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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Sources of value and price perception of the big bank clients
 Melnik, Dzmitry ; Stříteský, Václav (advisor) ; Tahal, Radek (referee)
The masters' thesis introduces theoretical basis to value-based pricing and the process of price creation. It demonstrates the implementation of theory upon real business case identifying the sources of value and price perception of a big Czech bank. Moreover, the thesis describes, how customer perceives the value and price, what factors influence his perceptions, how to effectively measure these perceptions and how to create value-based pricing through segmentation and communication. Application chapter describes the identification process of sources of value and price perceptions by providing desk research, qualitative and quantitative market research - concretely in-depth interviews and derived importance of attributes method, which quantifies the strength of product and price drivers on customer's perception. The thesis makes a list of the most important "value for money" drivers of unnamed Czech bank, which struggles with clients' churn to direct banks. The thesis proposes solutions to stop this churn and to improve bank image on the market among both clients and non-clients.
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Corporate social responsibility in the FMCG sector by the example of Kraft Foods
 Melnik, Dzmitry ; Plášková, Alena (advisor) ; Kořánová, Helena (referee)
Corporate Social Responsibility nowadays is the most recent trend in management and marketing, which is becoming an essential part of the strategy of every company that wants to be successful. The aim of the bachelor work is to suggest the possibility of expansion and interconnection of marketing communications, which will be based on analysis of activities in the area of social responsibility of Kraft Foods and Nestlé.
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