[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.nakliv.cz\/tri-koncepce-mezinarodniho-marketingu\/#Article","mainEntityOfPage":"https:\/\/www.nakliv.cz\/tri-koncepce-mezinarodniho-marketingu\/","headline":"T\u0159i koncepce mezin\u00e1rodn\u00edho marketingu","name":"T\u0159i koncepce mezin\u00e1rodn\u00edho marketingu","description":"1. V\u00fdvozn\u00ed marketing (jinak \u0159e\u010deno exportn\u00ed) \u2013jedn\u00e1 se v\u00a0podstat\u011b o nejni\u017e\u0161\u00ed formu mezin\u00e1rodn\u00edho marketingu, proto\u017ee se zbo\u017e\u00ed prod\u00e1v\u00e1 pouze p\u0159es n\u00e1rodn\u00ed hranice. Tud\u00ed\u017e se jedn\u00e1 o jeho z\u00e1kladn\u00ed formu. Od n\u00e1rodn\u00edho marketingu se v\u0161ak odli\u0161uje v\u00a0n\u011bkolika ohledech \u2013 nutnost v\u00fdb\u011bru trh\u016f, volba distribuce, p\u0159\u00edpadn\u00e9 modifikace produktu v\u00a0z\u00e1vislosti na po\u017eadavc\u00edch zahrani\u010dn\u00edch z\u00e1kazn\u00edk\u016f. Marketingov\u00e9 strategie jsou v\u0161ak […]","datePublished":"2025-03-02","dateModified":"2023-05-05","author":{"@type":"Person","@id":"https:\/\/www.nakliv.cz\/author\/#Person","name":"nakliv.cz\n","url":"https:\/\/www.nakliv.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/c192bfd1262e8256fe3eac43754b6ece89624ea6667e488d9445cc2d04372644?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c192bfd1262e8256fe3eac43754b6ece89624ea6667e488d9445cc2d04372644?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"nakliv.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.nakliv.cz\/wp-content\/uploads\/img_a314201_w2202_t1524988494.jpg","url":"https:\/\/www.nakliv.cz\/wp-content\/uploads\/img_a314201_w2202_t1524988494.jpg","height":0,"width":0},"url":"https:\/\/www.nakliv.cz\/tri-koncepce-mezinarodniho-marketingu\/","about":["Business"],"wordCount":401,"articleBody":"1. V\u00fdvozn\u00ed marketing (jinak \u0159e\u010deno exportn\u00ed) \u2013jedn\u00e1 se v\u00a0podstat\u011b o nejni\u017e\u0161\u00ed formu mezin\u00e1rodn\u00edho marketingu, proto\u017ee se zbo\u017e\u00ed prod\u00e1v\u00e1 pouze p\u0159es n\u00e1rodn\u00ed hranice. Tud\u00ed\u017e se jedn\u00e1 o jeho z\u00e1kladn\u00ed formu. Od n\u00e1rodn\u00edho marketingu se v\u0161ak odli\u0161uje v\u00a0n\u011bkolika ohledech \u2013 nutnost v\u00fdb\u011bru trh\u016f, volba distribuce, p\u0159\u00edpadn\u00e9 modifikace produktu v\u00a0z\u00e1vislosti na po\u017eadavc\u00edch zahrani\u010dn\u00edch z\u00e1kazn\u00edk\u016f. Marketingov\u00e9 strategie jsou v\u0161ak orientovan\u00e9 p\u0159edev\u0161\u00edm na podej a distribuci.2. Glob\u00e1ln\u00ed marketing \u2013 jedn\u00e1 se o roz\u0161\u00ed\u0159en\u011bj\u0161\u00ed formu, nebo\u0165 marketingov\u00e9 aktivity zde pokr\u00fdvaj\u00ed cel\u00fd sv\u011bt. Firmy se sna\u017e\u00ed o dosahov\u00e1n\u00ed \u00faspor z\u00a0rozsahu t\u00edm, \u017ee vyv\u00edj\u00ed v\u00fdrobek, kter\u00fd cht\u011bj\u00ed prod\u00e1vat za rozumnou cenu na cel\u00e9m glob\u00e1ln\u00edm trhu. Typickou charakteristikou sou\u010dasn\u00e9ho sv\u011bta je pr\u00e1v\u011b to, \u017ee se trhy postupn\u011b sbli\u017euj\u00ed. Projevuj\u00ed se stejn\u00e9 zp\u016fsoby uspokojov\u00e1n\u00ed pot\u0159eb, \u010d\u00edm\u017e doch\u00e1z\u00ed k\u00a0homogenizaci nab\u00eddky, z\u00e1rove\u0148 se v\u0161ak tvo\u0159\u00ed v\u00fdznamn\u00e9 tr\u017en\u00ed segmenty s\u00a0velmi podobnou popt\u00e1vkou po z\u00e1kladn\u00edch produktech na cel\u00e9m sv\u011bt\u011b, \u010d\u00edm\u017e doch\u00e1z\u00ed k\u00a0homogenizaci popt\u00e1vky.P\u0159edpoklady glob\u00e1ln\u00edho marketingu:\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 homogenizace pot\u0159eb a chov\u00e1n\u00ed spot\u0159ebitel\u016f,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 preference standardn\u00ed kvality, kter\u00e1 je poskytovan\u00e1 za p\u0159ijatelnou cenu,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 velkos\u00e9riov\u00e1 v\u00fdroby, kter\u00e1 umo\u017e\u0148uje sn\u00ed\u017een\u00ed n\u00e1klad\u016f (d\u00edky tomu doch\u00e1z\u00ed k\u00a0\u00faspor\u00e1m z\u00a0rozsahu),Nedostatek koncepce:Velk\u00fdm nedostatkem je p\u0159edev\u0161\u00edm to, \u017ee nebere v\u00a0\u00favahu soci\u00e1ln\u011b-kulturn\u00ed odli\u0161nosti a zvyklosti spot\u0159ebitel\u016f. Z\u00e1rove\u0148 v\u0161ak neumo\u017e\u0148uje rychlou reakci na zm\u011bny na trhu a samoz\u0159ejm\u011b neumo\u017e\u0148uje tak\u00e9 rychlou reakci na konkurenci.3. Interkulturn\u00ed marketing (jinak \u0159e\u010deno vlastn\u00ed) \u2013firma se p\u0159i vstupu na zahrani\u010dn\u00ed trh mus\u00ed p\u0159edev\u0161\u00edm adaptovat na odli\u0161n\u00e9 mezin\u00e1rodn\u00ed marketingov\u00e9 prost\u0159ed\u00ed, kam spad\u00e1 demografick\u00e9, kulturn\u00ed, soci\u00e1ln\u00ed, ekonomick\u00e9, politick\u00e9, legislativn\u00ed \u010di geografick\u00e9 prost\u0159ed\u00ed. Podle toho je nutn\u00e9 tvo\u0159it marketingov\u00fd mix. Interkulturn\u00ed marketing je postaven na faktu, \u017ee spot\u0159ebn\u00ed chov\u00e1n\u00ed je ovliv\u0148ov\u00e1no zejm\u00e9na soci\u00e1ln\u00edmi a kulturn\u00edmi faktory. Z\u00e1rove\u0148 se v\u0161ak ukazuje, \u017ee \u010d\u00edm je spole\u010dnost vysp\u011blej\u0161\u00ed a bohat\u0161\u00ed, t\u00edm v\u00edce se li\u0161\u00ed p\u0159\u00e1n\u00ed a pot\u0159eby jednotliv\u00fdch spot\u0159ebitel\u016f.                                                                                                                                                                                                                                                                                                                                                                                        4.1\/5 - (10 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"T\u0159i koncepce mezin\u00e1rodn\u00edho marketingu","item":"https:\/\/www.nakliv.cz\/tri-koncepce-mezinarodniho-marketingu\/#breadcrumbitem"}]}]