|
|
Marketing online communication of reservation site
Bartůňková, Vendula ; Procházková, Markéta (advisor) ; Horák, Tomáš (referee)
This diploma thesis deals with the subject of online marketing communication in the selected online reservation site. The presented thesis is based on the explanation of the theoretical concepts related to the practical part of the thesis. The main aim of this document is the description, evaluation and following analysis of online marketing communication of the chosen reservation site. The output of the analysis is the submission of proposals to improve existing activities of Booking.com in the Czech Republic. Among the main recommendations of this thesis are proposals on how to improve online marketing communication and sales strategy.
|
|
|
Sports marketing
Neumannová, Aneta ; Procházková, Markéta (advisor) ; Čapoun, Karel (referee)
This work is dedicated to Sports marketing and its application in modern sport called Pole dance. The thesis integrates the reasons and the emergence of this sport into the overall history of sport. It describes the roots of pole dance and its important milestones. Also it deals with contemporary organizations and todays needs of sponsorship and thus logically opens up the possibilities of applying the modern methods that today successfully brings marketing and its dynamically developing Sports marketing to other branches of business and sport. The work also sets the right conditions for the application of Sports marketing and its main tools in this attractive and specific sport. In this work the research questionnaire identifies typical pole dance customers and determines the appropriate way of acquiring new customers. Through an interview with an expert are analyzed activities of pole dance organizations in Czech Republic. The interview also evaluates the current situation in pole dance field in Czech Republic and abroad. The main benefits of this work are the determination of effective marketing communication, its destigmatisation and rising up the readers knowledge about this topic.
|
|
|
The effect of psychological prices on the consumer behavior within area of the drugstore goods market with value up to 100 CZK
Řezníček, Daniel ; Procházková, Markéta (advisor) ; Schwarz, Stanislav (referee)
The use of psychological pricing has been a widespread phenomenon since a long time. The real impact on consumer behavior is still to some extent an unexplored area. This Bachelor thesis aims to research this impact of psychological prices within a particular segment of goods (drugstore goods up to 100 CZK). The theoretical part defines the basic terms and monitors existing researches which had been focused on the topic of psychological prices so far. The research part analyses an effect of the psychological prices with value up to 100 Czech crowns within drugstore goods segment. In addition to that, this part examines the effect of this type of prices on perception of price merit and its impact on the perception of product quality based on collected data from proceeded questionnaire survey research method. In conclusion, there are formulated some practical recommendations for businesses in the given segment area.
|
|
|
Marketing of tourism, analysis of preferences in organizing of tourism
Danišová, Kateřina ; Procházková, Markéta (advisor) ; Tomík, Jakub (referee)
The main topic of this thesis is marketing of tourism and analysis of preferences in organizing of tourism. This thesis consist of two parts - theoretical and practical part. The theoretical part describes the most important elements of services marketing and the specifics of tourism marketing. The practical part deals with applying these mentioned terms to the company ESO travel which is a representative of organized travelling and to the website LevnoCestovani.cz which deals with individual travelling. Then these two forms of travel organizing are compared on a specific example. The last part of the thesis is the methodological one which at first introduces predetermined hypotheses of my own survey and interpretation of the results and its subsequent evaluation. The summary of the thesis focuses on the analysis of the facts resulting from the survey and its recommendation.
|
|
|
Marketing analysis of in-store tastings of Orion Ateliér from Nestlé
Kománková, Eliška ; Procházková, Markéta (advisor) ; Presslová, Lucie (referee)
The aim of this bachelor thesis is to evaluate the importance of in-store tastings, to assess their effectiveness and identify opportunities to increase their efficiency. The theoretical part explains the key concepts of marketing communication, focusing on sales promotion. Furthermore, the author is concerned with consumer behaviour, especially purchase decisions. In the practical part, there are results of the analysis of tastings of new chocolate Orion Ateliér from Nestlé. The questionnaire survey analysed consumer motivation to taste and buy the product or what discouraged consumers from purchasing it. Differences in consumer shopping behaviour with respect to point of sale and gender were examined too. The questionnaire survey confirms that tastings can persuade customers to purchase the product.
|
|
|
Marketing mix of mobile applications
Hevesiová, Tamara ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
This bachelor thesis is focused on mobile applications and their marketing mix. Its goal is to evaluate the possibilities in the use of marketing tools of mobile applications and therefore provide a base to developers for creating a marketing mix of their applications. The theoretical part introduces mobile applications and their tactical tools. The following practical part studies and compares the specifics of the concrete marketing tools from the point of view of users, their opinions and preferences gained from data collected in questionnaire. In addition, it analyses information about the occurrence of specific features of apps in Google Play and Apple App Store gathered from a large number of apps from web pages of these app stores. The practical part also compares the cooperation of app developers with app stores Google Play, Apple App Store and Windows Store in distribution of apps thanks to available information about the conditions of cooperation from their web sites. The thesis is enriched by the information from the TV-program Applikace about the effectiveness of such kind of app propagation. The conclusion of this thesis includes the evaluation of marketing tools of mobile applications and a recommendation for app developers.
|
|
|
Analysis of the marketing activities in nonprofit organization INEX-SDA
Müllerová, Michaela ; Procházková, Markéta (advisor) ; Polcar, Jakub (referee)
The aim of this thesis is to analyze marketing activities of nonprofit organization INEX-SDA and make recommendations relating to the marketing mix which would increase awareness of this foundation and also increase voluntary help from the public. The thesis is divided into two parts. First part deals with theoretical definition of marketing and its specifics related to the nonprofit sector. The theoretical part is followed by a practical part in which organization INEX-SDA and the individual elements of the marketing mix are specified. In this part there was also done marketing research. With the analysis of marketing activities information is obtained which together with the theoretical knowledge leads to recommendations relating to the marketing activities of this non-profit organization. The thesis ends with an overall summary.
|
|
|
Green marketing and its impact on consumer behaviour
Gajdoš, Michal ; Říha, David (advisor) ; Procházková, Markéta (referee)
This bachelor thesis is devoted to green marketing, and how this kind of marketing affects consumer behaviour. Describes in detail what is green marketing and its components, and also describes the negative part of green marketing - greenwashing. It also deals with the topic of corporate social responsibilty and in the last theoretical part with the consumer beahviour. In the practical part was created quantitative research in the form of online survey, which aimed at identifying people's awareness of green marketing knowleadge of green marketing, what opinion this consumers have about eco-friendly products and the impact of green marketing on buying decisions of young people.
|
|
|
RFM analysis of an e-commerce store selling men's accesories
Králíček, Pavel ; Procházková, Markéta (advisor) ; Kubátová, Eliška (referee)
This bachelor's thesis focuses on a RFM analysis and its usage in relationship marketing in the online world. It puts RFM analysis in the context of a marketing mix and also the historical development of marketing conceptions. The goal of this thesis is the construction of an RFM model and its application on e-mail communication with the customers of the e-commerce store. This thesis describes the sending of an e-mail campaign and evaluation of its result from the RFM assumptions point of view. It should serve as a proof of the relative ease of application of RFM analysis on a customer base and alternatively as a basis for a future marketing research.
|
|
|
Marketing of a trading company
Zelenka, Martin ; Procházková, Markéta (advisor) ; Adrián, Michal (referee)
The aim of this thesis is to analyse the marketing activities of the company Eljet s.r.o. The theoretical part defines methods used for correct external environment analysis of a target market. This part also provides information on the marketing mix instruments and the types of competitive strategies. The practical part, which is based on the conclusions from the theoretical part, describes the current marketing activities of the Eljet company and its current position on the Czech market. Based on that, the goals and plans for future marketing promotion are established. Some of the conclusions of the analysis led to specific steps, which helped to improve the situation of the company. Proposals of new marketing activities have become the real future plans.
|
guest ::
RSS feed.