THE USE OF CONSUMER BEHAVIOUR KNOWLEDGE IN PRODUCT PROMOTION

Stalna konkurenca \u27\u27sili\u27\u27 podjetja, da se vsakodnevno izboljšujejo in skušajo biti boljši od konkurence. Pri tej nalogi jim je v veliko pomoč promocija izdelkov v povezavi s poznavanjem vedenja porabnikov. Podjetje bo uspešno samo v primeru, da bodo porabniki z njihovimi izdelki zadovoljni. To zadovoljstvo lahko dosežejo s poznavanjem porabnikov, predvsem s poznavanjem njihovih potreb in želja. Ko svoje porabnike spoznajo, lahko njihovim lastnostim primerno oblikujejo tudi promocijo svojih izdelkov tako, da se bodo v njej prepoznali. V diplomskem seminarju smo se lotili analize marketinškega komuniciranja, procesa komuniciranja ter analize promocijskih orodij. Dotaknili smo se tudi področja analize izdelka in njegove vloge v marketinškem komuniciranju. Po začetni analizi smo se lotili uporabe poznavanja porabnikov v oglaševanju, kjer smo spoznali osnovne značilnosti pozicioniranja znamke izdelka, demografskega ciljanja ter uporabe apelov. Vsa področja smo podkrepili tudi s primeri oglaševanja iz prakse. V zadnjem delu smo se lotili še uporabe poznavanja vedenja porabnikov pri osebni prodaji, kjer smo se osredotočili na skupine, saj vsak posameznik pripada neki skupini, ki jo spoštuje in ji zaupa. Pri osebni prodaji je poznavanje skupin, ki jim porabniki pripadajo pomembno, saj tako prodajalec prilagodi svoje predstavitve njihovim značilnostim in s tem poveča uspešnost same prodaje.Continued competition from companies required to improve their work daily, and try to be better than the competition. In this task, product promotion and consumer behaviour knowledge are very helpful. The company will be successful only in the case that consumers are setisfied with their products. This satisfaction can be achived with consumer behaviour knowledge, especaily with knowledge of their needs and desires. When the companies get to know their consumers, their characteristics, they will be able to develop that kind of promotion that consumers will recognize themselfs in it. In the graduate seminar we started the analysis of marketing communication, communication process and analysis of promotional tools. We also analyses areas of product and its role in marketing communications. After an initial analysis we have embarket on awareness of consumers in advertising, where we learn the basic characteristics of the product positioning, the use of demographic targeting and use of apeals. All fields are substantiated by examples from the practice of advertising. On last part we analysed the use of consumer bahaviour knowledge in personal sales, where we focus on the groups, because each individual belongs to a group that he respect and trust. For personal sale, knowledge of groups is important so the seller can adjust his presentation to characteristisc of the group and with that increase thier own sales performance