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The use of event marketing as a part of company's marketing communication
Topičová, Markéta ; Král, Petr (advisor) ; Šojdel, Václav (referee)
The diploma thesis deals with the use of event marketing in the communications strategy of OBO Bettermann Praha which operates in business-to-business market in electrical engineering. The first part looks into event marketing from a theoretical point of view. The second part firstly introduces the company OBO Bettermann Praha and its marketing communications. Subsequently is the influence of event marketing on the company's business relations with its customers and business partners explored (currently the main pillar are theater evenings). The survey is conducted by online quantitative questioning of event's participants and qualitative in-depth interview with the director of the company. The survey results are evaluated in the final chapter of the thesis.
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Mystery shopping - Comparison Douglas vs. Sephora
Homola, Martin ; Zamazalová, Marcela (advisor) ; Šojdel, Václav (referee)
A fight for customer is nowadays a typical sign of business. There is no doubt about an importance of a customer service. If a company doesn't dispose of quality in this point of view, a dissatisfied customer will use competitor's service in future. There is plenty of sellers, who don't master their roles. However, to measure the quality of service is difficult. One of methods that are used by a modern marketing, is mystery shopping. This instrument serves for an identification of imperfections in the process of service, where occurs a contact between the seller and the customer. It reveals a relief and a complete approach of staff to customers. Based on this there is a possibility to compare results with standards and norms of the company, but also with competitors, the market. Identification of the best and the worst parts is a possibility to improve the performance and the quality of service. A topic of my dissertation is usage of mystery shopping to compare the customer service in perfumeries Douglas and Sephora. The aim of the dissertation is to recommend steps concerning customer service to Douglas and Sephora based on results of mystery shopping. Partial aims are judging aspects as the importance of time of shopping, whether there is a difference between quality of customer service during week and on weekend, how much it's important if the customer is a man or a woman, or if the critical factor is customer's age. I will also try to prove that prices in common stores are noticeably higher than in e-shops.
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Mystery shopping and its use in pharmacy
Klusáčková, Jana ; Vávra, Oldřich (advisor) ; Šojdel, Václav (referee)
This diploma thesis deals with a research method that is called mystery shopping. The objective is to introduce of this method, its application in practice, interpretation of results and subsequent proposal of recommendations. Marketing research and the main parts of the research process are in diploma thesis defined. A conception mystery shopper, mystery story are also explained and phases of imaginary shopping are taken to part. The application part is realized through mystery shopping in 42 pharmacy in Prague. The study observes the four chain pharmacy Phramaland, Dr. Max, Lloyds a and Schlecker and focuses on their approach to potential customers and evaluation of quality sales. Recommendations for pharmacy are given according to the analysed results. The closure summarizes the important findings of the thesis.
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Analysis of mobile operator´s marketing communications on the Czech market
Šojdel, Václav ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.
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