ATTITUDES OF SLOVENIAN COMPANIES TO USE EMAIL AS A MEANS OF MARKETING COMMUNICATION

Namen diplomske naloge je bilo raziskati odnos slovenskih podjetij do uporabe elektronske pošte, kot enega izmed načinov tržnega komuniciranja. Danes predstavlja elektronska pošta najbolj razširjen način komunikacije zaradi svoje hitrosti, nižjih stroškov in zmožnosti pošiljanja na daljavo. Zamenjala je klasično pismo saj je veliko boj prijetna za pogovor kot običajna papirnata sredstva saj samo sporočilo hitro potuje od pošiljatelja do prejemnika. Podjetja, ki se danes ukvarjajo s prodajo izdelkov in storitev so se znašla v razmerah, ko ni dovolj samo pridobivati nove kupce, ampak ohranjati tudi stare. Zavedati se morajo, da stari kupci za njih predstavljajo neprecenljivo vrednost, zlati v razmerah zrelega trga, za katerega je značilna nizka rast prodaje vseh ponudnikov na trgu ter v katerem je pridobivanje novih kupcev povezano še z večjimi stroški. Tukaj bi bilo vredno, da podjetja razmislijo zakaj so izgubila svoje zveste kupce saj bi le na podlagi teh ugotovitev lahko zmanjšala odstotek odpadnikov in hkrati zmanjšala stroške za ohranjanje nujnega števila kupcev in s tem posledično povečala odstotek svojih rednih kupcev.The purpose of this work was to investigate the relationship of Slovenian companies to use electronic mail as one of the ways of marketing communication. Today, email is the most common method of communication because of its speed, lower cost and capacity of transmission distance. Replaced the traditional letter to as many fight nice to talk like a normal paper as the only means of quick communication travels from sender to recipient. Companies that are currently engaged in selling products and services find themselves in situations where there is not enough just to acquire new customers, but also keep the old. They should be aware that the loyal customers they represent outstanding value, the gold in a mature market conditions, characterized by low growth in sales of all providers in the market, in which the acquisition of new customers are connected with higher costs. Here it would be worthwhile to consider why the company lost its loyal customers since it would be on the basis of these findings may reduce the percentage of dissent, and simultaneously reduce costs to maintain the necessary number of customers and consequently increase the percentage of their regular customers