Klasick\u00fd marketingov\u00fd mana\u017ement hovor\u00ed o segmentoch trhu, ktor\u00e9 maj\u00fa jasn\u00fd, racion\u00e1lny syst\u00e9m. Banky a pois\u0165ovne s\u00fa vo finan\u010dnom segmente, lieky, zdravotn\u00edcke potreby a doplnky v\u00fd\u017eivy s\u00fa vo farma segmente, potraviny a drog\u00e9ria s\u00fa v FMCG segmente a tak \u010falej. A to je ve\u013ek\u00fd probl\u00e9m, preto\u017ee takto systematizujeme poh\u013ead na spr\u00e1vanie \u013eud\u00ed \u2013 spotrebite\u013esk\u00e9 spr\u00e1vanie, ktor\u00e9 v\u0161ak samo o sebe v\u00f4bec nie je systematick\u00e9. Ur\u010dite nie v tomto zmysle, teda v delen\u00ed tovarov a slu\u017eieb na kateg\u00f3rie spotreby.<\/p>\n\n\n\n\n\n\n\n
A rovnak\u00fa chybu rob\u00ed sociol\u00f3gia a marketingov\u00e9 pl\u00e1novanie, ke\u010f rozde\u013euje \u013eud\u00ed do soci\u00e1lnych tried \u2013 skup\u00edn s vy\u0161\u0161\u00edm a ni\u017e\u0161\u00edm vzdelan\u00edm a pr\u00edjmom. Preto\u017ee to, \u010do \u013eud\u00ed odli\u0161uje, nie je syst\u00e9m, ktor\u00fd im pridelia experti \u2013 nech je ich z\u00e1zemie a v\u00fdchodisko ak\u00e9ko\u013evek.<\/p>\n\n\n\n
Krit\u00e9ri\u00e1 na zmyslupln\u00e9 delenie \u013eud\u00ed si v prvom rade vytvorili \u013eudia sami \u2013 a ani market\u00e9ri, ani sociol\u00f3govia a ani mana\u017e\u00e9ri v tomto zmysle nie s\u00fa viac, ne\u017e \u013eu\u010fmi. V\u0161etci zdie\u013eaj\u00fa spolo\u010dn\u00fd svet ide\u00ed a k\u00f3dov, ktor\u00e9 tento svet delia nez\u00e1visle na ak\u00fdchko\u013evek mechanick\u00fdch pokusoch o ich schematiz\u00e1ciu.<\/p>\n\n\n\n
V posledn\u00fdch desa\u0165ro\u010diach sa aj na Slovensku, no najm\u00e4 v Amerike roz\u0161\u00edril \u201econsumer citizenship.\u201c Spotrebite\u013esk\u00e9 ob\u010dianstvo je ak\u00fdko\u013evek sp\u00f4sob vyjadrovania sa \u013eud\u00ed k v\u00fdrobe a spotrebe. M\u00e1 podobu protestov, pet\u00edci\u00ed aj jednoduch\u00e9ho \u201enenakupovania\u201c toho, \u010do sa n\u00e1m nep\u00e1\u010di.<\/p>\n\n\n\n
Vo chv\u00edli, ke\u010f eshop AboutYou spravil medi\u00e1lne siln\u00fa kampa\u0148 o tom, \u017ee si dnes m\u00f4\u017eeme k\u00fapi\u0165 ak\u00e9ko\u013evek handry svetov\u00fdch zna\u010diek z pohodlia domova, sa zdvihla vlna odporcov fast fashion, ktor\u00ed v tejto zna\u010dke identifikovali nepriate\u013ea \u2013 predajcu oble\u010denia, ktor\u00fd neberie oh\u013ead na skuto\u010dn\u00fd kreat\u00edvny m\u00f3dny dizajn, glob\u00e1lnu klimatick\u00fa zmenu alebo podmienky \u013eud\u00ed, ktor\u00ed pracuj\u00fa v \u201esweatshopoch\u201c. T.j. naj\u010dastej\u0161ie \u013eud\u00ed z v\u00fdchodnej \u00c1zie, ktor\u00ed sa doslova pachtia za ka\u017edodennou pracovnou rutinou, aby svoje zl\u00e9 \u017eivotn\u00e9 podmienky vyk\u00fapili aspo\u0148 zanedbate\u013enou mzdou za pr\u00e1cu vo fabrik\u00e1ch na handry. Tradi\u010dn\u00fd \u201esegment oble\u010denia\u201c sa tak aj na Slovensku obohatil o podstatn\u00fd rozmer \u2013 o d\u00f4sledky jeho v\u00fdroby a predaja na spolo\u010dnos\u0165 a plan\u00e9tu. Gr\u00e9ta Thunbergov\u00e1 tento z\u00e1pas vyjadruje obdivuhodne, tak sa mu nebudem venova\u0165 viac.<\/p>\n\n\n\n
Podstatn\u00e9 ponau\u010denie, ktor\u00e9 by sme si z toho ale kone\u010dne mali vzia\u0165 je to, \u017ee \u013eudia ne\u017eij\u00fa v uzavret\u00fdch segmentoch trhu, ktor\u00e9 ur\u010duje odvetvie a charakter v\u00fdroby a predaja. Oble\u010denie, rovnako ako banky, lieky, aut\u00e1 a potraviny, s\u00fa s\u00fa\u010das\u0165ou v\u00e4\u010d\u0161\u00edch celkov. Je omnoho lep\u0161ie hovori\u0165 o nich ako o \u201esc\u00e9nach,\u201c na ktor\u00fdch sa uplat\u0148uj\u00fa \u2013 a ktor\u00fdch v\u00fdznamnou s\u00fa\u010das\u0165ou s\u00fa rovnako spotrebitelia ako zna\u010dky, rovnako m\u00e9di\u00e1 ako ich konzumenti, a rovnako politika ako pracovn\u00fd \u017eivot.<\/p>\n\n\n\n
\u201eSc\u00e9na\u201c n\u00e1m toti\u017e umo\u017e\u0148uje pozera\u0165 sa na dianie okolo zna\u010diek \u0161ir\u0161ie s oh\u013eadom na v\u0161etk\u00fdch akt\u00e9rov aj s oh\u013eadom na \u010das a cel\u00fa hist\u00f3riu existencie \u013eudskej \u010dinnosti. Sc\u00e9na je priestor, na ktorom sa odohr\u00e1va ve\u013ek\u00e9 divadlo, v ktorom ka\u017ed\u00fd \u2013 v\u00fdrobca, predajca, spotrebite\u013e aj samotn\u00fd ideov\u00fd v\u00fdznam a kult\u00farny k\u00f3d hr\u00e1 svoju rolu. Nikto tu nie je zanedbate\u013en\u00fd a nikto nie je mimo segmentu \u2013 v\u0161etci s\u00fa na sc\u00e9ne a striedaj\u00fa si hlavn\u00e9 a ved\u013eaj\u0161ie roly.<\/p>\n\n\n\n
To, \u010do m\u00e1 v\u00fdznam sk\u00fama\u0165, a \u010do m\u00e1 v\u00fdznam analyzova\u0165, je mechanizmus – teda proces ako doch\u00e1dza k striedaniu rol\u00ed. Potrebujeme porozumie\u0165 tomu, na z\u00e1klade \u010doho sa v jednej chv\u00edli objavuje jeden hlas silnej\u0161ie ako in\u00fd, pre\u010do v jednej chv\u00edli v m\u00f3de v\u00ed\u0165azil fast fashion a pre\u010do od istej chv\u00edle v\u00ed\u0165az\u00ed slow fashion. Kto to zapr\u00ed\u010dinil? A ako \u201esa to stalo\u201c?<\/p>\n\n\n\n
Odpove\u010f na zmenu rol\u00ed na m\u00f3dnej sc\u00e9ne nie je jednoduch\u00e1. Ale je to t\u00e1 odpove\u010f, ktor\u00e1 dok\u00e1\u017ee pop\u00edsa\u0165 okolnosti, za ktor\u00fdch m\u00f4\u017ee by\u0165 zna\u010dka na sc\u00e9ne v\u00fdznamn\u00e1.<\/p>","protected":false},"excerpt":{"rendered":"
Klasick\u00fd marketingov\u00fd mana\u017ement hovor\u00ed o segmentoch trhu, ktor\u00e9 maj\u00fa jasn\u00fd, racion\u00e1lny syst\u00e9m. Banky a pois\u0165ovne s\u00fa vo finan\u010dnom segmente, lieky, zdravotn\u00edcke potreby a doplnky v\u00fd\u017eivy s\u00fa vo farma segmente, potraviny a drog\u00e9ria s\u00fa v FMCG segmente a tak \u010falej. A to je ve\u013ek\u00fd probl\u00e9m, preto\u017ee… Read more<\/a><\/p>","protected":false},"author":2,"featured_media":2889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"editor_plus_copied_stylings":"{}","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56],"tags":[16,64,65,61,63,62],"class_list":["post-1224","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-ideologia","tag-kategorie-trhu","tag-kulturny-kod","tag-scena","tag-segmentovy-manazment","tag-trhovy-segment"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.ideology.sk\/wp-content\/uploads\/2021\/03\/010.jpg","_links":{"self":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/1224","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/comments?post=1224"}],"version-history":[{"count":0,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/1224\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media\/2889"}],"wp:attachment":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media?parent=1224"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/categories?post=1224"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/tags?post=1224"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}