[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.ace-cr.cz\/mezinarodni-marketingova-komunikace-a-jeji-odlisnosti\/#Article","mainEntityOfPage":"https:\/\/www.ace-cr.cz\/mezinarodni-marketingova-komunikace-a-jeji-odlisnosti\/","headline":"Mezin\u00e1rodn\u00ed marketingov\u00e1 komunikace a jej\u00ed odli\u0161nosti","name":"Mezin\u00e1rodn\u00ed marketingov\u00e1 komunikace a jej\u00ed odli\u0161nosti","description":"Marketingov\u00e1 komunikace \u2013 lze ji ch\u00e1pat ze dvou n\u00e1sleduj\u00edc\u00edch hledisek: \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u0160ir\u0161\u00ed pojet\u00ed \u2013 jedn\u00e1 se o ve\u0161kerou pl\u00e1novanou i nepl\u00e1novanou komunikaci, kter\u00e1 se projevuje ve v\u0161ech bodech kontaktu organizace se z\u00e1kazn\u00edkem (spad\u00e1 zde tedy vn\u00edm\u00e1n\u00ed zna\u010dky, cena, reklama, chov\u00e1n\u00ed zam\u011bstnanc\u016f, tradice firmy, distribuce\u2026). \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 U\u017e\u0161\u00ed pojet\u00ed \u2013 jedn\u00e1 se o marketingov\u00fd komunika\u010dn\u00ed mix. Komunika\u010dn\u00ed […]","datePublished":"2018-02-28","dateModified":"2023-04-27","author":{"@type":"Person","@id":"https:\/\/www.ace-cr.cz\/author\/devene\/#Person","name":"devene","url":"https:\/\/www.ace-cr.cz\/author\/devene\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/4006af731f458a56e90e1a4ecbb37f08f11b51b80cb9267b6a6e5547922ff49d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4006af731f458a56e90e1a4ecbb37f08f11b51b80cb9267b6a6e5547922ff49d?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"ace-cr.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.ace-cr.cz\/wp-content\/uploads\/img_a314214_w1746_t1524990011.jpg","url":"https:\/\/www.ace-cr.cz\/wp-content\/uploads\/img_a314214_w1746_t1524990011.jpg","height":0,"width":0},"url":"https:\/\/www.ace-cr.cz\/mezinarodni-marketingova-komunikace-a-jeji-odlisnosti\/","wordCount":331,"articleBody":"Marketingov\u00e1 komunikace \u2013 lze ji ch\u00e1pat ze dvou n\u00e1sleduj\u00edc\u00edch hledisek:\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u0160ir\u0161\u00ed pojet\u00ed \u2013 jedn\u00e1 se o ve\u0161kerou pl\u00e1novanou i nepl\u00e1novanou komunikaci, kter\u00e1 se projevuje ve v\u0161ech bodech kontaktu organizace se z\u00e1kazn\u00edkem (spad\u00e1 zde tedy vn\u00edm\u00e1n\u00ed zna\u010dky, cena, reklama, chov\u00e1n\u00ed zam\u011bstnanc\u016f, tradice firmy, distribuce\u2026).\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 U\u017e\u0161\u00ed pojet\u00ed \u2013 jedn\u00e1 se o marketingov\u00fd komunika\u010dn\u00ed mix.\tKomunika\u010dn\u00ed proces = v\u00fdm\u011bna informac\u00ed (sd\u011blen\u00ed) mezi zdrojem (v\u00fdrobce), kter\u00fd ur\u010duje, jak\u00e9 sd\u011blen\u00ed bude vys\u00edl\u00e1no, a jak\u00fdm zp\u016fsobem bude zak\u00f3dov\u00e1no, aby prost\u0159ednictv\u00edm m\u00e9di\u00ed spr\u00e1vn\u011b oslovilo p\u0159\u00edjemce (z\u00e1kazn\u00edka) a vyvolalo jeho pozitivn\u00ed reakci. Je v\u0161ak pot\u0159eba d\u00e1vat pozor na p\u0159\u00edpadn\u00e9 komunika\u010dn\u00ed \u0161umy.\tOmezuj\u00edc\u00ed faktory mezin\u00e1rodn\u00edho komunika\u010dn\u00edho procesu:\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 image tv\u016frce komunika\u010dn\u00edho sd\u011blen\u00ed,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 konkurence zp\u016fsobuj\u00edc\u00ed st\u0159ety komunika\u010dn\u00edch poselstv\u00ed mnoha podnik\u016f,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 selektivn\u00ed vn\u00edm\u00e1n\u00ed p\u0159\u00edjemce,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 bari\u00e9ry m\u00edsta vzniku a dopadu poselstv\u00ed,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 kulturn\u00ed odli\u0161nosti jednotliv\u00fdch trh\u016f.\tFaktory ovliv\u0148uj\u00edc\u00ed v\u00fdb\u011br komunika\u010dn\u00edho n\u00e1stroje:\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 ekonomick\u00fd rozvoj zem\u011b,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 soci\u00e1ln\u00ed struktura spole\u010dnosti,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u00edra gramotnosti zem\u011b a \u00farove\u0148 vzd\u011bl\u00e1n\u00ed,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 kulturn\u00ed prost\u0159ed\u00ed (jazyk, n\u00e1bo\u017eenstv\u00ed, etika, mor\u00e1lka),\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 stupe\u0148 nacionalismu,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 pokryt\u00ed zem\u011b m\u00e9dii,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 legislativn\u00ed omezen\u00ed forem marketingov\u00e9 komunikace (jedn\u00e1 se o nej\u010dast\u011bj\u0161\u00ed probl\u00e9m),\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 mezin\u00e1rodn\u00ed akceptov\u00e1n\u00ed obchodn\u00ed zna\u010dky\u2026\tLegislativn\u00ed omezen\u00ed \u2013 je nutn\u00e9 d\u00e1vat pozor na reklamy ur\u010den\u00e9 pro d\u011bti, na srovn\u00e1vac\u00ed reklamy, na regulaci reklamy, na omezen\u00ed v\u00a0oblasti loteri\u00ed \u010di sout\u011b\u017e\u00ed, na povinnost u\u017e\u00edv\u00e1n\u00ed \u00fa\u0159edn\u00edho jazyka, na etick\u00e9 kodexy.\tRozli\u0161ujeme 3 typy komunikace:\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Nadlinkov\u00e1 komunikace (ATL) \u2013 vyu\u017e\u00edv\u00e1 klasick\u00e1 m\u00e9dia, tedy reklamu.\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Podlinkov\u00e1 komunikace (BTL) \u2013 vyu\u017e\u00edv\u00e1 netradi\u010dn\u00ed m\u00e9dia, jako jsou public relations, direkt marketing, podpora prodeje nebo sponzoring.\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Komunikace p\u0159es \u010d\u00e1ru (TTL) \u2013 jedn\u00e1 se o kombinaci p\u0159edchoz\u00edch.                                                                                                                                                                                                                                                                                                                                                                                        4.2\/5 - (4 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Mezin\u00e1rodn\u00ed marketingov\u00e1 komunikace a jej\u00ed odli\u0161nosti","item":"https:\/\/www.ace-cr.cz\/mezinarodni-marketingova-komunikace-a-jeji-odlisnosti\/#breadcrumbitem"}]}]