Marketing - pojem, funkcie, vývoj

Kategorie: Ekonómia (celkem: 542 referátů a seminárek)

Informace o referátu:

  • Přidal/a: anonymous
  • Datum přidání: 12. března 2007
  • Zobrazeno: 7068×

Příbuzná témata



Marketing - pojem, funkcie, vývoj

Marketing pochádza so slova the market čo znamená trh a prípona ing znamená činnosť. Predstavuje celý komplex činností od nápadu až po uvedenie tovaru na trh. Vznikol v druhej polovici 19. storočia kedy v dôsledku prudkého rozvoja priemyselnej výroby sa časť tovarov stávala nepredajnou. Podnikatelia si začali uvedomovať, že sa odbytom tovaru musia začať zaoberať dávno pred tým než ho vyrobia
- v podmienkach Slovenska a Československa môžeme hovoriť o marketingu najmä od konca 80. rokov 20 storočia kedy došlo k výraznej zmene v riadení národného hospodárstva

Vývoj Marketingu
Marketing v dejinách prešiel určitými vývojovými etapami:
1: Primitívny marketing – 1850 – 1920
Informácie o trhu podnikatelia získavali veľmi jednoduchým spôsobom, často i náhodne. Nie všetci podnikatelia boli prinútený zaoberať sa marketingom.

2: Masový marketing 1920 – 1940
V tomto období začína masová výroba takmer všetkých výrobkov a podnikatelia začínajú masovo využívať masové informácie o trhu. Využívajú k tomu štatistické metódy a výpočtovú techniku.

3: Diferencovaný marketing 1940 – 1960
V tomto období podnikatelia začínajú diferencovať spotrebiteľov a sledovať ich odlišné záujmy. Výrazne sa rozširuje ponúkaný sortiment produktov. Pri skúmaní sa využíva okrem iných vied aj psychológia a sociológia.

4: Integrovaný marketing 1960 - 1980
V tomto štádiu marketing spája výsledky mnohých vedných disciplín s cieľom maximálneho uspokojenia potrieb spotrebiteľa. Ide najmä o podporu predaja tovaru ďalšími službami s ním súvisiacimi.

5: Medzinárodný marketing 1980 – do dnes
Napriek stále silnejúcej konkurencií dochádza k spolupráci medzi štátom a firmami. Najmä v oblasti prepravy, dopravných tepien, telekomunikácií, vedy a výskumu a ochrany života spotrebiteľov.

6: Futuristický marketing
Futurológovia a prognotici na základe poznaného predpovedajú budúci vývoj v oblastiach výroby a obchodu.

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že sa odbytom tovaru musia začať,boli prinútený zaoberať sa marketingom.
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