{"id":5580,"date":"2025-04-09T07:32:42","date_gmt":"2025-04-09T05:32:42","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=5580"},"modified":"2025-04-09T12:04:33","modified_gmt":"2025-04-09T10:04:33","slug":"vypocet-marze-a-stanoveni-ceny-zbozi","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/","title":{"rendered":"V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb"},"content":{"rendered":"<p><b>Mar\u017ee je rozd\u00edl mezi tr\u017ebami a n\u00e1klady na prodan\u00e9 zbo\u017e\u00ed nebo slu\u017eby a je d\u016fle\u017eit\u00e1 pro spr\u00e1vn\u00e9 nastaven\u00ed ceny zbo\u017e\u00ed nebo slu\u017eeb. Co by m\u011bl obchodn\u00edk zn\u00e1t p\u0159ed t\u00edm, ne\u017e za\u010dne \u0159e\u0161it v\u00fdpo\u010det mar\u017ee?<\/b><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d5d817eb281\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d5d817eb281\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#Rozdily_mezi_marzi_rabatem_a_prirazkou\" >Rozd\u00edly mezi mar\u017e\u00ed, rabatem a p\u0159ir\u00e1\u017ekou<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#Vypocet_marze_a_prirazky\" >V\u00fdpo\u010det mar\u017ee a p\u0159ir\u00e1\u017eky<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#Co_patri_do_nakladu\" >Co pat\u0159\u00ed do n\u00e1klad\u016f?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#Stanoveni_ceny\" >Stanoven\u00ed ceny\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#Jak_zvysit_marzi\" >Jak zv\u00fd\u0161it mar\u017ei?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Rozdily_mezi_marzi_rabatem_a_prirazkou\"><\/span><span style=\"font-weight: 400;\">Rozd\u00edly mezi mar\u017e\u00ed, rabatem a p\u0159ir\u00e1\u017ekou<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ne\u017e se pono\u0159\u00edme do podrobnost\u00ed o mar\u017ei a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb,<\/span><b> je d\u016fle\u017eit\u00e9 si na za\u010d\u00e1tek \u0159\u00edci, co ka\u017ed\u00fd z t\u011bchto pojm\u016f znamen\u00e1.<\/b><span style=\"font-weight: 400;\"> Mar\u017ee v podnik\u00e1n\u00ed je kl\u00ed\u010dov\u00fdm ukazatelem finan\u010dn\u00edho zdrav\u00ed firmy. Obchodn\u00ed mar\u017ee je specifick\u00fd typ mar\u017ee, kter\u00fd se pou\u017e\u00edv\u00e1 v maloobchod\u011b a velkoobchod\u011b. Je to rozd\u00edl mezi n\u00e1kupn\u00ed cenou zbo\u017e\u00ed a jeho prodejn\u00ed cenou, vyj\u00e1d\u0159en\u00fd jako procento prodejn\u00ed ceny. Rabat je sleva, kterou poskytuje prodejce z\u00e1kazn\u00edkovi. M\u016f\u017ee b\u00fdt vyj\u00e1d\u0159en jako procento z p\u016fvodn\u00ed ceny nebo jako pevn\u00e1 \u010d\u00e1stka. P\u0159ir\u00e1\u017eka je \u010d\u00e1stka, kterou obchodn\u00edk p\u0159id\u00e1 k n\u00e1kupn\u00ed cen\u011b zbo\u017e\u00ed, aby stanovil prodejn\u00ed cenu. P\u0159ir\u00e1\u017eka m\u016f\u017ee b\u00fdt vyj\u00e1d\u0159ena jako procento z n\u00e1kupn\u00ed ceny.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Vypocet_marze_a_prirazky\"><\/span><span style=\"font-weight: 400;\">V\u00fdpo\u010det mar\u017ee a p\u0159ir\u00e1\u017eky<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V\u00fdpo\u010det mar\u017ee se prov\u00e1d\u00ed z prodejn\u00ed ceny, tedy z \u010d\u00e1stky z\u00edskan\u00e9 za zbo\u017e\u00ed. <\/span><b>Mar\u017ee nen\u00ed tot\u00e9\u017e co \u010dist\u00fd zisk.<\/b><span style=\"font-weight: 400;\"> Zisk je mar\u017ee sn\u00ed\u017een\u00e1 o n\u00e1klady spojen\u00e9 s prodejem zbo\u017e\u00ed nebo slu\u017eby, jako je nap\u0159\u00edklad n\u00e1jem, doprava a skladov\u00e1n\u00ed. Po\u0159izovac\u00ed cena zahrnuje nejen<\/span><a href=\"https:\/\/orangeacademy.cz\/clanky\/slovnik-pojmu-ucetnictvi\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">pen\u00edze zaplacen\u00e9 dodavateli za zbo\u017e\u00ed<\/span><\/a><span style=\"font-weight: 400;\">, ale tak\u00e9 \u010das a pr\u00e1ci spojenou s doru\u010den\u00edm, co\u017e je cena prodejn\u00ed re\u017eie.\u00a0 Mar\u017ee stanoven\u00e1 pouze podle ceny na faktu\u0159e od dodavatele m\u016f\u017ee v\u00e9st ke krachu spole\u010dnosti.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hrub\u00e1 mar\u017ee je procento z prodejn\u00ed ceny, kter\u00e9 z\u016fstane po ode\u010dten\u00ed n\u00e1klad\u016f na v\u00fdrobu nebo n\u00e1kup zbo\u017e\u00ed. \u010cist\u00e1 mar\u017ee je procento z prodejn\u00ed ceny, kter\u00e9 z\u016fstane po ode\u010dten\u00ed v\u0161ech n\u00e1klad\u016f, v\u010detn\u011b provozn\u00edch n\u00e1klad\u016f, dan\u00ed a dal\u0161\u00edch v\u00fddaj\u016f.\u00a0<\/span><\/p>\n<p><b>Mar\u017ee se vypo\u010d\u00edt\u00e1 jako (prodejn\u00ed cena \u2013 skladov\u00e1 cena) \/ prodejn\u00ed cena x 100 (v %).<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Pokud je prodejn\u00ed cena zbo\u017e\u00ed 1.000 K\u010d a skladov\u00e1 cena 800 K\u010d, pak (1.000 \u2013 800) \/ 1.000 \u00d7 100 = 20 %. Mar\u017ee je v tomto p\u0159\u00edpad\u011b 20 %. Tento v\u00fdsledek ukazuje, kolik obchodn\u00edk vyd\u011blal na prodeji zbo\u017e\u00ed nebo slu\u017eby.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P\u0159ir\u00e1\u017eka vyjad\u0159uje pod\u00edl z ceny, kter\u00fd obchodn\u00edk p\u0159idal k n\u00e1kupn\u00ed cen\u011b. Pou\u017e\u00edv\u00e1 se p\u0159i stanoven\u00ed ceny zbo\u017e\u00ed, kdy si obchodn\u00edk ur\u010d\u00ed, \u017ee chce m\u00edt na v\u0161ech produktech ur\u010ditou procentn\u00ed p\u0159ir\u00e1\u017eku, a n\u00e1sledn\u011b t\u00edmto \u010d\u00edslem vyn\u00e1sob\u00ed n\u00e1kupn\u00ed ceny. Rozd\u00edl spo\u010d\u00edv\u00e1 v tom, zda se v\u00fdpo\u010det prov\u00e1d\u00ed shora nebo zdola.<\/span><\/p>\n<p><b>P\u0159ir\u00e1\u017eka = (prodejn\u00ed cena \u2013 skladov\u00e1 cena) \/ skladov\u00e1 cena x 100 (v %)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Prodejn\u00ed cena je 1.000 K\u010d, skladov\u00e1 cena je 800 K\u010d. \u2013 (1.000\u2013800) \/ 800 \u00d7 100 = 25 %. Obchodn\u00ed p\u0159ir\u00e1\u017eka je 25 %.<\/span><\/p>\n<p><b>Rabat = p\u016fvodn\u00ed cena &#8211; procento rabatu<\/b><\/p>\n<p><span style=\"font-weight: 400;\">P\u016fvodn\u00ed cena je 2.500 K\u010d, procento rabatu je 10 %. Rabat je 250 K\u010d. Nov\u00e1 cena se 2.250 k\u010d.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Co_patri_do_nakladu\"><\/span><span style=\"font-weight: 400;\">Co pat\u0159\u00ed do n\u00e1klad\u016f?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">P\u0159\u00edm\u00e9 n\u00e1klady<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">P\u0159\u00edm\u00e9 n\u00e1klady se vztahuj\u00ed p\u0159\u00edmo k v\u00fdrobku. Zahrnuj\u00ed materi\u00e1l pot\u0159ebn\u00fd k jeho v\u00fdrob\u011b, obalov\u00fd materi\u00e1l pro jeho zabalen\u00ed a dal\u0161\u00ed slu\u017eby spojen\u00e9 s v\u00fdrobn\u00edm procesem. Po se\u010dten\u00ed v\u0161ech t\u011bchto polo\u017eek lze stanovit p\u0159\u00edm\u00e9 n\u00e1klady na v\u00fdrobu jednoho kusu produktu.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Nep\u0159\u00edm\u00e9 n\u00e1klady<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nep\u0159\u00edm\u00e9 n\u00e1klady jsou stejn\u011b d\u016fle\u017eit\u00e9. Pat\u0159\u00ed sem n\u00e1klady spojen\u00e9 s provozem spole\u010dnosti. Nej\u010dast\u011bji jde o v\u00fdrobn\u00ed n\u00e1klady, jako je pron\u00e1jem stroj\u016f,<\/span><a href=\"https:\/\/orangeacademy.cz\/clanky\/zakonne-pojisteni-odpovednosti-zamestnavatele\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">poji\u0161t\u011bn\u00ed<\/span><\/a><span style=\"font-weight: 400;\"> a opravy. Dal\u0161\u00ed kategori\u00ed jsou spr\u00e1vn\u00ed n\u00e1klady, kter\u00e9 zahrnuj\u00ed pron\u00e1jem prostor, skladov\u00e1n\u00ed, mzdy, internet, mobiln\u00ed tarif, licence a pohonn\u00e9 hmoty. Nep\u0159\u00edm\u00e9 n\u00e1klady zahrnuj\u00ed tak\u00e9 odbytov\u00e9 n\u00e1klady, nap\u0159\u00edklad reklamu.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Osobn\u00ed v\u00fddaje<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Do n\u00e1klad\u016f pat\u0159\u00ed i v\u00e1\u0161 v\u00fdd\u011blek, tedy osobn\u00ed v\u00fddaje. Nejen platby za bydlen\u00ed, energie a j\u00eddlo, ale tak\u00e9 platby soci\u00e1ln\u00edho a zdravotn\u00edho poji\u0161t\u011bn\u00ed a dan\u011b z p\u0159\u00edjmu.<\/span><\/p>\n<span class='mb-center maxbutton-4-center'><span class='maxbutton-4-container mb-container'><a class=\"maxbutton-4 maxbutton maxbutton-rekvalifikacni-kurzy-2\" target=\"_blank\" title=\"Rekvalifika\u010dn\u00ed kurzy\" rel=\"noopener\" href=\"https:\/\/orangeacademy.cz\/rekvalifikacni-kurzy\"><span class='mb-text'>Studujte rekvalifika\u010dn\u00ed kurzy<\/span><\/a><\/span><\/span>\n<h2><span class=\"ez-toc-section\" id=\"Stanoveni_ceny\"><\/span><span style=\"font-weight: 400;\">Stanoven\u00ed ceny\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">N\u00e1kladov\u011b orientovan\u00e1 cena<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nejb\u011b\u017en\u011bj\u0161\u00ed zp\u016fsob stanoven\u00ed ceny spo\u010d\u00edv\u00e1 ve v\u00fdpo\u010dtu v\u00fdrobn\u00ed nebo n\u00e1kupn\u00ed ceny s p\u0159ipo\u010dten\u00edm mar\u017ee. To znamen\u00e1, \u017ee k celkov\u00fdm n\u00e1klad\u016fm na produkt nebo slu\u017ebu se p\u0159id\u00e1 tzv. mar\u017ee nebo p\u0159ir\u00e1\u017eka. Nev\u00fdhodou t\u00e9to metody je, \u017ee nezohled\u0148uje popt\u00e1vku a celkovou cenovou hladinu na trhu. M\u016f\u017ee se tak st\u00e1t, \u017ee je cena nadhodnocen\u00e1 nebo podhodnocen\u00e1, co\u017e nevyu\u017eije potenci\u00e1l popt\u00e1vky pro optim\u00e1ln\u00ed obchodn\u00ed v\u00fdsledek. Znalost<\/span><a href=\"https:\/\/orangeacademy.cz\/clanky\/merchandising\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">n\u00e1kladov\u011b orientovan\u00e9 ceny<\/span><\/a><span style=\"font-weight: 400;\"> je v\u0161ak z\u00e1kladn\u00ed. S jej\u00ed znalost\u00ed m\u016f\u017eete stanovit minim\u00e1ln\u00ed cenu, pod kterou nem\u00e1 smysl zbo\u017e\u00ed nebo slu\u017ebu prod\u00e1vat.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Hodnotov\u011b orientovan\u00e1 cena<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tato metoda stanoven\u00ed ceny se ur\u010duje podle vn\u00edm\u00e1n\u00ed hodnoty samotn\u00fdm kupuj\u00edc\u00edm. Na z\u00e1klad\u011b z\u00edskan\u00e9 zp\u011btn\u00e9 vazby ur\u010d\u00ed c\u00edlovou \u010d\u00e1stku. Tato metoda se zam\u011b\u0159uje na to, aby z\u00e1kazn\u00edci m\u011bli k dispozici zbo\u017e\u00ed nebo slu\u017ebu ve spr\u00e1vn\u00e9 kvalit\u011b a za p\u0159ijatelnou cenu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">K t\u00e9to metod\u011b pat\u0159\u00ed i strategie tzv. n\u00edzk\u00fdch cen. Zbo\u017e\u00ed se uv\u00e1d\u00ed na trh s pom\u011brn\u011b vysokou cenou, ale pravideln\u011b se na n\u011bj objevuj\u00ed ak\u010dn\u00ed nab\u00eddky. Naopak vy\u0161\u0161\u00ed cena m\u016f\u017ee ovlivnit vn\u00edm\u00e1n\u00ed v\u00fdrobku. Dra\u017e\u0161\u00ed produkty z\u00e1kazn\u00edci \u010dasto vn\u00edmaj\u00ed jako kvalitn\u00ed, co\u017e vede ke zv\u00fd\u0161en\u00ed odbytu.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Popt\u00e1vkov\u011b orientovan\u00e1 cena<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Tento postup nevych\u00e1z\u00ed z n\u00e1klad\u016f na po\u0159\u00edzen\u00ed zbo\u017e\u00ed. Cena se ur\u010duje na z\u00e1klad\u011b znalosti popt\u00e1vky po produktu. Spole\u010dnost zjist\u00ed mno\u017estv\u00ed produktu, kter\u00e9 m\u016f\u017ee prodat, a stanov\u00ed cenu, kter\u00e1 bude nejziskov\u011bj\u0161\u00ed z pohledu o\u010dek\u00e1van\u00e9ho v\u00fdnosu nad n\u00e1klady, tedy optim\u00e1ln\u00ed obchodn\u00ed v\u00fdsledek. Nev\u00fdhodou m\u016f\u017ee b\u00fdt \u0161patn\u00fd odhad popt\u00e1vky. Odhad se prov\u00e1d\u00ed na z\u00e1klad\u011b dotaz\u016f potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, anal\u00fdzy nebo testov\u00e1n\u00ed trhu. Jedn\u00e1 se o pom\u011brn\u011b slo\u017eit\u00fd proces ur\u010den\u00ed ceny.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Cena podle konkurence<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pokud prod\u00e1v\u00e1te v\u00fdrobek nebo slu\u017ebu, kterou trh ji\u017e nab\u00edz\u00ed, m\u016f\u017eete si cenu stanovit podle konkurence. Spole\u010dnost ur\u010d\u00ed sv\u00e9 ceny s men\u0161\u00edm ohledem na n\u00e1klady nebo popt\u00e1vku, ale \u0159\u00edd\u00ed se hlavn\u011b cenami konkurence. Cenu lze nechat stejnou, o n\u011bco vy\u0161\u0161\u00ed nebo ni\u017e\u0161\u00ed. Nev\u00fdhodou m\u016f\u017ee b\u00fdt, \u017ee <\/span><b>neodhadnete sv\u00e9 n\u00e1klady<\/b><span style=\"font-weight: 400;\"> a nem\u00e1te jistotu, \u017ee budete s v\u00fdrobkem nebo slu\u017ebou stejn\u011b \u00fasp\u011b\u0161n\u00ed jako konkurence. V\u00fdhodou je, \u017ee z\u00e1kazn\u00edci jsou na cenu ji\u017e zvykl\u00ed.<\/span><\/p>\n<div id=\"attachment_10301\" style=\"width: 2570px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-10301\" class=\"wp-image-10301 size-full\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/marze-1-scaled.jpeg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/marze-1-scaled.jpeg 2560w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/marze-1-1280x854.jpeg 1280w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/marze-1-980x653.jpeg 980w, https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/marze-1-480x320.jpeg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 2560px, 100vw\" \/><p id=\"caption-attachment-10301\" class=\"wp-caption-text\">P\u0159i sestavov\u00e1n\u00ed ceny myslete na re\u00e1ln\u00e9 n\u00e1klady, hodnotu va\u0161eho \u010dasu i pot\u0159eby b\u011b\u017en\u00e9ho \u017eivota.<\/p><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Jak_zvysit_marzi\"><\/span><span style=\"font-weight: 400;\">Jak zv\u00fd\u0161it mar\u017ei?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>Dynamick\u00e1 cenotvorba<\/h3>\n<p><span style=\"font-weight: 400;\">Tato strategie spo\u010d\u00edv\u00e1 v pr\u016fb\u011b\u017en\u00e9 \u00faprav\u011b cen podle popt\u00e1vky, sez\u00f3nnosti nebo konkurence. Nap\u0159\u00edklad b\u011bhem hlavn\u00ed sez\u00f3ny m\u016f\u017ee eshop <\/span><b>zv\u00fd\u0161it ceny d\u00edky vy\u0161\u0161\u00ed popt\u00e1vce,<\/b><span style=\"font-weight: 400;\"> zat\u00edmco v m\u00e9n\u011b aktivn\u00edm obdob\u00ed m\u016f\u017ee ceny sn\u00ed\u017eit, aby p\u0159il\u00e1kal z\u00e1kazn\u00edky.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Psychologick\u00e9 ceny<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Eshop m\u016f\u017ee nastavit ceny tak, aby se z\u00e1kazn\u00edkovi zd\u00e1ly v\u00fdhodn\u011bj\u0161\u00ed. Nap\u0159\u00edklad m\u00edsto 500 K\u010d m\u016f\u017ee produkt st\u00e1t 499 K\u010d, <\/span><b>co\u017e p\u016fsob\u00ed psychologicky levn\u011bji,<\/b><span style=\"font-weight: 400;\"> i kdy\u017e rozd\u00edl v cen\u011b je minim\u00e1ln\u00ed.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Nab\u00eddky bal\u00ed\u010dk\u016f<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Prodej bal\u00ed\u010dk\u016f (nap\u0159. 2+1 zdarma) m\u016f\u017ee zv\u00fd\u0161it pr\u016fm\u011brnou hodnotu objedn\u00e1vky a z\u00e1rove\u0148 zv\u00fd\u0161it <\/span><b>ziskovost jednotliv\u00fdch polo\u017eek,<\/b><span style=\"font-weight: 400;\"> ani\u017e by z\u00e1kazn\u00edk vn\u00edmal cenu jako p\u0159emr\u0161t\u011bnou.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Zv\u00fd\u0161en\u00ed pr\u016fm\u011brn\u00e9 hodnoty objedn\u00e1vky<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Eshopy \u010dasto vyu\u017e\u00edvaj\u00ed k\u0159\u00ed\u017eov\u00fd prodej nebo upselling. To znamen\u00e1, \u017ee z\u00e1kazn\u00edkovi nab\u00eddnou dra\u017e\u0161\u00ed verzi produktu nebo <\/span><b>navrhnou p\u0159\u00edslu\u0161enstv\u00ed, kter\u00e9 m\u016f\u017ee doplnit jeho n\u00e1kup.<\/b><span style=\"font-weight: 400;\"> T\u00edm se zvy\u0161uje celkov\u00e1 hodnota objedn\u00e1vky.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Optimalizace n\u00e1klad\u016f<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sledov\u00e1n\u00ed n\u00e1kupn\u00edch cen a v<\/span><b>yjedn\u00e1v\u00e1n\u00ed lep\u0161\u00edch podm\u00ednek s dodavateli<\/b><span style=\"font-weight: 400;\"> m\u016f\u017ee v\u00fdrazn\u011b ovlivnit mar\u017ei a zisk. Pokud eshop sn\u00ed\u017e\u00ed sv\u00e9 n\u00e1klady na po\u0159\u00edzen\u00ed zbo\u017e\u00ed, m\u016f\u017ee nab\u00eddnout konkuren\u010dn\u00ed ceny, ani\u017e by musel ob\u011btovat sv\u016fj zisk.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mar\u017ee je rozd\u00edl mezi tr\u017ebami a n\u00e1klady na prodan\u00e9 zbo\u017e\u00ed nebo slu\u017eby a je d\u016fle\u017eit\u00e1 pro spr\u00e1vn\u00e9 nastaven\u00ed ceny zbo\u017e\u00ed nebo slu\u017eeb. Co by m\u011bl obchodn\u00edk zn\u00e1t p\u0159ed t\u00edm, ne\u017e za\u010dne \u0159e\u0161it v\u00fdpo\u010det mar\u017ee? Rozd\u00edly mezi mar\u017e\u00ed, rabatem a p\u0159ir\u00e1\u017ekou Ne\u017e se pono\u0159\u00edme do podrobnost\u00ed o mar\u017ei a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb, je d\u016fle\u017eit\u00e9 [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":5581,"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],"tags":[65,310,54,46],"class_list":["post-5580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-penize","tag-podnikani","tag-prace"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb<\/title>\n<meta name=\"description\" content=\"Mar\u017ee je d\u016fle\u017eit\u00e1 pro spr\u00e1vn\u00e9 nastaven\u00ed ceny zbo\u017e\u00ed nebo slu\u017eeb. Co by m\u011bl obchodn\u00edk zn\u00e1t p\u0159ed t\u00edm, ne\u017e za\u010dne \u0159e\u0161it v\u00fdpo\u010det mar\u017ee?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb\" \/>\n<meta property=\"og:description\" content=\"Mar\u017ee je d\u016fle\u017eit\u00e1 pro spr\u00e1vn\u00e9 nastaven\u00ed ceny zbo\u017e\u00ed nebo slu\u017eeb. Co by m\u011bl obchodn\u00edk zn\u00e1t p\u0159ed t\u00edm, ne\u017e za\u010dne \u0159e\u0161it v\u00fdpo\u010det mar\u017ee?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Orange Academy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OrangeAcademy.sro\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-09T05:32:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-09T10:04:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/AdobeStock_79407196-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tereza Mal\u00edkov\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tereza Mal\u00edkov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minut\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb","description":"Mar\u017ee je d\u016fle\u017eit\u00e1 pro spr\u00e1vn\u00e9 nastaven\u00ed ceny zbo\u017e\u00ed nebo slu\u017eeb. 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Co by m\u011bl obchodn\u00edk zn\u00e1t p\u0159ed t\u00edm, ne\u017e za\u010dne \u0159e\u0161it v\u00fdpo\u010det mar\u017ee?","og_url":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/","og_site_name":"Blog Orange Academy","article_publisher":"https:\/\/www.facebook.com\/OrangeAcademy.sro","article_published_time":"2025-04-09T05:32:42+00:00","article_modified_time":"2025-04-09T10:04:33+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/AdobeStock_79407196-scaled.jpeg","type":"image\/jpeg"}],"author":"Tereza Mal\u00edkov\u00e1","twitter_card":"summary_large_image","twitter_misc":{"Napsal(a)":"Tereza Mal\u00edkov\u00e1","Odhadovan\u00e1 doba \u010dten\u00ed":"7 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#article","isPartOf":{"@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/"},"author":{"name":"Tereza Mal\u00edkov\u00e1","@id":"https:\/\/orangeacademy.cz\/clanky\/#\/schema\/person\/4ffd8469465f64a0746bdedcf094510e"},"headline":"V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb","datePublished":"2025-04-09T05:32:42+00:00","dateModified":"2025-04-09T10:04:33+00:00","mainEntityOfPage":{"@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/"},"wordCount":1458,"commentCount":0,"image":{"@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#primaryimage"},"thumbnailUrl":"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/AdobeStock_79407196-scaled.jpeg","keywords":["marketing","pen\u00edze","Podnik\u00e1n\u00ed","Pr\u00e1ce"],"articleSection":["Online marketing"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/","url":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/","name":"V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb","isPartOf":{"@id":"https:\/\/orangeacademy.cz\/clanky\/#website"},"primaryImageOfPage":{"@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#primaryimage"},"image":{"@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#primaryimage"},"thumbnailUrl":"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/AdobeStock_79407196-scaled.jpeg","datePublished":"2025-04-09T05:32:42+00:00","dateModified":"2025-04-09T10:04:33+00:00","author":{"@id":"https:\/\/orangeacademy.cz\/clanky\/#\/schema\/person\/4ffd8469465f64a0746bdedcf094510e"},"description":"Mar\u017ee je d\u016fle\u017eit\u00e1 pro spr\u00e1vn\u00e9 nastaven\u00ed ceny zbo\u017e\u00ed nebo slu\u017eeb. Co by m\u011bl obchodn\u00edk zn\u00e1t p\u0159ed t\u00edm, ne\u017e za\u010dne \u0159e\u0161it v\u00fdpo\u010det mar\u017ee?","breadcrumb":{"@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/"]}]},{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#primaryimage","url":"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/AdobeStock_79407196-scaled.jpeg","contentUrl":"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/08\/AdobeStock_79407196-scaled.jpeg","width":2560,"height":1707,"caption":"Mar\u017ee"},{"@type":"BreadcrumbList","@id":"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/orangeacademy.cz\/clanky\/"},{"@type":"ListItem","position":2,"name":"V\u00fdpo\u010det mar\u017ee a stanoven\u00ed ceny zbo\u017e\u00ed a slu\u017eeb"}]},{"@type":"WebSite","@id":"https:\/\/orangeacademy.cz\/clanky\/#website","url":"https:\/\/orangeacademy.cz\/clanky\/","name":"Blog Orange Academy","description":"Kurzy, rekvalifikace, lep\u0161\u00ed pr\u00e1ce i \u017eivot","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/orangeacademy.cz\/clanky\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Person","@id":"https:\/\/orangeacademy.cz\/clanky\/#\/schema\/person\/4ffd8469465f64a0746bdedcf094510e","name":"Tereza Mal\u00edkov\u00e1","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/secure.gravatar.com\/avatar\/0428bf3da72e3ab3df79c9f2997f275a3d67911de1bb6f0e1f4b4ab2f1fa68b9?s=96&d=wavatar&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0428bf3da72e3ab3df79c9f2997f275a3d67911de1bb6f0e1f4b4ab2f1fa68b9?s=96&d=wavatar&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0428bf3da72e3ab3df79c9f2997f275a3d67911de1bb6f0e1f4b4ab2f1fa68b9?s=96&d=wavatar&r=g","caption":"Tereza Mal\u00edkov\u00e1"},"url":"https:\/\/orangeacademy.cz\/clanky\/author\/drbohlavova\/"}]}},"_links":{"self":[{"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/posts\/5580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/comments?post=5580"}],"version-history":[{"count":15,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/posts\/5580\/revisions"}],"predecessor-version":[{"id":10304,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/posts\/5580\/revisions\/10304"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/media\/5581"}],"wp:attachment":[{"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/media?parent=5580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/categories?post=5580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/orangeacademy.cz\/clanky\/wp-json\/wp\/v2\/tags?post=5580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}