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Fail marketing, a marketing technique of planned crisis communication
Kolek, Ondřej ; Hejlová, Denisa (advisor) ; Strielkowski, Wadim (referee)
The aim of the bachelor thesis "Fail marketing, marketing technique of planned crisis communication" is a describtion of a theoretical foundation of working mechanics this marketing technique posseses with use of case studies and confirmation or disproof of technique's existence. Theoretical basis consists of a detail analysis of crisis communication, spin doctoring and customer psychology. Communication activies of McDonald's ČR spol. s. r. o. and Domino's Pizza, Inc., which caused or used negative tone of its communication, are analyzed in detail in case studies. These contrasting campaigns in addition to the theoretical basis of fail marketing create a part of this thesis in which a mix of communication activities and guidelines for the existence of fail marketing is created. The thesis also consists of an analysis, whether do fail marketing activities exist and if so, its purpose is to be a manual for commercial subjects on how to use the technique of fail marketing and also as an informational material for customers to identify this technique.
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Expenditures and Consumption of Households Included in Household Budget Survey 2012: Households by Activity Status of Head of Household, by Municipality Size, Income Brackets, Areas
Český statistický úřad
Annual results of the Household Budget Survey broken down by activity status of head of household, municipality size, tenure of dwelling, by net money income per person, by area (NUTS 2). Annual averages per capita - expenditure items in CZK (food, clothing, footwear and consumption in kind also in quantity units in selected breakdowns), structure of expenditure in %, selected housing characteristics, major durables. Annual averages per household (selected items), annual averages per equivalency (aggregate items).
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Habit Formation in Consumption: A Meta-Analysis
Havránek, Tomáš ; Rusnák, Marek ; Sokolova, Anna
We examine 567 estimates of habit formation from 69 studies published in peer-reviewed journals. In contrast to previous results for most fields of empirical economics, we find no publication bias in the literature. The median estimated strength of habit formation equals 0.4, but the estimates vary widely both within and across studies. We use Bayesian model averaging to assign a pattern to this variance while taking into account model uncertainty. Studies using micro data report consistently smaller estimates than macro studies: 0.1 vs. 0.6 on average. The difference remains large when we control for 21 other study aspects, such as data frequency, geographical coverage, variable definition, estimation approach, and publication characteristics. We also find that estimates of external habit formation tend to be substantially larger than those of internal habits, that evidence for habits weakens when researchers use higher data frequencies, and that estimates differ systematically across countries.
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Psychology of pricing
Bimaj, Arjola ; Král, Petr (advisor) ; Olšanová, Květa (referee)
Price is the element of the marketing mix that has direct effect in the profits of a company. The right price can boost the profit and the wrong price can significantly shrink it. Thus, the businesses need to set the right price in order to maximize their revenues. However, the newest factors in the economic field, the continuous changes in the environment and the current financial situation in the world has eroded the pricing power and forces the managers to look in every direction in order to be able and keep up with the changes. Therefore, the aim of the thesis is to study the psychology of pricing related to the factors that affect the consumers' psychology and behavior when it comes to purchasing decision. The information will be then useful inputs for the companies in order to understand these factors and use them to set the most suitable pricing method for their product.
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Using of colour-word association method in marketing
Popelka, Milan ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Diploma thesis aims to show the possibilities of using the method of colour-word associations in marketing. For this purpose, the first chapter deals with the psychology of consumer. The second chapter is following by an overview of marketing tools. The third chapter focuses on standard methods of marketing research, supplemented by field of neuromarketing. The colour-word association method is characterized in detail in the forth chapter, where the general directions of its possible using are defined. Examples of using the method of colour-word associations in marketing research are presented in the fifth chapter. The practically usable outputs for the needs of marketers are introduced by some real researches undertaken by Zamestnanci.com Ltd.
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Mapping culture preferences of Klatovy
Tomanová, Jaroslava ; Tyslová, Irena (advisor) ; Kouba, Vojtěch (referee)
Research of motivation, values and other factors which influence preferences and consumption behaviour in the culture sector is standard practice in the developed countries. This bachelor thesis focuses on introducing several methods that have been used for the research in different countries. The practical part suggests a method which could be used for this kind of research in the area of Klatovy and the villages belonging to the power of this municipality. There have been developed statistical techniques used for measuring the relevance of the factors which influence the consumption behaviour in culture and arts. This might be significantly important not only for the cultural organisations and efficient decision making but also for the municipalities and the transparent redistributing of financial sources in this sector.
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Marketing importance of body image
Klingerová, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The Bachelor Thesis concentrates on the marketing significance of body image from the consumer point of view of an individual. It defines the meaning of body image as well as its evolution throughout time. It also refers to the factors significant to self-cognition of individuals and with that closely connected display of shopping habits. It defines the basic conceptions of customer behavior, marketing communication and the theoretic elements needed to acomplish the survey located in the second part of my thesis. The goal is to uncover the perception and future impact of body image on the consumer and underpin the main and possible new trends of behavior in this area. One of the outcomes of the survey is the establishment of the fact that people prefer a healthy and vital body in comparison to one artificially created.
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Consumer behavior of the Generation Y in the Czech Republic
Charvát, Tomáš ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The thesis is focused on problem concerning the behavior of Czech Generation Y -- people born between 1977 and 1997. The reader gradually gets to know the aspects that essentially formed the general features of this generation. The main topic covers invasion and integration of modern technologies in their common life. In more detail we are focused on the relationship between the Generation Y and marketing. We will talk about changes, which brought the Generation Y into this area, and also the recommendations necessary for their successful marketing target regarding their characteristic features and values. In the final part of the thesis we will either prove or rebut all the knowledge related to the Generation Y. The results of this thesis should summarize the facts due to the Czech Generation Y and presentation of all important factors which influence the consumer's behavior of this group of people. Good understanding of the consumer is essential to reach customer's interest.
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