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Determinants of Customer Satisfaction Depending on Price Category Product
Májová, Marcela ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis is situated in the surroundings of the hotel industry. The aim is to analyse the determinants of customer satisfaction depending on the product price category. The product price category corresponds to the uniform classification of accommodation facilities in the Czech Republic. The research is based on the analysis of partial attributes of satisfaction in connection with the overall level of customer response to a specific hotel. The research sample is based on 1821 hotels located in London. Data was selected from the accommodation reservation portal Booking.com. The practical part is based on quantitative analysis and implemented with the assistance of the chi-square test, two-tailed t-test, ANOVA and multiple linear regression. Primarily, the input data is properly annotated. Analysis of the seven basic attributes of customer satisfaction follows. The final part of the paper looks into how the partial attribute ratings correlate with the overall evaluation of each hotel accommodation category separately and thus answers the specified research question.
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Content Marketing via Youtube Channel and its Effectiveness
Jelen, Ladislav ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
The aim of the thesis is to compare the effectiveness of selected tools of content marketing in environment of Youtube server. The theoretical part puts content marketing in environment of Youtube to the wider framework of tools this way communicating with customers. It also clarifies the importance of marketing strategy, which includes communication with consumers that is not strained. Conclusion of this section summarizes the tools that allow work with content on Youtube. The practical part contains a comparison of these instruments, with emphasis on the success of content in terms of the numbers of views. This is supplemented by a comparison of the effectiveness of Pre-Roll adverts and videos made by successful authors. This comparison takes in consideration the average time of watching, compared with data about skipping commercials.
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Customer Value as the Basis for Segmentation and Targeting in a chosen Company
Kubů, Pavlína ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with another possible approach to segmentation of the customer base in the surveyed company than the one currently used. Specifically, the issue of lifetime customer value is discussed. A review shows several possible approaches and some selected models will be applied to the customer base in the practical part of thesis. Work addresses not only the application of selected models, but especially the comparison of analysis results with the original segmentation. The aim is to track changes in segmentation after applying these models and provide the proof that this metric is an appropriate evaluation component in segmentation for a particular company. An integral part are therefore recommendations for management and sales representatives. Calculations are performed in Excel. At the end of each chapter are specific achievements and comparisons with the initial segmentation. The result of this work is to suggest several models of customer lifetime value calculation that the company may apply to benefit from when creating a new segmentation model.
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Inbound marketing in the functional web phase
Váňa, Vojtěch ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of the diploma thesis is the analysis of set inbound marketing components and suggestion of a strategical concept with the option of real processing of this web within the bounds of possibility of the set marketing components. In the theoretical part of the thesis, the whole strategy of inbound marketing and its general inbound marketing components are presented. In the practical part of the thesis, the analysis of the website magazine in connection with user behaviour is presented, including visit rate specification towards the specific content, setting up partial SEO factors and organic marketing on social media. In the end of the diploma thesis, the analysed metrics and specific recommendations of the plan are described.
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Analysis of Tools of Digital Marketing in the Music Industry
Špicová, Jarmila ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This master thesis deals with various tools of digital marketing and their usage in the music industry. The aim of my master thesis is an analysis of available tools and then the demarcation extent of use. The main research question is What tools of digital marketing are currently most used in the music industry? I chose research methods such as observation, study documents and written questionnaire for answering this issue applied to the Czech Republic. The contribution of this work is how to make particular tools of digital marketing more effective for musicians of the Czech Republic.
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Marketing Communications of Economic-Management Universities and its Effectiveness with Regard to the Interest of Applicants
Hrabětová, Lucie ; Kincl, Tomáš (advisor) ; Svoboda, Petr (referee)
This thesis aims to analyze whether the volumes of TV, radio and print advertisements of economic- management universities relate to the number of applications at these universities. The goal is to find whether the data correspond to each other somehow. The data in the thesis are processed using descriptive analysis of secondary data. The thesis is based on media data Admosphere, Mediaresearch, a. s. These data presents an overview of all realized commercials of universities in the Czech Republic in 2011-2013. The data are compared with publicly accessible reports on interest of applicants for study at universities in the Czech Republic in 2011-2013. The theoretical part deals with marketing communications at university, its objectives and discusses the most widely used types of communication. There is also closely examined TV, radio and print advertising. The analytical part analyzes mentioned media and educational data. Analysis takes place first in the whole economic field, followed with close examination of six economic universities. In conclusion, it is judged whether the data correspond together.
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Analysis of Marketing Communication of chosen Football Clubs
Kramář, Jan ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
Diploma thesis goal is to compare marketing communication of football clubs AC Sparta Praha and FC Viktoria Plzeň based on communication mix model and to propose recommendation for the future. First part deals with communication mix model and describing its tools. Practical part analysis and compares marketing communication of AC Sparta Praha and FC Viktoria Plzeň. Conclusion contains evaluation and proposed recommendation for each football club.
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Marketing Audit of IMI Hydronic Engineering for the Czech Market
Drápelová, Zuzana ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The main objective of this thesis is to execute a marketing audit of IMI Hydronic Engineering at the Czech market in order to identify problem areas and opportunities, define key performance indicators (KPI) and follow recommended procedures to improve marketing performance of this company and increase the efficiency of the company as a whole. Marketing audit is a comprehensive analysis of the company and its surroundings, which does not contain only simple analysis of the current situation of the company but also the draft measure. Marketing audit in this thesis is carried out based on the methodology described in the theoretical part and consists of the analyses of six interrelated parts. The first part of the audit (audit of marketing environment) analyzes the external environment of IMI Hydronic Engineering realized through PESTLE analysis and Porter's five forces analysis. The following five sections are focusing on internal environmental audit of this company. These parts of the audit are: audit of marketing strategy, audit of marketing, audit of marketing systems, audit of marketing productivity and audit of marketing functions. The results are summarized in complex SWOT analysis. Recommendations, proposals for amendments, strategies, objectives and KPIs are listed in the conclusion.
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Marketing Situational Analysis of the brewery U Fleků
Hyský, Pavel ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of thesis is to create a marketing situational analysis of the brewery U Fleků. The main aim is to design better communication with customers, products portfolio and services for customers. The theoretical part describes the various aspects and met-hods of marketing situational analysis. In the practical part of the thesis I deal with the assessment of the current situation of the company through macro and micro enviro-ments and using various analyzes: SWOT traceable to TOWS, Porter, PEST, Bowman hours, positioning map, marketing mix with 4P and 4C. Based on these analysis deter-mines the new communication mix with the budget and control.
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Efficiency and Effectiveness of Advertising Campaigns
Linhartová, Simona ; Guzi, Jan (advisor) ; Kincl, Tomáš (referee)
The diploma thesis explores the basic methods of measuring the efficiency and effectiveness of advertising campaigns. Expecially, the method of Color - Word association Technique. It is one of the unusual methods that successfully measure these factors of advertising from the presepective of attitudinal preferences and associations. The aim of thesis is to approach standard and non-standard approaches to measuring the efficiency and effectiveness of advertising campaigns and in concrete example of company which is selling the products from prevention against fleas and ticks.Describe and apply these approaches.Furthermore, based on the state before the campaign and after campaign,to analyze and show changes in attitudes of target group. Finally, to propose the strategy for future planning and to recommend effective investment of funds in the next year and efficient communication products of services through the media.
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