Efficient communication of SMEs with geographically limited target groups

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Efficient communication of SMEs with geographically limited target groups

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Efficient communication of SMEs with geographically limited target groups

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

7

Strana od-do

185-191

Název nakladatele

Jihočeská univerzita v Českých Budějovicích

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

7. 5. 2020

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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