NEW APPROACHES IN SALES PROMOTION

Glavna naloga vsakega podjetja je preko marketinških aktivnosti zadovoljiti porabnika in posledično usvariti dobiček. Da podjetje dobiček ustvari mora na trgu s potencialnimi porabniki in javnostjo tudi primerno komunicirati. Podjetja se za ustvarjanje dolgoročnih odnosov s svojimi kupci poslužujejo najrazličnejših oblik oglaševanja, pospeševanja prodaje, odnosov z javnostjo in publicitete. Medtem, ko so ostala orodja namenjena predvsem grajenju blagovne znamke, je pospeševanje prodaje orodje, ki rezultura takojšen učinek. Razmere se na trgu se zaradi konkurenčnosti med podjetji in zasičenosti trga z izdelki še dodatno zaostrujejo. Z namenom, da bi podjetje doseglo čim boljše prodajne rezultate skušajo tržniki izpeljati prodajno pospeševalne aktivnosti, ki so drugačne, nove, prilagojene načinu življenja modernega porabnika. V komunikacijski splet podjetja vse bolj vključujejo digitalno komponento, ki jim omogoča, da so njihove aktivnosti individualizirane, prizadevajo si dvosmerno komunikacijo in vzajemni odnos.The primary task of any business is to use marketing to satisfy customers and in turn generate profit. Communicating with such consumers and the general public is essential for a company to turn a profit on the market. In order to establish long-lasting relationships with their customers, companies employ the widest possible range of methods of advertising, accelerating sales, and of forming and nurturing public relations and publicity. While other tools are intended primarily at building a brand, accelerating sales is a tool that returns an immediate result. Due to fierce competition and saturation on the goods market, conditions are becoming ever worse. In hopes of their company achieving the best possible sales results, marketers try to introduce activities to accelerate sales that are new, fresh, and tailored to the lifestyle of the modern consumer. A digital component is being increasingly added to companies’ communication networks, allowing them to individualize their activities, engage in two-way communication, and foster mutual relationships