[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.lukre.cz\/marketingovy-komunikacni-mix\/#Article","mainEntityOfPage":"https:\/\/www.lukre.cz\/marketingovy-komunikacni-mix\/","headline":"Marketingov\u00fd komunika\u010dn\u00ed mix","name":"Marketingov\u00fd komunika\u010dn\u00ed mix","description":"Marketingov\u00e1 komunikace je ned\u00edlnou sou\u010d\u00e1st\u00ed marketingov\u00e9ho mixu podniku. Ji\u017e p\u0159i pl\u00e1nov\u00e1n\u00ed v\u00fdroby ur\u010dit\u00e9ho produktu \u010di nab\u00edzen\u00ed ur\u010dit\u00e9 slu\u017eby je pot\u0159eba myslet pr\u00e1v\u011b i na propagaci. Marketingov\u00e1 komunikace n\u00e1m toti\u017e pom\u00e1h\u00e1 hledat cesty, jak bude tento produkt \u010di slu\u017eba p\u0159edstavena z\u00e1kazn\u00edk\u016fm. Z\u00e1kladn\u00edm c\u00edlem je z\u00e1kazn\u00edky \u2013 \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 informovat \u2013 sna\u017e\u00edme se jim tedy p\u0159edstavit ur\u010ditou novinku […]","datePublished":"2023-05-22","dateModified":"2023-05-22","author":{"@type":"Person","@id":"https:\/\/www.lukre.cz\/author\/#Person","name":"","url":"https:\/\/www.lukre.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/6eaf701939e92690bed32d6f2e2c0f9e1355f2e3837c1fb45fbfacf848239e2d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/6eaf701939e92690bed32d6f2e2c0f9e1355f2e3837c1fb45fbfacf848239e2d?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"lukre.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.lukre.cz\/wp-content\/uploads\/img_a297963_w2260_t1508319245.png","url":"https:\/\/www.lukre.cz\/wp-content\/uploads\/img_a297963_w2260_t1508319245.png","height":0,"width":0},"url":"https:\/\/www.lukre.cz\/marketingovy-komunikacni-mix\/","wordCount":588,"articleBody":"Marketingov\u00e1 komunikace je ned\u00edlnou sou\u010d\u00e1st\u00ed marketingov\u00e9ho mixu podniku. Ji\u017e p\u0159i pl\u00e1nov\u00e1n\u00ed v\u00fdroby ur\u010dit\u00e9ho produktu \u010di nab\u00edzen\u00ed ur\u010dit\u00e9 slu\u017eby je pot\u0159eba myslet pr\u00e1v\u011b i na propagaci. Marketingov\u00e1 komunikace n\u00e1m toti\u017e pom\u00e1h\u00e1 hledat cesty, jak bude tento produkt \u010di slu\u017eba p\u0159edstavena z\u00e1kazn\u00edk\u016fm.\tZ\u00e1kladn\u00edm c\u00edlem je z\u00e1kazn\u00edky \u2013\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 informovat \u2013 sna\u017e\u00edme se jim tedy p\u0159edstavit ur\u010ditou novinku na trhu.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 p\u0159ipom\u00ednat \u2013 p\u0159ipom\u00ednat jim tedy dostupnost dan\u00e9ho produktu \u010di slu\u017eby.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 p\u0159esv\u011bd\u010dovat \u2013 sna\u017e\u00ed se je p\u0159esv\u011bd\u010dit ke koupi, tedy p\u0159esv\u011bd\u010dit je o tom, \u017ee dan\u00fd produkt \u010di slu\u017eby jsou vhodn\u00e9 pr\u00e1v\u011b pro n\u011b.\tN\u00e1stroje marketingov\u00e9ho komunika\u010dn\u00edho mixu1.\u00a0\u00a0\u00a0\u00a0\u00a0 Reklama \u2013tento n\u00e1stroj je velice specifick\u00fd a obl\u00edben\u00fd. Mnohdy jej v\u0161ak mohou vyu\u017e\u00edvat pr\u00e1v\u011b pouze velk\u00e9 firmy, proto\u017ee se jedn\u00e1 o zp\u016fsob pon\u011bkud n\u00e1kladn\u00fd. Nev\u00fdhodou je, \u017ee lid\u00e9 reklamu pova\u017euj\u00ed sp\u00ed\u0161e za ned\u016fv\u011bryhodnou. Naopak takovou reklamu v\u00a0televizi pova\u017euj\u00ed sp\u00ed\u0161e za otravnou. Reklamu rozd\u011blujeme dle podoby na online (televizn\u00ed spoty, rozhlas, r\u00e1dio, tisk) a offline (ti\u0161t\u011bn\u00e1 reklama, reklama v\u00a0kinech, internetov\u00e1 reklama\u2026).2.\u00a0\u00a0\u00a0\u00a0\u00a0 Podpora prodeje \u2013jedn\u00e1 se o aktivity podniku, kter\u00e9 se sna\u017e\u00ed pos\u00edlit prodej. Tento zp\u016fsob nen\u00ed zac\u00edlen\u00fd na dlouhodobost, jedn\u00e1 se sp\u00ed\u0161e o kr\u00e1tkodob\u00fd stimul prodeje. C\u00edlem je zv\u00fd\u0161it prodej o n\u011bkolik mnohdy a\u017e des\u00edtek procent. Jedn\u00e1 se p\u0159edev\u0161\u00edm o r\u016fzn\u00e9 sout\u011b\u017ee, akce, kupony, v\u011brnostn\u00ed programy, bonusy a mnoho dal\u0161\u00edho. Jedn\u00e1 se o velice v\u00fdborn\u00fd zp\u016fsob, na kter\u00fd mnoho z\u00e1kazn\u00edk\u016f opravdu sly\u0161\u00ed. Zvl\u00e1\u0161t\u011b tedy \u010ce\u0161i. Bohu\u017eel jej ale nepova\u017eujeme za n\u00e1stroj, kter\u00fdm by se zvy\u0161ovala loajalita z\u00e1kazn\u00edk\u016f.3.\u00a0\u00a0\u00a0\u00a0\u00a0 Public relations \u2013\u010desky \u0159e\u010deno, budov\u00e1n\u00ed vztah\u016f s\u00a0ve\u0159ejnost\u00ed. Podnik si pomoc\u00ed tohoto n\u00e1stroje buduje dobrou image, neboli sv\u00e9 dobr\u00e9 jm\u00e9no. Velmi podstatn\u00e1 je ale informace, \u017ee PR se nesna\u017e\u00ed z\u00e1kazn\u00edk\u016fm prodat ani zbo\u017e\u00ed ani slu\u017ebu, poskytuje pouze podstatn\u00e9 a d\u016fle\u017eit\u00e9 informace ve\u0159ejnosti o sv\u00fdch z\u00e1m\u011brech a \u010dinech. Jako PR pova\u017eujeme nap\u0159. r\u016fzn\u00e9 v\u00fdro\u010dn\u00ed a tiskov\u00e9 zpr\u00e1vy, bro\u017eurky, dny otev\u0159en\u00fdch dve\u0159\u00ed, ve\u0159ejn\u00e9 akce, ve\u010d\u00edrky, sponzoring a mnoho dal\u0161\u00edho.4.\u00a0\u00a0\u00a0\u00a0\u00a0 Osobn\u00ed prodej \u2013jedn\u00e1 se p\u0159edev\u0161\u00edm o osobn\u00ed nab\u00edzen\u00ed produktu bu\u010fto dal\u0161\u00edm firm\u00e1m nebo kone\u010dn\u00fdm spot\u0159ebitel\u016fm. Podnik tak pro tento \u00fa\u010del mus\u00ed m\u00edt obchodn\u00edka, kter\u00fd bude tuto \u010dinnost vykon\u00e1vat. Relativn\u011b velk\u00e1 n\u00e1kladovost je pova\u017eov\u00e1na za nev\u00fdhodu tohoto n\u00e1stroje, naopak co lze pova\u017eovat za pozitivum je zp\u011btn\u00e1 vazba, kterou obchodn\u00edk p\u0159i jedn\u00e1n\u00ed se z\u00e1kazn\u00edkem z\u00edsk\u00e1v\u00e1.5.\u00a0\u00a0\u00a0\u00a0\u00a0 P\u0159\u00edm\u00fd marketing \u2013neznamen\u00e1 osobn\u00ed kontakt, ale komunikaci adresovanou p\u0159\u00edmo z\u00e1kazn\u00edkovi. M\u016f\u017ee se jednat o e-maily, SMS, online chat, telemarketing, katalogy adresovan\u00e9 na jm\u00e9no, teleshopping a mnoho dal\u0161\u00edho.6.\u00a0\u00a0\u00a0\u00a0\u00a0 V\u00a0sou\u010dasn\u00e9 dob\u011b do n\u00e1stroj\u016f m\u016f\u017eeme \u0159adit rovn\u011b\u017e online marketing, kter\u00fd se st\u00e1v\u00e1 st\u00e1le popul\u00e1rn\u011bj\u0161\u00edm d\u00edky tak obl\u00edben\u00fdm soci\u00e1ln\u00edm s\u00edt\u00edm. Jako posledn\u00ed zde m\u016f\u017eeme za\u0159adit rovn\u011b\u017e sponzoring, kter\u00fd ale pova\u017eujeme jako jednu z\u00a0mo\u017enost\u00ed PR.                                                                                                                                                                                                                                                                                                                                                                                        4.4\/5 - (8 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Marketingov\u00fd komunika\u010dn\u00ed mix","item":"https:\/\/www.lukre.cz\/marketingovy-komunikacni-mix\/#breadcrumbitem"}]}]