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Marketing Essay

3595 words - 15 pages

Sodr`ina

Predgovor................................................................................................................. str.2
Voved vo promotivnite aktivnosti.................................................................... str.3
Komunikaciski proces.......................................................................................... str.4
Elementi na promotivniot miks......................................................................... str.5
Ekonomska propaganda........................................................................................... str.5
Unapreduvawe na proda`bata ili proda`na promocija................................ str.9
Odnosi so ...view middle of the document...

Vo nego se pravi obid nakratko da se analizira upravuvaweto so promotivnite aktivnosti od strana na finansiskite institucii - bankite, od aspekt na na~elata koi se izu~uvaat vo ovoj predmet.
Istovremeno vo zaklu~ocite se davaat i nasoki vo koj pravec bi trebalo da se razvivaat promotivnite aktivnosti.

I. VOVED VO PROMOTIVNITE AKTIVNOSTI

Esencija na marketingot e kreirawe kupuva~i t.e. konsumenti na proizvodi ili uslugi, {to se ostvaruva preku kreirawe soodvetna ponuda na sopstvenite uslugi, vrz osnova na prethodnite soznanija od istra`uvaweto na marketingot.
Cel i zada~a na soodvetna marketing-politika ne mo`e da bide ni{to drugo osven kreirawe preferencija za sopstvenite proizvodi-uslugi. Kreiraweto preferencija e dotolku pozna~ajno za finansiskite institucii, kade doverbata ima neprocenlivo zna~ewe.
Eden od najzna~ajnite faktori na kreirawe preferencija e sekako promocijata, koja opfa}a aktivnosti i procesi na informirawe i komunicirawe na pazarot, odnosno site sredstva vo marketing-spletot, ~ija uloga e persuasivnata komunikacija. [1]
Promocijata e zna~aen marketing element vo bankarstvoto, nezavisno dali stanuva zbor za pazarot na fizi~ki lica, ili za korporativen pazar.
Pome|u najva`nite celi na promocijata mora da bide kreiraweto na doverba.Doverbata mo`e da proizleze od interakciite „~ovek na ~ovek” , i/ili od nepersonalni,simboli~i prezentacii.
Evidentno e deka promocijata ja generira “pojavnata forma” na marketingot na bankata. Promocijata ja opfa}a masovnata depersonalizirana ekonomska propaganda , kako i metodite na odnosi so javnosta i publicitetot i ostanatite vidovi personalizirani i depersonalizirani vidovi komunikacija, kakvi {to se unapreduvawe na proda`bata,li~nata proda`ba i direktniot marketing.
Promocijata e pazarna komunikacija , i kako takva pretstavuva dvonaso~en proces. Dvonaso~nosta , odnosno interaktivnosta e tokmu i su{tinskiot element na distinkcija pome|u proda`nata i marketing orienatacijata.
Spored pove}e marketing avtori , promocijata se sostoi od slednite elementi [2]: ekonomska propaganda ; unapreduvawe na proda`bata; odnosi so javnosta i publicitet; li~na proda`ba ; direkten i interaktiven marketing.

II. KOMUNIKACISKI PROCES

Sovremeniot marketing podrazbira dvonaso~na komunikacija na subjektite na pazarot.
Komunikacijata mo`eme da ja definirame i kako proces preku koj informaciite se razmenuvaat pome|u individuite, preku voobi~aen sistem na simboli, znaci ili odnesuvawe.
Komunikaciskiot proces  opfa}a {est elementi, i toa:
1. Komunikator-izvor na komunikacijata (banka);
2. Kodirawe na porakata, idejata ili faktot koj treba da se prenese do celnata javnost. Kodiraweto zna~i transformirawe na idejata vo odredeno sredstvo na komunikacija, kako na primer TV spot, radio spot, pe~aten oglas i sli~no;
3. Transfer na porakata so dva klu~ni elementa: transfer i medium, preku koj se...

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