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Marketing Plan of Garden Center Premysl Pisar
Krausová, Dagmar ; Kovář, František (advisor) ; Tolar, Václav (referee)
Dissertation on subject Marketing Plan of Garden Center Premysl Pisar is divided into two parts. The theoretical part describes the steps in setting up a marketing plan and their significance. In the second part of the company is introduced and applied knowledge of the theoretical part. The emphasis is on situational analysis and implementation plan.
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Specifics of Consumer Behavior on Cultural Heritage Market
Johnová, Radka ; Koudelka, Jan (advisor) ; Zamykalová, Miroslava (referee) ; Beck, Jiří (referee)
Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.
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Influence of advertising on the customer
Homolová, Kristína ; Průša, Přemysl (advisor) ; Perdík, Marek (referee)
This study has helped to conclude the level of influence of advertising on the customer. The main subject of research is the advertising techniques used by the Coca Cola Company. The theoretical aspect of the thesis concentrates on terminology in marketing such as advertising, communication, marketing, marketing mix, and marketing strategies. The practical aspect contains analytical research based on a conducted questionnaire. This study has contributed in determining the level of influence that advertising has on certain target groups, as well as the other variables that may influence consumer's perception in the market place
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Marketing strategies of CzechTourism agency
Kováč, Jakub ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This thesis deals with marketing strategies of CzechTourism agency, the association of tourist destination The Czech Republic. The aim of the thesis is to analyse these strategies in order to provide complete overview of marketing activities of the agency. The theoretical part focuses on the process of marketing strategy in general, specifics of "non-profit" organizations' marketing and marketing of tourist destinations. The practical part provides the situation analysis of The Czech Republic, the introduction of CzechTourism agency and analysis of its marketing activities.
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Marketing and communications strategies of McDonald's
Antalíková, Eva ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
How can a company achieve its goals in a particular market? How to sell its product to the consumer? How to be successful and to maintain its position as long as possible? These questions I sought answers in my work. I focused on marketing and communication tools used by McDonald's to retain the favor of their customers and to gain new customers in new markets.
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The process of introducing new products of the company McDonald´s
Vaňková, Kateřina ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
This Bachelor's thesis focuses on the way of introducing new products of the company McDonald's in the Czech Republic. It is divided into theoretical and practical part. The theoretical part of the thesis deals the fundamental terms of general marketing. These are: SWOT analysis, marketing communications, marketing strategies and communication mix. In the practical part of the thesis is presented the history of the company, the corporate social responsibility and the basic principles. The following part is focused on different ways of finding inspiration to create new products, campaigns, ways of testing and implementation of new products in the restaurant. The goal of this Bachelor's thesis is to analyse how the new products of the company McDonald's are introduced in the Czech Republic and, according to the analysis, to create suggestions for improvement of this strategy.
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