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Neuromarketing
Brtník, Adam ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
The topic of the work is new marketing disipline -- neuromarketing. In the first half there is description of functional magnetic resonance and electroencephalography and their use in neuromarketing. There are also basic principles of brain functions -- brain parts, the way the old brain communicates with the surroundings a importace of all human senses. In the second half of the work thre are mentioned phenomenons of priming and mirroring. At the end of the work is mentioned brainethics and possibilities of neuromarketing abuse.
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Marketing Communication of Benetton
Kročková, Barbora ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The bachelor thesis deals with marketing communication of Benetton. It describes factors that manipulates customer buying behavior. Analyzes the situation on the Czech fashion clothing market in terms of Benetton and selected foreign companies. The objectives of the thesis is marketing communication analysis of Benneton, deeper analysis of ads during period and the subseqent impact of a controversial advertising to the consumer.
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Proposal of marketing strategy of the small company - Penguin CZ
Vu, Thanh Nhan ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
This thesis concerns a proposal of marketing strategy of the company Penguin CZ. The first part is about the theory of the topic of the Bachelor's thesis. It deals with the marketing of small and medium firms, marketing strategy and marketing mix. I drew mostly from this books: Marketing by Mrs. Bouckova, Marketing management and planning for small and medium firms from Mrs. Blazkova, Marketing services: an efficient and modern by Mrs. Vastikova, Marketing and management of small and medium firms from Mr. Havlicek and Mr. Kasik. The second part describes the current marketing strategy of Penguin CZ. It also deals with SWOT analysis, analysis of competitors, marketing mix analysis, surrounding analysis, etc. There is also evaluated by questionnaire, by detecting awareness of the company. Conclusion of the second part includes my own proposal for a marketing strategy based on the analysis and evaluated the questionnaire. The main goal of this thesis is to propose a suitable marketing strategy to help the company to increase sales, to extend market and to engrave on subconscious of the consumers.
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Marketing in time of crisis
Martan, David ; Pešek, Ondřej (advisor) ; Škaloud, Petr (referee)
Without any overstatement it could be said that the American mortgage crisis influenced the whole world. It is in no way about some chosen ones but about a recession hitting more or less the whole society. In the times of recession companies and even the governments cut the costs which are not necessarily needed to run the business and they ignore the long-term perspective. In the 2008 the economical situation has changed a lot because of the risky trading of the mortgage packages on the OTC markets. The aim of this work is to find out if and how much the behavior of the companies from the marketing point of view will be affected.
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The analysis of social campaign – Czechia against poverty
Křížová, Ilona ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
A bachelor thesis Analysis of a Social Campaign -- Česko proti chudobě (Czechia against poverty) deals with an influence of a communication of the campaign on the society. A theoretical part is focused mainly on an explanation of terms connected to a social campaign, on an introduction to poverty issues, on a way of a fight against poverty in the world and an introduction to the Česko proti chudobě campaign. There are methods of communication of other European social campaigns compared to the Czech one (Česko proti chudobě) in a practical part. The practical part also tries to find out if there is an awareness of the campaign among the public, through which mass media people learn about the campaign, whether the public is somehow participating in the campaign, if it trusts in the purpose of the campaign and at the same time whether the Czech society is interested in poverty issues. There was a survey conducted to find out these facts.
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Marketing in the hotel industry
Hřibalová, Tereza ; Štědroň, Bohumír (advisor) ; Pešek, Ondřej (referee)
The first part of the thesis is aiming to cover the basics of hotel marketing. Then, in the second part, this theoretical base is used to analyse the marketing mix of the Atlantis Bahía Real hotel and to find its strenghts, weaknesses, opportunities and threats. The objective of the last part of the thesis is to summarize the findings and make recommendations to improve the situation of the hotel.
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Mobile marketing
Švarc, Ondřej ; Pešek, Ondřej (advisor) ; Průša, Přemysl (referee)
The first part of this thesis contains description of development in mobile services, networks, mobile devices and the whole market of mobile marketing and analysis of possibilities and methods of usage of mobile marketing. The second part contains analysis of mobile marketing in terms of ethics, analysis of mobile marketing leading corporations and survey of public opinion, including its evaluation.
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Analysis of energy-saving campaigns in the Czech Republic
Rudolfová, Jana ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This bachelor thesis analyzes energy-saving campaigns, which have taken place so far or are taking place at the moment in the Czech Republic. The thesis is focused only on the campaigns of the four largest energy companies in the Czech Republic, namely ČEZ, RWE, E.ON and PRE. The aim of this thesis is to describe particular ways and tools of marketing communication, which energy companies use for their energy-saving campaigns and through a questionnaire survey to find out what attitude Czech people have towards the issue of energy savings, whether there is an awareness of the existence of energy-saving campaigns in Czech society and whether Czech people are interested in information regarding this issue and also interested in this type of campaigns. The thesis is divided into two parts -- theoretical and practical. The theoretical part is focused on the explanation of marketing terms and companies' social responsibility terms, related to the topic of this thesis, which are very helpful for final understanding of the practical part. The practical part describes reasons for creating energy-saving campaigns, the situation in the market of electricity and natural gas and offers analysis of selected energy-saving campaigns. The practical part also includes the aforementioned survey.
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Viral marketing
Novotný, Ondřej ; Pešek, Ondřej (advisor) ; Blahut, Michael (referee)
The primary aim of this bachelor thesis is to analyze some viral factors of the chosen viral campaigns from the Czech Republic and also from the rest of the world. The assessment takes account of the acquired theoretical knowledge about this issue from the first part of the work. On the basis of these facts is recorded the development of the viral marketing which has changed a lot recently. Especially thanks to a spectacular arrival of social networks, as one of the most used medium in the world. The secondary aim of the work is to give every reader some new information about idea of "viral marketing", as one on the most recent trend in the sphere of Internet marketing. And of course broaden the people's awareness of this tricky but very effective way of advertising some brand.
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Issue of negative advertising in political campaigns
Machek, Václav ; Pešek, Ondřej (advisor) ; Štědroň, Bohumír (referee)
The first chapter of this thesis contains a summary of information, definition, methods, procedures, effects, legislative features and the possibilities of using negative advertising in political election campaigns, including a description of its historical development in the Czech Republic and the United States of America. The second chapter contains a hypothesis for a survey of public opinion, including its evaluation and analysis of the negative elements of the election to the Parliament of the Czech Republic between 2006 and 2010, focusing on monitoring of the development use of negative advertising.
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