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Marketing importance of Body image
Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Today's era depicts life of consumer society with the growing battle for customers. Every single person in this world wants to have a solid life and look pretty. Advertisements, which display handsome and slender people are all around us and they influence our consumer behavior. We tend to equilibrate these ideals by buying the most diverse products and even attempt to achieve the alleged feeling of happiness. This thesis is focused on Body image in which explains individual consumer behavior, its social and cultural predispositions and the type of beauty ideal portrayed and prefered by men and by women. It also explains self esteem, its image in the past and its influence regarding to media and advertisements. The aim of this work is to determine the most frequent elements of respondent's Body image, by using my research. And as a result define the most often presented ideal body image. I also analyze the effects of social networks on Body image of younger generation and to what extent it changes their normal habits.
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Brand Equity: the impact of selected marketing mix elements on creation of brand equity
Machek, Martin ; Boučková, Jana (advisor) ; Tomek, Gustav (referee) ; Přibová, Marie (referee)
In today's highly competitive environment, the success of a company is often determined by the right brand management and by efforts to continuously improve the brand value. It is therefore an essential task of marketing. But determining the value of the brand is a very difficult task and it is of interest to both theoretical research and marketing practice. Submitted thesis provides an overview of the current state of knowledge about this very important issue both in terms of leading authors from the scientific and academic communities and in terms of marketing practice in the form of models of specialized agencies. Thus formed synthesis can then be used by academics in the orientation of their future research and also by marketing managers to evaluate the effectiveness of approaches currently being used. For this purpose, marketing managers can also use case studies in each chapter, which show the issue on the specific example of successful companies. Qualitative expert research among managers of successful international companies can serve the same goal. Managers of small and medium-sized enterprises can apply a formalized model of the growth of a brand, which is very intuitive and does not require deeper knowledge of mathematics. The last chapter presents the results of primary quantitative research, which focused on the issue of the relationship between social networks and branding in the Czech Republic.
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International marketing activities of Mondeléz company on specific markets
Švarc, Ondřej ; Boučková, Jana (advisor) ; Machek, Martin (referee)
Main objective of this thesis is to analyze international marketing of Mondeléz International company with a focus on international environment and its impact on the company, analysis of marketing mix of specific international products and survey examining the extent of awareness of the former Kraft Foods and current Mondeléz company. Results of this work should give a reader an overview about development of Mondeléz company and international activities of the company applied in environment of Czech Republic.
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Analysis of online booking portals and their benefits to owners of accommodation
Uhelová, Barbora ; Tahal, Radek (advisor) ; Machek, Martin (referee)
This master thesis is analyzing effects and ways of gaining customers from on-line booking portals whose main function is to provide their registered used with customers for their accommodation. This work will concentrate on influence and ability of on-line portals to fill capacities of accommodation. This work will discover advantages and disadvantages of these portals based on opinion of registered users. The main goal is to determine which portals are the best on the Slovak market and what value added they have for registered users -- registered owners of accommodation.
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Banks and their market entry strategy
Sessa, Gionni ; Král, Petr (advisor) ; Machek, Martin (referee)
In the global market in which many countries still struggle with the consequences of the financial crisis of 2008, many companies come to the conclusion that growth can be achieved through international marketing activities. This attitude poses big challenges to organization that want to enter the international arena, involving deciding which markets should be entered, how this should be done, through which marketing program and finally how to organize the marketing. International expansion poses risks as well as opportunities to businesses, and it is crucial for the organization to thoroughly evaluate the market in order to take a decision about the market entry strategy. Based on the case studies of Credit Suisse and UBS entering the Brazilian market, this thesis sought to study how Swiss banks entered the country and with what results. Based on an extensive literature review, the two cases have been presented and it was possible to demonstrate that great cultural difference and tight regulation suggest the entry through a merger or an acquisition.
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Development and application of relationship marketing
Kohoutová, Lucie ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Bachelor thesis "Development and application of relationship marketing", deals with the historical origin of individual relationship marketing approaches that lead to the creation of long-term and therefore mutually beneficial partnerships with key parties. The author also explains the concept of CRM, the conditions for quality customer relationship management and discusses the different aspects that contribute significantly to the gaining of customer trust and loyalty for the long term. The practical part illustrates the theoretical knowledge on the specific example of Tesco company, what successfully managed to create the Clubcard program, supporting customer loyalty. The practical part was complemented by a survey of 160 university students, with the focus on the frequency of use for the loyalty program and the willingness of a individual to provide personal data.
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Analysis of the direct sale in the Czech Republic
Frištiková, Mária ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The aim of my thesis is to analyzedirect sales from the customers point of view. How customers see copanies using direct sales I tried to find out the rate of their likeability and if they are at least known. What motivation do they have to buy when customers are buying their products. The buying frequency was also one of the factors. In theoretical part is described by professional literature and on-line source marketing, its forms, direct sales and companies using direct sales in Czech republic. I used quantitative method by questionnaire.I created the questionnaire elecronicaly and in printed version as well. While creating the thesis I focused on discussin som of the factors that customers are surraunded by.
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Improvement Theory ‚Brand Engagement in Self-Concept‘ through Qualitative Research
Šenková, Simona ; Karlíček, Miroslav (advisor) ; Machek, Martin (referee)
Master's Thesis "Improvement Theory 'Brand Engagement in Self-Concept' through Qualitative Research" explains consumer-brand relationship view of new theory, which extends existing knowledge of incorporation brands into the self-concept. The main objective is to determine profiles of low and high BESC consumers by using in-depth interviews. In the theoretical part the explanation of brand identity, self-concept and the connection between them is done. It is followed by description of quantitative studies including the basic knowledge about the theory BESC. Consequently, in the practical part the analysis in-depth interviews, descriptions of low and high BESC consumers and intergroup comparisons are presented. Finally, the general outcome compares results of qualitative and quantitative research, and concurrently suggests managerial implications of using the theory BESC in marketing practice.
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Marketing Planning in FMCG: Case Study Lovela
Waniausová, Lucie ; Karlíček, Miroslav (advisor) ; Machek, Martin (referee)
The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.
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International comparison of strategies of selected retailing firms
Machek, Martin ; Bursíková, Marcela (advisor) ; Kelerová, Vladimíra (referee)
V posledních letech dochází v mezinárodní distribuční politice k dynamickým změnám. Maloobchodní řetězce se začínají stávat dominantními firmami jak na svých domácích, tak i na mezinárodních trzích. Jejich podnikatelské aktivity přitom v mnoha případech přímo ovlivňují ekonomiku celého státu. Mezi nejúspěšnější společnosti světa patří americká společnost Wal Mart, největší firma na světě z hlediska docilovaného obratu a francouzský Carrefour, největší distribuční společnost na evropském trhu. Hlavním cílem diplomové práce je analýza strategických konceptů těchto společností a faktorů, které jejich úspěch podmínily. Na základě komparace zvolených strategických přístupů jsou identifikovány jejich hlavní výhody a slabiny.
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