[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.kcms.cz\/co-je-hlavni-podstatou-marketingove-komunikace\/#Article","mainEntityOfPage":"https:\/\/www.kcms.cz\/co-je-hlavni-podstatou-marketingove-komunikace\/","headline":"Co je hlavn\u00ed podstatou marketingov\u00e9 komunikace?","name":"Co je hlavn\u00ed podstatou marketingov\u00e9 komunikace?","description":"Firmy se sna\u017e\u00ed prost\u0159ednictv\u00edm marketingov\u00e9 komunikace z\u00e1kazn\u00edky p\u0159edev\u0161\u00edm informovat, p\u0159esv\u011bd\u010dovat, ale tak\u00e9 upom\u00ednat. Poskytuj\u00ed jim tak informace o aktu\u00e1ln\u00ed nab\u00eddce […]","datePublished":"2020-10-16","dateModified":"2023-05-03","author":{"@type":"Person","@id":"https:\/\/www.kcms.cz\/author\/#Person","name":"","url":"https:\/\/www.kcms.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/2a487990a452554e9d027cbab96c6e6e6d3b119f22a2b3fb9e2bcb7e021cd643?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/2a487990a452554e9d027cbab96c6e6e6d3b119f22a2b3fb9e2bcb7e021cd643?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"kcms.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.kcms.cz\/wp-content\/uploads\/img_a309215_w2045_t1520195711.jpg","url":"https:\/\/www.kcms.cz\/wp-content\/uploads\/img_a309215_w2045_t1520195711.jpg","height":0,"width":0},"url":"https:\/\/www.kcms.cz\/co-je-hlavni-podstatou-marketingove-komunikace\/","about":["Podnik\u00e1n\u00ed"],"wordCount":438,"articleBody":" Firmy se sna\u017e\u00ed prost\u0159ednictv\u00edm marketingov\u00e9 komunikace z\u00e1kazn\u00edky p\u0159edev\u0161\u00edm informovat, p\u0159esv\u011bd\u010dovat, ale tak\u00e9 upom\u00ednat. Poskytuj\u00ed jim tak informace o aktu\u00e1ln\u00ed nab\u00eddce produkt\u016f \u010di slu\u017eeb, p\u0159esv\u011bd\u010duj\u00ed je k n\u00e1kupu a p\u0159ipom\u00ednaj\u00ed jim, pro\u010d by si m\u011bli kupovat pr\u00e1v\u011b jejich produkty. Marketingov\u00e1 komunikace spot\u0159ebitel\u016fm ukazuje, jak a pro\u010d je v\u00fdrobek pou\u017e\u00edv\u00e1n, kde se d\u00e1 pou\u017e\u00edvat, kdo by jej m\u011bl pou\u017e\u00edvat a kdy. Rovn\u011b\u017e v\u0161ak umo\u017e\u0148uje spojen\u00ed vlastn\u00ed zna\u010dky s ur\u010dit\u00fdmi lidmi, ud\u00e1lostmi, z\u00e1\u017eitky, pocity \u010di v\u011bcmi. D\u00edky tomu tak dok\u00e1\u017ee p\u0159isp\u00edvat k hodnot\u011b zna\u010dky a utv\u00e1\u0159\u00ed si tak svou jedine\u010dnou image. Marketingovou komunikace lze ch\u00e1pat: \u00b7 V \u0161ir\u0161\u00edm pojet\u00ed \u2013lze si pod pojmem marketingov\u00e1 komunikace p\u0159edstavit ve\u0161kerou pl\u00e1novanou i nepl\u00e1novanou komunikaci ve v\u0161ech bodech kontakt\u016f organizace se sou\u010dasn\u00fdmi i potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky (obal produktu, vn\u00edm\u00e1n\u00ed zna\u010dky, cena, distribu\u010dn\u00ed m\u00edsta, reklama, chov\u00e1n\u00ed zam\u011bstnanc\u016f, tradice organizace apod.). \u00b7 V u\u017e\u0161\u00edm pojet\u00ed \u2013lze ch\u00e1pat marketingovou komunikaci jako prvky marketingov\u00e9ho komunika\u010dn\u00edho mixu. C\u00edle marketingov\u00e9 komunikace \u2013 \u00b7 Poskytnout informace \u2013t\u00fdkaj\u00edc\u00ed se p\u0159edev\u0161\u00edm dostupnosti ur\u010dit\u00e9ho produktu, informace o spole\u010dnosti, o cen\u011b, apod. \u00b7 Vytvo\u0159it a stimulovat popt\u00e1vku \u2013\u00fasp\u011b\u0161n\u00e1 komunika\u010dn\u00ed podpora m\u016f\u017ee zv\u00fd\u0161it popt\u00e1vku a prodejn\u00ed obrat bez nutnosti cenov\u00fdch redukc\u00ed. \u00b7 Diferenciace produktu, firmy \u2013dovoluje daleko v\u011bt\u0161\u00ed volnost v marketingov\u00e9 strategii, hlavn\u011b v cenov\u00e9 politice. P\u0159edpokladem je dlouhodob\u00e1 komunika\u010dn\u00ed aktivita, kter\u00e1 u\u010d\u00ed z\u00e1kazn\u00edky unik\u00e1tn\u00edm vlastnostem produkt\u016f \u010di firem samotn\u00fdch. \u00b7 D\u016fraz na u\u017eitek a hodnotu produktu \u2013kombinace vlastnost\u00ed u\u017eitku a hodnoty, kter\u00e9 obvykle reprezentuj\u00ed proslul\u00e9 zna\u010dky, oprav\u0148uj\u00ed \u0159adu v\u00fdrobc\u016f stanovit \u010dasto a\u017e ne\u00fam\u011brn\u011b vysok\u00e9 ceny pr\u00e1v\u011b za produkty, kter\u00e9 na nov\u011b se vytv\u00e1\u0159ej\u00edc\u00edm trhu zat\u00edm nemaj\u00ed tak tvrd\u00e9 konkuren\u010dn\u00ed prost\u0159ed\u00ed. \u00b7 Stabilizace obratu \u2013nepravidelnost v pr\u016fb\u011bhu roku znamen\u00e1 pro v\u00fdrobce \u010di distributora tlak na zvy\u0161ov\u00e1n\u00ed v\u00fdrobn\u00edch, skladovac\u00edch a dal\u0161\u00edch n\u00e1klad\u016f, co\u017e lze prost\u0159ednictv\u00edm marketingov\u00e9 komunikace eliminovat. \u00b7 Vybudovat a p\u011bstovat zna\u010dku \u2013p\u0159edstaven\u00ed osobnosti zna\u010dky, vytvo\u0159en\u00ed pov\u011bdom\u00ed o zna\u010dce, pos\u00edlen\u00ed znalosti zna\u010dky, ovlivn\u011bn\u00ed postoje z\u00e1kazn\u00edk\u016f ke zna\u010dce. \u00b7 Pos\u00edlen\u00ed firemn\u00edho image \u2013vy\u017eaduje jednotnou a konzistentn\u00ed komunikaci firmy v dlouh\u00e9m obdob\u00ed.                                                                                                                                                                                                                                                                                                                                                                                        4.4\/5 - (13 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Co je hlavn\u00ed podstatou marketingov\u00e9 komunikace?","item":"https:\/\/www.kcms.cz\/co-je-hlavni-podstatou-marketingove-komunikace\/#breadcrumbitem"}]}]