{"id":8919,"date":"2023-01-03T20:41:47","date_gmt":"2023-01-03T19:41:47","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=8919"},"modified":"2024-09-09T19:42:23","modified_gmt":"2024-09-09T17:42:23","slug":"mikromarketing-a-makromarketing","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/mikromarketing-a-makromarketing\/","title":{"rendered":"Mikromarketing a makromarketing"},"content":{"rendered":"

Marketing<\/h2>\n

Marketing<\/a> ch\u00e1peme ako integrovan\u00fd komplex \u010dinnost\u00ed zameran\u00fdch na spotrebite\u013eov ale aj na trh. Marketing je naj\u010dastej\u0161ie definovan\u00fd ako sp\u00f4sob vytv\u00e1rania, propagovania a poskytovania produktov spotrebite\u013eom. Marketing ako veda vyu\u017e\u00edva najr\u00f4znej\u0161ie koncepcie a n\u00e1stroje, st\u00e1va sa procesom pl\u00e1novania a realizovania koncepci\u00ed, cien, propag\u00e1cie a distrib\u00facie v\u00fdrobkov pre vytv\u00e1ranie zmien, ktor\u00e9 uspokojuj\u00fa potreby nielen individu\u00e1lnych subjektov ale aj kolekt\u00edvu a v neposlednom rade aj spolo\u010dnosti.
\nMarketing je ako aplikovan\u00e1 vedn\u00e1 discipl\u00edna s\u00fa\u010das\u0165ou mana\u017ementu. Zah\u0155\u0148a \u0161irokospektr\u00e1lnu \u0161k\u00e1lu \u010dinnost\u00ed, zameran\u00fdch na vytv\u00e1ranie podmienok pre realiz\u00e1ciu zmeny. Z\u00e1kladom cel\u00e9ho marketingu je zmena. Pod zmenou m\u00f4\u017eeme rozumie\u0165 formu \u013eudskej \u010dinnosti, pomocou ktorej m\u00f4\u017ee po\u017eadovan\u00fd produkt z\u00edska\u0165 za protihodnotu.
\nPod\u013ea defin\u00edcie Americkej marketingovej asoci\u00e1cie predstavuje marketing proces pl\u00e1novania a realiz\u00e1cie koncepci\u00ed, tvorby cien, propag\u00e1cie a distrib\u00facie my\u0161lienok, v\u00fdrobkov a slu\u017eieb s cie\u013eom dosiahnu\u0165 zmenu, ktor\u00e1 uspokoj\u00ed po\u017eiadavky z\u00e1kazn\u00edkov.
\nMarketing je ucelenou a s\u00fastavne prebiehaj\u00facou snahou o spolupr\u00e1cu a koordin\u00e1ciu \u010dinnost\u00ed ve\u013ek\u00e9ho po\u010dtu na seba nez\u00e1visl\u00fdch subjektov. Proces v marketingu za\u010d\u00edna najsk\u00f4r zis\u0165ovan\u00edm potrieb spotrebite\u013eov, pokra\u010duje vytv\u00e1ran\u00edm predst\u00e1v o produktoch a kon\u010d\u00ed vyhodnoten\u00edm uspokojenia potrieb u z\u00e1kazn\u00edka. Hlavn\u00fdm cie\u013eom marketingu je zabezpe\u010denie trval\u00e9ho predaja a dosahovanie zisku pre organiz\u00e1cie. Organiz\u00e1cie s\u00fa v oblasti marketingu \u00faspe\u0161n\u00e9, ak s\u00fa z\u00e1kazn\u00edci organiz\u00e1cie spokojn\u00ed a n\u00e1kupy opakuj\u00fa.
\nMno\u017estvo \u013eud\u00ed si pod pojmom marketing predstavuje len predaj tovarov a slu\u017eieb. Marketing je zameran\u00fd na predaj, ale zaober\u00e1 sa aj mno\u017estvom in\u00fdch n\u00e1strojov, ako v\u00fdvojom nov\u00fdch produktov, sk\u00fasenos\u0165ami, udalos\u0165ami, miestom, organiz\u00e1ciou, inform\u00e1ciami, my\u0161lienkami a r\u00f4znymi in\u00fdmi. Prostredn\u00edctvom predaja sa organiz\u00e1cia sna\u017e\u00ed prin\u00fati\u0165 z\u00e1kazn\u00edka k n\u00e1kupu tovaru, ktor\u00fd organiz\u00e1cia vyrobila.
\nZ\u00e1kladom cel\u00e9ho marketingu je produkt. Pod produktom m\u00f4\u017eeme rozumie\u0165 \u010doko\u013evek, \u010do m\u00f4\u017eu subjekty pon\u00faka\u0165 na trhu, \u010do si z\u00edska pozornos\u0165, \u010do m\u00f4\u017ee sl\u00fa\u017ei\u0165 k spotrebe alebo \u010do m\u00f4\u017ee uspokoji\u0165 \u017eelania alebo potreby. Produkt nie je len hmotn\u00e9ho charakteru ale m\u00f4\u017ee ma\u0165 formu nehmotn\u00e9ho charakteru, ktor\u00fd uspokoj\u00ed potreby z\u00e1kazn\u00edka svoj\u00edm priebehom v podobe slu\u017eby. Pr\u00edtomnos\u0165 marketingov\u00fdch pracovn\u00edkov v najr\u00f4znej\u0161\u00edch organiz\u00e1ci\u00e1ch je jasn\u00fdm d\u00f4kazom neust\u00e1le narastaj\u00facich potrieb. Definujme si mikromarketing a makromarketing.<\/p>\n

Mikromarketing a makromarketing<\/h2>\n

Makromarketing<\/h3>\n

Makromarketing sa zaober\u00e1 v\u0161eobecn\u00fdmi aspektmi trhov\u00e9ho mechanizmu. Jeho pozornos\u0165 je s\u00fastreden\u00e1 na glob\u00e1lne vz\u0165ahy medzi ponukou a dopytom, zaober\u00e1 sa agregovan\u00fdmi tokmi tovarov v n\u00e1rodnom a medzin\u00e1rodnom meradle a \u0161tuduje v\u0161etky ved\u013eaj\u0161ie efekty, ktor\u00e9 z komplexn\u00e9ho fungovania marketingov\u00e9ho syst\u00e9mu vypl\u00fdvaj\u00fa. Na z\u00e1klade v\u00fdsledkov anal\u00fdz makromarketing prispieva k opatreniam, ktor\u00e9 br\u00e1nia plytvaniu so zdrojmi, zne\u010dis\u0165ovaniu \u017eivotn\u00e9ho prostredia, ohrozovaniu \u013eudsk\u00e9ho zdravia a \u017eivota ale najm\u00e4 neetick\u00e9mu spr\u00e1vaniu sa podnikov.
\nMarketing zoh\u013ead\u0148uje nasleduj\u00face podmienky:<\/p>\n

    \n
  • Demografick\u00e9 (vek, \u0161trukt\u00fara z\u00e1kazn\u00edkov)<\/li>\n
  • Ekonomick\u00e9 (ekonomick\u00e9 postavenie z\u00e1kazn\u00edkov, pr\u00edjmy a v\u00fddavky z\u00e1kazn\u00edkov)<\/li>\n
  • Technologick\u00e9 (prostriedky k podpore marketingov\u00fdch met\u00f3d, technologick\u00e1 \u00farove\u0148 z\u00e1kazn\u00edkov)<\/li>\n
  • Politick\u00e9 (pr\u00e1vny syst\u00e9m, politick\u00e1 stabilita, legislat\u00edvne obmedzenia)<\/li>\n
  • Soci\u00e1lne (zvyky, trad\u00edcie, n\u00e1vyky, historick\u00e9 s\u00favislosti)<\/li>\n<\/ul>\n

    Typick\u00fdm pr\u00edkladom makromarketingu je rozosielanie ponuky produktov v r\u00f4znych podob\u00e1ch, m\u00f4\u017ee \u00eds\u0165 o on-line alebo tla\u010den\u00e9 formy, ale aj r\u00f4zne in\u00e9 podoby.<\/p>\n

    Mikromarketing<\/h3>\n

    Mikromarketing sa zaober\u00e1 marketingov\u00fdmi aktivitami individu\u00e1lnych subjektov a \u0161tuduje sp\u00f4soby, ako rie\u0161ia subjekty \u0161pecifick\u00e9 rie\u0161enia. Patria k nim nielen v\u00fdrobn\u00e9 podniky, ale aj podniky slu\u017eieb, \u0161t\u00e1tne a s\u00fakromn\u00e9 in\u0161tit\u00facie a agent\u00fary, \u0161koly a neziskov\u00e9 organiz\u00e1cie, v neposlednom rade aj divadl\u00e1, nemocnice, kni\u017enice, charitat\u00edvne organiz\u00e1cie a r\u00f4zne in\u00e9 organiz\u00e1cie.
    \nMarketing ovplyv\u0148uje \u017eivoty ka\u017ed\u00e9ho jednotlivca v spolo\u010dnosti, preto\u017ee takmer v\u0161etci \u013eudia v ka\u017edodennom \u017eivote funguj\u00fa ako v\u00fdrobcovia, predajcovia alebo kupuj\u00faci. Spotrebitelia po\u017eaduj\u00fa od v\u00fdrobcov ponuku kvalitn\u00e9ho tovaru za akceptovate\u013en\u00fa cenu, dobr\u00fd servis, pr\u00edjemn\u00fdch a kvalifikovan\u00fdch predava\u010dov, \u0161irok\u00fd sortiment v\u00fdrobkov a r\u00f4zne in\u00e9. Najd\u00f4le\u017eitej\u0161ou \u00falohou v\u00fdrobcov a predajcov je n\u00e1roky z\u00e1kazn\u00edkov uspokojova\u0165, preto sa musia zaobera\u0165 aj rie\u0161en\u00edm naliehav\u00fdch probl\u00e9mov, medzi ktor\u00e9 patria:<\/p>\n

      \n
    • na ak\u00e9 skupiny spotrebite\u013eov je potrebn\u00e9 sa zamera\u0165,<\/li>\n
    • ak\u00e9 v\u00fdrobky z\u00e1kazn\u00edci po\u017eaduj\u00fa,<\/li>\n
    • ak\u00fa cenu s\u00fa ochotn\u00ed z\u00e1kazn\u00edci za produkty zaplati\u0165,<\/li>\n
    • ako organiz\u00e1cia spolupracuje s in\u00fdmi organiz\u00e1ciami ( dod\u00e1vate\u013emi, odberate\u013emi ),<\/li>\n
    • ak\u00fd person\u00e1l je k predaju produktov najvhodnej\u0161\u00ed,<\/li>\n
    • ak\u00fdm sp\u00f4sobom je mo\u017en\u00e9 spotrebite\u013eov o vlastnostiach v\u00fdrobkov informova\u0165,<\/li>\n
    • ak\u00e9 prostriedky je nutn\u00e9 vynalo\u017ei\u0165 na informovanie spotrebite\u013eov.<\/li>\n<\/ul>\n

      Marketing v spolo\u010dnosti prispieva k :<\/p>\n

        \n
      • maximaliz\u00e1cii spotreby,<\/li>\n
      • maximaliz\u00e1cii uspokojovania potrieb,<\/li>\n
      • maximaliz\u00e1cii kvality \u017eivota,<\/li>\n
      • maximaliz\u00e1cii v\u00fdberu.<\/li>\n<\/ul>\n

        S\u00fastavn\u00e9 a nepretr\u017eit\u00e9 zis\u0165ovanie potrieb a po\u017eiadaviek z\u00e1kazn\u00edkov a ich uspokojovanie je v s\u00fa\u010dasnosti jedn\u00fdm z najd\u00f4le\u017eitej\u0161\u00edch \u00faloh, ktor\u00e9 v s\u00fa\u010dasnosti marketingov\u00ed pracovn\u00edci musia rie\u0161i\u0165.<\/p>\n","protected":false},"excerpt":{"rendered":"

        Marketing Marketing ch\u00e1peme ako integrovan\u00fd komplex \u010dinnost\u00ed zameran\u00fdch na spotrebite\u013eov ale aj na trh. Marketing je naj\u010dastej\u0161ie definovan\u00fd ako sp\u00f4sob vytv\u00e1rania, propagovania a poskytovania produktov … <\/p>\n","protected":false},"author":17,"featured_media":25081,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-8919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"\nMikromarketing a makromarketing<\/title>\n<meta name=\"description\" content=\"Mikromarketing a makromarketing: defin\u00edcia, v\u00fdznam, \u00falohy a podmienky mikromarketingu a makromarketingu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vrtulniky.sk\/news\/mikromarketing-a-makromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta 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