{"id":11136,"date":"2023-03-31T19:04:37","date_gmt":"2023-03-31T17:04:37","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=11136"},"modified":"2024-05-13T14:57:18","modified_gmt":"2024-05-13T12:57:18","slug":"pozicioning","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/pozicioning\/","title":{"rendered":"Pozicioning"},"content":{"rendered":"<p>Pozicioning patr\u00ed medzi s\u00fa\u010dasti cielen\u00e9ho marketingu. Medzi \u010fal\u0161ie s\u00fa\u010dasti m\u00f4\u017eeme zaradi\u0165 aj segment\u00e1ciu trhu a targeting trhu.<\/p>\n<h2>Targeting<\/h2>\n<p>V\u00fdsledkom targetingu je, \u017ee organiz\u00e1cia objav\u00ed na trhu segment, (skupinu z\u00e1kazn\u00edkov) s potrebami, ktor\u00e9 dok\u00e1\u017ee uspokojit svojim produktom lep\u0161ie ako konkurencia.<\/p>\n<h2>Pozicioning<\/h2>\n<p>Pozicioning znamen\u00e1 pre ka\u017ed\u00fd zvolen\u00fd trhov\u00fd segment stanovi\u0165 a komunikova\u0165 odli\u0161n\u00fa v\u00fdhodu (v\u00fdhody) trhovej ponuky organiz\u00e1cie s cie\u013eom maximalizova\u0165 pr\u00ednosy pre z\u00e1kazn\u00edka a organiz\u00e1ciu. K\u00fdm v\u00fdsledkom pozicioningu m\u00e1 by\u0165 \u00faspe\u0161n\u00e9 vytvorenie a komunikovanie z\u00e1kazn\u00edcky zameranej ponuky hodnoty (v\u00fdhody), teda presved\u010div\u00e9ho d\u00f4vodu, pre\u010do by mal byt dan\u00fd produkt z\u00e1kazn\u00edkom zak\u00fapen\u00fd.<\/p>\n<h2>Pozicionov\u00fd r\u00e1mec<\/h2>\n<p>V r\u00e1mci pozicioningu hovor\u00edme o pozicionovom r\u00e1mci. Jedn\u00e1 sa o re\u0165az od produktov\u00e9ho l\u00eddra (novinky), prev\u00e1dzkovo dokonale organiz\u00e1cie (spo\u013eahlivos\u0165) a organiz\u00e1cie bl\u00edzkej z\u00e1kazn\u00edkom (plnenie individu\u00e1lnych potrieb).<\/p>\n<h2>Podobnos\u0165 a rozdielnos\u0165 produktov<\/h2>\n<p>Po ukon\u010den\u00ed ur\u010denia konkuren\u010dn\u00e9ho referen\u010dn\u00e9ho r\u00e1mca pozicioningu spo\u010d\u00edva n\u00e1sledn\u00fd krok v ur\u010den\u00ed dvoch oblast\u00ed:<\/p>\n<ul>\n<li>podobnos\u0165 (zhoda) produktov &#8211; vlastnosti, znaky, charakteristiky, ktor\u00e9 s\u00fa zdie\u013ean\u00e9 s in\u00fdmi organiz\u00e1ciami, poskytuj\u00facimi podobn\u00e9 produkty<\/li>\n<li>rozdielnos\u0165 produktov &#8211; vlastnosti, znaky, charakteristiky (v\u00fdhody) produktu, o ktor\u00fdch je (m\u00e1 byt) z\u00e1kazn\u00edk presved\u010den\u00fd, \u017ee by ich nena\u0161iel u konkurencie<\/li>\n<\/ul>\n<p>Zmeny v ekonomickom prostred\u00ed vyvolali <a href=\"https:\/\/www.euroekonom.sk\/konkurencieschopnost-a-vplyv-inovacii-na-konkurencieschopnost\/\">tlak na konkurencieschopnos\u0165 podnikov<\/a> a na h\u013eadanie nov\u00fdch met\u00f3d a n\u00e1strojov merania \u00faspe\u0161nosti podnikania. Zaviedol sa nov\u00fd princ\u00edp stoto\u017enenia \u00faspe\u0161nosti podniku s tvorbou hodnoty pre vlastn\u00edka.<\/p>\n<h2>Modern\u00e9 met\u00f3dy hodnotenia v\u00fdkonnosti podniku<\/h2>\n<p>Tradi\u010dn\u00e9 pomerov\u00e9 finan\u010dn\u00e9 ukazovatele u\u017e v s\u00fa\u010dasnosti nevyjadruj\u00fa dostato\u010dne tvorbu akcion\u00e1rskej hodnoty. Hlavn\u00fdm nedostatkom \u00fa\u010dtovn\u00fdch ukazovate\u013eov s\u00fa najm\u00e4 z explicitn\u00e9ho h\u013eadiska, preto\u017ee nezoh\u013ead\u0148uj\u00fa n\u00e1klady vlastn\u00e9ho kapit\u00e1lu, ani \u010dasov\u00fa hodnotu pe\u0148az\u00ed a riziko.<br \/>\nMedzi z\u00e1kladn\u00e9 modern\u00e9 met\u00f3dy hodnotenia v\u00fdkonnosti podniku patria:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.euroekonom.sk\/financie\/financna-analyza\/eva-economic-value-added\/\">EVA \u2013 ekonomick\u00e1 pridan\u00e1 hodnota<\/a><\/li>\n<li>MVA \u2013 trhov\u00e1 pridan\u00e1 hodnota<\/li>\n<li>CVA \u2013 pe\u0148a\u017en\u00e1 pridan\u00e1 hodnota<\/li>\n<li>CF ROI \u2013 rentabilita invest\u00edci\u00ed zalo\u017een\u00e1 na pe\u0148a\u017en\u00fdch tokoch<\/li>\n<li>SVA \u2013 akcion\u00e1rska pridan\u00e1 hodnota<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Pozicioning patr\u00ed medzi s\u00fa\u010dasti cielen\u00e9ho marketingu. Medzi \u010fal\u0161ie s\u00fa\u010dasti m\u00f4\u017eeme zaradi\u0165 aj segment\u00e1ciu trhu a targeting trhu. Targeting V\u00fdsledkom targetingu je, \u017ee organiz\u00e1cia objav\u00ed na &hellip; <\/p>\n","protected":false},"author":17,"featured_media":25245,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[551,52],"tags":[],"class_list":["post-11136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podnikam","category-podnikanie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pozicioning<\/title>\n<meta name=\"description\" content=\"Targeting a pozicioning. Pozicionov\u00fd r\u00e1mec, podobnos\u0165 a rozdielnos\u0165 produktov. 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