SALES PROMOTION IN CRISIS

Trg je poln neugodnih dejavnikov, ki so posledica aktualne kriz. Danes je potrebno trg preučiti in se mu prilagoditi. Le tako lahko namreč podjetje ostaja na trgu. Pospeševanje prodaje je zbirka orodij, katerih namen je spodbuditi odjemalce k hitrejšemu, večjemu ali ponovnemu nakupu. Lahko gre tudi motiviranje in spodbujanje prodajnega osebja k bolj agresivni prodaji. Namen pospeševanja prodaje je torej posredno ali neposredno vplivati na hitrejšo in povečano prodajo blaga, z namenom doseči načrtovane prodajne cilje. Kriza, prisotna od leta 2008, je prizadela večino gospodarstev in ima močan vpliv na pospeševanje prodaje. Zaradi aktualne krize se je spremenil obseg izvajanja pospeševanja prodaje, prav tako so zaradi krize nastale nove metode pospeševanja prodaje. Kriza je tudi razlog, da nekatere metode pospeševanja prodaje niso več aktualne oziroma jih je bilo potrebno prilagoditi trenutnemu stanju na trgu.As a result of the current crisis, market is filled with disadvantageous factors. Nowadays it\u27s necessary to examine the market and conform. Only then the company can successfully stay on the market. Sales promotion is a collection of tools designed to encourage consumers to a faster, bigger and repetitive purchase. It is also a motivation and encouragement for the staff to sell more aggressively. The purpose of sales promotion is therefore to directly or indirectly encourage a faster and increased selling of goods to achieve the planned sales target. The crisis has affected most economies since 2008 and has a strong impact on sales promotion. The scope of sales promotion has changed as a result of the crisis, there are also new methods of sales promotion arising. The crisis is also the reason for some methods of sales promotion to become irrelevant or had to be adapted to the current market situation