[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.zebras.cz\/soucasny-pohled-na-marketing-se-vyrazne-zmenil\/#Article","mainEntityOfPage":"https:\/\/www.zebras.cz\/soucasny-pohled-na-marketing-se-vyrazne-zmenil\/","headline":"Sou\u010dasn\u00fd pohled na marketing se v\u00fdrazn\u011b zm\u011bnil","name":"Sou\u010dasn\u00fd pohled na marketing se v\u00fdrazn\u011b zm\u011bnil","description":"Definice marketingu \u2013jedn\u00e1 se o \u010dinnost jedinc\u016f a organizac\u00ed, kter\u00e1 se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na zji\u0161\u0165ov\u00e1n\u00ed a uspokojov\u00e1n\u00ed lidsk\u00fdch pot\u0159eb. Tento princip funguje na z\u00e1klad\u011b sm\u011bny. Jinak \u0159e\u010deno, jedn\u00e1 se o spole\u010densk\u00fd a \u0159\u00edd\u00edc\u00ed proces, d\u00edky kter\u00e9mu z\u00edsk\u00e1vaj\u00ed jednotlivci, ale i skupiny to, co pot\u0159ebuj\u00ed nebo po\u017eaduj\u00ed, prost\u0159ednictv\u00edm nab\u00eddky a sm\u011bny v\u00fdrobk\u016f. Sou\u010dasn\u00fd marketing se st\u00e1le […]","datePublished":"2024-07-12","dateModified":"2024-07-12","author":{"@type":"Person","@id":"https:\/\/www.zebras.cz\/author\/#Person","name":"","url":"https:\/\/www.zebras.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/9bd672608a9ea50cfcb35956b7f63dacf48dece49eb907e6bdd72bedd9991f24?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9bd672608a9ea50cfcb35956b7f63dacf48dece49eb907e6bdd72bedd9991f24?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"zebras.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.zebras.cz\/wp-content\/uploads\/img_a314200_w2109_t1524988383.jpg","url":"https:\/\/www.zebras.cz\/wp-content\/uploads\/img_a314200_w2109_t1524988383.jpg","height":0,"width":0},"url":"https:\/\/www.zebras.cz\/soucasny-pohled-na-marketing-se-vyrazne-zmenil\/","wordCount":409,"articleBody":"Definice marketingu \u2013jedn\u00e1 se o \u010dinnost jedinc\u016f a organizac\u00ed, kter\u00e1 se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na zji\u0161\u0165ov\u00e1n\u00ed a uspokojov\u00e1n\u00ed lidsk\u00fdch pot\u0159eb. Tento princip funguje na z\u00e1klad\u011b sm\u011bny. Jinak \u0159e\u010deno, jedn\u00e1 se o spole\u010densk\u00fd a \u0159\u00edd\u00edc\u00ed proces, d\u00edky kter\u00e9mu z\u00edsk\u00e1vaj\u00ed jednotlivci, ale i skupiny to, co pot\u0159ebuj\u00ed nebo po\u017eaduj\u00ed, prost\u0159ednictv\u00edm nab\u00eddky a sm\u011bny v\u00fdrobk\u016f.Sou\u010dasn\u00fd marketing se st\u00e1le v\u00edce zam\u011b\u0159uje na uspokojov\u00e1n\u00ed pot\u0159eb z\u00e1kazn\u00edk\u016f. Jedn\u00e1 se tedy o \u00fakol pro mana\u017eery, kte\u0159\u00ed mus\u00ed zjistit, jak\u00e9 jsou pot\u0159eby z\u00e1kazn\u00edk\u016f, mus\u00ed ur\u010dit rozsah a intenzitu t\u011bchto pot\u0159eb a pot\u00e9 rozhodnout, zda se jedn\u00e1 o novou p\u0159\u00edle\u017eitost. Funkce marketingu nav\u00edc p\u0159etrv\u00e1v\u00e1 po celou dobu \u017eivotnosti produktu. \u00dakolem marketingu je tak tak\u00e9 snaha p\u0159il\u00e1kat nov\u00e9 z\u00e1kazn\u00edky a hlavn\u011b udr\u017eet ty st\u00e1vaj\u00edc\u00ed. Proto je kladen \u010d\u00edm d\u00e1l v\u011bt\u0161\u00ed d\u016fraz p\u0159edev\u0161\u00edm na pozn\u00e1v\u00e1n\u00ed c\u00edlov\u00fdch z\u00e1kazn\u00edk\u016f tak, aby v\u00fdrobek p\u0159esn\u011b odpov\u00eddal jeho pot\u0159eb\u00e1m, a d\u00edky tomu se prod\u00e1val de facto s\u00e1m.\tPojmy souvisej\u00edc\u00ed s\u00a0popt\u00e1vkou:\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Pot\u0159eba = pocit nedostatku.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 P\u0159\u00e1n\u00ed = formulace pot\u0159eby, kter\u00e1 je z\u00e1visl\u00e1 p\u0159edev\u0161\u00edm na osobn\u00ed charakteristice spot\u0159ebitele.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Popt\u00e1vka = p\u0159\u00e1n\u00ed, kter\u00e1 jsou podpo\u0159en\u00e1 ur\u010ditou kupn\u00ed silou (jinak \u0159e\u010deno: souhrn produkt\u016f, kter\u00e9 jsou z\u00e1kazn\u00edci schopn\u00ed koupit).\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Hodnota produktu = jedn\u00e1 se v\u00a0podstat\u011b o ur\u010dit\u00fd odhad potenci\u00e1lu produktu uspokojuj\u00edc\u00edho pot\u0159eby z\u00e1kazn\u00edk\u016f.\tMezi strategick\u00e1 marketingov\u00e1 rozhodnut\u00ed m\u016f\u017eeme za\u0159adit n\u00e1sleduj\u00edc\u00ed ot\u00e1zky:\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Kdo je n\u00e1\u0161 c\u00edlov\u00fd z\u00e1kazn\u00edk?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Jakou hodnotu c\u00edlov\u00e9mu z\u00e1kazn\u00edkovi nab\u00edz\u00edme?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Zji\u0161\u0165ujeme jeho spokojenost? Jak\u00fdm zp\u016fsobem?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Prost\u0159ednictv\u00edm \u010deho si udr\u017eujeme konkuren\u010dn\u00ed pozici?\tMezi taktick\u00e1 marketingov\u00e1 rozhodnut\u00ed m\u016f\u017eeme za\u0159adit n\u00e1sleduj\u00edc\u00ed ot\u00e1zky:\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Jak\u00fd produkt budeme z\u00e1kazn\u00edk\u016fm nab\u00edzet?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Jak vysokou stanov\u00edme cenu a jak\u00fdm zp\u016fsobem?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Jak\u00fdm zp\u016fsobem budeme produkt propagovat? Kde a kdy?Sou\u010dasn\u00e9 pohledy na \u00falohu marketingu se neust\u00e1le m\u011bn\u00ed, proto je pot\u0159eba se na n\u011bj opravdu d\u016fkladn\u011b zam\u011b\u0159it a p\u0159izp\u016fsobit mu st\u00e1vaj\u00edc\u00ed strategii podniku.                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Sou\u010dasn\u00fd pohled na marketing se v\u00fdrazn\u011b zm\u011bnil","item":"https:\/\/www.zebras.cz\/soucasny-pohled-na-marketing-se-vyrazne-zmenil\/#breadcrumbitem"}]}]