|
|
New methods of marketing in libraries
Steklá, Zuzana ; Landová, Hana (advisor) ; Dombrovská, Michaela (referee)
In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...
|
|
|
Green behavior of retail chains (TESCO, Penny, Kaufland)
PRAŽMOVÁ, Andrea
The thesis deals with the application of green marketing, respectively Green behaviour of retail chains Tesco Stores, Penny Market and Kaufland Czech Republic in the territory of the regional city České Budějovice. The main aim is thus to determine whether these retail chains use green marketing and behaviour to what extent, based on the set of indicators and whether the customers of these chains reflect green marketing and behaviour in their purchasing decisions. The theoretical part is focused on definitions of basic and related concepts such as green marketing, green economy, customer purchasing behaviour and theoretical definitions of selected indicators of green behaviour. The practical part summarizes the information obtained from interviews with representatives of retail chains and analyse customer behaviour through a questionnaire survey. The main finding of the thesis is that although retail chains use green marketing, customer's purchasing decisions is not affected by this type of marketing. Customers prefer a price range and distance to stores from the residence or from the working place. The thesis also found that each chain has its clients, who have the same features of behaviour.
|
|
|
Analysis of ecolabelling in the Czech Republic
Kubátová, Lucie ; Šmída, Zbyněk (advisor) ; Riedl, Marcel (referee)
Ecolabelling is concept that means eco-labeling, and even here in the Czech Republic, with it becoming more and more. The main task of eco-labeling is to draw attention to the products or services that are environmentally friendly to the environment. This is done mainly through certified brands. In the Czech Republic there is a large number, the most famous is Environmentally friendly product. Thesis acquaints with selected ecological brands. Recently, there is a large development of environmental labeling react to that company and try to regulate their production in the right direction. Ecolabelling is a green marketing tool, whose main objective is to achieve efficiency organic way. Therefore, companies create green strategy that attracted customers and build such an ecological image. The main objective is to introduce ecolabelling, a comparison of selected Czech, European and global eco-label. It is also important to highlight the abuse of so-called eco-labeling. Greenwashing.
|
|
|
Green marketing in the Loving Hut.
Vu Dinh, Giang ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
In the first part the thesis will deal with the concept of green marketing and its history. The next part is about the basic rules of successful green marketing. In practical part the company Loving hut and its green marketing strategy is briefly introduced. Then the survey is used to analyze customers' perception on the products of this company. The first hypothesis (that vegans constitute only marginal part of Loving Hut's customers) is confirmed by the survey. The second hypothesis (that customers perceive Loving Hut's green activities) is refuted.
|
|
|
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.
|
|
|
Marketing activities of the chosen company
Fatinová, Nicole ; Procházková, Markéta (advisor) ; Jaššová, Monika (referee)
The aim of this thesis is to describe basic terms and the effectiveness of marketing of products from organic farming. The theoretical part includes the specification of green marketing and its comparison with conventional marketing. It specifies green marketing mix, market segmentation, environmental labels and characterizes the Czech organic market. The practical part contains an analysis of the external environment and evaluation of marketing activities of the selected company. Market analysis is done with a help of questionnaire survey, which purpose is to map the attitude of customers towards organic products. The final part consists of recommendations to improve the marketing activities of the company and concrete campaign proposals to support regular and new customers.
|
|
|
Zelený Marketing: Elektrické Automobily
Humbatova, Maya ; Cook, Gina (advisor) ; Lisa, Aleš (referee)
Afterwards the last 'Great Depression' of the years 2008-2009, and the deepening of the Euro-zone crisis more and more ideas evolve around the limited capacities of our development. Sustainable development as an approach to social, economic, and institutional realities is flourishing amongst the scholars. The master thesis investigates the paradigm called Green Marketing with its possibilities as well as the criticism, green consumer market, green segmentation, and green marketing strategies. In order to further elaborate on the application of Green Marketing theories, this research paper will focus on the automotive industry. Mobility as it is nowadays, presents an objective to reduce the CO2 emissions, and is already regulated by policies in tact. Electric vehicle as a green product of a very advanced technology needs a creative approach to marketing. The subsequent part of this paper will introduce the specificity of the Tesla Motors electric vehicle and how it influences consumer needs, wants, and perceptions by citing exciting findings within this field. It investigates how can electric vehicle compete with conventional mobility culture to successfully enter new markets.
|
|
|
Marketing communications & sustainable development: Conflict or synergy
Trojánek, Štěpán ; Mikeš, Jiří (advisor) ; Binar, Jan (referee)
The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a suitable reaction to this opportunity. A short analysis of current situation in Czech Republic follows. A great deal of the thesis is devoted to specific recommendations for businesses practicing sustainable marketing, be it on the product, brand or company level. These recommendations are then demonstrated on selected print advertisements. Finally, the thesis presents three ways in which marketing communications can help sustainable development, according to the author: (1) informing consumers about sustainable product and company choices, (2) normalizing sustainable behavior and usage of innovative products and (3) educating consumers.
|
|
|
Green Marketing
Bělonohá, Romana ; Ezrová, Hana (advisor) ; Dvořák, Jiří (referee)
The aim of the Thesis is to give an overview of selected companies from various industries that have an ecological approach and utilize green marketing together with a following overall evaluation forecast of likely development of the subject, mainly in the Czech Republic environment in comparison with the world.
|
|
|
Green marketing - application to the automotive industry
Klimek, Dušan ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
My bachelor work deals with the question of the Green marketing and its exposure to the people of different sex, age, education and professions as the recepients of media campaigns. Specifficaly, it concerns with campaigns promoting the so-called green (and therefore economic) cars. This work therefore aims to study the promotion of such products automotive industry and also a sense that advertising, this means if this advertisement is viewed positevely and subsequently at least partially rewarded response in terms of buying a car. The theoretical part is aimed more broadly at the noation of Green marketing and subsequent application to the automobile industry, then the practical interprets the achievements of my own research and other acquired data and knowledge obtained from a concrete car producer.
|
guest ::
