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Online Marketing Tools and their Effectiveness
Lesný, Tomáš ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
The diploma thesis deals with internet marketing tools, the tools of own web pages and the tools of internet advertising. In connection with growing importance of internet marketing arises question how effective are internet marketing tools and what are their benefits. This thesis compares benefits and effectiveness to a sample of internet marketing tools based on the branch metrics and based on a Return On Investment. The research includes 10 apllied tools of internet marketing from 12 described in a theoretical part. The thesis showes different effectivity and benefits for a different internet marketing tools while the method of the research could be also different according to the specific internet marketing tool.
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Analysis of Marketing Communication Universities with Regard to the Interest of Candidates for Study
Řiháčková, Michaela ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
Educational institutions have an irreplaceable role in society. There is still a greater interest in studying at universities, that is the reason for generating of a competitive environment. The universities have to create a competitive advantage for their market success. The marketing communication is also important. The aim of this thesis is to detect, if there is the relationship between marketing communication of private nad public universities in the Czech republic through the media and if there is an interest of the applicants in the study.
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Blue Ocean Strategy as a Prerequisite for the Success of the Company
Lojdová, Ivana ; Kincl, Tomáš (advisor) ; Dvořák, Jiří (referee)
The goal of thesis is to verify the assumption that the company's strategy constituent elements Blue Ocean Strategy leads to a higher success rate, according to selected criteria. The theoretical part is based on literature and clarification of terms with which I work. The key pillar is to understand the difference between blue and red oceans. I also explain the strategic management approach compared to the Blue Ocean Strategy. This part is based on literature and expert opinion. The knowledge gained is reflected in the analysis of ten companies. These companies are examined in terms of tools and strategic management using tools Blue Ocean Strategy. Successful companies are further analyzed and observational characteristics of strategies is indicated whether they match the characteristics of the Blue Ocean Strategy and lead to greater company success.
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Analysis of a Marketing Communication in a chosen Czech Republic Market from the Perspective of Kotler Partial Strategy
Kouba, Václav ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The aim is to analyze the mass-media marketing communications companies in the lead, challengers, followers and nichers on Czech automotive market. The analysis will be based on data for ads on television, radio, print automakers entered the period of 2014 and informations on registration of producers in the same period. Information on the authorization together with the characteristics of each brand will be the starting basis for profiling groups of brands according to Kotler parcial strategy. Communication activities of the groups will be analyzed. Finally, it will be evaluated, whether companies communicate properly with respect to its position. Alternatively, it will be proposed recommendations for changes to this communication.
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Semantic differential as a method of detecting positioning and its dependence on contextual conditions
Petrová, Dominika ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
Thesis deals with measurement of positioning in marketing, specifically the method of semantic differential. The main objective of this work is to verify how it changes the semantic profile of selected wine samples tasted by young wine consumers in changing contextual conditions of this experiment. The experiment consists of two separate measurements, during which there is a change in the contextual conditions. The theoretical part is description of his positioning and measurement, which continuously follows the method of semantic differential, where he presented Seman-tick differential as a tool by which we can measure and record the positioning of his value by creating semantic profiles. The practical part explains the connection and answer research questions determined through experiment, where it was shown that the change in the contextual conditions tasted wine samples young wine consumers, changes the semantic profile of the wine samples.
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Survey and Assessment of Subject Product - Children's Birthday Parties
Penišková, Barbora ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of the bachelor thesis is to review the subject of the services - complex mediation of birthday parties for children in the location of Prague 5. The interest od the service of potential customers is evaluated due through marketing research. The questionnaire was presented to the respondents in written and also electronic form. The survey implies that potential customers are interested in this service. Next, through the multi-criteria evaluation, are there mapped competitors in the end of the thesis. In Prague 5 are there six direct competitors, which are able to provide comprehensive birthday parties for children. The evaluation of competitors was done based on predetermined criteria and their values. The strongest rivals were evaluated by polarity profile of competitors, which graphically typifies their strengths and weaknesses. Based on this thesis, the service is evaluated positively. For the realization of this service it is recommended to continue in the next steps of new product development.
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Comparative Studies of Promotion IIHF World Championship
Chalupský, Jiří ; Tripes, Stanislav (advisor) ; Kincl, Tomáš (referee)
This bachelor thesis is a comparative analysis of the Ice Hockey World Championships promotion. The main objective is to analyze the promotion of last three Ice Hockey World Championships and then answer questions that could possibly open up discussion on dependence between promotion and attendance at the Ice Hockey World Championships. The main question is if there are any particular differences in promotion that influenced the attendance at last three championships. All relevant data were analyzed by using descriptive statistics. In this bachelor thesis were analyzed forms of promotion and its content. Conclusion of this thesis claims that the promotion could affect the attendance at the Ice Hockey World Championship. It is therefore necessary to mention that there are many other factors that could affect the Ice Hockey World Championship attendance.
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The Influence of Advertising Regulation in the Tobacco Industry
Krobová, Kateřina ; Kincl, Tomáš (advisor) ; Rytina, Jan (referee)
The main aim of this theses is to outline the possibilities and ways of tobacco marketing regulation products and assess the effectiveness of these methods. The first part of the thesis is a theoretical part, which in addition to the basic definitions, history of advertising, advertising regulation of legal process in the European Union and the Czech Republic, describes possible methods of regulation. In this context with legal process will be pointed to the shortcomings of regulation. The second part is the practical part, which will be evaluated by secondary data. The main works are treasures of international studies and research investigating the effectiveness of regulation. The outcome will be a comparison of the consumption of tobacco products in different countries. In the introduction I define the basic notions of advertising and advertising regulations, and the ways in which advertising can be regulated. Subsequently look back into history and outline the evolution of advertising, regulation of tobacco products, and especially the reasons why there was a need of regulation. Praktical section will examine the efficiency of the regulation, that is to reduce the consumption of tobacco products. In conclusion, I will try to evaluate the impact of regulation on tobacco advertising.
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Attitudes and Values in different Cultural Environments
Petrovová, Nina ; Kincl, Tomáš (advisor) ; Dvořák, Jiří (referee)
In the theoretical part of the master thesis are basic definitions related to the culture, cultural differences and approaches to measuring them. The key method in measuring cultural differences is the Hofstede's 5-dimensional model which is the basis for the further processing of secondary data from the Mindreader study. The goal of this work is to analyze how culture affects people's concerns regardless of how these are concerns affected by technology. The countries involved in the cultural analysis are divided into four groups according to indexes achieved in various dimensions. For each of the dimensions, there are hypotheses that are tested by Pearson´s statistical test of independence. The same statistical procedures are used for selected technologies and their impact on the life concerns.
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