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In-store marketing and possibilities of its use in BILLA, Ltd
Moučková, Eva ; Hesková, Marie (advisor) ; Jelínková, Linda (referee)
This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd.
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Marketing Research of Bikram Yoga Quality Services
Macháčková, Kateřina ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
The thesis deals with the issue of marketing research, specifically using the method of Mystery shopping and questionnaire survey. Main goal is research and comparison of the level of services provided in individual Bikram Yoga studios in the Czech Republic and also screening of the customer satisfaction of studio in Ceske Budejovice. The obtained results inform about the shortcomings of offered services for which it was proposed measures leading to improve the quality of services.
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Brand Management of Regional Brands
Šanderová, Petra ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
This thesis is focused on regional brands and their strategic management. In the theoretical part there are explained the basic concepts: brand, brand management and region. The practical part describes the selected region and regional brand. That continues to marketing research that is focused on consumer awareness of regional brands. In the final part there are mentioned the promotion recommendations of the selected regional brand. The aim is to acquaint the reader with the programs of the regional marking and find out the opinion of the consumers towards the regional brands.
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Brand Management
Polách, Petr ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
In the first part of my bachelor's thesis on the theme "Brand management" are explained the theoretical aspects of brand management and this part also determines the basic concepts in this issue. The practical part of this bachelor's thesis deals with brand building and also with brand management in the company ALFUN Inc. In the last section are described in detail and explained the basic methods of brand valuation as an intangible asset.
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Brand Management
Filipová, Simona ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation. In practical part will be applied knowledge of strategic brand management to the selected company Vivantis a.s. Part of practical part will be surfy about public awareness of the brand Vivantis a.s. On the basis of surfy will be processed recommendation for company Vivantis a.s.
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Marketing of Elderly People
Vojtová, Markéta ; Hesková, Marie (advisor) ; Cabová, Františka (referee)
The thesis "Marketing of Elderly People" follow up on the issue of marketing focused on the generation aged over fifty years. Describes the specifics of this generation in the context of the consumer behavior. In the practical part of the thesis is conducted marketing research dedicated to consumables behavior of seniors in regard to Internet commerce. For marketing research was used questionnaire. Analysis of the results obtained information on the relationship of seniors to Internet trading, which is largely the domain of the younger generation already online.
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Using Retromarketing for Firm's Products Innovation
Kotousová, Štěpánka ; Hesková, Marie (advisor)
In this dissertation you can find necessary information related to the new marketing style called retromarketing. Application and possibilities of product inovation. In addition, this work has couple of main aims means acquainted with properties of retromarketing and what should not be forgotten or change during it's application. And which case is possible to use this kind of marketing. Other aim of education of this work is understand the meaning of inovation.
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