MARKETING COMMUNICATION ON EXHIBITION ACTIVITIES IN CASE OF TENZOR LTD.

Komuniciranje med organizacijami predstavlja pomemben del marketinga podjetja. Podjetje se mora zavedati nekaterih posebnosti medorganizacijskega marketinga, da bi lahko bilo pri tem še uspešnejše. Kadar podjetje poskuša osvojiti tudi tuje trge, predstavlja sejem kot instrument marketinškega komuniciranja pomembno vlogo. Podjetja imajo različne razloge, zakaj se odločijo za nastop na sejmu, vsekakor je ta eden izmed njih. Učinkovitost nastopa na sejmu se začne že s pripravami in je odvisna od kakovosti sejemskih aktivnosti tako pred sejmom kot med njim in po njem. V magistrski nalogi smo opredelili značilnosti in posebnosti medorganizacijskega komuniciranja ter njegovih instrumentov. Podali smo tudi ključne razlike med komuniciranjem na medorganizacijskih in potrošniških trgih. Prav tako smo opredelili teoretična izhodišča sejma kot instrumenta marketinškega komuniciranja na medorganizacijskem trgu. Analizirali smo sejemske aktivnosti v podjetju Tenzor d.o.o. ter sejemski nastop podjetja na sejmu EuroCIS 2013. Na podlagi analize in ugotovljenih pomanjkljivosti sejemskih aktivnosti v podjetju smo podali nekatere izboljšave na področju sejemskih aktivnosti pred sejmom, med njim in po njem. Predlogi izboljšav bi po našem mnenju pripomogli k učinkovitejšemu nastopu podjetja na sejmih.Business-to-business communication is an important part of company\u27s marketing. In order to be successful, a company must be aware of some special features of business-to-business marketing. When a company is trying to conquer foreign markets, fair as an instrument of marketing communications plays an important role. Even though companies have different reasons why they choose to perform at the fair, this is definitely one of them. The effectiveness of performance at the fair begins with preparation and depends on the quality of the fair activities both before and during and also after the fair. In the thesis we define the characteristics and peculiarities of business-to-business communication and its instruments. We also describe the key differences between business-to -business communication and business-to-consumer communication. Plus, we identify the theoretical foundations of the fair as an instrument of marketing communications in an B2B market. We analyse the fair activities in Tenzor Ltd. and the company’s fair presentation at the fair EuroCIS 2013. Based on the analysis and identified deficiencies of the fair activities in the company, we give possible improvements of fair activities before, during and after the fair. The suggestions for improvements would in our opinion contribute to a more efficient performance of the company at trade fairs