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National Repository of Grey Literature

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Internet user's typology concerning communication of PET FOOD commodity Salavová, Marta ; Postler, Milan (advisor) ; Jánoš, Marián (referee) The thesis focuses on commercial communications, in particular on new media and on-line communication in the PET FOOD market. The theoretical part is based on evaluation of current marketing and market segmentation status from the point of view of "4P" theory by E. Jerome Mc Carthy. This part is aimed at inner enterprise information systems used for market segmentation and market studies of consumer typology as well. The theoretical part is concluded with a chapter on new media and Internet as a form of on-line communication. The practical part is based on an analysis of the Czech Internet user and case study about the Pedigree brand on-line communication. The thesis is based on the knowledge of on-line communications, the Czech Internet user and the PET FOOD market. It is aimed at analysis of current Pedigree on-line communication with using of its cunsumers' typology and recommendation for improvement at the level of own web sites as well as entire on-line communication strategy. Detailed record

Význam segmentace zákazníků pro strategii firmy Salavová, Marta ; Filipová, Alena (advisor) ; Zeman, Jiří (referee) Cílem bakalářské práce je zmapování významu segmentace zákazníků pro strategii firmy a její pozice v rámci marketingového mixu. Důležitým prvkem je členění tématu ze dvou hledisek na tzv. interní segmentaci využívající moderních informačních technologií (především práce s daty, využívání CRM a Data Mining technologií) a tzv. externí segmentaci založenou na průzkumu životního stylu populace. Závěr práce je věnován trendům v životním stylu české společnosti s využitím typologií čtyř organizací, které se průzkumem trhu zabývají. Součástí práce je srovnání těchto typologií a příklad praktické využitelnosti jedné z nich. Detailed record

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