[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.chirmed.sk\/spolocne-cenove-strategie-a-dovody-ich-zlyhavania\/#Article","mainEntityOfPage":"https:\/\/www.chirmed.sk\/spolocne-cenove-strategie-a-dovody-ich-zlyhavania\/","headline":"Spolo\u010dn\u00e9 cenov\u00e9 strat\u00e9gie a d\u00f4vody ich zlyh\u00e1vania","name":"Spolo\u010dn\u00e9 cenov\u00e9 strat\u00e9gie a d\u00f4vody ich zlyh\u00e1vania","description":"Stanovovanie cien predstavuje strat\u00e9giu na zv\u00fd\u0161enie objemu predaja so ziskom, pri\u010dom zah\u0155\u0148a a oznamuje kritick\u00e9 spr\u00e1vy o hodnote, ktor\u00fa ponuka prin\u00e1\u0161a z\u00e1kazn\u00edkovi. Znamen\u00e1 to ove\u013ea viac ako len stanovovanie cien. Dokonca aj organiz\u00e1cie, ktor\u00e9 investuj\u00fa zna\u010dn\u00e9 \u00fasilie do stanovovania cien, \u010dasto nech\u00e1vaj\u00fa peniaze na stole. Pozrime sa na \u0161tyri hlavn\u00e9 cenov\u00e9 strat\u00e9gie a pre\u010do s\u00fa […]","datePublished":"2020-01-18","dateModified":"2023-04-28","author":{"@type":"Person","@id":"https:\/\/www.chirmed.sk\/author\/#Person","name":"","url":"https:\/\/www.chirmed.sk\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/4bf629230dc34158290ba5b10491f45b3bfbba94b88af3386c3da2fed730f430?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4bf629230dc34158290ba5b10491f45b3bfbba94b88af3386c3da2fed730f430?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"chirmed.sk","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.chirmed.sk\/wp-content\/uploads\/img_a305353_w16761_t1566644368.jpg","url":"https:\/\/www.chirmed.sk\/wp-content\/uploads\/img_a305353_w16761_t1566644368.jpg","height":0,"width":0},"url":"https:\/\/www.chirmed.sk\/spolocne-cenove-strategie-a-dovody-ich-zlyhavania\/","wordCount":502,"articleBody":"Stanovovanie cien predstavuje strat\u00e9giu na zv\u00fd\u0161enie objemu predaja so ziskom, pri\u010dom zah\u0155\u0148a a oznamuje kritick\u00e9 spr\u00e1vy o hodnote, ktor\u00fa ponuka prin\u00e1\u0161a z\u00e1kazn\u00edkovi. Znamen\u00e1 to ove\u013ea viac ako len stanovovanie cien. Dokonca aj organiz\u00e1cie, ktor\u00e9 investuj\u00fa zna\u010dn\u00e9 \u00fasilie do stanovovania cien, \u010dasto nech\u00e1vaj\u00fa peniaze na stole. Pozrime sa na \u0161tyri hlavn\u00e9 cenov\u00e9 strat\u00e9gie a pre\u010do s\u00fa obmedzen\u00e9 – a \u010dasto zlyhaj\u00fa.Cena na pokrytie n\u00e1kladov Spolo\u010dnosti pou\u017e\u00edvaj\u00fa t\u00fato strat\u00e9giu na stanovenie cien na z\u00e1klade n\u00e1kladov plus primeran\u00e1 mar\u017ea. D\u00e1va to zmysel, preto\u017ee ak ste v\u017edy za to, aby ste zabezpe\u010dili zisk nad svojimi n\u00e1kladmi, zarob\u00edte peniaze. Spr\u00e1vny? Nie nevyhnutne. S t\u00fdmto pr\u00edstupom existuj\u00fa dva probl\u00e9my. Po prv\u00e9, va\u0161i z\u00e1kazn\u00edci sa nestaraj\u00fa o va\u0161e n\u00e1klady. Ceny na splnenie po\u017eiadaviek trhu Ak viete, \u017ee va\u0161e kalkula\u010dn\u00e9 syst\u00e9my naf\u00faknu skuto\u010dn\u00e9 n\u00e1klady, mo\u017eno pou\u017eijete trhov\u00fa tvorbu cien. Tu organiz\u00e1cie nechaj\u00fa \u201etrh\u201c stanovi\u0165 cenu. Na povrchu to znie rozumne. Koniec koncov vieme, \u017ee trh s\u00e1m ur\u010duje ceny. Tu je probl\u00e9m s ur\u010dovan\u00edm cien na trhu: nepred\u00e1vame na trhy – pred\u00e1vame jedine\u010dn\u00fdm z\u00e1kazn\u00edkom. A z\u00e1kazn\u00edci, ktor\u00ed s\u00fa jedine\u010dn\u00ed, n\u00e1s \u010dasto prekvapuj\u00fa a nechov\u00e1 sa, ako trhy predpovedaj\u00fa, \u017ee bud\u00fa. Nakoniec \u201etrhov\u00e9\u201c oce\u0148ovanie len odhaduje cenu, aby uzavrelo obchod.Ceny za uzavretie obchodu Cena za uzavretie dohody je o \u010dom by malo by\u0165 podnikanie a tvorba cien. Nakoniec, ak nem\u00f4\u017eeme cenu uzavrie\u0165 obchod, \u010do je dobr\u00e9 ceny? Tento proces by mal fungova\u0165 tak, aby n\u00e1m poskytol zisk, v\u0161ak? No, ani nie. Ak cenu uzavriete obchodom, poskytne ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi v\u0161etku motiv\u00e1ciu vyjedn\u00e1va\u0165 ni\u017e\u0161ie ceny. T\u00edto z\u00e1kazn\u00edci podrobili obchodn\u00edkom rokovaniam o mlet\u00ed m\u00e4sa. Tento proces zase d\u00e1va predajcom ak\u00fako\u013evek motiv\u00e1ciu reagova\u0165 s ni\u017e\u0161\u00edmi cenami. Podkop\u00e1va to d\u00f4veru v ceny a peniaze nech\u00e1va na stole.Ceny na z\u00edskanie podielu na trhu V tejto strat\u00e9gii s\u00fa ceny nastaven\u00e9 tak, aby z\u00edskali podiel oproti konkurentovi. Op\u00e4\u0165 to znie ako dobr\u00fd n\u00e1pad. V\u0161etci sme sa dozvedeli, \u017ee zvy\u0161uj\u00faci sa podiel na trhu vedie k zv\u00fd\u0161eniu ziskov. Realita nie je tak jednozna\u010dn\u00e1. Ak u\u017e m\u00e1te vysok\u00fd podiel na trhu, je pravda, \u017ee budete ziskovej\u0161\u00ed. Je v\u0161ak pravdepodobnej\u0161ie, \u017ee nie ste l\u00eddrom na trhu. V takom pr\u00edpade je riskantn\u00e9 pou\u017eitie ni\u017e\u0161\u00edch cien po podielu na trhu. Nem\u00f4\u017eete o\u010dak\u00e1va\u0165, \u017ee chyt\u00edte svojich konkurentov prekvapen\u00edm. V\u00fdhoda bude do\u010dasn\u00e1, aj ke\u010f tak urob\u00edte. Najpravdepodobnej\u0161\u00edm pr\u00edpadom je, \u017ee vodca trhu jednoducho porovn\u00e1 va\u0161u cenu. Ni\u017e\u0161ie ceny s\u00fa ziskom oboch spolo\u010dnost\u00ed. Z\u00e1kazn\u00edci miluj\u00fa cenov\u00fa vojnu.                                                                                                                                                                                                                                                                                                                                                                                        4\/5 - (11 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Spolo\u010dn\u00e9 cenov\u00e9 strat\u00e9gie a d\u00f4vody ich zlyh\u00e1vania","item":"https:\/\/www.chirmed.sk\/spolocne-cenove-strategie-a-dovody-ich-zlyhavania\/#breadcrumbitem"}]}]