[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.ceskom.cz\/vyuzivaji-se-i-v-marketingu-nove-vedecke-poznatky\/#Article","mainEntityOfPage":"https:\/\/www.ceskom.cz\/vyuzivaji-se-i-v-marketingu-nove-vedecke-poznatky\/","headline":"Vyu\u017e\u00edvaj\u00ed se i v marketingu nov\u00e9 v\u011bdeck\u00e9 poznatky?","name":"Vyu\u017e\u00edvaj\u00ed se i v marketingu nov\u00e9 v\u011bdeck\u00e9 poznatky?","description":"Marketing je jednou z\u00a0nejd\u016fle\u017eit\u011bj\u0161\u00edch sou\u010d\u00e1st\u00ed \u00fasp\u011bchu prakticky ka\u017ed\u00e9 firmy, bez ohledu na jej\u00ed zam\u011b\u0159en\u00ed. Je to zp\u016fsob, jak p\u0159il\u00e1kat nov\u00e9 z\u00e1kazn\u00edky, a bez nich zkr\u00e1tka zisku nedos\u00e1hneme. Nen\u00ed tedy divu, \u017ee jsou do n\u011bj podnikatel\u00e9 ochotni investovat velk\u00e9 pen\u00edze, a \u017ee se v\u00a0pr\u016fb\u011bhu let vyvinul v\u00a0samostatn\u00fd, tak\u0159ka v\u011bdeck\u00fd obor. Jako takov\u00fd m\u00e1 v\u0161ak tak\u00e9 propojen\u00ed […]","datePublished":"2023-11-30","dateModified":"2023-11-30","author":{"@type":"Person","@id":"https:\/\/www.ceskom.cz\/author\/#Person","name":"","url":"https:\/\/www.ceskom.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/aa13f0f1a5b61a2deba1492ce3bb4afe8e77d91eeb44c23db0ee08765a93abad?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/aa13f0f1a5b61a2deba1492ce3bb4afe8e77d91eeb44c23db0ee08765a93abad?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"ceskom.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.ceskom.cz\/wp-content\/uploads\/art474456_1x1_20261002_145957_UCMhPE.jpg","url":"https:\/\/www.ceskom.cz\/wp-content\/uploads\/art474456_1x1_20261002_145957_UCMhPE.jpg","height":0,"width":0},"url":"https:\/\/www.ceskom.cz\/vyuzivaji-se-i-v-marketingu-nove-vedecke-poznatky\/","about":["V\u011bda"],"wordCount":411,"articleBody":"\tMarketing je jednou z\u00a0nejd\u016fle\u017eit\u011bj\u0161\u00edch sou\u010d\u00e1st\u00ed \u00fasp\u011bchu prakticky ka\u017ed\u00e9 firmy, bez ohledu na jej\u00ed zam\u011b\u0159en\u00ed. Je to zp\u016fsob, jak p\u0159il\u00e1kat nov\u00e9 z\u00e1kazn\u00edky, a bez nich zkr\u00e1tka zisku nedos\u00e1hneme. Nen\u00ed tedy divu, \u017ee jsou do n\u011bj podnikatel\u00e9 ochotni investovat velk\u00e9 pen\u00edze, a \u017ee se v\u00a0pr\u016fb\u011bhu let vyvinul v\u00a0samostatn\u00fd, tak\u0159ka v\u011bdeck\u00fd obor.\tJako takov\u00fd m\u00e1 v\u0161ak tak\u00e9 propojen\u00ed s\u00a0dal\u0161\u00edmi v\u011bdn\u00edmi obory. Vyu\u017e\u00edv\u00e1 p\u0159edev\u0161\u00edm poznatky z\u00a0psychologie a psychiatrie, stejn\u011b jako demografick\u00e9 studie a rozd\u011blen\u00ed populace podle v\u011bku \u010di z\u00e1lib. To v\u0161e je toti\u017e d\u016fle\u017eit\u00e9 k\u00a0tomu, abychom spr\u00e1vn\u011b stanovili, kter\u00fd zp\u016fsob propagace bude pro dan\u00fd v\u00fdrobek nejvhodn\u011bj\u0161\u00ed.\tK\u00a0tomu m\u00e1 co \u0159\u00edci zejm\u00e9na psychologie, kter\u00e1 zkoum\u00e1 mimo jin\u00e9 tak\u00e9 chov\u00e1n\u00ed lid\u00ed v\u00a0r\u016fzn\u00fdch situac\u00edch. Kdy nap\u0159\u00edklad daj\u00ed p\u0159ednost jednomu v\u00fdrobku p\u0159ed druh\u00fdm, i kdy\u017e je dra\u017e\u0161\u00ed? Za jak\u00fdch podm\u00ednek se prod\u00e1 nejv\u00edce?\t\tVe\u0161ker\u00e9 tyto informace jsou n\u00e1sledn\u011b pou\u017eity k\u00a0tomu, aby s\u00a0lidmi bylo doslova manipulov\u00e1no, a to nejen pomoc\u00ed klasick\u00fdch reklam. Jsou zde nap\u0159\u00edklad i \u010dichov\u00e9 vjemy, p\u0159\u00edpadn\u011b samotn\u00e9 rozlo\u017een\u00ed obchodu. V\u011b\u0159te, \u017ee nen\u00ed n\u00e1hoda, kdy\u017e se ka\u017ed\u00fdch n\u011bkolik m\u011bs\u00edc\u016f zm\u011bn\u00ed.\tMy jako z\u00e1kazn\u00edci si tyto skute\u010dnosti samoz\u0159ejm\u011b m\u016f\u017eeme velmi dob\u0159e uv\u011bdomit, a to je prvn\u00ed krok k\u00a0tomu, abychom se jimi nenechali p\u0159\u00edli\u0161 ovlivnit. Jen m\u00e1lokdy se toti\u017e stane, \u017ee propagovan\u00fd v\u00fdrobek je skute\u010dn\u011b ten, kter\u00fd je pro n\u00e1s nejlep\u0161\u00ed.\tTypick\u00fdm p\u0159\u00edkladem m\u016f\u017ee b\u00fdt to, \u017ee dra\u017e\u0161\u00ed v\u011bci jsou vystaveny v\u00a0obchod\u011b v\u00a0\u00farovni oka, zat\u00edmco levn\u011bj\u0161\u00ed varianty b\u00fdvaj\u00ed d\u00e1v\u00e1ny dospod. Ano, nen\u00ed to stoprocentn\u00ed pravidlo, av\u0161ak v\u00a0mnoha p\u0159\u00edpadech to tak funguje. Firmy se tak sna\u017e\u00ed, aby si lid\u00e9 koupili ten dra\u017e\u0161\u00ed produkt \u2013 pokud posp\u00edch\u00e1te a chcete nap\u0159\u00edklad koupit m\u00e1slo, tak popadnete prvn\u00ed, co v\u00e1m padne do ruky. V\u011bt\u0161inou nezkoum\u00e1te, zda dva reg\u00e1ly pod n\u00edm nenajdete levn\u011bj\u0161\u00ed variantu.\tTo v\u0161e je pot\u0159eba v\u011bd\u011bt, kdy\u017e se chyst\u00e1me na n\u00e1kup. Jen tak toti\u017e skute\u010dn\u011b nakoup\u00edme to, co pot\u0159ebujeme.                                                                                                                                                                                                                                                                                                                                                                                                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