MARKET RESEARCH AND MARKETING MIX OF SERVICE ACTIVITY

Trženje je ena od najpomembnejših vezi med podjetjem in njegovim okoljem. Od trženja je odvisen razvoj in obstoj podjetja, zato moramo veliko pozornosti nameniti analizi trga ter snovanju strategije. Podjetje je uspešno le, če mu uspeva prodajati svoje izdelke oziroma storitve. Diplomska naloga je razdeljena na dva dela: teoretičnega in raziskovalnega. V teoretičnem delu je predstavljeno trženjsko raziskovanje, splošna opredelitev storitev, trženjski splet 7xP storitvene dejavnosti, prepoznavnost trga, strategija trženja ter segmentacija trga in izbira ciljnih trgov. V raziskovalnem delu diplomske naloge so prikazani rezultati anketiranja, ki je bilo izvedeno v Kamniku in njegovi okolici. Na koncu diplomske naloge smo odgovorili na zastavljena raziskovalna vprašanja.Marketing is one of the most important bounds between a company and its environment. Marketing affects development and existence of a company, therefore one need to give a lot of attention to market analysis and strategy development. A company can be successful only if it manages to sale its products and services. The thesis is divided into two parts: theoretical and empirical. The theoretical part presents marketing research, general definition of services, marketing mix 7xP of services activities, market recognisability, marketing strategy and market segmentation and choice of aim markets. The research part of the diploma thesis shows the results of the survey that has been done in Kamnik and in its surroundings. The final part of the thesis answers the stated research questions