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Design and marketing
Kalhotková, Petra ; Pešek, Ondřej (advisor) ; Černá, Jitka (referee)
The theoretical part briefly defines the concept of design, including the industrial and the product design of the marketing mix, the customer decision-making process, highlights the impact of design on the brand image and points the conflict with CSR. The theoretical part contains a chapter about the current situation of design in the Czech Republic. In the practical part are processed questionnaires and an interview with a specialist of Design pro export.
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Bauerová, Marie ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
Cílem této práce je ujasnění pozice grafického designu resp. Corporate Designu v oblasti marketingu. Pochopit rozdíl mezi Corporate Identity, Corporate Image a uvědomit si, co tyto pojmy znamenají a jaká je jejich důležitost. V praktické části vysvětluji vytváření jednotného vizuálního stylu na konkrétním příkladě z praxe, včetně využití vlastních zkušeností. Ve své práci se snažím ukázat, že budování image je nelehkým, ale velice důležitým úkolem firmy.
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Multilevel marketing
Nádvorník, Pavel ; Pešek, Ondřej (advisor) ; Zámečník, Petr (referee)
My goal is to compare companies lead by multilevel marketing wit classic companies with flat structure. I will compare these companies using SWOT analysis, that is method that is finding out four segments. Strenghts and weaknesses, opportunities and threats. The result will be interpreted from three different points of view. Market, financial consultant and client.
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Phenomenon Multilevel marketing
Hochman, Jiří ; Pešek, Ondřej (advisor) ; Křížek, Miroslav (referee)
The Bachelor's thesis deals with multilevel marketing phenomenon which is on the rise in the Czech Republic recently. It tries to clarify why, and also shows the real problems and situations which meets interested persons. The second part is practical. It deals with company EFCZ. In this part are described several problems regarding the company. In the conclusion are recommended several steps which should be taken by the company to improve it's situation.
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new marketing media
Linc, Zdeněk ; Pešek, Ondřej (advisor) ; Kukal, Radan (referee)
The work is dealing with new marketing media, which are categorised and valuated. Assess their effectiveness and impact into public and personal space. The work shows the use of new marketing media on specific examples. New marketing media use is illustrated by the example bookstore and wine shop.
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The importance of creativity in marketing communication
Lejčková, Radka ; Černá, Jitka (advisor) ; Pešek, Ondřej (referee)
The work deals with the relationship between creativity and marketing communication. In the theoretical part are described the traditional methods and new trends. I characterize which conditions for creative activities should comply with the creative individual. Next I describe the creative methods, which are currently used in developing communication strategies and originative techniques leading to some idea or the solution of an assignment. In the practical part I check the selected techniques. By using an interview I probe the real state of the implementation of creativity to marketing communication. Furthermore I try to find out what is important for the consumers; to what they pay attention and what could be their reaction to the advertising messages.
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Ecological marketing
Neznaj, Radek ; Procházka, Jan (advisor) ; Pešek, Ondřej (referee)
The work addresses issues of ecological marketing, specifically focuses on the marketing mix of organic products. The intention is to point out guidelines and outline options that may be the potential of products development in line with environmental objectives and the enterprise. The work is divided into three parts. The first part briefly shows the evolution of marketing and its current form, including current trends and events that led to the emergence of ecological marketing. This section defines the ecological marketing objectives. Second, the main part of this work shows the ecological marketing mix in the ordinary formulation: product, price, place and promotion. Attention is paid to all individual elements of the mix, their advantages, disadvantages and the key aspects in the use of ecological products and where possible, illustrated on practical examples. The last part consists of two case studies. The first one is focused on design and packaging at Hewlett-Packard, namely multimedia notebook HP Pavilion for Walmart. The second is focused on the Toyota and its Prius hybrid model in order to analyze key aspects of the success of this model on the market of hybrid cars. The conclusion summarizes the key aspects of ecological marketing and suggests possible development for the future.
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New trends in internet marketing communication -- social network Facebook
Eisenmann, Jan ; Pešek, Ondřej (advisor) ; Zimová, Štěpánka (referee)
Theme of my bachelor thesis is "New trends in internet marketing communication -- social network Facebook". Theoretical part is focused on describing those new trends -- like viral marketing, Web 2.0 and it's major tools (social media, RSS, wikis, social networks). And also I try to set the shift from old to new media into context of wider economical changes. Important source of information were books and works of Mark Earls about "herd" substance of human behavior as well as Seth Godin's PULL principle. On those two, I wanted to show important features of internet and how it is changing the communication between people and companies. In practical part I went through possible ways of marketing communication on platform of social network Facebook. Important role play banners, Facebook Beacon and in the future Engagement Ads. Their biggest strength is the ability to target commercial messages to audience very precisely. But there are also indirect forms of communication channels like Facebook Pages or Facebook Groups on Facebook. These are based on enthusiasm of fans of the brand and for companies they offer great source of insights and data for marketing research or even place for co-creation with their loyal customer core. Last, but according to many marketers very potential, forms of marketing on Facebook, are applications with incorporated brands. These applications are very fast growing business. Facebook seems to be very popular and engaging medium to address especially young audience, that doesn't pay so much attention to old means of communication.
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