P\u0159em\u00fd\u0161leli jste n\u011bkdy nad t\u00edm, zda sv\u016fj produkt prod\u00e1v\u00e1te spr\u00e1vn\u00fdm zp\u016fsobem? Dnes budeme mluvit o dvou z\u00e1kladn\u00edch metod\u00e1ch \u2013 B2B a B2C. Od v\u00fdb\u011bru jedn\u00e9 z metod se odv\u00edj\u00ed cel\u00e1 \u0159ada v\u011bc\u00ed \u2013 obchodn\u00ed strategie, zp\u016fsob brandbuildingu, dokonce i podoba webov\u00fdch str\u00e1nek! Ale pro\u010d je zrovna tohle rozhodnut\u00ed tak z\u00e1sadn\u00ed? A jak si m\u00e1te spr\u00e1vn\u011b vybrat vy?<\/p>\n\n\n\n
Oba n\u00e1zvy vych\u00e1zej\u00ed z anglick\u00fdch zkratek \u2013 business to business<\/strong> (firma firm\u011b \u2013 B2B) a business to customer<\/strong> (firma z\u00e1kazn\u00edkovi \u2013 B2C). A pro\u010d je toto rozli\u0161en\u00ed tak d\u016fle\u017eit\u00e9? Proto\u017ee oba modely vy\u017eaduj\u00ed velmi odli\u0161n\u00fd marketingov\u00fd p\u0159\u00edstup, a to v pr\u016fb\u011bhu cel\u00e9ho n\u00e1kupn\u00edho procesu. Poj\u010fme si to rozebrat krok po kroku.<\/p>\n\n\n\n Prim\u00e1rn\u00edm c\u00edlem jednotliv\u00fdch z\u00e1kazn\u00edk\u016f p\u0159i nakupov\u00e1n\u00ed je zp\u0159\u00edjemnit si \u017eivot<\/strong>. Toho lze dos\u00e1hnout celou \u0159adou produkt\u016f \u2013 od ple\u0165ov\u00fdch masek p\u0159es kuchy\u0148sk\u00e9 n\u00e1dob\u00ed po po\u010d\u00edta\u010dov\u00e9 hry. N\u00e1kupy tohoto typu jsou velmi \u010dasto impulzivn\u00ed, zbo\u017e\u00ed koneckonc\u016f v\u011bt\u0161inou nen\u00ed tak drah\u00e9 a nen\u00ed t\u0159eba se p\u0159\u00edli\u0161 dlouho rozhodovat. B2C reklama by proto m\u011bla b\u00fdt emocion\u00e1ln\u011b zam\u011b\u0159en\u00e1.<\/strong> \u010casov\u011b omezen\u00e9 slevy, v\u00fdhodn\u00e9 nab\u00eddky p\u0159i n\u00e1kupu \u201ebal\u00ed\u010dk\u016f\u201d produkt\u016f\u2026 Je pot\u0159eba vytvo\u0159it dojem, \u017ee z\u00e1kazn\u00edk m\u016f\u017ee n\u011bco prome\u0161kat a nesm\u00ed tedy o n\u00e1kupu p\u0159\u00edli\u0161 p\u0159em\u00fd\u0161let.<\/p>\n\n\n\n Pozor! \u010casov\u00fd tlak nebude moc dob\u0159e fungovat u dra\u017e\u0161\u00edho zbo\u017e\u00ed. Luxusn\u00ed oble\u010den\u00ed, m\u00f3dn\u00ed dopl\u0148ky, auta, tam v\u0161ude se v\u00edce vyplat\u00ed vsadit na brandbuilding <\/strong>a dojem, \u017ee z\u00e1kazn\u00edk kupuje n\u011bco naprosto v\u00fdjime\u010dn\u00e9ho.<\/strong><\/p>\n\n\n\n Co chce naopak B2B z\u00e1kazn\u00edk?<\/p>\n\n\n\n \u010clov\u011bk, kter\u00fd nakupuje pro firmu (tedy B2B z\u00e1kazn\u00edk) se naopak bude sna\u017eit co nejv\u00edce zefektivnit svoje podnik\u00e1n\u00ed, hled\u00ed tedy prim\u00e1rn\u011b na pom\u011br cena \u2013 v\u00fdkon. Pokud bude t\u0159eba vybavit stovku kancel\u00e1\u0159\u00ed nov\u00fdmi pracovn\u00edmi stoly, bude se firma zaj\u00edmat sp\u00ed\u0161e o to, jak dlouho vydr\u017e\u00ed a kolik stoj\u00ed, ne\u017e o to, jestli barevn\u011b lad\u00ed s kobercem. Zde tedy budou fungovat racion\u00e1ln\u00ed argumenty, studie nebo p\u0159\u00edklady z praxe<\/strong>. Dobr\u00fd dojem m\u016f\u017eete vytvo\u0159it pomoc\u00ed p\u0159\u00edpadov\u00fdch studi\u00ed. Ty vypracujete s klienty, kte\u0159\u00ed byli s va\u0161\u00ed slu\u017ebou spokojen\u00ed.<\/p>\n\n\n\n Dal\u0161\u00edm d\u016fle\u017eit\u00fdm aspektem p\u0159i rozhodov\u00e1n\u00ed je objem nab\u00edzen\u00e9ho zbo\u017e\u00ed. Pokud va\u0161e produkty vznikaj\u00ed ru\u010dn\u011b a kladete d\u016fraz na originalitu a jedine\u010dnost ka\u017ed\u00e9ho kusu, rozhodn\u011b zvolte metodu B2C. I kdyby se velk\u00fdm firm\u00e1m v\u00e1\u0161 produkt l\u00edbil, nem\u00e1te dostate\u010dn\u011b silnou produkci, abyste uspokojili jejich popt\u00e1vku.<\/p>\n\n\n\n Naopak pokud m\u00e1 va\u0161e zbo\u017e\u00ed \u201eomezenou trvanlivost\u201c a produkujete ho hodn\u011b, vyplat\u00ed se ho prod\u00e1vat za velkoobchodn\u00ed cenu jin\u00fdm firm\u00e1m<\/strong>, kter\u00e9 ho bu\u010f samy vyu\u017eij\u00ed, nebo p\u0159eprodaj\u00ed d\u00e1le.<\/p>\n\n\n\n Jak ji\u017e bylo zm\u00edn\u011bno, B2C z\u00e1kazn\u00edk se \u010dasto rozhoduje sp\u00ed\u0161e emocion\u00e1ln\u011b ne\u017e racion\u00e1ln\u011b. Proto by m\u011bl b\u00fdt proces samotn\u00e9ho n\u00e1kupu co mo\u017en\u00e1 nejjednodu\u0161\u0161\u00ed<\/strong>. Jinak v\u00e1m hroz\u00ed, \u017ee si v pr\u016fb\u011bhu otravn\u00e9ho vypl\u0148ov\u00e1n\u00ed formul\u00e1\u0159\u016f n\u00e1kup rozmysl\u00ed.<\/p>\n\n\n\n B2B z\u00e1kazn\u00edci ale maj\u00ed velmi striktn\u00ed rozhodovac\u00ed proces \u2013 ka\u017ed\u00fd v\u011bt\u0161\u00ed n\u00e1kup mus\u00ed schv\u00e1lit n\u011bkolik lid\u00ed<\/strong>, proto\u017ee se jedn\u00e1 o velk\u00e9 objemy zbo\u017e\u00ed a vysok\u00e9 \u010d\u00e1stky. Je lep\u0161\u00ed, kdy\u017e budou m\u00edt k dispozici ve\u0161ker\u00e9 technick\u00e9 informace <\/strong>a ide\u00e1ln\u011b in\u011bkolik cenov\u00fdch mo\u017enost\u00ed podle velikosti n\u00e1kupu (\u010d\u00edm v\u00edce zbo\u017e\u00ed, t\u00edm v\u00fdhodn\u011bj\u0161\u00ed cena za kus).<\/p>\n\n\n\n V procesu rozhodov\u00e1n\u00ed je nejd\u016fle\u017eit\u011bj\u0161\u00ed spr\u00e1vn\u011b analyzovat sv\u016fj produkt a ur\u010dit, kdo o n\u011bj bude m\u00edt nejv\u011bt\u0161\u00ed z\u00e1jem<\/strong>. D\u011blejte si pr\u016fzkumy ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed, zjist\u011bte, jak funguj\u00ed jin\u00e9 firmy v oboru, nebo vyhledejte pomoc odborn\u00edk\u016f<\/a>! Na \u010desk\u00e9m trhu se pohybuje cel\u00e1 \u0159ada specialist\u016f, kte\u0159\u00ed v\u00e1m s anal\u00fdzou produkt\u016f, komerc\u00ed a prodejn\u00ed infrastrukturou mohou pomoci.<\/p>\n","protected":false},"excerpt":{"rendered":" P\u0159em\u00fd\u0161leli jste n\u011bkdy nad t\u00edm, zda sv\u016fj produkt prod\u00e1v\u00e1te spr\u00e1vn\u00fdm zp\u016fsobem? Dnes budeme mluvit o…<\/p>\n","protected":false},"author":1,"featured_media":2579,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-2578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance"],"amp_enabled":false,"_links":{"self":[{"href":"https:\/\/stalo-se.cz\/index.php?rest_route=\/wp\/v2\/posts\/2578","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stalo-se.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stalo-se.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stalo-se.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stalo-se.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2578"}],"version-history":[{"count":0,"href":"https:\/\/stalo-se.cz\/index.php?rest_route=\/wp\/v2\/posts\/2578\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stalo-se.cz\/index.php?rest_route=\/wp\/v2\/media\/2579"}],"wp:attachment":[{"href":"https:\/\/stalo-se.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stalo-se.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stalo-se.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Co vlastn\u011b chce B2C z\u00e1kazn\u00edk?<\/h1>\n\n\n\n
B2C vs B2B: Objem zbo\u017e\u00ed<\/h1>\n\n\n\n
B2C vs B2B: Proces n\u00e1kupu<\/h1>\n\n\n\n
Co si z toho vz\u00edt?<\/h1>\n\n\n\n