Efficient communication of SMEs with geographically limited target groups

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F20%3A43902284" target="_blank" >RIV/60076658:12510/20:43902284 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Efficient communication of SMEs with geographically limited target groups

Original language description

The economic and social environment in which companies operate today is increasingly complex. The reason for this is globalization, the consequences of which are creating increasing competitive pressure. In particular, small and medium-sized enterprises run the risk of being forced out of the market by large companies. These companies face the challenge of increasing their competitiveness. Of particular importance in this context is marketing communication. Because only if the right approach of buyers succeeds. The aim of the research project presented here is to enable regional providers to create an optimal marketing communication. In practice, the communication measures of the companies are aimed at. This concept of the average customer, however, is exposed to strong criticism because it does not sufficiently appreciate the uniqueness of the people. Nevertheless, marketing and sales campaigns are based on the concept of the average customer. Because this is easy to implement. The average customer is modeled from demographic and statistical data as well as focus tests and customer feedback. The author of this work assumes that the model of the average customer does not lead to wrong conclusions. However, the informative value is limited by the population. Therefore, the author adopts a nationwide identified average customer to his consumer behavior of a particular region. The aim of the work is to make possible divergent influences on the formation of opinions and thus to enable an efficient marketing communication on a regional level.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Cirkulární ekonomika a další vybrané aktuální aspekty ekonomie: Sborník vybraných příspěvků studentů Ekonomické fakulty Jihočeské univerzity v Českých Budějovicích

ISBN

978-80-7394-802-3

ISSN

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e-ISSN

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Number of pages

7

Pages from-to

185-191

Publisher name

Jihočeská univerzita v Českých Budějovicích

Place of publication

České Budějovice

Event location

České Budějovice

Event date

May 7, 2020

Type of event by nationality

CST - Celostátní akce

UT code for WoS article

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