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Marketing

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Čo je tu služba?
Nehmotné produkty sú produkty nemateriálnej povahy založené na skúsenosti. Medzi nehmotné produkty patria služby a ďalšie produkty nemateriálnej povahy,ktoré sprostredkovávajú nejakou formou skúseností.
Služby sú nehmotné produkty vymieňané medzi poskytovateľom a zákazníkom Sektor služieb zahrnuje služby od čistenia odevov a usporiadavania rockových koncertov, patria tu tiež služby poskytované organizáciám.
Najbežnejšie medzi podnikové služby sú napr. leasing splátky vozidiel, poisťovacie bezpečnostné, právne, stravovacie, konzultačné, upratovacie, údržbárske.
Službou označujeme činnosť, ktorá je zameraná na zachovanie už vytvorených hodnôt alebo vytvára nové hodnoty vo forme užitočného efektu, čím napomáha rozvoj človeka a spoločnosti
Vlastnosti služieb
Štyri základné vlastnosti * Nemateriálnosť – služby nemajú fyzicko materiálny charakter sú to užitočné efekty, ktoré nenadobúdajú hmatateľnú viditeľnú formu, kupujúci nemá možnosť pred kúpou služby zmyslovo vnímať čo je charakteristické pre hmotné statky – rôzne druhy výrobkov neoddeliteľnosť, - znamená to že je nemožné oddeliť produkciu služby od jej spotreby. Služba sa môže uskutočniť iba v tom momente ked ju jej poskytovateľ prevedie na zákazníka, alebo ju urobí zákazníkovým vlastníctvom * variabilita,- znamená to že i rovnaká služba poskytovaná rovnakým jednotlivcom rovnakému zákazníkovi sa môže prípad od prípadu líšiť ( možné riešenie je zavedenie programu TQM zákazník ma vďaka tomu istotu že v prípade zlyhania služby mu bude poskytnutá náhrada - premenlivosť a jedinečnosť ovplyvnená mnohými faktormi * neskladovateľnosť – okamžitá spotreba – službu nemožno skladovať pre neskorší predaj alebo spotrebu z toho dôvodu je nutné riadenie kapacít – čo je proces ktorým organozácia prispôsobuje svoju ponuku v snahe vahovieť dopytu – stratégie na strane dopytu posun časti zo špičkového obdobia do obdobia s nižším dopytom pomocou zvýhodnených cien v obdobiaach mimo špičky, na strane ponuky zamestnávanie na čiastočný uväzok, kvalifikovaný personálsvoja identita, spojovací článok medzi predávajúcim a kupujúcim
Kupujúci sa rozhoduje pre kúpu služby na základe očakávaného úžitku
Podstata marketingu – je orientácia na zákazníka. Marketin umožňuje identifikovať a rozvíjať potreby a požiadavky zákazníka v súlade s jeho potrebami vyprodukovať produkt ktorý mu ako prostriedokuspokojenia jeho potreby prinesie želaný úžitok
Identifikácia hodnotového vzťahu je najdôležitejším prvkom celej marketingovej koncepcie * identifikovať vhodný produkt pre zákazníka – poznanie jeho potrieb a želaní * vytvoriť požadovaný produkt – vývoj produkciu výrobkov a služieb * propagovať produkt – informovať o produkte * sprostredkovať produkt – distribúciu poskytnutie predaj služby
Klasifikácia služieb –služby tvoria neoddeliteľnú súčasť ľudskej existencie, časť statkov ktoré ľudia musia spotrebovať aby zabezpečili svoju existenciu, predstavujú špecifické prostriedky uspokojovania časti ľudských potrieb. Vyššie nároky človeka zmena životného štýlu vyvolali dopyt po nových druhoch služieb a celkovom raste kvalitatívnej úrovne poskytovaných služieb.

Klasifikácia - rozdelenie * poskytované priamo spotrebiteľovi * alebo niečomu čo spotrebiteľ vlastní * či sú podstatou služby hmotné ( na vlastnom tele – kaderník) alebo nehmotné operácie( vzdelanie – nehmotná poskytovaná priamo)
Faktory služieb ktorých podstata spočíva na ich materiálnej výbave

* faktor obsluhy – návody, pokyny * umiestnenia – kde je umiestnené * prostredia
Založené na ľudských výkonoch – sebavzdelávacie kurzy poskytovanie právnických služieb a iné
Základné a rozšírené služby –
Základná je definovaná ako základná výhoda spojená s obdržaním služby
Rozšírená – základná plus ďaľšie služby ktoré majú za cieľ zvýšiť hodnotu základnej služby
K doručeniu služby dochádza vo chvíli ked dôjde ku kontaktu zákazníka s organizáciou obyčajne v podobe interakcie s jedným alebo viacerými zamestnancami ktorí zastupujú org. Zamestnanec má podiel na tomči si zákazník odnesie pozitívny alebo negatívny dojem. * Dve dimenzie doručenie * Dimenzia spoločenského kontaktu – interakcia 2 osob * Materiálna dimenzia – zákazníci venujú detailnú pozornosť prostrediu v ktorom dochádza k doručeniu služby a ich kontaktov s prevádzkovateľom služby
Klasifikácia založená na úrovni materiálnosti: * Produkt nemá jednoznačne len materiálny alebo nemateriálny charakter – štruktúra sa pohybuje v rozmedzí krajných situácií (čím materiálny je produkt tým ľahšie je ohodnotiť ho)
Základné formy produktu * Čistý produkt– materiálny statok ponuku tvorí výhradne len produkt ktorý nie je sprevádzaný žiadnymi explicitnými službami (sol mydlo) * Výrobok – hlavná časť produktu so sprievodnými službami * Služby, hlavná súčasť produktu so sprievodnými výrobkami- sú nástroj konkurencie, nevyhnutná súčasť celkového produktu to je vyjadrené v chápaní výrobku ako totálneho výrobku ktorý ma 3 vrstvy * Prvá vrstva –základný užitočný efekt tvoriaci funkčnosť výrobku * Druhá vrstva- zhmotnený výrobok spolu s jeho vonkajšími znakmi ako sú kvalita desing * Tretia vrstva – výrobok v rozšírenom chápaní ktorý zahrňa aj služby inšatlácia, záruka * Čistá služba – ponuka pozostáva výhradne len zo služby (zdravotníctvo
Podľa typu funkcie a úlohy ktorú plnia v ekonomike-
Komplementárne – vzťahujú sa na produkciu (delia sa) * Podporné služby – zohrávajú klúčovú úlohu pre rozvoj ostatných ek. Činností – distribučné finančné, dopravné * Nepriame služby – predstavujú také vstupy vo výrobnom procese ako sú vedomosti, výskumné poznatky
Substitučné – nemajú žiadny vzťah k produkcii výrobkov – zábavné a rekreačné kultúrne služby
Klasifikácia založená na prítomnosti zákazníka a zmestnanca počas služby – * Samoobslužné –iba zákazník napr. Výber z bankomatu * Interpersonálne – aj zákazník aj zamestanec lekárske ošetrenie * Diaľkové služby – iba zamestnanec – služby poistovne
Klasifikácia podľa typu odberateľa – 2 typy * Konenčný spotrebitelia – spotrebná služba * Podnikatelia – investičná služba
Nástroje v stratégii pôsobenia na zákazníkov * Miesto – vzhľad priestorov,Ľudia – personál vystupovanie, Zariadenie –vybavenie priestorov * Propagačný materiál –, Symboly – názov firmy symbol pre svoje služby, Cena – nemali by sa často meniť
Kroky na kontrolu kvality – starostlivo vyberať personál, poskytnúť zamestnancom stimuly, štandardizovať proces poskytovania služieb, urobiť svojich zamest. Viac viditeľnými
Základné komponenty marketingu služieb – 3 základné * Prvky marketingového mixu – nepoužíva sa izolovane len jeden
Produkt, cena, distribúcia, komunikácia, služba zákazníkovi, ľudské zdroje, procesy a technológie * Trhové sily – vonkajšie faktory – zákazníci z hľadiska motivácie k nákupu, správanie sa odvetví motivácia a praktiky sprostredkovateľov, konkurencia jej postavenie a podiel na trhu, vláda a rôzne druhy štátnych regulácií. * Zľadovací proces - strategický a riadiaci proces zladenie internej politiky a možnosti firmy s vonkaj. Trhovými silami, zladovanie podnikových zdrojov s potrebami trhu
Faktory ovplyvňujúce vývoj trhu služieb
5 základných skupín ktoré majú vplyv * Politicko ekonomické zmeny – zmena legislatívy, vplyv orgánov št.správy, vplyv nátlakových skupín, ekonomické – globalizácia a rastúca špecializácia podnikov * Spoločensko sociálne zmeny – spojené s trendmi v životnom štýle obyvateľstva * Demografické zmeny – obyvateľstvo jeho veková a národnostná štruktúra, príjmy počet domácností, vzdelanie * Technologické zmeny – vplyv techniky a rozvoj technológie odráža sa na vzniku nových skupín služieb, zavádzanie a využívanie internetu * Zmeny v oblasti nákupného správania sa spotrebiteľa
Meranie kvality služieb –
Rozdielová analýza – metóda marketingového výskumu ktorá meria medzi zákazníkom očakávanou kvalitou služby a skutočnosťou
Rozdiely vznikajú – * Medzi očakávaniami spotrebiteľa a zámermi vedenia firmy * Medzi zavedenou úrovňou kvality a doručením služby – zlý výkon zamestnancov * Medzi očakávanou a skutočnou kvalitou služby
Dimenzie kvality služieb
Pozorovateľné vlastnosti – charakteristiky ktoré môže spotrebiteľ preskúmať pred nákupom – farba, vôňa
Overiteľné vlastnosti – vlastnosti ktoré môže zákazník určiť počas alebo po nákupe
Neoveriteľné vlastnosti – obtiažne hodnotiť aj potom čo sme ich poznali zo svojej vlastnej skúsenosti
Stratégia rozvoja a riadenia služieb – dôležité je aby firma sa pokúsila problém rýchlo odstrániť, rýchle jednanie zaistí že daný problém nebude opakovať, kľúčom k úspechu je rýchlosť
Budúcnosť služieb – meniace sa demografické charakteristiky, globalizácia, technologické výhody
Neziskový sektor – tzv. Tretí sektor je tvorený veľkým počtom mimovládnych neziskových organizácií, ktorých cielom nie je dosahovať zisk ale predovšetkým pomáhať pri riešení problémov v rôznych oblastiach života, zastáva funkcie ktoré štát nie je schopný zabezpečiť a pre podnikateľskú sféru sú z finančného hľadiska nezaujímavé. Predstavujú spojovací článok medzi verejnosťou komerčnými subjektmi a vládnymi inštitúciami.
Špecifiká neziskových organizácií - Základným zámerom ich činnosti je pomáhať pri riešení problémov spoločnosti a tým ktorí si nedokážu pomôcť sami v rôznych ťažkostiach života bez toho aby si nárokoval zisk či odmenu. Pôsobia nezávisle od štátu. Pôsobia ako samostatné hospodárske subjekty
Základné typy:
-nadácie, neinvestičné fondy, občianske združenia, neziskové organizácie
Základné funkcie –
Sociálna funkcia – pomáhajú vytvárať kvalitné podmienky pre dôstojný život najme soc.slabším skupinám obavateľstva
Etická funkcia – cielom nie dosahovanie zisku ale aktívne riešenie problémov
Politická funkcia – komunikuje s vládnymi inštitúciami v snahe presadiť zákona smerujúce k sociálnemu zmieru
Kontrolná funkcia – aktívne upozorňujú na existujúce negatíva a ťažkosti spoločnosti
Ekonomická funkcia – podieľa sa na poskytovaní verejnoprospešných služieb

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...oriented philosophy is so important. The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers, but the company also must have adequate research and development to provide what the market wants. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept. Difference Between Marketing Orientation & Market Oriented by Neil Kokemuller, Demand Media http://smallbusiness.chron.com/difference-between-marketing-orientation-market-oriented-14387.html Marketing is a management process and management support for marketing concept is very important element in success. If a company wants to be successful then it is market oriented. Marketing involves identifying the customer requirements and estimate the customer requirements in future. It requires planning which is very important process of marketing. To satisfy the needs the business should provide benefits – offering right marketing at right time at right place. Generally market based companies adopt strategic level marketing that defines the mission and long term objectives of the company. Market oriented...

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Marketing

...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer...

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Marketing

...Assessment: MKC1 Market Environmental Variables Reading: Contemporary Marketing: Chapter 3 Questions: 1. How would you categorize Generation X using the five segments of the marketing environment? A: Competitive Environment B: Political-legal environment C: Economic environment D: Technological environment E: Social-cultural environment 2. Joe and Ryan both have storefronts in the local mall. Joe sells candies and Ryan sells pretzels. Are Joe and Ryan in direct competition with each other? A: Yes B: No Consumer Behavior and Marketing Reading: Contemporary Marketing: Chapter 5 Questions: 1. Rachel and Sarah’s parents always purchased groceries from the local Aldi marketplace. What is this type of behavior an example of? A: Cultural influences B: Social Influences C: Personal factors 2. Maryanne purchases Maxwell House coffee every two weeks from the grocery. What is this type of behavior an example of? A: Routinized Problem Solving B: Limited problem solving C: Extended problem solving 3. Aaron does research on several local colleges before applying to his first three choices. This is an example of: A: High – involvement purchase decision B: Low – involvement purchase decision Marketing Plans Reading: Contemporary Marketing: Chapter 2 + Ch. 2 Appendix Web sites: http://www.jpec.org/handouts/jpec33.pdf http://www.netmba.com/marketing/process/ Questions: 1. Strategies are designed to meet objectives...

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