[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.hastall.cz\/marketing\/#Article","mainEntityOfPage":"https:\/\/www.hastall.cz\/marketing\/","headline":"Marketing","name":"Marketing","description":"Je to zp\u016fsob \u0159\u00edzen\u00ed hospod\u00e1\u0159sk\u00e9 \u010dinnosti pomoc\u00ed trhu s\u00a0c\u00edlem dosa\u017een\u00ed dlouhodob\u00e9 ziskovosti, z\u00e1kladem je pr\u016fzkum trhu (nab\u00eddka\/popt\u00e1vka). \u00a0 Pr\u016fzkum trhu: a.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 od stolu – podnik vych\u00e1z\u00ed z\u00a0intern\u00edch \u00fadaj\u016f (reklamace, minim\u00e1ln\u00ed prodej) b.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 v\u00a0ter\u00e9nu – vych\u00e1z\u00ed z\u00a0extern\u00edch \u00fadaj\u016f (konkurence, z\u00e1kazn\u00edci) \u00a0 Faktory ovliv\u0148uj\u00edc\u00ed popt\u00e1vku: S \u00a0rostouc\u00ed cenou popt\u00e1vka kles\u00e1. Popt\u00e1vku ovliv\u0148uj\u00ed tyto faktory: u\u017eite\u010dnost, p\u0159\u00edjmy, ceny...(P\u0159e\u010d\u00edst \u010dl\u00e1nek)<\/a>","datePublished":"2023-05-06","dateModified":"2023-05-06","author":{"@type":"Person","@id":"https:\/\/www.hastall.cz\/author\/#Person","name":"","url":"https:\/\/www.hastall.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/d693d76da4b3c2905ed32515295d3c5b2b37600a891f276917d3d592948bcc60?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d693d76da4b3c2905ed32515295d3c5b2b37600a891f276917d3d592948bcc60?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"hastall.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.hastall.cz\/wp-content\/uploads\/img_a319569_w1909_t1530603724.jpg","url":"https:\/\/www.hastall.cz\/wp-content\/uploads\/img_a319569_w1909_t1530603724.jpg","height":0,"width":0},"url":"https:\/\/www.hastall.cz\/marketing\/","wordCount":377,"articleBody":"\tJe to zp\u016fsob \u0159\u00edzen\u00ed hospod\u00e1\u0159sk\u00e9 \u010dinnosti pomoc\u00ed trhu s\u00a0c\u00edlem dosa\u017een\u00ed dlouhodob\u00e9 ziskovosti, z\u00e1kladem je pr\u016fzkum trhu (nab\u00eddka\/popt\u00e1vka).\t\u00a0\tPr\u016fzkum trhu:\ta.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 od stolu – podnik vych\u00e1z\u00ed z\u00a0intern\u00edch \u00fadaj\u016f (reklamace, minim\u00e1ln\u00ed prodej)\tb.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 v\u00a0ter\u00e9nu – vych\u00e1z\u00ed z\u00a0extern\u00edch \u00fadaj\u016f (konkurence, z\u00e1kazn\u00edci)\t\u00a0\tFaktory ovliv\u0148uj\u00edc\u00ed popt\u00e1vku:\tS \u00a0rostouc\u00ed cenou popt\u00e1vka kles\u00e1. Popt\u00e1vku ovliv\u0148uj\u00ed tyto faktory: u\u017eite\u010dnost, p\u0159\u00edjmy, ceny substitut\u016f (podobn\u00e9), ceny komplement\u016f (dopl\u0148uj\u00edc\u00ed), demografick\u00e9 zm\u011bny (obyvatelstvo), zvyklosti spot\u0159ebitel\u016f, m\u00f3dnost a reklama\u2026..\t\u00a0\tFaktory ovliv\u0148uj\u00edc\u00ed nab\u00eddku\tS\u00a0rostouc\u00ed cenou nab\u00eddka roste. Nab\u00eddku ovliv\u0148uj\u00ed tyto faktory: ceny v\u00fdrobn\u00edch \u010dinitel\u016f, situace na trhu\t\tMARKETINGOV\u00dd MIX (4P)a)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 ProduktProdukt se skl\u00e1d\u00e1 ze t\u0159\u00ed \u010d\u00e1st\u00ed:1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 J\u00e1dro \u2013 u\u017eite\u010dnost2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Vn\u011bj\u0161\u00ed znaky \u2013 kvalita, design (vzhled + funkce), styl (estetick\u00e9 vlastnosti)3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Slu\u017eby \u2013 nejv\u00edce p\u0159edm\u011btem konkurence (poradenstv\u00ed, katalogy, dovoz, mont\u00e1\u017e, z\u00e1ruka)\u00a0b)\u00a0\u00a0\u00a0\u00a0\u00a0 Cena = pen\u011b\u017en\u00ed vyj\u00e1d\u0159en\u00ed zbo\u017e\u00ed a slu\u017eeb1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Pohybliv\u00e9 \u2013 z\u00e1visl\u00e9 na N a P, tr\u017en\u00ed ceny2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Pevn\u00e9 \u2013 regulovan\u00e9 st\u00e1tem (n\u00e1jemn\u00e9)\u009e\u00a0\u00a0 Diferencovan\u00e9 ceny: ovlivn\u011bny: v\u011bk z\u00e1kazn\u00edka, pohlav\u00ed, m\u00edsto prodeje, \u010das, mno\u017estevn\u00ed slevy\u2026Obchodn\u00ed mar\u017eeje rozd\u00edl mezi ni\u017e\u0161\u00ed n\u00e1kupn\u00ed a vy\u0161\u0161\u00ed prodejn\u00ed cenou, umo\u017en\u00ed uhradit vlastn\u00ed n\u00e1klady, je i zdrojem zisku.Elasticita (cenov\u00e1 pru\u017enost): reakce popt\u00e1vky na zm\u011bnu cen.c)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Distribuce= zp\u016fsob, jak\u00fdm se zbo\u017e\u00ed dost\u00e1v\u00e1 ke kone\u010dn\u00e9mu spot\u0159ebiteli1.\u00a0\u00a0\u00a0 P\u0159\u00edm\u00e1: nezahrnuje mezi\u010dl\u00e1nek2.\u00a0\u00a0\u00a0 Nep\u0159\u00edm\u00e1:v\u00fdrobce -> velkoobchod -> maloobchod -> spot\u0159ebitel -> kone\u010dn\u00e1 spot\u0159eba\u00a0Velkoobchod– umo\u017e\u0148uje p\u0159etv\u00e1\u0159et \u00fazk\u00fd v\u00fdrobn\u00ed sortiment na \u0161irok\u00fd obchodn\u00ed, zabezpe\u010duje z\u00e1sobov\u00e1n\u00ed,Maloobchod\u00ad– mezi velkoobchodem a spot\u0159ebitelem, podnikov\u00e9 prodejny (pek\u00e1rny, l\u00e9k\u00e1rny)\u00a0Franchising= zp\u016fsob podnik\u00e1n\u00ed v\u00a0maloobchod\u011b podle p\u0159edem stanoven\u00e9ho konceptu, z\u00e1kladem smluvn\u00ed vztah mezi poskytovatelem licence a p\u0159\u00edjemcem. Spojeno s\u00a0men\u0161\u00edm rizikem, obchoduje se pod ji\u017e zaveden\u00fdm obchodn\u00edm jm\u00e9nem.\u00a0Propagace = ovliv\u0148ov\u00e1n\u00ed z\u00e1kazn\u00edka, aby si v\u00fdrobek koupil, hlavn\u00edm \u00fakolem je nav\u00fd\u0161en\u00ed prodeje 4.5\/5 - (11 votes) "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Marketing","item":"https:\/\/www.hastall.cz\/marketing\/#breadcrumbitem"}]}]