MARKETING OF FOREIGN EXCHANGE TRADING

Diplomska naloga obravnava trženje storitev, natančneje, trženje valutnega trgovanja. Danes se vse več srečujemo z različnimi oblikami varčevanja, zavarovanja in investiranja, med katerimi so nekateri načini bolj in drugi manj poznani. V Sloveniji je valutno trgovanje dokaj neznana oblika investiranja, ki ji večina ljudi še ne zaupa. Ravno zaradi tega nas je zanimalo poznavanje in pripravljenost potencialnih strank za vlaganje sredstev v tovrstne storitve. V začetnem poglavju je opisan teoretični del trženja storitev. Nadalje je predstavljeno valutno trgovanje, njegovi sestavni deli ter potek delovanja trženja forex-a. V raziskavi smo ugotavljali predvsem prepoznavnost ter vidik potencialnih uporabnikov teh storitev, obenem pa sta nas zanimala tudi mnenje in odnos ljudi do vseh vrst varčevanja in investiranja kapitala. Z omejitvijo okolja na kranjsko regijo smo prikazali delež ozaveščenosti, pripravljenost investiranja v valutno trgovanje in stopnjo zaupanja v investiranje za omenjeno regijo. S pomočjo ankete smo pridobili pomembne podatke, ki smo jih lahko v nadaljevanju interpretirali in grafično prikazali, z njimi pa tudi dobili odgovore na zastavljena raziskovalna vprašanja.The subject of graduate thesis is marketing of service or more precisely, marketing of foreign exchange value trading. Nowadays various forms of saving, insurance and investment, some of them being more known than the others, are widespread. In Slovenia foreign exchange value trading is mostly unknown form of investment which has not been trusted by most people yet. Due to this fact our main focus of interest has been the knowledge and willingness of our potential customers to invest their funds into the above mentioned services. The introductory chapter of the graduate thesis describes the theoretical part of marketing of service. Furthermore foreign exchange value trading, its integral parts and the system of forex marketing are presented. The purpose of the research has mostly been their recognition and the information regarding who the potential users of these services would be, whereas on the other hand we were also interested in common people’s opinion and attitudes towards all forms of savings and the investment of people’s funds. By limiting the field work to the region of Kranj we have shown the percentage of awareness, the willingness for investing into foreign exchange value trading and the rate of trust into investing in the above mentioned region. Thus the questionnaire has shown us important information we were able to interprete and present graphically further on, whereas on the other hand we also got the answers to the previously set research questions