{"id":277299,"date":"2025-03-07T14:46:32","date_gmt":"2025-03-07T13:46:32","guid":{"rendered":"https:\/\/rtrsports.com\/rozhodovani-spotrebitelu-ve-sportovnim-marketingu-faktory-prostredi\/"},"modified":"2025-07-04T13:08:41","modified_gmt":"2025-07-04T11:08:41","slug":"rozhodovani-spotrebitelu-ve-sportovnim-marketingu-faktory-prostredi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/rozhodovani-spotrebitel-in-marketing-sportovni-environmentalni-faktory\/","title":{"rendered":"Rozhodov\u00e1n\u00ed spot\u0159ebitel\u016f ve sportovn\u00edm marketingu: faktory prost\u0159ed\u00ed"},"content":{"rendered":"

Spot\u0159ebitel ve sportovn\u00edm marketingu<\/h2>\n

Ti, kte\u0159\u00ed obvykle nav\u0161t\u011bvuj\u00ed str\u00e1nky tohoto blogu nebo se o marketing zaj\u00edmaj\u00ed, dob\u0159e v\u011bd\u00ed, \u017ee sportovn\u00ed marketing<\/strong> je obor, jeho\u017e hranice jsou obecn\u011b odli\u0161n\u00e9 od jin\u00fdch marketingov\u00fdch specializac\u00ed.<\/p>\n

Vysv\u011btlen\u00ed tohoto jednoduch\u00e9ho p\u0159edpokladu m\u016f\u017ee b\u00fdt jist\u011b \u0161irok\u00e9 a mnohovrstevnat\u00e9 a v tomto \u010dl\u00e1nku se rozhodn\u011b nelze zab\u00fdvat v\u0161emi specifiky sportu. Shr\u0148me proto, vyp\u016fj\u010div\u0161e si definici od Mullina a Hardyho (2014), \u017ee„sportovn\u00ed marketing se li\u0161\u00ed od jak\u00e9hokoli jin\u00e9ho typu marketingu, proto\u017ee pro \u010dlov\u011bka m\u00e1 sport sociologick\u00fd, kulturn\u00ed a emocion\u00e1ln\u00ed v\u00fdznam, kter\u00fd se hluboce li\u0161\u00ed od jak\u00e9hokoli jin\u00e9ho typu produktu nebo slu\u017eby<\/strong>„.<\/p>\n

Pr\u00e1v\u011b z tohoto axiomu, kter\u00fd je pro \u00fa\u010dely synt\u00e9zy nutn\u011b zjednodu\u0161en\u00fd, vypl\u00fdv\u00e1 dal\u0161\u00ed velmi d\u016fle\u017eit\u00fd d\u016fsledek: chov\u00e1n\u00ed spot\u0159ebitel\u016f ve sportu je zcela odli\u0161n\u00e9 od chov\u00e1n\u00ed spot\u0159ebitel\u016f<\/strong> v klasick\u00e9m smyslu. A\u0165 u\u017e \u010dlov\u011bk pracuje ve sportovn\u00edm marketingu na stran\u011b t\u00fdm\u016f, sportovc\u016f, agentur nebo firem, kter\u00e9 sport vyu\u017e\u00edvaj\u00ed ke komunikaci, je dobr\u00e9 zkoumat zp\u016fsob, jak\u00fdm kone\u010dn\u00fd spot\u0159ebitel p\u0159istupuje – a n\u00e1sledn\u011b se rozhoduje, konzumuje, zkr\u00e1tka chov\u00e1 – ke sportovn\u00edmu objektu, sportovn\u00ed praxi nebo sportovn\u00ed spot\u0159eb\u011b jako takov\u00e9. Jak je snadno patrn\u00e9, proto\u017ee ch\u00e1p\u00e1n\u00ed tohoto pojmu je samoz\u0159ejm\u00e9 a ka\u017ed\u00fd ho m\u00e1 denn\u011b p\u0159ed o\u010dima, spot\u0159ebitel p\u0159istupuje ke sportu jinak<\/strong> ne\u017e k pojistce, kostce m\u00fddla, mix\u00e9ru nebo bal\u00ed\u010dku su\u0161enek.<\/p>\n

Rozhodovac\u00ed proces<\/h2>\n

Pro p\u0159edstaven\u00ed procesu rozhodov\u00e1n\u00ed a spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed<\/strong> ve sportovn\u00edm marketingu je nejjednodu\u0161\u0161\u00ed vyp\u016fj\u010dit si – op\u011bt z vynikaj\u00edc\u00ed pr\u00e1ce Mullina a Hardyho<\/strong>– sch\u00e9ma, kter\u00e9 m\u016f\u017ee shrnout jednotliv\u00e9 f\u00e1ze rozhodovac\u00edho procesu. Stejn\u011b jako v\u0161echny modely si ani toto sch\u00e9ma ne\u010din\u00ed n\u00e1rok na vy\u010derp\u00e1vaj\u00edc\u00ed popis, je v\u0161ak vynikaj\u00edc\u00edm v\u00fdchoz\u00edm bodem pro zohledn\u011bn\u00ed v\u0161ech aspekt\u016f tohoto d\u016fle\u017eit\u00e9ho procesu.<\/p>\n

V centru tohoto modelu je troj\u00ed rozd\u011blen\u00ed mezi socializac\u00ed, zapojen\u00edm<\/strong> a anga\u017eovanost\u00ed<\/strong> ve sportu (tj. socializace, \u00fa\u010dast a nakonec anga\u017eovanost ve spot\u0159eb\u011b sportovn\u00edho produktu). Jak bude z\u0159ejm\u00e9, tento \u00fast\u0159edn\u00ed op\u011brn\u00fd bod je pouze v\u00fdsledkem spot\u0159ebitelsk\u00e9ho rozhodov\u00e1n\u00ed, tj. kone\u010dn\u00fdm bodem procesu, kter\u00fd jedince postupn\u011b p\u0159ibli\u017euje k produktu.<\/p>\n

K tomuto \u00fast\u0159edn\u00edmu uzlu, kter\u00fdm je spot\u0159eba, se dosp\u00edv\u00e1 pomoc\u00ed dvou \u0159\u00e1d\u016f faktor\u016f: faktor\u016f prost\u0159ed\u00ed (environment\u00e1ln\u00edch) a individu\u00e1ln\u00edch (individu\u00e1ln\u00edch). V n\u00e1sleduj\u00edc\u00edch \u0159\u00e1dc\u00edch se budeme zab\u00fdvat faktory prost\u0159ed\u00ed, zat\u00edmco individu\u00e1ln\u00edmi se budeme zab\u00fdvat v pozd\u011bj\u0161\u00ed \u010d\u00e1sti.<\/p>\n

\"Spot\u0159ebitelsk\u00fd-behavior\u00e1ln\u00ed-sportovn\u00ed-marketing\"<\/h2>\n

Faktory prost\u0159ed\u00ed<\/h2>\n

\u0160ed\u00e1 plocha v prav\u00e9m horn\u00edm rohu tohoto obd\u00e9ln\u00edku je tvo\u0159ena Vlivy<\/strong> prost\u0159ed\u00ed, nebo \u0159e\u010deno sociologick\u00fdmi term\u00edny „heterodirekce“<\/strong>. Jedn\u00e1 se o prvky, do nich\u017e je zkouman\u00fd subjekt pono\u0159en: tyto faktory poch\u00e1zej\u00ed zven\u010d\u00ed, ale jak je patrn\u00e9 ze \u0161ipek sm\u011b\u0159uj\u00edc\u00edch dovnit\u0159 a ven z \u0161ed\u00e9 plochy, jsou pomalu absorbov\u00e1ny a modifikov\u00e1ny individu\u00e1ln\u00edmi vlivy, o nich\u017e bude \u0159e\u010d pozd\u011bji.<\/p>\n

Prvn\u00edm prvkem faktor\u016f prost\u0159ed\u00ed, kter\u00e9 je t\u0159eba vz\u00edt v \u00favahu, jsou jist\u011b v\u00fdznamn\u00ed druz\u00ed (Significant Others)<\/strong>, co\u017e je anglosask\u00fd term\u00edn, kter\u00fd se neomezuje pouze na romantick\u00e9 vztahy, ale zahrnuje v\u0161echny osoby, kter\u00e9 jsou pro subjekt v\u00fdznamn\u00e9. \u0158e\u010deno marketingovou terminologi\u00ed: zainteresovan\u00e9 osoby<\/strong>. Ka\u017ed\u00e9mu je z\u0159ejm\u00e9, jak zejm\u00e9na v d\u011btstv\u00ed \u010di dosp\u00edv\u00e1n\u00ed vych\u00e1z\u00ed p\u0159\u00edstup ke sportu pr\u00e1v\u011b od t\u011bchto Significant Others.<\/p>\n

Od tat\u00ednka, kter\u00fd se v ned\u011bli d\u00edv\u00e1 na z\u00e1pasy v televizi, p\u0159es star\u0161\u00ed sestru, kter\u00e1 se vrac\u00ed z t\u011blocvi\u010dny, a\u017e po kamar\u00e1dy ze \u0161koly, kte\u0159\u00ed si jdou po vyu\u010dov\u00e1n\u00ed zahr\u00e1t fotbal, je pro n\u00e1s tak norm\u00e1ln\u00ed, \u017ee n\u011bkdo p\u0159istupuje ke sportu, \u017ee si to t\u00e9m\u011b\u0159 neuv\u011bdomujeme. A p\u0159itom z hlediska marketingu, prodeje a profesionality se to v\u0161e v\u00fdznamn\u011b odr\u00e1\u017e\u00ed na rozhoduj\u00edc\u00edch kl\u00ed\u010dov\u00fdch ukazatel\u00edch v\u00fdkonnosti,<\/strong> jako je n\u00e1v\u0161t\u011bvnost stadionu. V\u00fdzkumy ukazuj\u00ed, \u017ee pouze 4 % t\u011bch, kte\u0159\u00ed jdou na z\u00e1pas na stadion, tam jdou sami.<\/p>\n

Ve zb\u00fdvaj\u00edc\u00edch 96 %, tj. t\u00e9m\u011b\u0159 ve v\u0161ech p\u0159\u00edpadech, m\u016f\u017ee b\u00fdt doprov\u00e1zen p\u0159\u00edtelem, p\u0159\u00edtelkyn\u00ed, rodi\u010di nebo m\u016f\u017ee j\u00edt se sv\u00fdmi d\u011btmi. Ji\u017e nyn\u00ed je jasn\u011bj\u0161\u00ed, jak se to projev\u00ed v pen\u011b\u017en\u011bj\u0161\u00edm vyj\u00e1d\u0159en\u00ed: bude mnohem snaz\u0161\u00ed prodat „rodinn\u00fd“ bal\u00ed\u010dek zahrnuj\u00edc\u00ed m\u00edsta k sezen\u00ed, parkov\u00e1n\u00ed a ve\u010de\u0159i ne\u017e samostatnou vstupenku.<\/p>\n

Jak sport komunikuje<\/h2>\n

Pokra\u010dujeme-li doprava, st\u00e1le v \u0161ed\u00e9 z\u00f3n\u011b naho\u0159e, najdeme „Tr\u017en\u00ed chov\u00e1n\u00ed sportovn\u00edch firem:5p“, tj. zp\u016fsob, jak\u00fdm sport jako takov\u00fd (a v\u0161echny firmy, vlastnosti, spole\u010dnosti a \u00fa\u010dastn\u00edci) komunikuje se sv\u011btem, a tedy i<\/strong>se subjektem. A nen\u00ed t\u011b\u017ek\u00e9 si hned v\u0161imnout, \u017ee pr\u00e1v\u011b d\u00edky sv\u00fdm emocion\u00e1ln\u00edm a hluboce intimn\u00edm vlastnostem sport komunikuje ve velmi odli\u0161n\u00e9m mno\u017estv\u00ed a zp\u016fsobem ne\u017e zbytek sv\u011bta. Na rozd\u00edl od jin\u00fdch marketingov\u00fdch model\u016f, kter\u00e9 vych\u00e1zej\u00ed ze slavn\u00fdch Kotlerov\u00fdch 4P<\/strong>, m\u00e1 sport je\u0161t\u011b jedno P nav\u00edc,<\/strong> a to public relations<\/strong> (Kotler je p\u016fvodn\u011b zahrnul do P Promotion). Vypl\u00fdv\u00e1 to ze skute\u010dnosti, \u017ee na rozd\u00edl od v\u00fd\u0161e zm\u00edn\u011bn\u00e9ho pytle su\u0161enek se o sportu mluv\u00ed mnohem v\u00edce. Sportovn\u00ed noviny, specializovan\u00e9 p\u0159enosy, billboardy se sportovn\u00edmi sv\u011bdectv\u00edmi, speci\u00e1ln\u00ed m\u00edsta v centrech m\u011bst ji\u017e dob\u0159e vypov\u00eddaj\u00ed o s\u00edle sportu z hlediska objemu komunikace. Nic jin\u00e9ho, dokonce ani technika nebo politika, ekonomika nebo hudba, neobklopuje v modern\u00ed dob\u011b t\u00e9ma tolik jako sport. Co to op\u011bt znamen\u00e1 z hlediska marketingu a strategie? Ur\u010dit\u011b to, \u017ee sport m\u00e1 mnohem v\u011bt\u0161\u00ed vliv ne\u017e ostatn\u00ed, pokud jde o komunikaci se spot\u0159ebitelem. Ale tak\u00e9 to, \u017ee ka\u017ed\u00fd dobr\u00fd market\u00e9r se bude muset pot\u00fdkat s tvrdou a velmi rozs\u00e1hlou konkurenc\u00ed, pokud chce usp\u011bt.<\/p>\n

Kulturn\u00ed normy a hodnoty<\/h2>\n

Faktory ozna\u010dovan\u00e9 jako„<\/strong>kulturn\u00ed normy a hodnoty“, tj. normy a hodnoty vlastn\u00ed ka\u017ed\u00e9 kultu\u0159e, jsou dal\u0161\u00edm m\u011b\u0159\u00edtkem pr\u016f\u0159ezovosti, slo\u017eitosti a hloubky uva\u017eov\u00e1n\u00ed, kter\u00e9 mus\u00ed b\u00fdt z\u00e1kladem ka\u017ed\u00e9 strategie v oblasti sportu, pokud je to v\u016fbec zapot\u0159eb\u00ed. Pro vysv\u011btlen\u00ed tohoto pojmu, kter\u00fd je samoz\u0159ejm\u011b velmi \u0161irok\u00fd, uve\u010fme p\u0159\u00edklad. Mistrovstv\u00ed sv\u011bta ve fotbale v Jihoafrick\u00e9 republice v roce 2010 m\u011blo (podle \u00fadaj\u016f FIFA) televizn\u00ed p\u0159enosy za jednu minutu 3,2 miliardy. To znamen\u00e1, \u017ee b\u011bhem cel\u00e9ho mistrovstv\u00ed sv\u011bta<\/strong> sledovalo alespo\u0148 jednu minutu televizn\u00edho p\u0159enosu z\u00e1pasu 3,2 MILIARDY lid\u00ed<\/strong>. Ani\u017e bychom se obt\u011b\u017eovali s kalkula\u010dkou, znamen\u00e1 to, \u017ee -p\u0159ibli\u017en\u011b- nejm\u00e9n\u011b polovina v\u0161ech obyvatel sv\u011bta vid\u011bla jednu minutu mistrovstv\u00ed sv\u011bta. Krom\u011b \u00fadivu, kter\u00fd takov\u00e9 \u010d\u00edslo nem\u016f\u017ee nevzbudit, to znamen\u00e1, \u017ee sport a jeho pr\u016f\u0159ezovost p\u0159ekra\u010duje b\u011b\u017en\u00e9 sociokulturn\u00ed hranice, s nimi\u017e se ka\u017ed\u00e1 spole\u010dnost (op\u011bt, nebo majetek, nebo t\u00fdm, nebo zna\u010dka) mus\u00ed ve sv\u00e9m ka\u017edodenn\u00edm \u017eivot\u011b pot\u00fdkat. Proto\u017ee jist\u011b, t\u0159in\u00e1ctilet\u00fd indick\u00fd chlapec, africk\u00e9 d\u00edt\u011b, japonsk\u00fd podnikatel a britsk\u00fd vysoko\u0161kol\u00e1k mohou m\u00edt fotbal stejn\u011b r\u00e1di (a t\u0159eba ho, pro\u010d ne, i hr\u00e1t), ale je jasn\u00e9, \u017ee je t\u0159eba s nimi mluvit s ohledem na jejich odli\u0161nosti v „norm\u00e1ch a hodnot\u00e1ch“. Je\u0161t\u011b l\u00e9pe se to v marketingov\u00e9 terminologii projev\u00ed, kdy\u017e se zamysl\u00edme nad prac\u00ed agentur a organiz\u00e1tor\u016f, kte\u0159\u00ed mus\u00ed podobn\u00e9 akce p\u0159ipravovat. Jak lze dob\u0159e a sou\u010dasn\u011b komunikovat s indick\u00fdm d\u00edt\u011btem, japonsk\u00fdm obchodn\u00edkem a andsk\u00fdm d\u011bln\u00edkem? I proto dostali organiz\u00e1to\u0159i Lond\u00fdna 2012 k dispozici \u0161\u0165avnatou p\u0159\u00edru\u010dku z\u00e1kladn\u00edch kulturn\u00edch norem sv\u011bta, aby se co nejl\u00e9pe orientovali v nekone\u010dn\u00e9 kultu\u0159e olympijsk\u00fdch her. V t\u00e9to bro\u017eu\u0159e byly obsa\u017eeny stovky stran (n\u011bkdy nutn\u011b stereotypn\u00edch) upozorn\u011bn\u00ed a pou\u010dek o tom, \u017ee Italov\u00e9 p\u0159i \u0159e\u010di gestikuluj\u00ed, Britov\u00e9 nemaj\u00ed r\u00e1di, kdy\u017e se jich n\u011bkdo pt\u00e1 na pen\u011b\u017en\u00ed z\u00e1le\u017eitosti, Japonci netoleruj\u00ed k\u00fdch\u00e1n\u00ed na ve\u0159ejnosti a tak d\u00e1le…<\/p>\n

Rasa, gender a t\u0159\u00edda ve sportu<\/h2>\n

A kone\u010dn\u011b, abychom pln\u011b pochopili heterodirektn\u00ed jevy, kter\u00e9 ovliv\u0148uj\u00ed chov\u00e1n\u00ed spot\u0159ebitel\u016f ve sportovn\u00edm marketingu, nelze nemluvit o rase, pohlav\u00ed a t\u0159\u00edd\u011b.<\/strong> A\u010dkoli jsou tato t\u00e9mata \u010dasto – a po\u0161etile – pova\u017eov\u00e1na za tabu, nen\u00ed d\u016fvod, pro\u010d bychom se nem\u011bli pokusit podat v\u011bdeck\u00fd a objektivn\u00ed obraz a pohled na jevy, kter\u00e9 jsou \u0161iroce pozorov\u00e1ny a roz\u0161\u00ed\u0159eny. Nejde o to, jak se b\u011b\u017en\u011b soud\u00ed, \u017ee ur\u010dit\u00e9 chov\u00e1n\u00ed je z\u00e1le\u017eitost\u00ed pouh\u00e9 tradice, ale sp\u00ed\u0161e o to, \u017ee vych\u00e1z\u00ed z dob\u0159e podlo\u017een\u00fdch, p\u0159\u00edtomn\u00fdch a statisticky zjistiteln\u00fdch prvk\u016f: je zkr\u00e1tka z\u0159ejm\u00e9, \u017ee rasa, pohlav\u00ed a t\u0159\u00edda, a dokonce i zem\u011bpisn\u00fd p\u016fvod, maj\u00ed velk\u00fd v\u00fdznam pro to, jak ka\u017ed\u00fd spot\u0159ebitel p\u0159istupuje ke sportu.<\/p>\n

Abychom byli spravedliv\u00ed, nem\u016f\u017ee b\u00fdt n\u00e1hoda, \u017ee Skandin\u00e1vci jsou vynikaj\u00edc\u00edmi \u0159idi\u010di rallye<\/strong>, \u017ee golf je pova\u017eov\u00e1n za „sport pro bohat\u00e9“, \u017ee Mexi\u010dan hraje fotbal m\u00edsto hokeje a \u017ee v americk\u00e9m fotbalu, basketbalu a b\u011bhu na 100 metr\u016f dominuj\u00ed \u010derno\u0161\u0161t\u00ed atleti.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ti, kte\u0159\u00ed obvykle nav\u0161t\u011bvuj\u00ed str\u00e1nky tohoto blogu nebo se o marketing zaj\u00edmaj\u00ed, dob\u0159e v\u011bd\u00ed, \u017ee sportovn\u00ed marketing je obor, jeho\u017e hranice jsou obecn\u011b odli\u0161n\u00e9 od jin\u00fdch marketingov\u00fdch specializac\u00ed. Vysv\u011btlen\u00ed tohoto jednoduch\u00e9ho p\u0159edpokladu m\u016f\u017ee b\u00fdt jist\u011b \u0161irok\u00e9 a mnohovrstevnat\u00e9 a v tomto \u010dl\u00e1nku se rozhodn\u011b nelze zab\u00fdvat v\u0161emi specifiky sportu. Shr\u0148me tedy definici od Mullina a Hardyho (2014), \u017ee „sportovn\u00ed marketing se li\u0161\u00ed od jak\u00e9hokoli jin\u00e9ho typu marketingu, proto\u017ee sport m\u00e1 pro \u010dlov\u011bka sociologick\u00fd, kulturn\u00ed a emocion\u00e1ln\u00ed v\u00fdznam, kter\u00fd se hluboce li\u0161\u00ed od jak\u00e9hokoli jin\u00e9ho typu produktu nebo slu\u017eby“.<\/p>\n

Pr\u00e1v\u011b z tohoto axiomu, kter\u00fd je pro \u00fa\u010dely synt\u00e9zy nutn\u011b zjednodu\u0161en\u00fd, vypl\u00fdv\u00e1 dal\u0161\u00ed velmi d\u016fle\u017eit\u00fd d\u016fsledek: chov\u00e1n\u00ed spot\u0159ebitel\u016f ve sportu je zcela odli\u0161n\u00e9 od chov\u00e1n\u00ed spot\u0159ebitel\u016f v klasick\u00e9m smyslu. A\u0165 u\u017e pracujeme ve sportovn\u00edm marketingu na stran\u011b t\u00fdm\u016f, sportovc\u016f, agentur nebo firem, kter\u00e9 vyu\u017e\u00edvaj\u00ed sport ke komunikaci, je dobr\u00e9 proniknout do zp\u016fsobu, jak\u00fdm koncov\u00fd spot\u0159ebitel p\u0159istupuje – a n\u00e1sledn\u011b se rozhoduje, konzumuje, zkr\u00e1tka chov\u00e1 – ke sportovn\u00edmu objektu, sportovn\u00edmu v\u00fdkonu nebo samotn\u00e9 sportovn\u00ed konzumaci. Jeliko\u017e je pochopen\u00ed tohoto pojmu samoz\u0159ejm\u00e9 a ka\u017ed\u00fd ho m\u00e1 denn\u011b na o\u010d\u00edch, p\u0159istupuj\u00ed spot\u0159ebitel\u00e9 ke sportu jinak ne\u017e k pojistce, m\u00fddlu, mix\u00e9ru nebo bal\u00ed\u010dku su\u0161enek.<\/p>\n","protected":false},"author":2,"featured_media":175724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238],"tags":[],"class_list":["post-277299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRozhodov\u00e1n\u00ed spot\u0159ebitel\u016f v marketingu: faktory prost\u0159ed\u00ed<\/title>\n<meta name=\"description\" content=\"Sportovn\u00ed marketing: jak\u00e9 jsou motivace, kter\u00e9 \u0159\u00edd\u00ed chov\u00e1n\u00ed sportovn\u00edch spot\u0159ebitel\u016f? 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