{"id":6827,"date":"2024-02-04T16:53:16","date_gmt":"2024-02-04T15:53:16","guid":{"rendered":"https:\/\/strate9y.com\/?post_type=glossary&#038;p=6827"},"modified":"2026-02-03T13:22:49","modified_gmt":"2026-02-03T12:22:49","slug":"marketingovy-mix","status":"publish","type":"glossary","link":"https:\/\/strate9y.com\/sk\/glossary\/marketingovy-mix\/","title":{"rendered":"Marketingov\u00fd mix"},"content":{"rendered":"\n<p>Marketingov\u00fd mix je z\u00e1kladn\u00fdm kame\u0148om ka\u017edej \u00faspe\u0161nej <a href=\"https:\/\/strate9y.com\/sk\/glossary\/marketingova-strategia\/\">marketingovej strat\u00e9gie.<\/a> Mus\u00ed\u0161 zvl\u00e1dnu\u0165 <strong>4P <\/strong>(produkt, cena, miesto a propag\u00e1cia) alebo modern\u00e9 <strong>7P<\/strong>, ktor\u00e9 navy\u0161e zah\u0155\u0148aj\u00fa \u013eud\u00ed, procesy a fyzick\u00e9 d\u00f4kazy. Pozrime sa, kedy tento koncept vznikol, kto ho vytvoril a ako ho m\u00f4\u017ee\u0161 vyu\u017ei\u0165 dnes, aby ste boli o krok napred pred konkurenciou.<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<h2 class=\"wp-block-heading\">Kto a kedy vytvoril marketingov\u00fd mix?<\/h2>\n\n<p>P\u00f4vodn\u00fa koncepciu marketingov\u00e9ho mixu sformuloval <strong>E. Jerome McCarthy<\/strong> v 60. rokoch 20. storo\u010dia. rokoch 20. storo\u010dia. McCarthy, americk\u00fd profesor marketingu, predstavil 4P vo svojej knihe <a href=\"https:\/\/www.amazon.com\/Basic-Marketing-Managerial-Jerome-McCarthy\/dp\/B000MJI89O\" target=\"_blank\" rel=\"noopener\"><em>Basic Marketing: A Managerial Approach<\/em><\/a>  z roku 1960. Tento model odr\u00e1\u017eal vtedaj\u0161ie zameranie na efekt\u00edvny predaj a distrib\u00faciu fyzick\u00fdch produktov.<\/p>\n\n<p>Marketingov\u00fd mix sa \u010dasom prisp\u00f4sobil meniacim sa podmienkam na trhu, najm\u00e4 v oblasti slu\u017eieb a digit\u00e1lneho marketingu. Roz\u0161\u00edrenie <strong>7P<\/strong> pri\u0161lo v 80. rokoch 20. storo\u010dia a zameralo sa na oblasti k\u013e\u00fa\u010dov\u00e9 pre sektor slu\u017eieb, ako s\u00fa \u013eudia, procesy a fyzick\u00e9 d\u00f4kazy.  <\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<h3 class=\"wp-block-heading\">\u010co je <a href=\"https:\/\/strate9y.com\/sk\/4p-marketingovy-mix-preco-vasa-idea-nefunguje\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/strate9y.com\/4p-marketingovy-mix-proc-vas-napad-nefunguje\/\" rel=\"noreferrer noopener\">marketingov\u00fd mix 4P<\/a>?<\/h3>\n\n<p>4P je klasick\u00fd marketingov\u00fd model, ktor\u00fd zah\u0155\u0148a \u0161tyri hlavn\u00e9 piliere:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Produkt (Produkt)<\/strong>: zah\u0155\u0148a to, \u010do spolo\u010dnos\u0165 pon\u00faka &#8211; kvalitu, dizajn, funk\u010dnos\u0165, zna\u010dku a balenie.<\/li>\n\n\n\n<li><strong>Cena (Price):<\/strong> Stanovenie ceny vr\u00e1tane strat\u00e9gi\u00ed zliav, platobn\u00fdch podmienok a vn\u00edmania hodnoty z\u00e1kazn\u00edkom.<\/li>\n\n\n\n<li><strong>Miesto (Place):<\/strong> distrib\u00facia v\u00fdrobku &#8211; ako a kde ho z\u00e1kazn\u00edk kupuje. Zah\u0155\u0148a logistiku, skladovanie a dostupnos\u0165. <\/li>\n\n\n\n<li><strong>Propag\u00e1cia (Promotion)<\/strong>: komunik\u00e1cia so z\u00e1kazn\u00edkmi prostredn\u00edctvom reklamy, PR, soci\u00e1lnych siet\u00ed a in\u00fdch kan\u00e1lov.<\/li>\n<\/ol>\n\n<p>Tento model bol navrhnut\u00fd tak, aby pomohol spolo\u010dnostiam zamera\u0165 sa na k\u013e\u00fa\u010dov\u00e9 oblasti, ktor\u00e9 ovplyv\u0148uj\u00fa \u00faspech ich strat\u00e9gie.<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<h3 class=\"wp-block-heading\">\u010co je marketingov\u00fd mix 7P?<\/h3>\n\n<p>Roz\u0161\u00edrenie na <strong>7P<\/strong> sa uskuto\u010dnilo s rast\u00facim d\u00f4razom na slu\u017eby a z\u00e1kazn\u00edcku sk\u00fasenos\u0165. <br\/><br\/>K p\u00f4vodn\u00fdm \u0161tyrom pilierom pribudli: 5.<strong>\u013dudia:<\/strong> Zamestnanci a ich pr\u00edstup, zru\u010dnosti a kvalita interakcie so z\u00e1kazn\u00edkmi. 6. <br\/>P<strong>rocesy:<\/strong> efekt\u00edvnos\u0165 intern\u00fdch procesov s cie\u013eom zabezpe\u010di\u0165, aby z\u00e1kazn\u00edci dostali to, \u010do o\u010dak\u00e1vaj\u00fa. 7. <strong>Fyzick\u00e9 d\u00f4kazy:<\/strong> Hmatate\u013en\u00e9 prvky, ako je dizajn predajne, obaly, webov\u00e9 str\u00e1nky alebo vizu\u00e1lna identita zna\u010dky. <\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<h2 class=\"wp-block-heading\">Marketingov\u00fd mix v praxi<\/h2>\n\n<p>V digit\u00e1lnom svete je <a href=\"https:\/\/strate9y.com\/sk\/4p-marketingovy-mix-preco-vasa-idea-nefunguje\/\" data-type=\"link\" data-id=\"https:\/\/strate9y.com\/4p-marketingovy-mix-proc-vas-napad-nefunguje\/\">marketingov\u00fd mix<\/a> viac ne\u017e len te\u00f3ria. Dnes spolo\u010dnosti vyu\u017e\u00edvaj\u00fa online kan\u00e1ly na distrib\u00faciu a propag\u00e1ciu a reaguj\u00fa na po\u017eiadavky z\u00e1kazn\u00edkov v oblasti udr\u017eate\u013enosti a etiky.<\/p>\n\n<p><strong>Praktick\u00fd pr\u00edklad:<\/strong> <br\/>Spolo\u010dnos\u0165 pred\u00e1vaj\u00faca ekologick\u00e9 obaly by mohla nastavi\u0165 svoj marketingov\u00fd mix takto:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Produkt<\/strong>: recyklovate\u013en\u00fd obal s atrakt\u00edvnym dizajnom.<\/li>\n\n\n\n<li><strong>Cena: <\/strong>pr\u00e9miov\u00e1 cenov\u00e1 strat\u00e9gia zameran\u00e1 na ekologicky zm\u00fd\u0161\u013eaj\u00facich z\u00e1kazn\u00edkov.<\/li>\n\n\n\n<li><strong>Miesto:<\/strong> distrib\u00facia prostredn\u00edctvom e-shopov a obchodov zameran\u00fdch na ekologick\u00e9 v\u00fdrobky.<\/li>\n\n\n\n<li><strong>Propag\u00e1ci<\/strong>a: kampane v soci\u00e1lnych m\u00e9di\u00e1ch s pr\u00edbehmi o pozit\u00edvnom vplyve na pr\u00edrodu.<\/li>\n\n\n\n<li><strong>\u013dudia:<\/strong> \u0161kolenie zamestnancov, aby informovali z\u00e1kazn\u00edkov o udr\u017eate\u013enosti.<\/li>\n\n\n\n<li><strong>Procesy:<\/strong> efekt\u00edvna v\u00fdroba s minim\u00e1lnym odpadom.<\/li>\n\n\n\n<li><strong>Fyzick\u00fd d\u00f4kaz:<\/strong> atrakt\u00edvny obal s jasn\u00fdmi inform\u00e1ciami o \u017eivotnom prostred\u00ed.<\/li>\n<\/ul>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<h3 class=\"wp-block-heading\">Pre\u010do marketingov\u00fd mix funguje?<\/h3>\n\n<p>\u010ci u\u017e pracujete so 4P alebo 7P, tento koncept v\u00e1m pom\u00f4\u017ee ur\u010di\u0165, na \u010do sa zamera\u0165, ako sa odl\u00ed\u0161i\u0165 od konkurencie a \u010do zlep\u0161i\u0165. Marketingov\u00fd mix nie je len te\u00f3ria, ale praktick\u00fd n\u00e1stroj, ktor\u00fd v\u00e1m m\u00f4\u017ee zabezpe\u010di\u0165 \u00faspech v ka\u017edej f\u00e1ze v\u00e1\u0161ho podnikania. <\/p>\n\n<p>Cho\u010fte do toho &#8211; va\u0161i z\u00e1kazn\u00edci to ocenia!<\/p>\n\n<h2 class=\"wp-block-heading\">Medzi d\u00f4le\u017eit\u00e9 zdroje tohto term\u00ednu patr\u00ed marketingov\u00fd mix:<\/h2>\n\n<ol class=\"wp-block-list\">\n<li>McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood, IL: Irwin.<\/li>\n\n\n\n<li>Kotler, P., &amp; Keller, K. L. (2016). Marketing Management (15th Edition). Pearson.<\/li>\n\n\n\n<li>Booms, B. H., &amp; Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services, 25(3), 47-52.<\/li>\n<\/ol>\n\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><p><a href=\"https:\/\/www.kqzyfj.com\/click-101051097-14061321?url=https%3A%2F%2Fwww.grada.cz%2Ftohle-je-marketing%21-11226%2F&#038;cjsku=9788027125678\" target=\"_top\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/img.grada.cz\/media\/sprinx.bookimages\/125678.jpg\" border=\"0\" alt=\"Tohle je marketing!, Godin Seth\" title=\"\"><\/a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.lduhtrp.net\/image-101051097-14061321\" width=\"1\" height=\"1\" border=\"0\" alt=\"\" title=\"\"><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><p><a href=\"https:\/\/www.dpbolvw.net\/click-101051097-14061321?url=https%3A%2F%2Fwww.grada.cz%2Fmarketing-management-6820%2F&#038;cjsku=9788024741505\" target=\"_top\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/img.grada.cz\/media\/sprinx.bookimages\/741505.jpg\" border=\"0\" alt=\"Marketing management, Kotler Philip\" title=\"\"><\/a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.tqlkg.com\/image-101051097-14061321\" width=\"1\" height=\"1\" border=\"0\" alt=\"\" title=\"\"><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><p><a href=\"https:\/\/www.tkqlhce.com\/click-101051097-13717911?url=https%3A%2F%2Fwww.knihydobrovsky.cz%2Fkniha%2Ftakto-sa-robi-marketing-226508284&#038;cjsku=226508284\" target=\"_top\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.knihydobrovsky.cz\/thumbs\/book-detail\/mod_eshop\/produkty\/t\/takto-sa-robi-marketing-9788081642180_8.jpg\" border=\"0\" alt=\"Takto sa rob\ufffd marketing - Allan Dib\" title=\"\"><\/a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.awltovhc.com\/image-101051097-13717911\" width=\"1\" height=\"1\" border=\"0\" alt=\"\" title=\"\"><\/p>\n<\/div>\n<\/div>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00fd mix je z\u00e1kladn\u00fdm kame\u0148om ka\u017edej \u00faspe\u0161nej marketingovej strat\u00e9gie. Mus\u00ed\u0161 zvl\u00e1dnu\u0165 4P (produkt, cena, miesto a propag\u00e1cia) alebo modern\u00e9 7P, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5767,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_eb_attr":"","_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-6827","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"uagb_featured_image_src":{"full":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116.jpeg",1440,810,false],"thumbnail":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116-150x150.jpeg",150,150,true],"medium":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116-300x169.jpeg",300,169,true],"medium_large":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116-768x432.jpeg",768,432,true],"large":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116-700x394.jpeg",700,394,true],"1536x1536":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116.jpeg",1440,810,false],"2048x2048":["https:\/\/strate9y.com\/wp-content\/uploads\/GLOSSARY-116.jpeg",1440,810,false]},"uagb_author_info":{"display_name":"Hana Krchov\u00e1","author_link":"https:\/\/strate9y.com\/sk\/autor\/admin\/"},"uagb_comment_info":0,"uagb_excerpt":"Marketingov\u00fd mix je z\u00e1kladn\u00fdm kame\u0148om ka\u017edej \u00faspe\u0161nej marketingovej strat\u00e9gie. Mus\u00ed\u0161 zvl\u00e1dnu\u0165 4P (produkt, cena, miesto a propag\u00e1cia) alebo modern\u00e9 7P, [&hellip;]","_links":{"self":[{"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/glossary\/6827","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/types\/glossary"}],"author":[{"embeddable":true,"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/glossary\/6827\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/media\/5767"}],"wp:attachment":[{"href":"https:\/\/strate9y.com\/sk\/wp-json\/wp\/v2\/media?parent=6827"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}