Title VERBALNA I NEVERBALNA KOMUNIKACIJA U PRODAJI
Title (english) VERBAL AND NONVERBAL COMMUNICATION IN SALES
Author Dragana Škorić
Mentor Marko Šostar (mentor)
Committee member Berislav Andrlić (predsjednik povjerenstva)
Committee member Marko Šostar (član povjerenstva)
Committee member Anton Devčić (član povjerenstva)
Granter Polytehnic in Pozega (Social department) Požega
Defense date and country 2020-09-25, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics
Abstract Tema ovog rada je verbalna i neverbalna komunikacija u prodaji. Prodaja se bazira na činjenici kako svi vole kupovati, ali nitko ne želi da mu se prodaje. No, aktivnim slušanjem i promatranjem kupca možemo kontrolirati tijek prodaje. Stoga nam služi neverbalna komunikacija, što povezuje verbalnu poruku na ciljnu zadaću – uspjeh prodaje. Komunikacija je proces odašiljanja i primanja poruka. Komuniciramo i razmjenjujemo informacije, misli, osjećaje, želje, stavove, vrijednosti i sl.
... More Komunikacija se sastoji od pošiljatelja odnosno primatelja poruke (jednog ili više njih). Ako poruke idu u jednom smjeru, od pošiljatelja k primatelju, radi se o jednosmjernoj komunikaciji. Kada se poruke tijekom razgovora konstantno izmjenjuju, od pošiljatelja k primatelju i obratno, radi se o složenoj komunikaciji. Temeljni elementi komunikacije su: izvor ili pošiljatelj, poruka, mediji, kodiranje i dekodiranje, primatelj te učinci komunikacije. Verbalna komunikacija je izraz za komunikaciju koja se odvija riječima: izgovorenim, pisanim ili potpisanim. Dijeli se na čitanje, govorenje, slušanje i pisanje. Neverbalna komunikacija u velikoj mjeri otkriva osjećaje i misli govornika. Kontakt očima, izraz lica, geste, držanje tijela, udaljenost i ton glasa govore o prirodi odnosa među sudionicima u procesu komunikacije. Učinkovita prodaja izrazito je važna za ekonomski rast i razvoj društva. Prodaja pruža zadovoljenje ljudskih potreba, a prodavač je taj koji može povećati potražnju proizvoda. Potrošač je osoba koja posjeduje novac i volju za kupnju proizvoda i usluga. Faze u procesu odlučivanja u kupnji su: spoznaja problema, traženje informacija, procjena alternativa, odluka o kupnji i ponašanje nakon kupnje. Na kraju su prikazani rezultati provedenog istraživanja i dan je zaključak o prosječnoj osobi u kupovini s obzirom na njeno obraćanje pažnje na verbalnu i neverbalnu komunikaciju prodavača tijekom prodaje proizvoda. Less
Abstract (english) The topic of this paper is verbal and nonverbal communication in sales. The sale is based on the fact that everyone loves to buy, but no one wants to be sold to. But by actively listening and observing the customer, we can control the flow of sales. Therefore, we use non-verbal communication, which connects the verbal message to the goal - the success of sales. Communication is the process of sending and receiving messages. We communicate and exchange information, thoughts,
... More feelings, desires, attitudes, values, etc. Communication consists of the sender or recipient of the message (one or more of them). If the messages go in one direction, from sender to receiver, it is a one-way communication. When messages are constantly exchanged during a conversation, from sender to recipient and vice versa, it is a complex communication. The basic elements of communication are: source or sender, message, media, encoding and decoding, receiver and the effects of communication. Verbal communication is a term for communication that takes place in words: spoken, written or signed. It is divided into reading, speaking, listening and writing. Nonverbal communication largely reveals the feelings and thoughts of the speaker. Eye contact, facial expression, gestures, posture, distance, and tone of voice speak to the nature of the relationship among the participants in the communication process. Effective sales are extremely important for economic growth and development of society. Sales provide satisfaction of human needs, and the seller is the one who can increase the demand for the product. A consumer is a person who has the money and the will to buy products and services. The stages in the purchasing decisionmaking process are: understanding the problem, seeking information, evaluating alternatives, making a purchase decision, and behaving after the purchase. Finally, the results of the research are presented and a conclusion is given about the average person in shopping with regard to their attention to the verbal and nonverbal communication of the seller during the sale of the product. Less
Keywords
komunikacija
neverbalna
verbalna
prodaja
Keywords (english)
communication
nonverbal
verbal
sales
Language croatian
URN:NBN urn:nbn:hr:112:839191
Study programme Title: Specialist professional graduate study of Trade Business Study programme type: professional Study level: specialist graduate Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
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Created on 2022-07-05 10:09:10