Original title: Odlišnosti v chování cílových skupin zákazníků a jejich zohlednění v marketingové komunikaci
Translated title: Differences in behavior of target groups of customers and their consideration in marketing communication
Authors: Trnková, Kristína ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
Document type: Bachelor's theses
Year: 2020
Language: slo
Publisher: Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract: [slo] [eng]
Táto bakalárska práca sa zaoberá problematikou rôznorodosti a odlišnosti správania zákazníkov na slovenskom a českom trhu a aplikuje teoretické poznatky na konkrétnu automobilovú spoločnosť. Na základe výskumnej metódy, a to vopred naplánovaného interview, analýzy demografického zloženia obyvateľstva a rozboru marketingového mixu, boli vyvodené závery, rozdiely charakteristických vlastností zákazníkov a odlišnosti v konkrétnych nástrojoch marketingovej komunikácie. This bachelor thesis deals with the problem of diversity and differences of the customers‘ behaviour on Slovak and Czech market and applies theoretical knowledge on a specific automotive company. Based on research method, such as interview planned in advance, analysis of demografic structure of population and marketing mix, conclusions, differences in customer characteristics and in specific tools of marketing communication were deduced.
Keywords: customer behavior; marketing; marketing communication

Institution: Brno University of Technology (web)
Document availability information: Fulltext is available in the Brno University of Technology Digital Library.
Original record: http://hdl.handle.net/11012/192717

Permalink: http://www.nusl.cz/ntk/nusl-417487


The record appears in these collections:
Universities and colleges > Public universities > Brno University of Technology
Academic theses (ETDs) > Bachelor's theses