[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.clickmag.cz\/poptavkove-orientovane-metody-tvorby-cen\/#Article","mainEntityOfPage":"https:\/\/www.clickmag.cz\/poptavkove-orientovane-metody-tvorby-cen\/","headline":"Popt\u00e1vkov\u011b orientovan\u00e9 metody tvorby cen:","name":"Popt\u00e1vkov\u011b orientovan\u00e9 metody tvorby cen:","description":"Cena proniknut\u00ed \u2013 jedn\u00e1 se o stanoven\u00ed n\u00edzk\u00fdch cen, kter\u00e9 jsou pro firmu v\u00fdhodn\u00e9 za ur\u010dit\u00fdch p\u0159edpoklad\u016f: \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 spot\u0159ebitel je vysoce citliv\u00fd na zm\u011bnu ceny, \u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 neexistuje tzv. v\u00fdrazn\u011b elitn\u00ed…<\/strong>","datePublished":"2018-02-28","dateModified":"2023-04-28","author":{"@type":"Person","@id":"https:\/\/www.clickmag.cz\/author\/#Person","name":"","url":"https:\/\/www.clickmag.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/0dc285cbe86eecc8073f119fcb2e2c7032b51533f5bb47611c7d4a598558b8b7?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0dc285cbe86eecc8073f119fcb2e2c7032b51533f5bb47611c7d4a598558b8b7?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"clickmag.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.clickmag.cz\/wp-content\/uploads\/img_a314258_w1790_t1525028835.png","url":"https:\/\/www.clickmag.cz\/wp-content\/uploads\/img_a314258_w1790_t1525028835.png","height":0,"width":0},"url":"https:\/\/www.clickmag.cz\/poptavkove-orientovane-metody-tvorby-cen\/","about":["V\u00fdrobky"],"wordCount":445,"articleBody":"Cena proniknut\u00ed \u2013 jedn\u00e1 se o stanoven\u00ed n\u00edzk\u00fdch cen, kter\u00e9 jsou pro firmu v\u00fdhodn\u00e9 za ur\u010dit\u00fdch p\u0159edpoklad\u016f:\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 spot\u0159ebitel je vysoce citliv\u00fd na zm\u011bnu ceny,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 neexistuje tzv. v\u00fdrazn\u011b elitn\u00ed trh (tud\u00ed\u017e nen\u00ed mo\u017en\u00e9 stanovit p\u0159\u00edli\u0161 vysokou cenu),\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 firma dosahuje \u00faspor z\u00a0rozsahu,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 na trhu existuje dostatek finan\u010dn\u00edch zdroj\u016f,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 konkuren\u010dn\u00ed bari\u00e9rou je pr\u00e1v\u011b n\u00edzk\u00e1 cena.\tN\u00edzk\u00e1 cena sebou v\u0161ak nese riziko spojen\u00e9 s\u00a0mo\u017enou degradac\u00ed zna\u010dky. Rovn\u011b\u017e se v\u0161ak objevuje probl\u00e9m s\u00a0p\u0159el\u00e9tavost\u00ed z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed jdou pouze za slevami. Tud\u00ed\u017e nelze pomoc\u00ed t\u00e9to metody budovat loaj\u00e1ln\u00ed z\u00e1kazn\u00edky, o co\u017e firmy v\u00a0sou\u010dasn\u00e9 dob\u011b velice \u010dasto usiluj\u00ed.\tCena sb\u00edr\u00e1n\u00ed smetany \u2013 je prav\u00fdm opakem p\u0159edchoz\u00ed metody, nebo\u0165 se jedn\u00e1 o politiku zalo\u017eenou na vysok\u00e9 cen\u011b. I zde v\u0161ak mus\u00ed b\u00fdt spln\u011bny ur\u010dit\u00e9 p\u0159edpoklady:\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 produkt se mus\u00ed vyzna\u010dovat vysokou u\u017eitnou hodnotou a kvalitou,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 spot\u0159ebitel by nem\u011bl b\u00fdt citliv\u00fd na zm\u011bnu ceny, co\u017e znamen\u00e1, \u017ee by zv\u00fd\u0161en\u00ed ceny nem\u011blo b\u00fdt spojeno s\u00a0poklesem prodeje (nepru\u017en\u00e1 popt\u00e1vka),\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 nem\u011bla by existovat nehospod\u00e1rnost v\u00a0p\u0159\u00edpad\u011b n\u00edzk\u00e9ho vyu\u017eit\u00ed kapacity,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 podnik mus\u00ed m\u00edt dostatek finan\u010dn\u00edch zdroj\u016f,\t\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 m\u011bla by se projevovat v\u00fdrazn\u00e1 segmentace trhu.\tCeny se v\u0161ak mus\u00ed p\u0159izp\u016fsobovat aktu\u00e1ln\u00ed f\u00e1zi \u017eivotn\u00edho cyklu produktu. Obecn\u011b plat\u00ed, \u017ee p\u0159i vstupu na trh se podniky sna\u017e\u00ed sp\u00ed\u0161e o dlouhodob\u00e9 zhodnocen\u00ed pln\u00fdch n\u00e1klad\u016f, naopak p\u0159i f\u00e1zi zralosti a \u00fatlumu se zam\u011b\u0159uj\u00ed na kr\u00e1tkodobou optimalizaci zisku. Tato metoda se v\u011bt\u0161inou vyu\u017e\u00edv\u00e1 u luxusn\u011bj\u0161\u00edch produkt\u016f nebo u novinek. Jej\u00edm c\u00edlem je zd\u016frazn\u011bn\u00ed toho, \u017ee si produkt z\u00a0po\u010d\u00e1tku nem\u016f\u017ee dovolit opravdu ka\u017ed\u00fd, d\u00edky \u010demu\u017e nab\u00fdv\u00e1 na sv\u00e9m statusu. Z\u00e1kazn\u00edci, kte\u0159\u00ed si tento produkt zakoup\u00ed pr\u00e1v\u011b za vy\u0161\u0161\u00ed cenu, pak maj\u00ed pocit jist\u00e9 nad\u0159azenosti a v\u00fdjime\u010dnosti. Po n\u00e1sledn\u00e9m sn\u00ed\u017een\u00ed ceny se ji\u017e produkt st\u00e1v\u00e1 dostupn\u00fdm i pro m\u00e9n\u011b majetn\u00e9 lidi.\tEmpiricky ur\u010den\u00e1 cena \u2013 jedn\u00e1 se o zp\u016fsob stanoven\u00ed ceny v\u00a0z\u00e1vislosti na v\u00fdvoji popt\u00e1vky, jinak \u0159e\u010deno, jde o p\u0159\u00edm\u00fd zp\u016fsob stanoven\u00ed ceny, kterou ur\u010duje kupuj\u00edc\u00ed. Ten je schopen cenu odvodit podle jin\u00fdch v\u00fdrobk\u016f, kter\u00e9 zn\u00e1 (n\u00e1klady firmy ho absolutn\u011b nezaj\u00edmaj\u00ed). Podle u\u017eite\u010dnosti v\u00fdrobku se rozhoduje, kolik je ochotn\u00fd vlastn\u011b zaplatit. 3.9\/5 - (12 votes) "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Popt\u00e1vkov\u011b orientovan\u00e9 metody tvorby cen:","item":"https:\/\/www.clickmag.cz\/poptavkove-orientovane-metody-tvorby-cen\/#breadcrumbitem"}]}]