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National Repository of Grey Literature

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Book market segmentation Jarošová, Jana ; Koudelka, Jan (advisor) ; Vrančíková, Marie (referee) This thesis is focus on the book market in Czech Republic and its current situation. The main objective of the thesis is, through primary research and cluster analysis, to uncover market segments, which shows significant differences in costumer behavior and through crosstabs develop profile of these groups. Base on this information focus on the segments attractive for bookshops to address them and prepare recommendation to focus on them. The market research has a qualitative character and is realized inform of personal and internet questionnaire. Selection of respondent is in form of Quota sampling, using quotas tender, age and education. Detailed record

Marketing activities of Ganga shop Jarošová, Jana ; Procházková, Markéta (advisor) ; Vrančíková, Marie (referee) This bachelor thesis deals with the activities of Ganga shop, which is focused on selling clothes from India. This results in very small costumer segment.The theoretical part is focused on marketing and marketing mix. The practical part of this thesis stressed the current situation of the Ganga and its competitors, who are offering similar products. It continues with summarizing its marketing mix and draws some improvements, which should help to attract new customers and create a good relationship with its current customers. All recommendations are focused on building a relationship between costumers and Ganga, especially with its owner Veronica Kobesová. Detailed record

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