{"id":1663,"date":"2020-01-21T14:05:54","date_gmt":"2020-01-21T13:05:54","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=1663"},"modified":"2020-02-05T11:09:26","modified_gmt":"2020-02-05T10:09:26","slug":"co-je-to-marketingovy-mix","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/co-je-to-marketingovy-mix\/","title":{"rendered":"Co je to marketingov\u00fd mix a jak ho vyu\u017e\u00edt v praxi?"},"content":{"rendered":"<p><strong>Marketingov\u00fd mix je z\u00e1sadn\u00edm pojmem pro v\u0161echny podnikatele. V \u010dl\u00e1nku se dozv\u00edte, co zahrnuje, jak ho v praxi spr\u00e1vn\u011b vyu\u017e\u00edt a vyvarovat se tak \u010dast\u00fdm chyb\u00e1m. <\/strong><\/p>\n<h2>Co je to marketingov\u00fd mix?<\/h2>\n<p>Marketingov\u00fd mix je <strong>souhrn \u010dty\u0159 marketingov\u00fdch n\u00e1stroj\u016f,<\/strong> tzv. 4P, kter\u00e9 v <a href=\"https:\/\/orangeacademy.cz\/jazykove-kurzy\/anglictina\/\" target=\"_blank\" rel=\"noopener noreferrer\">angli\u010dtin\u011b <\/a>znamenaj\u00ed &#8211; product, price, place, promotion. Tyto n\u00e1stroje maj\u00ed v\u00e9st k dosa\u017een\u00ed marketingov\u00fdch c\u00edl\u016f firmy a poskytnout z\u00e1kazn\u00edkovi maxim\u00e1ln\u00ed hodnotu.<\/p>\n<p>S my\u0161lenkou a pojmem <em>\u201cmarketingov\u00fdch ingredienc\u00ed\u201d<\/em> p\u0159i\u0161el jako prvn\u00ed americk\u00fd profesor James Culliton v roce 1948. Jeho my\u0161lenka byla n\u00e1sledn\u011b rozpracov\u00e1na jin\u00fdmi autory (Richardem Clewettem, Jerry McCarthym nebo Philipem Kotlerem).<\/p>\n<p>Mezi 4P pat\u0159\u00ed:<\/p>\n<h3>Produkt (Product)<\/h3>\n<p>Produktem se rozum\u00ed krom\u011b samotn\u00e9ho v\u00fdrobku (slu\u017eby) i sortiment, balen\u00ed, zna\u010dka, design, kvalita a dal\u0161\u00ed faktory, kter\u00e9 maj\u00ed <strong>v\u00e9st k uspokojen\u00ed o\u010dek\u00e1v\u00e1n\u00ed<\/strong> kupuj\u00edc\u00edho.<\/p>\n<h3>Cena (Price)<\/h3>\n<p>Cena znamen\u00e1 hodnotu v\u00fdrobku (slu\u017eby), vyj\u00e1d\u0159enou v pen\u011b\u017en\u00edch jednotk\u00e1ch. Pat\u0159\u00ed sem i slevy, term\u00edny a podm\u00ednky plateb, mo\u017enosti \u00fav\u011bru, apod.<\/p>\n<h3>M\u00edsto (Place)<\/h3>\n<p>M\u00edsto zahrnuje lokality a zp\u016fsoby prodeje (kamenn\u00e1 prodejna \u010di e-shop), distribu\u010dn\u00ed cesty od v\u00fdrobce k z\u00e1kazn\u00edkovi, dopravu nebo nap\u0159\u00edklad z\u00e1sobov\u00e1n\u00ed.<\/p>\n<h3>Propagace (Promotion)<\/h3>\n<p>Propagac\u00ed jsou my\u0161leny ve\u0161ker\u00e9 n\u00e1stroje, kter\u00e9 slou\u017e\u00ed k <strong>zaujet\u00ed<\/strong> nebo <strong>informov\u00e1n\u00ed z\u00e1kazn\u00edka<\/strong> a budov\u00e1n\u00ed image firmy. Jedn\u00e1 se o reklamu, PR, podporu prodeje \u010di p\u0159\u00edm\u00fd prodej.<\/p>\n<p>Toto je v\u0161ak pouze z\u00e1kladn\u00ed rozd\u011blen\u00ed marketingov\u00e9ho mixu. V praxi je t\u0159eba ho <strong>v\u00edce specifikovat<\/strong> a za\u010dlenit do n\u011bj i dal\u0161\u00ed slo\u017eky. Pod\u00edvejte se, o jak\u00e9 se jedn\u00e1 a <strong>jak\u00fdch chyb<\/strong> se vyvarovat.<\/p>\n<h2>Jak vyu\u017e\u00edt marketingov\u00fd mix v praxi?<\/h2>\n<p>K tomu, abyste dok\u00e1zali marketingov\u00fd mix vyu\u017e\u00edt v praxi, pot\u0159ebujete p\u0159edev\u0161\u00edm spr\u00e1vn\u00fd pohled. \u0158ada podnikatel\u016f se dopou\u0161t\u00ed chyby a vn\u00edm\u00e1 ho jen z pozice prod\u00e1vaj\u00edc\u00edho. Je v\u0161ak t\u0159eba d\u00edvat se na n\u011bj p\u0159edev\u0161\u00edm <strong>z pohledu kupuj\u00edc\u00edho!<\/strong><\/p>\n<p>Takto nahl\u00ed\u017een\u00fd marketingov\u00fd mix zahrnuje tzv. 4C (nam\u00edsto 4P):<\/p>\n<ul>\n<li>produkt je vn\u00edm\u00e1n jako hodnota pro z\u00e1kazn\u00edka (\u010di \u0159e\u0161en\u00ed jeho pot\u0159eb),<\/li>\n<li>cena jako jeho n\u00e1klady,<\/li>\n<li>m\u00edsto jako pohodl\u00ed (p\u0159\u00edp. dostupnost v\u00fdrobku\/slu\u017eby)<\/li>\n<li>a propagace jako komunikace s kupuj\u00edc\u00edm.<\/li>\n<\/ul>\n<p>Krom\u011b v\u00fd\u0161e uveden\u00e9ho p\u0159\u00edstupu k marketingov\u00e9mu mixu, je t\u0159eba vyhnout se n\u00e1sleduj\u00edc\u00edm chyb\u00e1m.<\/p>\n<p><strong>Tip:<\/strong> P\u0159e\u010dt\u011bte si i n\u00e1\u0161 \u010dl\u00e1nek <a href=\"https:\/\/orangeacademy.cz\/clanky\/komunikacni-mix\/\" target=\"_blank\" rel=\"noopener noreferrer\">Komunika\u010dn\u00ed mix a pro\u010d bez n\u011bj nejde d\u011blat marketing<\/a>, kde se dozv\u00edte, kdy pou\u017e\u00edt ur\u010dit\u00fd marketingov\u00fd n\u00e1stroj.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1665\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/01\/marketing_mix_2.jpg\" alt=\"marketingov\u00fd mix\" width=\"1050\" height=\"700\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/01\/marketing_mix_2.jpg 1050w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/01\/marketing_mix_2-980x653.jpg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2020\/01\/marketing_mix_2-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1050px, 100vw\" \/><\/p>\n<h3>Vy\u0159e\u0161en\u00ed segmentace, zac\u00edlen\u00ed a um\u00edst\u011bn\u00ed<\/h3>\n<p>Ne\u017e se pust\u00edte do \u0159e\u0161en\u00ed marketingov\u00e9ho mixu, je nutn\u00e9, abyste m\u011bli vy\u0159e\u0161enou segmentaci, zac\u00edlen\u00ed a um\u00edst\u011bn\u00ed. <strong>Segmentac\u00ed<\/strong> se rozum\u00ed roz\u010dlen\u011bn\u00ed z\u00e1kazn\u00edk\u016f podle krit\u00e9ri\u00ed (v\u011bku, pohlav\u00ed, region\u016f, z\u00e1jm\u016f,&#8230;) do podobn\u00fdch skupin. Pot\u00e9 se stanov\u00ed jejich velikost a vytvo\u0159\u00ed profily. N\u00e1sledn\u011b se vyberou nejlep\u0161\u00ed mo\u017en\u00e9 segmenty, kter\u00fdm je firma schopna se dlouhodob\u011b v\u011bnovat a dosahovat dostate\u010dn\u00e9ho zisku.<\/p>\n<p>Se segmentac\u00ed \u00fazce souvis\u00ed i <strong>zac\u00edlen\u00ed<\/strong> (targeting). Jde o soust\u0159ed\u011bn\u00ed se na nejvhodn\u011bj\u0161\u00ed trhy. Zahrnuje progn\u00f3zu v\u00fdvoje po\u010dtu z\u00e1kazn\u00edk\u016f, jejich finan\u010dn\u00ed mo\u017enosti, substituty, hrozbu konkurent\u016f, apod. Je <strong>nepostradatelnou sou\u010d\u00e1st\u00ed<\/strong> marketingov\u00e9 strategie.<\/p>\n<p><strong>Um\u00edst\u011bn\u00ed<\/strong> (positioning) znamen\u00e1 vytv\u00e1\u0159en\u00ed n\u00e1zor\u016f a postoj\u016f kupuj\u00edc\u00edch na zna\u010dku. C\u00edlem je vyvolat v nich \u017e\u00e1douc\u00ed psychick\u00e9 procesy. Sd\u011blit jim, jak\u00e9 hodnoty zast\u00e1v\u00e1te, aby se mohli se zna\u010dkou ztoto\u017enit a cht\u011bli va\u0161e produkty \u010di slu\u017eby nakupovat. Umis\u0165ov\u00e1n\u00edm byste m\u011bli potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm jasn\u011b \u0159\u00edci, pro\u010d by si m\u011bli vybrat pr\u00e1v\u011b v\u00e1s.<\/p>\n<h3>Nedostate\u010dn\u00e1 dynamika marketingov\u00e9ho mixu<\/h3>\n<p>Dal\u0161\u00ed \u010dastou chybou je nedostate\u010dn\u00e1 dynamika a pr\u00e1ce s marketingov\u00fdm mixem. N\u011bkte\u0159\u00ed market\u00e9\u0159i i podnikatel\u00e9 ho pova\u017euj\u00ed za statickou pom\u016fcku, ale v tom se m\u00fdl\u00ed. Abyste si vytvo\u0159ili spr\u00e1vn\u00fd model, budete pot\u0159ebovat zn\u00e1t perfektn\u011b va\u0161i firmu a uplatnit <strong>kreativn\u00ed a inovativn\u00ed my\u0161len\u00ed,<\/strong> na jeho\u017e z\u00e1klad\u011b vzniknou modely podobn\u00e9 n\u00e1sleduj\u00edc\u00edm:<\/p>\n<ul>\n<li>5P, kter\u00fd krom\u011b produktu, ceny, m\u00edsta a propagace zahrnuje i zam\u011bstnance (people),<\/li>\n<li>7P, kter\u00fd obsahuje je\u0161t\u011b procesy (process) a materi\u00e1ln\u00ed prost\u0159ed\u00ed (physical environment) nebo<\/li>\n<li><a href=\"https:\/\/managementmania.com\/cs\/marketingovy-mix-8p-marketing-mix-8p\" target=\"_blank\" rel=\"noopener noreferrer\">8P<\/a>, do n\u011bho\u017e se p\u0159id\u00e1v\u00e1 i produktivita.<\/li>\n<\/ul>\n<p>Pro sestaven\u00ed spr\u00e1vn\u00e9ho modelu marketingov\u00e9ho mixu byste m\u011bli p\u0159ihl\u00ed\u017eet na to, zda se v\u011bnujete v\u00fdrob\u011b \u010di prodeji v\u00fdrobk\u016f nebo poskytujete slu\u017eby. M\u016f\u017eete pou\u017e\u00edt ji\u017e vytvo\u0159en\u00e9 modely, nicm\u00e9n\u011b je lep\u0161\u00ed v\u017edy sestavit vlastn\u00ed, <strong>u\u0161it\u00fd na m\u00edru<\/strong> va\u0161\u00ed firm\u011b.<\/p>\n<p>Pot\u0159ebujete v t\u00e9to oblasti z\u00edskat v\u00edce znalost\u00ed? P\u0159ihlaste se na <a href=\"https:\/\/orangeacademy.cz\/kurzy-ucetnictvi\/rekvalifikacni-kurz-online-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">kurz marketingu<\/a> od Orange Academy!<\/p>\n<p><em>zdroj: robertnemec.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00fd mix je z\u00e1sadn\u00edm pojmem pro v\u0161echny podnikatele. V \u010dl\u00e1nku se dozv\u00edte, co zahrnuje, jak ho v praxi spr\u00e1vn\u011b vyu\u017e\u00edt a vyvarovat se tak \u010dast\u00fdm chyb\u00e1m. Co je to marketingov\u00fd mix? Marketingov\u00fd mix je souhrn \u010dty\u0159 marketingov\u00fdch n\u00e1stroj\u016f, tzv. 4P, kter\u00e9 v angli\u010dtin\u011b znamenaj\u00ed &#8211; product, price, place, promotion. Tyto n\u00e1stroje maj\u00ed v\u00e9st k dosa\u017een\u00ed [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165,20],"tags":[65,54,8],"class_list":["post-1663","post","type-post","status-publish","format-standard","hentry","category-marketing","category-prace-a-kariera","tag-marketing","tag-podnikani","tag-vzdelavani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Co je to marketingov\u00fd mix a jak ho vyu\u017e\u00edt v praxi?<\/title>\n<meta name=\"description\" content=\"Marketingov\u00fd mix je z\u00e1sadn\u00edm pojmem pro v\u0161echny podnikatele. 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