{"id":1630,"date":"2013-02-13T13:16:57","date_gmt":"2013-02-13T13:16:57","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=1630"},"modified":"2019-02-14T20:08:44","modified_gmt":"2019-02-14T20:08:44","slug":"11-kluczowych-wyznacznikow","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/11-kluczowych-wyznacznikow\/","title":{"rendered":"11 kluczowych wyznacznik\u00f3w"},"content":{"rendered":"

Poniewa\u017c po wpisie o misiach<\/a> \ud83d\ude42 zala\u0142a mnie fala Waszych pyta\u0144, odpowiadam notk\u0105, jakie moim skromnym zdaniem, s\u0105 najwa\u017cniejsze determinanty opisanego stanu rzeczy i relacji w marketingu:<\/p>\n

    \n
  1. „Kotleryzm”<\/strong> – budowa wiedzy o marketingu w oparciu o podstawowy podr\u0119cznik prof. Philipa Kotlera. Jest to doskona\u0142a pozycja i kluczowa dla marketingu na \u015bwiecie od 45 lat. Jednak nie zawiera tak niezb\u0119dnego w Polsce mikromarketingu – wiedzy, kt\u00f3r\u0105 wi\u0119kszo\u015b\u0107 student\u00f3w powinna opanowa\u0107 w praktyce (r\u00f3\u017cnica mikro- i makromarketingu przypomina r\u00f3\u017cnice mikro- i makroekonomii. Marketing na poziomie korporacyjnym jest troch\u0119 inny ni\u017c w przypadku hurtowni spo\u017cywczej, pomimo podobie\u0144stwa marketingu mix).<\/li>\n
  2. „Brak praktyki”<\/strong> – studenci marketingu nie realizuj\u0105 projekt\u00f3w mikromarketingowych, nie pomagaj\u0105 np. organizacjom charytatywnym tworzy\u0107 marek czy USP<\/a>; zarz\u0105dzanie pe\u0142nymi projektami marketingowymi powinno by\u0107 skladnikiem nauczania.<\/li>\n
  3. Rozw\u00f3j „sier\u017cant\u00f3w marketingu”<\/strong> – pisa\u0142em o tym w notce o tym samym tytule.<\/a><\/li>\n
  4. „Tego powinien s\u0142ucha\u0107 m\u00f3j szef”<\/strong> czyli zdanie, kt\u00f3re bardzo cz\u0119sto s\u0142ysz\u0119 podczas warsztat\u00f3w, konferencji czy workshop\u00f3w. Pierwszym marketerem w firmie jest w\u0142a\u015bciciel czy prezes zarz\u0105du. Ich wiedza o kompetencjach marketingu decyduje o tym jak wygl\u0105da praca tego dzia\u0142u<\/li>\n
  5. \u00a0Brak doskonalenia twardych umiej\u0119tno\u015bci<\/strong> szczeg\u00f3lnie w formach case studies i gier decyzyjnych. Marketer musi nieustannie rozwi\u0105zywa\u0107 rynkowe krzy\u017c\u00f3wki, inaczej m\u00f3zg mu utyje.<\/li>\n
  6. Stereotypowe my\u015blenie<\/strong> o marketingu, w kt\u00f3rym profesjonalizm cz\u0119sto musi udowadnia\u0107, \u017ce nie jest wielb\u0142\u0105dem [patrz rynkologia<\/a>].<\/li>\n
  7. Brak profesjonalnego dialogu marketer\u00f3w i sektora marketing services<\/strong> o standardach wsp\u00f3\u0142pracy. Nie istniej\u0105 obecnie na rynku np. jakiekolwiek profesjonalne i sensowne wydarzenia, kt\u00f3re pr\u00f3buj\u0105 zmieni\u0107 ten stan rzeczy.<\/li>\n
  8. Przypadkowo\u015b\u0107 doboru<\/strong> ludzi do pracy w kom\u00f3rkach marketingu – poka\u017ccie mi og\u0142oszenia rekrutacyjne :)), a powiem Wam czy szukaj\u0105 brand managera czy kolejnego handlowca, \u0142adnie nazwanego.<\/li>\n
  9. Wybitna mnogo\u015b\u0107 „spec\u00f3w”<\/strong>, „ikspert\u00f3w<\/a>„, „fachowc\u00f3w”, „markietanek<\/a>” – ka\u017cdy Polak zna si\u0119 na marketingu, bo jak\u017ceby inaczej?<\/li>\n
  10. \u0141atwe uleganie trendom, modom<\/strong>, podchwytywanie zas\u0142yszanych \u015bwiatowych (czytaj: ameryka\u0144skich) nowinek, kt\u00f3re nijak nie pasuj\u0105 do stanu rozwoju polskiego rynku.<\/li>\n
  11. My\u015blenie o roli marketingu wy\u0142\u0105cznie w kontek\u015bcie narz\u0119dzia doprowadzaj\u0105cego do sprzeda\u017cy<\/strong> (wspomagaj\u0105cego). To skutkuje najcz\u0119\u015bciej \u017ale dzia\u0142aj\u0105cymi procesami marketingu i sprzeda\u017cy w ka\u017cdej firmie.<\/li>\n<\/ol>\n

    Pewnie mo\u017cna dopisa\u0107 jeszcze kilka, ale powy\u017csze wydaj\u0105 si\u0119 najistotniejsze.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Poniewa\u017c po wpisie o misiach \ud83d\ude42 zala\u0142a mnie fala Waszych pyta\u0144, odpowiadam notk\u0105, jakie moim skromnym zdaniem, s\u0105 najwa\u017cniejsze determinanty […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[747],"tags":[90,94,170,372,376,566],"class_list":["post-1630","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-blog","tag-blog-o-marketingu","tag-dzial-marketingu","tag-marketer","tag-marketing","tag-rynkologia"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/paKYj5-qi","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/1630","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/comments?post=1630"}],"version-history":[{"count":1,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/1630\/revisions"}],"predecessor-version":[{"id":6077,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/1630\/revisions\/6077"}],"wp:attachment":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/media?parent=1630"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/categories?post=1630"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/tags?post=1630"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}