[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.odpropasti.cz\/marketing\/#Article","mainEntityOfPage":"https:\/\/www.odpropasti.cz\/marketing\/","headline":"Marketing","name":"Marketing","description":"Pokud se rozhodnete p\u0159i va\u0161em podnik\u00e1n\u00ed zab\u00fdvat prodejem, existuje marketingov\u00e1 koncepce. Marketingov\u00e1 koncepce znamen\u00e1 zp\u016fsob p\u0159\u00edstupu k prodeji- existuj\u00ed 4 zp\u016fsoby &#8211; v\u00fdrobn\u00ed (hromadn\u00e1 v\u00fdroba- \u00fazk\u00fd sortiment, n\u00edzk\u00e1 cena), v\u00fdrobkov\u00fd <a class=\"read-more\" href=\"https:\/\/www.odpropasti.cz\/marketing\/\">\u010c\u00edst d\u00e1le<\/a>","datePublished":"2018-06-17","dateModified":"2018-06-17","author":{"@type":"Person","@id":"https:\/\/www.odpropasti.cz\/author\/#Person","name":"","url":"https:\/\/www.odpropasti.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/91b1fc57487c55a66a7777af0dd690bf69c571b4a9b15cda0db8854a78b7888c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/91b1fc57487c55a66a7777af0dd690bf69c571b4a9b15cda0db8854a78b7888c?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"odpropasti.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.odpropasti.cz\/wp-content\/uploads\/img_a321294_w2227_t1532547350.jpg","url":"https:\/\/www.odpropasti.cz\/wp-content\/uploads\/img_a321294_w2227_t1532547350.jpg","height":0,"width":0},"url":"https:\/\/www.odpropasti.cz\/marketing\/","wordCount":357,"articleBody":"Pokud se rozhodnete p\u0159i va\u0161em podnik\u00e1n\u00ed zab\u00fdvat prodejem, existuje marketingov\u00e1 koncepce. Marketingov\u00e1 koncepce znamen\u00e1 zp\u016fsob p\u0159\u00edstupu k prodeji- existuj\u00ed 4 zp\u016fsoby  &#8211; v\u00fdrobn\u00ed (hromadn\u00e1 v\u00fdroba- \u00fazk\u00fd sortiment, n\u00edzk\u00e1 cena), v\u00fdrobkov\u00fd (zbo\u017e\u00ed vy\u0161\u0161\u00ed kvality, vy\u0161\u0161\u00ed cena), prodejn\u00ed (zam\u011b\u0159en\u00ed na r\u016fst objemu prodeje) a marketingov\u00fd (zam\u011b\u0159en\u00fd na pr\u016fzkum trhu- rozd\u011blen\u00fd na pr\u016fzkum trhu od stolu a pr\u016fzkum trhu v ter\u00e9nu). Po vybr\u00e1n\u00ed vhodn\u00e9 marketingov\u00e9 koncepce je vhodn\u00e9 sestavit marketingov\u00fd mix. Marketingov\u00fd mix se skl\u00e1d\u00e1 ze 4 polo\u017eek- produkt, cena, distribuce a propagace. Produkt je p\u0159edm\u011btem prodeje (tedy je to to, s \u010d\u00ed obchodujeme) a uspokojuje pot\u0159eby z\u00e1kazn\u00edka. Z\u00e1kazn\u00edk p\u0159i rozhodov\u00e1n\u00ed, zda produkt zakoup\u00ed hodnost\u00ed jeho u\u017eite\u010dnost, kvalitu, vzhled, funkce a tak\u00e9 zda jsou k p\u0159edm\u011btu poskytovan\u00e9 dopl\u0148kov\u00e9 slu\u017eby (doprava zdarma). Cena je pen\u011b\u017en\u00ed vyj\u00e1d\u0159en\u00ed- kolik z\u00e1kazn\u00edk zaplat\u00ed za produkt, kter\u00fd si kupuje. Jsou dva typy ceny &#8211; pevn\u00e1 (nap\u0159\u00edklad n\u00e1jemn\u00e9 bytu, kter\u00fd je ve st\u00e1tn\u00edm vlastnictv\u00ed), pohybliv\u00e9 (ceny, kter\u00e9 jsou ovlivn\u011bny nab\u00eddkou a popt\u00e1vkou). Pohyblivou cenu lze ur\u010dit kalkulac\u00ed (nas\u010d\u00edt\u00e1v\u00e1n\u00ed v\u0161ech n\u00e1klad\u016f), procentn\u00ed sr\u00e1\u017ekou z prodejn\u00ed ceny nebo procentn\u00ed p\u0159ir\u00e1\u017ekou k n\u00e1kupn\u00ed cen\u011b. Distribuc\u00ed se ozna\u010duje zp\u016fsob, kter\u00fdm se n\u00e1mi nab\u00edzen\u00e9 zbo\u017e\u00ed dostane k z\u00e1kazn\u00edkovi- rozd\u011bluje se na p\u0159\u00edmou a nep\u0159\u00edmou cestu. Propagace je ovliv\u0148ov\u00e1n\u00ed z\u00e1kazn\u00edka (sna\u017e\u00ed se ho p\u0159esv\u011bd\u010dit o koupi produktu). Je n\u011bkolik cest propagace &#8211; publicita (je zdarma, jsou to nap\u0159\u00edklad recenze), reklama (nejv\u00edce roz\u0161\u00ed\u0159en\u00e1), podpory prodeje (maj\u00ed za \u00fakol p\u0159edstavit potencion\u00e1ln\u00edmu z\u00e1kazn\u00edkovi d\u016fvody prodeje). Z\u00e1v\u011brem nap\u00ed\u0161i jen to, \u017ee je velice d\u016fle\u017eit\u00e9 vybrat si marketingovou koncepci, kter\u00e1 je vhodn\u00e1 pr\u00e1v\u011b pro va\u0161e obchodov\u00e1n\u00ed, stejn\u011b tak je d\u016fle\u017eit\u00fd i marketingov\u00e1 mix. Tyto dv\u011b polo\u017eky jsou nezbytnou sou\u010d\u00e1st\u00ed cesty k \u00fasp\u011bchu.                                                                                                                                                                                                                                                                                                                                                                                         4.8\/5 - (5 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Marketing","item":"https:\/\/www.odpropasti.cz\/marketing\/#breadcrumbitem"}]}]