POSPEŠEVANJE PRODAJE V PODJETJU MIP DML D.O.O. - Flisar, Mateja (M. Flisar, 2010)
Diplomska naloga je namenjena predstavitvi pospeševanja prodaje kot enega od orodij, ki pridobivajo na pomenu pri trženjskem načrtovanju. Pospeševanje prodaje pokriva pestro število kratkoročnih orodij za spodbujevanje porabniških trgov, trgovine in prodajnega osebja same organizacije. Načrtovanje pospeševanja prodaje zahteva opredelitev ciljev pospeševanja prodaje, izbor orodij, razvoj, vnaprejšnje preizkušnje in samo izvedbo programa pospeševanja prodaje in ovrednotenje rezultatov. V teoretičnem delu diplomske naloge je predstavljeno pospeševanje prodaje, njeni vzroki za nastanek, cilji ter prednosti in slabosti, s katerimi se srečujejo na tržišču. V praktičnem delu pa je prikazano pospeševanje prodaje v podjetju MIP DML d.o.o. MIP DML d.o.o. je podjetje, ki se ukvarja s pospeševanjem izdelkov več blagovnih znamk, kar omogoča, da se pospeševalci prodaje tega podjetja dnevno srečujejo z vsemi mogočimi možnostmi na trgu. Cilj podjetja MIP DML je, da z lastno blagovno znamko ostanejo najpomembnejši slovenski proizvajalec v mesnopredelovalni industriji. SUMMARY This diploma paper is intended for presenting the sales promotion as one of the tools that are gaining significance in market planning. Sales promotion covers a wide selection of short-term tools for stimulation of consumer markets, commerce, and sales staff within the organization itself. The planning of sales promotion covers defining the objectives of sales promotion and their development, the selection of necessary tools, pre-testing and implementing the sales promotion program itself, and evaluating the results. The theoretical part of the diploma paper describes the idea behind sales promotion, the reasons for its beginnings and its objectives, and also advantages and disadvantages which we are facing in the marketplace. The practical part shows the sales promotion in the company MIP DML d.o.o. MIP DML d.o.o. is a company which deals with sales promotion of products from various trademarks. This allows the sales promoters of this company to be exposed to all possible options in the marketplace. The goal of MIP DML is to remain the most important Slovenian manufacturer in meat processing industry.