skupine. Na kratko je opisana umetna inteligenca in različni pristopi k reševanju problemov s poudarkom na optimizacijski metodi z uporabo roja delcev. Predstavljena je tudi conjoint analiza, njene značilnosti in priporočljiva izvedba. V praktičnem delu smo na realnem primeru iz podjetja Gorenje d. d. izvedli optimizacijo produktne skupine ter predstavili možne rešitve, kako doseči večji tržni delež. Najprej smo določili najpomembnejše atribute in ravni produktne skupine in z njim izvedli conjoint analizo, ter tako pridobili podatke, kako kupci vrednotijo določene atribute produktov oziroma njihovo koristnost. Dobljene podatke smo nato vstavili v algoritem optimizacijske metode ter opravili preračune. Master thesis describes the optimization of a product line. In the first part, we take a look at the theoretical background of what is a product, what is a product line and how can we optimize it with artificial intelligence. Furthermore, we described Conjoint analysis and the Particle swarm optimization method, because we will use it in the second part to optimize a product line. In the second part we described the current state of a market for Washing machines. Than we used Conjoint analysis to figure out the utility values for each level of four attributes, that we decided are important for the customers. With that, we could optimize the product line for Gorenje d. d. with particle swarm optimization.

Prodaja se dogaja povsod, vsak dan, tako v podjetjih kot tudi na domu. Je ena izmed pomembnejših funkcij podjetja, saj je od nje odvisen uspeh in konec koncev tudi obstoj podjetja na trgu. Želja podjetja, da stranki izdelek le proda, ni dovolj. Podjetje mora graditi na odnosu z njo in stremeti k temu, da obdrži zvestobo starih in si pridobi nove stranke. Zato mora podjetje nenehno načrtovati, spremljati in nadzorovati prodajne načrte. V diplomskem delu smo opredelili več definicij prodaje ter preučila funkcijo in pomen le-te. Ugotavljali smo pomembnost skrbnega načrtovanja prodaje in preučila proces načrtovanja prodaje, ki je sestavljen iz več korakov, pri čemer mora biti izveden vsak korak, saj bo le tako prodajni načrt pravilno sestavljen. Opredelili smo vsebino prodajnega načrta ter njegovo povezanost s celotno organizacijo. Opisali smo, katere vire je najbolje uporabiti pri pridobivanju informacij za izdelavo načrta in predstavila prednosti uporabe prodajnega načrta. Na podlagi konkretnega primera smo skušali izdelati prodajni načrt za izdelek v podjetju Daihen Varstroj. Pri tem smo upoštevali interne vire podjetja kot so razne analize izbranega trga. Nowadays, sales occur everywhere as in companies as at home. A sale is one from among others the most important function in companies and also the existence of the company depend on it. However, company must build a relationship with costumer and strive to retain loyalty of old costumers and obtain new ones. Therefore company must constantly plan, monitor and supervise sales planning. In the thesis we determined various definitions of the sale and we explored its function and meaning. We noted the importance of solicitous sales planning and we looked into the process of sales planning that is combined of several steps and the most important is that each step is carried out, so the sales planning is formatted correctly. We determined the content of sales planning and its connection with the entire organization. In thesis we described which sources can be keenly used in addition to get more information for production of planning and we also described advantages of using sales planning. Based on concrete case we produced sales planning for a product in the company Daihen Varstroj. We complied with internal sources of the company such as different analyses of a chosen market.

V diplomskem delu nas je zanimalo, kako se izvaja proces prodaje v podjetju Vulkanizacija Celje. V prvem delu smo opredelili prodajo, opisali, kaj so njene naloge ter kako se povezuje z ostalimi funkcijami v podjetju. Kasneje smo management prodaje razdelili na planiranje, organiziranje, nazdor in izvajanje prodaje in jih tudi opisali. Tretji del managementa prodaje, torej izvajanje prodaje, nam je nadaljevanju služil za osnovo pri praktičnem delu. V praktičnem delu smo na podlagi intervjuja, ki smo ga opravili z zaposlenim v podjetju Vulkanizacija Celje, opisali, kako poteka izvajanje prodaje v podjetju. Okvirno smo izvedeli, kako načrtujejo zaposlene v prodaji in s tem njihove cilje in strategije v zvezi s prodajnim osebjem, kako prodajno osebje organizirajo na podlagi strategije organizacije, od česa je odvisno število prodajnega osebja ter kako skrbijo za nagrajevanje. Poleg tega smo se pozanimali tudi o njihovem ravnanju z zaposlenimi v prodaji, tam pa smo izvedeli, kako iščejo in izbirajo prodajno osebje, kako skrbijo za njihov razvoj ter kako jih nadzorujejo in seveda tudi motivirajo. Cilj tega obiska je bil izvedeti, kako se zaposleni v prodaji soočajo s procesom prodaje in kako se v podjetju soočajo z organizacijo in izvajanjem zgoraj naštetih stvari. In the diploma thesis, we were interested in the sales process in the company Vulkanizacija Celje. In the first part of the thesis, we defined sales, described the tasks of sales and the connection to other functions in the company. We divided sales management into sales planning, sales organizing, sales control and sales execution, and we described each of them. Third part of sales management, which is sales execution, was the basis for the second part of the thesis, the practical part. In this part, we described the sales execution in the company Vulkanizacija Celje based on the interview with an employee of the said company. We learnt how they plan the employees in sales, what their goals and strategies connected to the sales staff are, how they organize the sales staff according to the organization strategy and what affects the number of the sales staff. We also learnt about their reward system. Furthermore, we inquired about their treatment of the sales staff, and we learnt how they search for and choose the sales staff, how they make sure they progress and how they control and motivate them. The goal of visiting the company was to discover how the sales staff members confront the sales process and how the employees confront the organization and execution of the aforementioned matters.

V projektni nalogi je prikazan celoten potek vgradnje male komunalne čistilne naprave za stanovanjsko hišo. Podana je teorija o odvajanju odpadne vode, malih čistilnih napravah ter o področjih brez javnega kanalizacijskega sistema. Po kategoričnem modelu izbora in ocenjevanja dobaviteljev je izbran najprimernejši dobavitelj, nato pa so podane vse zahteve, ki jih moramo upoštevati za nakup, predpripravo in vgradnjo čistilne naprave. Slikovno je prikazan celoten potek vgradnje. The thesis shows the complete building process of small communal wastewater treatment plant for a residential house. The theorie about waste water draining, small wastewater treatment plants and the areas without sewerage system are given. According to the categorical model of selection and evaluation of suppliers, the most suitable supplier is chosen and afterwards, all the demands needed for buying, preliminary preparation and installing wastewater treatment plant are presented. The whole building process is shown by in situ photos.

V diplomskem delu bomo obravnavali projekt mobilne male hidroelektrarne, za katere bomo najprej obravnavali sam razvoj in iskanje rešitev za razvoj izdelka z pomočjo PIP metode in z pomočjo QFD izsledkov, ki bodo v pomoč razvoju samem. V nadaljevanju bomo raziskali in zasnovali na primeru razvoja novega izdelka Mobilne male hidroelektrarne za podjetje K-TEH Boštjan Kremljak s.p. Primerjal bom samo zgodnje razvojne faze, PIP metode in deloma QFD metode. Izvedla se bo prva faza QFD metode in PERSONAS metoda PIP metodologije. V nadaljevanju diplomskega dela se bomo posvetili analizi tržišča in v zaključku diplomskega dela primerjali rezultate ter podal zaključno mnenje. In the diploma work we discussed the project of mobile small hydro power plants, for which we will first address himself to the development and the search for solutions for the development of the product with the help of the PIP methods and with the help of QFD to the findings, which will help the development of the site. Further on, we studied and designed to the case of the development of a new product of Mobile small hydro power plants for the company K-TEH Boštjan Kremljak s.p. Compare I'll just early development phase, the PIP methods and some of the QFD method. Carry out the first phase of the QFD method and the PERSONAS method PIP methodology. In the following thesis we will devote to analyzing markets and in the completion of the thesis compared the results and delivered the final opinion.

Zaradi dinamičnosti okolja so izdelki, ki ne doživijo spremembe, zelo ranljivi. Podjetja zaradi tega vedno znova težijo k razvoju novih izdelkov. S projektnim timom, zbranim pri Product innovation project, smo dobili nalogo razviti intuitivni sistem, ki bo uporabnikom izboljšal in olajšal vsakdanjo uporabo postelje. V diplomski nalogi je predstavljena pot od začetka projekta pa vse do končnega izdelka. Podrobneje so opisane vmesne stopnje in pasti, ki se pojavljajo pri razvoju novega izdelka, in njegovim prodorom na trg. Due to the environmental dynamism, products that do not undergo changes are very fragile. Therefore, companies constantly strive to develop new products. The project team gathered in Product Innovation Project was given the task to develop an intuitive system that will allow users to improve and facilitate the everyday use of the bed. In the thesis, we elaborated and presented the whole structure of our project, all the way from the beginning of the project to the final product. Moreover, working stages, as well as the pitfalls we faced, are described in more details.

Cilj vsakega podjetja je ohranjanje obstoječih porabnikov ter pridobivanje novih. Ključna dejavnika za dosego navedenega cilja sta zadovoljstvo in zvestoba porabnikov. Prodajno okolje je eden najpomembnejših dejavnikov, ki vplivajo na njihovo počutje in zadovoljstvo. Treba je torej proučiti, kakšno naj bo prodajno okolje, ki bo porabnikom všečno in se bodo vedno z veseljem vračali vanj The objective of every company is to maintain existing consumers and gain new ones. Key elements for achieving this objective are consumers’ satisfaction and loyalty. The sales environment is one of the most important factors that affect their well-being and satisfaction. It is therefore necessary to consider what kind of sales environment consumers prefer and are eager to return to. The theoretical part presents processes of perceiving a sales environment, which affect consumers before they enter a point of sale, and factors that affect them when they are already in a point of sale. Below we focus on the concept of satisfaction, and present models for measuring consumers’ satisfaction. In the conclusion of the theoretical part, we examine after-sales behaviour, which includes rumours, word of mouth, repeated purchase, consumer’s feedback, and loyalty. The primary purpose of the research is to verify hypotheses concerning the perception of factors in the environment, the importance of individual factors, satisfaction with individual factors, overall satisfaction with the sales environment, and the intention of after-sales behaviour.

V magistrskem delu ugotavljamo, da stanje energetike v družbi in nove tehnologije povzročajo spremenjen odnos, predvsem do porabe električne energije. Ukvarjanje s porabo električne energije je vplivanje na način življenja človeka in poslovanje podjetja. Zato se klasična energetika dopolnjuje z novimi tehnologijami in predvsem z novim poslovnim odnosom do odjemalcev, podjetij, inštitucij. To so poslovne priložnosti za podjetja v energetskem sektorju. Elektrodistribucijsko podjetje v Sloveniji ima dve področji poslovanja in dva kriterija uspešnosti, ki ju podjetje mora realizirati. Izvajanje distribucije električne energije, kjer je osnovni element kvaliteta dejavnosti, ki jo določa regulator, in poslovna uspešnost podjetja, kjer je kriterij poslovni rezultat ali donos, ki ga zahteva lastnik. Slednjega je mogoče doseči z razvojem tržnih dejavnosti in uspešnim marketingom novih energetskih izdelkov, storitev in tehnologij. V magistrskem delu smo se osredotočili na strateško marketinško načrtovanje v elektrodistribucijskem podjetju. Zanimali so nas koncepti in strategije marketinga v novih okoliščinah za razvoj tržnih dejavnosti. Kateri so obstoječi notranji potenciali ali konkurenčne prednosti za oblikovanje marketinških strategij. Novi energetski izdelki in storitve pomenijo predvsem določitev ciljnih skupin ali vrzeli na skupnem trgu odjemalcev. Podrobneje smo obravnavali položaj podjetja v zunanjem okolju in povezovanje s partnerji na novih energetskih trgih. V raziskovalnem delu smo analizirali marketing v petih elektrodistribucijskih podjetjih ter pridobili pomembna mnenja, ideje, predloge strokovnjakov za oblikovanje strateškega marketinškega načrtovanja, kar smo združili v model. Rezultati bodo v podporo menedžmentu pri določitvi ciljev in poslovnih odločitev na področju tržnih dejavnosti. World in which we live has largely changed attitudes to energy. Energy not only has the physical meaning of ability to work, the creation of life, but it has become mild with all the physical attributes and descriptions for marketing. The fact of social development is that energy resources are limited and technologies are being developed in the field of renewable energy, efficiency, rationalization of energy system. Emerging new products and services. In this master thesis, we find that the state of energy in society and new technologies cause changes in the attitude, especially the consumption of electricity. Dealing with the consumption of electricity is influencing the way of life and business. Therefore, the classical energy is complemented by new technologies and with new business relationships to customers, companies, institutions. These are business opportunities for companies in the energy sector. Electricity distribution company in Slovenia has two business areas and two performance criteria, which the company must realize. The operation of the electricity distribution, which is a basic element the quality of electricity supply defined by the regulator and business performance, where the criterion is the business result or return required by the owner. This can be achieved through the development of commercial activities and the successful marketing of new energy products, services and technologies. In this master thesis, we focused on strategic marketing planning in the electricity distribution company. We were interested in concepts and marketing strategies for development of commercial activities. What are the existing internal potentials or competitive advantages for designing marketing strategies. New energy products and services principally involve the determination of target groups, or gaps in the common market. We discussed in detail the situation of the company in the external environment and integration with partners on new energy markets. In research, we analyzed the marketing of five electricity distribution companies and gain important opinions, ideas, suggestions experts to design strategic marketing planning, which were combined in the model. The results will support the strategic management when defining the objectives and business decisions in the field of commercial activities.

Podjetja v današnjem poslovnem svetu stremijo k temu, da so v središču njihove pozornosti dobičkonosni odjemalci. Učinkovit in celovit menedžment odnosov z odjemalci (v nadaljevanju CRM) v podjetjih predstavlja ključen del strategije k odjemalcem usmerjenega podjetja. Povezanost med uporabo CRM in dobičkonosnostjo podjetij predstavlja glavno temo magistrske naloge, v kateri smo raziskali stanje na področju uporabe CRM v slovenskih podjetjih iz predelovalnih dejavnosti. Podjetja iz predelovalnih dejavnosti smo izbrali zato, ker so ta večinski predstavnik slovenskega izvozno usmerjenega gospodarstva in tekmujejo na globalnem trgu. Rezultati raziskave so tako postavljeni v mednarodni kontekst in uporabni za morebitne primerjave. V magistrski nalogi smo razložili koncept CRM, njegov zgodovinski razvoj in strukturo. Najprej smo natančno opisali štiri faze načrtovanja in izbire informacijske tehnologije CRM ter nato tri faze uvedbe in upravljanja informacijske podpore CRM. Predstavili smo analitični CRM, ki predstavlja zajemanje, skladiščenje in analiziranje podatkov o odjemalcih, in operativni CRM, ki predstavlja celovito avtomatizirano izvajanje aktivnosti z odjemalci na področjih osebne prodaje, podpore odjemalcem in podpore prodaji. Raziskali smo opredelitve uspešnosti poslovanja podjetja in načine merjenja uspešnosti poslovanja podjetja. Posebej smo proučili kazalnik uspešnosti »dobičkonosnost podjetja« in navedli študije o njegovi povezanosti s CRM. V empirični raziskavi smo izhajali iz podatkov o skupni dobičkonosnosti 500 po poslovnih prihodkih v letu 2014 največjih podjetij iz predelovalnih dejavnosti. Ugotovili smo, da je med njimi 398 podjetij, ki v obdobju 2010−2014 niso imela skupne izgube, torej so v tem obdobju izkazovala čisti dobiček in so predstavljala podmnožico dobičkonosnih podjetij. Izvedli smo zbiranje podatkov z uporabo spletnega vprašalnika in pridobili informacije o uporabi CRM, področjih uporabe CRM, izvajanju aktivnosti CRM, ki smo jih prej prepoznali s fokusno skupino, in deležu stroškov za izvajanje marketinških aktivnosti v prihodkih podjetja. V magistrski nalogi smo potrdili obstoj povezave med uporabo CRM in dobičkonosnostjo slovenskih podjetij iz predelovalnih dejavnost. Hkrati smo potrdili tudi obstoj povezave med številom področij uporabe CRM in dobičkonosnostjo podjetij med številom področij uporabe CRM in deležem stroškov za izvajanje marketinških aktivnosti v prihodkih podjetja. Nowadays in the business world, companies aim to have profitable customers in the centre of their attention. Efficient and comprehensive customer relationship management (hereinafter CRM) in the company represents a crucial part of the customer-oriented company strategy. The connection between the employment of CRM and a company’s profitability represents the main topic of the Master’s thesis. In the thesis we analysed the state in the field of CRM employment in Slovenian companies from the manufacturing industry. We chose companies from this industry, since they are majority representatives of the Slovenian export-oriented economy and are competing on the global market. The results of the research are thus placed within an international context and useful for potential comparisons. In the Master’s thesis, we explained the concept of CRM, its historical development and structure. Initially, we thoroughly described four phases of planning and selection of CRM informational technology and then three phases of the introduction and management of the CRM informational support. We presented the analytical CRM, which represents gathering, storing and analysing of data about customers, and the operative CRM, which represents comprehensive automated execution of activities with customers in the fields of personal sales, customer support and sales support. We analysed the definition of the company’s performance and ways to measure it. We particularly studied the success indicator “company’s profitability” and stated the studies about its link with CRM. In the empirical research we originated from data about total profitability of the 500 largest companies from the manufacturing industry according to their income in 2014. We found 398 companies among them, which did not show a total loss in the period 2010-2014 meaning they showed a net profit and represented a subset of profitable companies. We collected data with the use of an online questionnaire and gathered information about the employment of CRM, fields of CRM employment, CRM activities, which we recognized in the focus group, and the share of costs for marketing activities within the company’s income. In the thesis, we confirmed the existence of a link between the employment of CRM and the profitability of Slovenian companies from the manufacturing industry. At the same time we confirmed a link between the number of fields, where CRM is being employed, and the profitability of companies and between the number of fields, where CRM is being employed, and the share of costs for marketing activities within the company’s income.

Za uspešno delovanje organizacije je nujno poznavanje in preučevanje vedenja porabnikov. Porabniki se odločijo za nakup izdelka na osnovi zaznanih potreb oziroma problemov. Od izdelka pričakujejo, da bo zadovoljil njihove potrebe oziroma rešil njihov problem. Da lahko ponudnik oblikuje izdelek, ki bi ustrezal porabniku, mora poznati dejavnike, ki vplivajo na njihove nakupne odločitve. Namen magistrske naloge je bil proučiti dejavnike izbire , ki vplivajo na nakup frotirastih brisač ter ugotoviti katerim dejavnikom porabniki na slovenskem trgu pripisujejo največjo pomembnost. Zanimalo nas je tudi ali obstajajo razlike v pomembnosti dejavnikov izbire pri nakupu, kadar se kupec odloča za nakup za lastne potrebe oziroma kadar se odloča za nakupa za darilo. V raziskavi nas je zanimalo tudi ali obstajajo razlike med dejavniki izbire pri individualnih kupcih in pri organizacijah. V teoretičnem delu magistrske naloge smo s pomočjo domače in tuje literature predstavili proces nakupnega odločanja, vrste nakupnega odločanja, stopnje v procesu nakupnega odločanja ter podrobneje opisali dejavnike izbire pri nakupu. V empiričnem delu magistrske naloge smo opravili raziskavo pomena dejavnikov izbire pri nakupu frotiraste brisače s pomočjo anketnega vprašalnika. Rezultati raziskave so podali vpogled v pomembnost posameznik dejavnikov izbire pri nakupu frotirastih brisač pri individualnih kupcih in pri organizacijah. Vsako podjetje bi se moralo zavedati pomembnosti proučevanja dejavnikov izbire pri nakupu, saj poznavanje le teh lahko predstavlja pomembno izhodišče pri oblikovanju njihovih trženjskih strategij. Podjetje mora porabniku ponuditi to kar si želi in kar v največji meri zadovolji njegovo potrebo oziroma reši problem. RESEARCH OF FACTORS PURCHASING TERRY TOWELS

Različni dejavniki v okolju in tudi znotraj samih izobraževalnih organizacij so privedli do padanja števila vpisanih študentov. Izvajalci izobraževalnih storitev se z nastalimi razmerami različno soočajo. Ena od možnosti, ki jim je na voljo, so tudi na osnovi dobro zasnovanih strateških načrtov izpeljane promocijske akcije. Izhodišče za pripravo strateških načrtov promocije je seveda poznavanje razmer na trgu, lastnih prednosti in slabosti ter ciljnih skupin. V teoretičnem delu smo zato najprej predstavili pojem, pomen in proces strateškega marketinga v izobraževanju, in sicer od strateške analize in diagnoze, strateškega načrtovanja marketinga do izvajanja in nadzora. Podali smo teoretična izhodišča za segmentiranje in določanje ciljnih trgov in segmentiranje umestili v okvir strateškega marketinga. V empiričnem delu smo predstavili rezultate primarne raziskave. V raziskavo smo vključili redne in izredne študente treh izobraževalnih organizacij s sedežem v Celju, ki izvajajo študijske programe ekonomske smeri z različnimi stopnjami končne izobrazbe na dodiplomskem študiju. Na osnovi načina študija smo a priori oblikovali šest segmentov. Pri zbiranju podatkov smo se odločili za kvantitativno metodo anketiranja. Kot tehniko anketiranja smo izbrali osebno anketiranje, ki smo ga izvedli novembra 2015 in januarja 2016. V empirični del raziskave smo vključili 389 pravilno izpolnjenih vprašalnikov. Podatke smo statistično obdelali in analizirali s pomočjo programske opreme SPSS, verzija 20.0. V raziskavi smo opravili opisno oziroma deskriptivno analizo, analizo variance in (multiplo) diskriminantno analizo. Z deskriptivno analizo smo prikazali osnovne značilnosti vzorca in spremenljivk, na primer frekvence, deleže, povprečne vrednosti in standardne odklone. Z analizo variance smo preverili enakost povprečij štirih skupin odvisnih spremenljivk – demografskih, socioekonomskih, psihografskih in vedenjskih – glede na neodvisno spremenljivko način študija. S tem smo dobili informacije, ali so razlike v povprečjih odvisnih spremenljivk statistično značilne (oziroma ali jih lahko posplošimo na populacijo, ki jo proučujemo). Najprej smo z izrisom histogramov preverili, ali se odvisne spremenljivke normalno porazdeljujejo, nato pa preverili enakost oziroma homogenost varianc z Levenovim testom. Glede na dobljene rezultate Levenovega testa smo preizkus enakosti povprečij izvedli s pomočjo Welchovega testa. Ker nas je zanimalo, med katerimi segmenti prihaja do statistično značilnih razlik, smo v nadaljevanju opravili post hoc Tukeyjev test. Najprej smo iskali statistično značilne razlike med segmentoma rednih in izrednih študentov znotraj posamezne izobraževalne organizacije, nato med dvema izobraževalnima organizacijama oziroma njihovimi pari. Z (multiplo)diskriminantno analizo smo želeli ugotoviti, po katerih odvisnih spremenljivkah se opredeljeni segmenti najbolj razlikujejo. Najprej smo z Boxovim M-testom preverili enakost variančno-kovariančnih matrik. Nato smo določili relativno pomembnost diskriminantnih spremenljivk in koeficient kanonične korelacije ter statistično značilnost diskriminantnih spremenljivk. Sledil je izračun korelacijskih koeficientov med diskriminantnimi in merjenimi spremenljivkami. Na osnovi rezultatov opravljenih analiz smo opravili primerjavo med segmenti in potrdili le eno od treh hipotez, ki so se nanašale na pojav statistično značilnih razlik glede treh skupin spremenljivk med segmenti znotraj izobraževalnih organizacij. Segmenti študentov se statistično značilno razlikujejo glede na vedenjske spremenljivke znotraj posamezne izobraževalne organizacije. Na drugi strani smo potrdili vse hipoteze, ki so se nanašale na pojav statistično značilnih razlik glede štirih skupin spremenljivk med segmenti med izobraževalnimi organizacijami. Various factors in the environment and also within the educational institutions have led to the decline in the number of students enrolled. Providers of educational services have been coping with the situation differently. One of the options available to them are promotional campaigns based on well-designed strategic plans. The starting point for the preparation of strategic promotional plans is, of course, knowledge of the market situation, the strengths and the weaknesses of your institution as well as of the target groups. The theoretical part presents the concept, the importance and the process of strategic marketing in education, ranging from strategic analysis and diagnosis, strategic marketing planning to implementation and monitoring. We have given the theoretical bases for the segmentation and the identification of target markets and incorporated the segmentation into the framework of strategic marketing. The results of primary research are presented in the empirical part. The study included regular and part-time students of the three educational institutions located in Celje, conducting courses of economics with different degrees of education at the undergraduate level. Based on the kind of study, we theoretically formed six segments. When collecting data, we decided on a quantitative survey method. As a technique of interviewing we chose a personal survey, which was conducted in November 2015 and January 2016. In the empirical part of the research we included 389 correctly completed questionnaires. The data were statistically processed and analyzed by SPSS software, version 20.0. In this study we performed a descriptive analysis, the analysis of variance and (multiple) discriminant analysis. By means of the descriptive analysis we have presented the basic characteristics of the sample and variables such as frequency, shares, average values and standard deviations. An analysis of variance checked the equality of averages for four groups of dependent variables – a demographic, a socio-economic, a psychographic and a behavioral variable - according to the independent variable the kind of study. In this way we got the information, if differences in the averages of the dependent variables were statistically significant (or whether they could be generalized to the population under investigation). We first drew the histogram to check whether the dependent variable is normally distributed, then we checked the equality and homogeneity of variances with Levenov´s test. Based on the results of Levenov´s test we performed the test of equality of averages using Welch´s test. Since we were interested among which segments the statistically significant differences occur, we conducted the Tukeyev´s post hoc test. First of all we were looking for statistically significant differences between segments of regular and part-time students within each educational organization, then between the two educational organizations or their pairs. The (multiple) discriminant analysis was to determine at which dependent variables the defined segments differ most. First, we checked the equality of the variance- covariance matrix by means of Box´ M-test. Then we determined the relative importance of the discriminant variables and canonical correlation coefficient and statistical significance of the discriminant variables. What followed was the calculation of correlation coefficients between the discriminant and the measured variables. Based on the results of the analyzes we conducted a comparison between the segments and confirmed only one of the three hypotheses, which are related to the occurrence of statistically significant differences between the three groups of variables between segments within educational organizations. We confirmed all hypotheses that are related to the occurrence of statistically significant differences regarding the four groups of variables between the segments between educational organizations.

V diplomski nalogi je predstavljena tematika uporabniške izkušnje spletnih aplikacij za področje gradbeništva. Zanimalo nas je kakšne konkurenčne prednosti zagotavljajo dobre uporabniške izkušnje spletnih gradbenih aplikacij z vidika trženja. Uvodoma, v teoretičnem delu, so predstavljene splošne značilnosti koncepta uporabniške izkušnje v spletnih aplikacijah. Spletne aplikacije obravnavamo kot končni produkt oziroma izdelek in raziskujemo, kako uporabniška izkušnja (pozitivno in negativno) vpliva na uspešnost izdelka. V drugem delu diplomskega dela se osredotočamo na uporabniško izkušnjo spletnih gradbenih aplikacij v praksi, predstavljeni so primeri dobrih praks ter tudi tisti, ki kar kličejo po spremembah in izboljšavah. Predstavljeni so primeri načrtovanja spletnih aplikacij in marketinške aktivnosti, ki so potrebne za dostop do končnih uporabnikov. In this diploma thesis the topic of user experience of web applications for AEC domain and its marketing process is explored. Competitive advantages of providing a good user experience of web applications in terms of marketing and ROI are researched. Initially, in the theoretical part, the general features of user experience of the web applications are presented. The goal of this part is to determine how can user experience impact on the web application performance (positive to negative impact). In the second part of the thesis, a survey of web applications in AEC domain and evaluation of their user experience is presented. The presentation also includes recommendations for improvement. The thesis is concluded with the summary of online marketing activities, which are needs to be considered in the planning stage in order to reach end-users.

Naloga se v teoretičnem delu ukvarja z marketingom vina in s trgom vinske embalaže, v empiričnem delu pa specifično s sekundarno embalažo za vino in s segmentiranjem odjemalcev, ki so dovzetni za nakup ustekleničenega vina v izbrani sekundarni embalaži. Zgodovina proizvodnje vina je stara 9.000 let, danes pa je vino popularno po celem svetu – svetovna letna poraba znaša več kot 240 milijonov hektolitrov. Vsi zgodovinski dokazi in najdbe, ki jih poznamo o vinu, so vezani na posodje, v katerem so naši predniki hranili vino kar govori o neločljivi povezanosti vina in embalaže, v kateri se le-ta skladišči, transportira in prodaja. Prodajno embalažo za vino delimo na primarno (steklenica, čep, nalepka) in sekundarno (škatle, ovitki, vrečke). Trenutno na trgu materialov prevladujejo steklo in pluta ter karton in les. Ker je steklo težko, pri transportu ustvari velik ogljični odtis. Proizvajalci so zato predstavili alternativno lažjo embalažo za vino, ki je izdelana iz obnovljivih materialov, kot so PET, tetrapak, bag-in-a-box in polipropilen. Pri pregledu znanstvenega korpusa smo ugotovili, da pred dvajsetimi leti raziskovalna disciplina “trženje vina / vinski marketing” sploh ni obstajala. Danes pa smo samo v zvezi z nakupnimi navadami odjemalcev vina v nalogi lahko povzeli več kot 100 znanstvenih in strokovnih člankov. Ugotovili smo, da se trženjski splet za vino značilno ne razlikuje od trženjskega spleta za druge izdelke. Poleg priročnosti je najpomembnejša lastnost embalaže za vino, da deluje kot medij prenosa sporočila med proizvajalcem in kupcem vina. Razumevanje odjemalcev in zadovoljevanje njihovih potreb sta bistvena za uspešen marketing. Različni ljudje imajo različne potrebe in narobe bi bilo, če bi vse obravnavali enako. Rešitev je v segmentiranju in iskanju homogenih skupin odjemalcev, ki so dovzetni za marketing in nakup podobnih izdelkov. Na praktični ravni za podjetje velja, da se uspešna segmentacija izvede z minimalnimi možnimi resursi, izkaže pa se z učinkovito marketinško strategijo, ki doseže željene tržne deleže in prinaša dobiček. V nalogi smo pripravili smernice oz. protokol izvedbe segmentacijske raziskave. Po izvedeni segmentacijski analizi tehnološko-finančnih, demografskih in socialno-psiholoških dejavnikov, ki vplivajo na nakup vina na Primorskem, smo ugotovili, da je vino v sekundarni embalaži smiselno segmentno tržiti zgolj glede na namen nakupa oz. glede na rabo (izpostavljamo nakup vina v leseni sekundarni embalaži za osebna in poslovna darila). Alternativna embalaža pri nas niti pri vinarjih, niti pri odjemalcih še ni dobro poznana in sprejeta. Oboji prisegajo na klasične materiale, kar je značilno za t. i. stari evropski vinski svet. Specifično za sekundarno embalažo velja, da gre za zelo nišni trg – še vedno se največ vina proda zgolj v primarni embalaži. Nekoč je pri mleku in mlečnih izdelkih kot embalaža prevladovalo steklo, danes je drugače. Si lahko predstavljamo, da bomo v prihodnosti v alternativni embalaži kupovaili tudi vino? Novi vinski svet (ZDA, Avstralija, Rusija, Čile) zanimanje za alternativo že kaže. The theoretical part of the thesis examines the wine marketing and wine packaging sectors, while the empirical part presents a segmentation analysis of Slovenian wine consumers. The art of wine making is at least 9,000 years old. With annual global consumption of over 240 million hectoliters, wine has become one of the most popular adult beverages on the shelves. The fact that most of recorded history of wine making is closely linked to the vessels in which our ancestors stored the beverage shows the utmost importance that packaging has played in the industry over the eons. There are two main types of wine packaging components: primary (bottle, cap, label) and secondary (boxes, sleeves, bags). Currently, among primary wine packaging materials, glass and cork are the norm, while the secondary packaging market is dominated by cardboard and wood. However, due to its weight and specific manufacturing process, glass packaging creates a substantial carbon footprint. This is why wine professionals are exploring renewable alternatives, such as PET, tetrapak, bag-in-a-box, and polypropylene. Having reviewed recent academic corpus, we have discovered that twenty years ago a research discipline "wine marketing" did not even exist. Contrastingly, at the date of writing this paper, we were able to locate more than 100 scientific papers on the topic of wine consumers’ purchasing habits alone. We have discovered that the marketing mix for wine is not significantly different from the marketing mix for other products. Apart from being convenient, wine packaging's most important feature is the fact that it acts as a communication medium between wine makers and buyers. Understanding customers and meeting their needs are the key elements of successful marketing. Different people have different needs, and it would be wrong if all consumers are approached in the same way. The solution lies in segmenting the market and finding homogeneous groups of consumers who are willing to purchase similar products. Successful segmentation can be carried out at minimum costs. It can help develop an effective marketing strategy, which, in turn, can help to achieve the desired market share and profit levels. One of the practical results of our thesis is a set of guidelines for wine professionals on implementation of a well-balanced segmentation analysis. In the empirical part of the thesis, we offer an example of the segmentation analysis of Slovenian wine and wine packaging market. We considered technological, financial, demographic and socio-psychological factors that affect wine purchasing in Slovenia's Primorska region. Results show that secondary wine packaging is a niche market, as majority of wine is sold in primary packaging only. At present, the only viable segment that secondary wine packaging can penetrate is based on wine purchase intention and wine usage (buying wine in a wooden secondary packaging for personal and corporate gifts is one example). Unfortunately, we have also found that the knowledge about alternative wine packaging is low among wine producers and wine purchasers. Both groups still believe that classical materials work best for wine packaging, which is in line with other similar studies and is typical for the so-called ‘Old Wine World’ (i.e. Europe). People once firmly believed that milk and many other dairy products can only be sold in glass packaging, yet today PET and tetrapak prevail in the dairy packaging sector. Can we imagine the future in which wine will be sold in such packaging as well? The New Wine World (USA, Australia, Russia, Chile) already is already showing an increasing interest in such alternatives.

V Skupini stroka.si se zavedamo, da uspešno poslovanje podjetja temelji predvsem na razvojno usmerjenih zaposlenih, ki želijo ponotranjiti naše poslanstvo zagotavljanja hitrih in učinkovitih rešitev ter uresničiti naše poglavitno vodilo: skrb za zadovoljstvo naših odjemalcev. Razvoj in poslovanje podjetja gradimo v skladu z vizijo IT ljudem in si prizadevamo za razvoj partnerskega odnosa s svojimi odjemalci. V ta namen imamo razvito službo za zadovoljstvo strank, kjer strokovno usposobljeni zaposleni vsakodnevno opravijo klice zadovoljstva in s tem spremljajo in merijo zadovoljstvo naših odjemalcev. Le s sprotnim spremljanjem in preverjanjem se lahko oblikujejo določeni ukrepi, s katerimi se lahko ob morebitnem izraženem nezadovoljstvu odjemalcev pravilno postopa. Iz zadovoljnih odjemalcev se razvijejo zvesti odjemalci, kar za podjetja predstavlja kapital. V diplomskem delu teoretično in praktično obravnavam temo o zadovoljstvu odjemalcev. V teoretičnem delu sem opredelila pojma zadovoljstvo in zvestoba ter njune povezave z dobičkom podjetja. Predstavljam tudi podjetje, kjer sem zaposlena, Skupino stroka.si. To podjetje se zelo dobro zaveda nuje zadovoljnih odjemalcev za uspešno poslovanje podjetja na vedno bolj konkurenčnem trgu ponudnikov informacijskih rešitev. Praktičen del diplomske naloge vsebuje raziskavo zadovoljstva odjemalcev v obravnavanem podjetju. Raziskava je bila izvedena z enim najbolj pogosto uporabljenih orodij za spremljanje in merjenje zadovoljstva odjemalcev, z anketo. Z anketnim vprašalnikom sem ugotovila, da so odjemalci Skupine stroka.si večinoma zadovoljni oziroma zelo zadovoljni s strokovnostjo, podporo in rešitvami. Odjemalce sem ločila po spolu in potrdila svojo hipotezo bolj zadovoljnih moških odjemalcev. Iz rezultatov raziskave sledi predstavitev odgovorov. Na koncu sem podala dva predloga za izboljšanje tistih dejavnikov, ki sta se pri merjenju zadovoljstva uvrstila najslabše. We at Group stroka.si are very much aware a successful business is primarily based on developmentally-directed employees who wish to personalise our vision of delivering fast and effective solutions. Our main goal is to satisfy our clients. Development and business are built according to the vision »IT to the people«, therefore we try to establish a partnership with our clients. For this purpose we have developed customer service, where highly-qualified individuals perform calls they check and measure customer satisfaction. Only by constant checking and gathering information certain actions for dealing with an unsatisfied customer can be performed. To develop a long term partnership, clients have to be satisfied and that is our main equity. This diploma paper treats customer satisfaction theoretically and empirically. In theoretical part, I have defined the concept of satisfaction and loyalty, thus their connection to company's profit. I have also presented Stroka.si, which is very much aware of the meaning of satisfied customers for a successful business on today's competitive IT market. In practical part, I have focused on customer satisfaction survey and its analysis. By gathering and analysing all the data I established that our clients are satisfied or even very satisfied with our proficiency, support and solutions. I have divided customers according to gender and have confirmed my hypothesis of male customers being more satisfied than female customers. Results follow in the presentation of answers. In the end I have added two suggestions for improvement of factors, that were rated lowest in measuring customer satisfaction.

Razvojna agencija Slovenske gorice d.o.o. deluje v javnem interesu na območju zahodnega dela Slovenskih goric, ki nima izrazitih razvojnih primerjalnih prednosti. Območje ima zlasti zaradi naravnih lepot in bogate kulturne dediščine določen turistični potencial, ki nudi številne razvojne priložnosti, vendar so te premalo zaznane in izkoriščene. Kot razvojna organizacija se stalno srečujemo s številnimi izzivi območja. To ni posebej prepoznavno niti v slovenskem, kaj šele v širšem evropskem prostoru. Ker so prisotni nekateri večji industrijski obrati in ker ljudje dnevno delovno migrirajo v bližnjo Avstrijo, ima območje relativno nizko brezposelnost. Zaradi vsega tega, skupaj z nizkimi bivanjskimi stroški in skromnostjo tukajšnjega prebivalstva, se tvorijo okoliščine, ki zahtevajo veliko dodatne stimulacije za razvoj novih poslovnih idej in dejavnosti, še posebej, ker so te vsaj v svojem začetku povezane s precejšnjo stopnjo tveganja. Za te izzive smo razvili in na trg uvedli novo turistično storitev, ki smo jo poimenovali Agatine skrivnosti. V tem diplomskem delu želim opisati razvoj in uvedbo konkretne nove storitve ter s strokovno in kritično presojo utemeljiti ali zavreči pravilnost izhodišč in aktivnosti s trženjskega vidika. V nadaljevanju pa želim identificirati alternative nadaljnjega razvoja te storitve. RASG is acting in the public interest in the western part of Slovenske gorice, with no distinct developmental comparative advantages. The area has a certain tourist potential due to the natural beauty and rich cultural heritage that offers numerous development opportunities. But these are insufficiently perceived and utilized. As a development organization we are constantly facing many challenges of the area. This area is not particularly distinctive nor in Slovenian, let alone the wider European area. Due to some large industrial plants and commuter flows in nearby Austria there is a relatively low unemployment. Together with low subsistence costs and modesty of the local population, this forms a set of circumstances that requires a lot of additional stimulation for the development of new business ideas and activities, especially since they are at least in its beginning connected with a significant degree of risk. To meet these challenges, we have developed and introduced to the market a new tourist service, which we named Agata’s secrets. In this thesis, I would like to describe the development and introduction of specific new service, and professional and critical assessment base or discard the correctness of the positions and activities from the marketing perspective. In the following, I want to identify alternatives to the further development of this service. Keywords: tourism potential, sustainable facilities, lack of recognition, hospitality

V zadnjem času so v družbi vedno bolj pomembne nevladne organizacije (v nadaljevanju NVO), saj se lotevajo storitev in problematike, s katerimi se vladne in profitne organizacije ne znajo oziroma ne zmorejo ukvarjati. NVO so organizacije, ki delujejo v splošno korist vseh državljanov, njihov temeljni namen ni ustvarjanje dobička, ki bi povečeval premoženje lastnikov oziroma članov. Ob vsej tej poplavi NVO je težko prepričati porabnike, sponzorje in donatorje, za katero organizacijo se naj odločijo. Zato v nevladnem sektorju vedno bolj narašča pomen strateškega načrtovanja marketinga, ki ob pravilni izvedbi in organizaciji zagotovi maksimalno stroškovno učinkovitost in uspeh. V diplomski nalogi smo v teoretičnem delu predstavili strateški marketing in strateško načrtovanja marketinga ter spoznali posamezne faze procesa načrtovanja. V nadaljevanju smo definirali NVO, njihovo poslanstvo, vizijo, financiranje ter pridobitno in nepridobitno dejavnost znotraj NVO. V praktičnem delu smo predstavili dve NVO in proces strateškega načrtovanja marketinga v teh dveh organizacijah. Na koncu smo navedli še ugotovitve praktičnega dela naloge. increasingly important in the society, because they tackle services and issues with which the government and profit-making organizations are not able or cannot deal with. NGOs are organizations that operate in the general interest of all citizens, their fundamental purpose is not to generate profit that would increase property of owners or members. With all this flood of NGOs, it is difficult to convince consumers, sponsors, and donors for which of the organizations they should decide. Therefore, in the non-governmental sector is increasing the importance of the strategic planning of marketing that, in the correct performance and organization, ensures maximum cost-effectiveness and success. In the theoretical part of the diploma thesis we presented the strategic marketing and strategic planning of marketing, and learned about the different phases of the planning process. Furthermore, we defined NGOs, their mission, vision, funding, profit and non-profit activity within NGOs. In the practical part presented two NGOs and the process of strategic planning of marketing in these two organizations. In the end we stated findings of practical work of the thesis.

V diplomskem delu smo preučevali vlogo informacijske tehnologije na področju internega marketinga. V teoretičnem delu smo preučili koncept in filozofijo internega marketinga, konvencionalne in sodobne paradigme ter cilje in dejavnosti internega marketinga. V praktičnem delu diplomske naloge smo obravnavali Skupino stroka.si, podjetje Stroka produkt, d. o. o., ki je specializirano za hitre in učinkovite informacijske (IT) rešitve za organizacije in ki vse svoje rešitve, ki jih ponuja na trgu, najprej implementira pri sebi. Predstavili smo, katera informacijska orodja so implementirali v internem marketingu, kakšne so osnovne funkcionalnosti teh orodij in kakšno dodano vrednost so prinesle podjetju. Med prikazi dejanske uporabe orodij v praksi smo ugotovili, kakšno vlogo ima informacijska tehnologija pri izvajanju dejavnosti internega marketinga. Prišli smo do sklepa, da ima informacijska tehnologija pomembno vlogo pri vzpostavljanju, ohranjanju, nadgrajevanju in vzdrževanju dolgoročnih odnosov med zaposlenimi in podjetjem, se pa moramo zavedati, da je temelj marketinških odnosov zaupanje, do katerega pa lahko pridemo le ob popolnem spoštovanju pravil recipročnosti in hkratni menjavi notranjih in zunanjih vrednosti. The graduation thesis examines the role of information technology in the field of internet marketing. The theoretical part examines the concept and philosophy of internet marketing, conventional and modern paradigms as well as the goals and activities of internet marketing. The practical part of the thesis examines the group Skupina Stroka.si, the company Stroka produkt LTD, which specialises in fast and effective IT solutions for organisations and implements all its solutions which it offers on the market in its own company first. It presents which informational tools they implemented in internet marketing, the basic functions of these tools and what added value they brought the company. During presentations of the actual use of the tools in practise we found what role information technology has in implementing the activities of internet marketing. The thesis reaches the conclusion that informational technology has an important role in setting up, maintaining, upgrading and preserving long-term relationships between employees and the company we have to be aware that the basis of marketing relationships is trust which can be reached only through completely respecting the rules of reciprocity and at the same time exchanging internal and external values.

Sejmi že od nekdaj veljajo za izredno učinkovito orodje tržnega komuniciranja in tudi dandanes, v dobi skokovitega porasta elektronskih medijev, ne izgubljajo na pomenu. Še več, trženjsko naravnana podjetja se čedalje bolj zavedajo njihovega doprinosa tako k doseganju strateških ciljev podjetja kakor tudi kratkoročnih in dolgoročnih prodajnih ciljev. Pomembno prispevajo k povečanju prodaje, pritegnitvi novih kupcev, prepoznavnosti podjetja in utrditvi blagovne znamke ter omogočajo direkten vpogled v stanje panoge ter konkurence. V diplomski nalogi poskušam na kratko opisati tržno komuniciranje kot element trženjskega spleta podjetja ter podrobneje osvetliti sejme kot enega izmed njegovih najpomembnejših orodij. Poleg tega sem želela raziskati, zakaj se v današnjem poslovnem svetu kljub sodobnim cenejšim in množičnejšim orodjem, sejmom še vedno pripisuje tako pomembno vlogo in katere dejavnike mora podjetje upoštevati, če želi, da bo njegov nastop na sejmu uspešen. V analitičnem delu sem na primeru podjetja Gostol-Gopan, d.o.o. Nova Gorica, ki je v svetovnem merilu eno vodilnih podjetij v projektiranju in izdelavi opreme ter celovitih rešitev za srednje velike in velike pekarne, prišla do ugotovitve, da je zavedanje o pomembnosti nastopov na sejmu ter pravilna izpeljava vseh potrebnih aktivnosti s tem v zvezi, ključna za uspešnost sejemske predstavitve. Fairs have always been considered an extremely effective tool of marketing communication as well as today, in the era of the explosion of electronic media, do not lose in importance. Moreover, marketing-oriented companies are more and more aware of their contribution to achieving both strategic goals of the company as well as short and long term sales objectives. They contribute significantly to rise in sales, they attract new customers, strengthened the company and brand recognition and enable a direct insight into the situation in the branch and competition. In this thesis I try to briefly describe the marketing communication as an element of the marketing mix of companies and further illuminate the fairs as one of its most important tools. Moreover, I wanted to explore why in today's business world, despite cheaper and more mass modern tools, fairs are still being attributed such an important role and which factors a company should consider, if it wants to make his appearance at the fair successful. In the analytical part, on the case of the company Gostol-Gopan, d.o.o. Nova Gorica, which is one of the worlds leading companies in the design and manufacture of equipment and integrated solutions for medium and large bakeries, I came to the conclusion, that being aware of the importance of fair appearances as well as the correct performance of all necessary activities in this regard, it is the key to the success of fair presentations.