SALES PROMOTING METHODS

Podjetja morajo danes, zaradi neprestanega boja s konkurenco, izbrati najbolj optimalen način tržnega komuniciranja. Pri izbiri morajo upoštevati izdelek, ceno in prodajne poti. Vse večjo pomembnost izbiri tržnega komuniciranja, podjetja pripisujejo zato, ker je tržno komuniciranje v zadnjem času postalo za preživetje podjetja prava nujnost. S tem, ko se je povečal pomen tržnega komuniciranja, pa se je povečal tudi pomen pospeševanja prodaje. Gre za temeljni instrument tržnega komuniciranja, zato si danes težko predstavljamo podjetje, ki tega instrumenta ne bi uporabljalo in poslovalo uspešno. Namen pospeševanja prodaje je posredno ali neposredno vplivati na večjo prodajo, kar dosežemo s pozitivnim vplivanjem na kupčevo mnenje. S povečanjem prodaje podjetje doseže prodajne cilje, ki si jih določi pred samimi akcijami pospeševanja prodaje.Nowadays companies must choose the most appropriate form of market communication, because of the constant battle with the competition. When making this decision, it is necessary to consider the product, the price and the distribution channel. The role of market communication is growing, because it is becoming indispensable for survival of a company. With the growing role of market communication, we can also notice the growing significance of sales promotion. Sales promotion is a basic instrument of market communication, that is why we can hardly imagine a company, which does not use this instrument and still be successful. The purpose of sales promotion is to directly and indirectly influence increased product sale by a positive influence on costumer opinion. By increasing the sales, the company can achieve planned sales goals, which had been defined, before the sales promotion begun