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Customer Behavior in a Particular Sphere
Kudrnová, Marcela ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The thesis focuses on consumer behavior at cat cafés. The theoretical part explains basic concepts and factors which can influence consumer attitude and behavior in response to communication mix. The analytical part deals with interpretation of results from the survey and point of sale analysis which are mainly used for customer segmentation and subsequent adjustment of marketing communication according to each segment, persona and empathy map. The last part contains suggestions based on the results of the analysis.
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The Influence of Marketing Communication on Customer Behavior in Cafés
Morkesová, Zuzana ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The bachelor thesis deals with marketing communication and its affect on customer behavior. It defines marketing, marketing mix and communication mix, focusing on social media. The thesis have two sides – one with cafe owners and their opinion on marketing activity and second descibing the customer’s point of view on the situation and their opinion on marketing. Last part of the thesis is focused on recommendations for marketing communication for cafés.
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Customer Satisfaction
Němec, Filip ; Sehnal, Stanislav (referee) ; Schüller, David (advisor)
The aim of this master thesis is analysing customer satisfaction of restaurant company by Porters analysis, SWOT analysis, marketing mix analysis, cluster and regression analysis and contingency test and draft measures which will lead to improvement of her level. The thesis consists of three parts - theoretical, analytical and proposal. The first part describes theoretical resources in area of customer satisfaction. For example, how satisfaction is measured and how the customer behaves. The aim of practical part is to evaluate the customer satisfaction in the choosen restaurant and interpretation of calculated results. In the last part of this work, there are proposed new disposals in view of results of analysis, which will lead to improvement of total customer satisfaction of the restaurant.
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Implementation in marketing communication of Adidas company in partner Fitness Centers
Bártová, Monika ; Čáslavová, Eva (advisor) ; Šíma, Jan (referee)
Title: The proposal of improving the adidas company promotion in partner fitness centers Objective: Aim of the diploma thesis is implementation in marketing communication for partner fitness centers of adidas company. The thema is based on situational analysis of the company and marketing custommer behavior research. These phases are the starting point for proposals of implementation of existing communicational channels which is focused on utilization of particular comumnicational channels and designing new possibilities of marketing communication supporting adidas corporate identity. Methods: Marketing research 1.qualitative method - in-depth interview 2.quantitative method - questionnaire SWOT analysis Results: The research results show that adidas is among the top sporting goods producer in fitness. In spite adidas fights for its target customers primarily with American rival Nike. It is necessary that adidas maintain competitiveness in the field of fitness, even though currently does not put sufficient funds, as in the other key categories. This can be achieved by the intensive use of inexpensive communication channels. Key Words: Marketing, marketing communication, marketing mix, sponsoring, promotion, sales promotion, public relation, customer. Powered by TCPDF (www.tcpdf.org)
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Service Quality
Nováková, Andrea ; Kala, Štěpán (advisor) ; Dana, Dana (referee)
This thesis deals with the evaluation of the quality of service in a selected subject, which is travel agency Čedok, Inc.
In the first part of the thesis the theoretical starting-points and characterized terms related to the issue of service quality are defined. To obtain information regarding the literature search was used literature and other resources freely available in electronic and printed character.
The second part includes a description of the company and analysis of the current state of the services provided by travel agencies using the methods of observation and survey. The method of Mystery Shopping uncovers weaknesses and is used as a feedback for further development. In the end of the thesis, there are some recommendations suggested for the company to improve service quality and increase customer satisfaction.
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Service Quality
Konrádová, Michaela ; Kala, Štěpán (advisor) ; Marek, Marek (referee)
The aim of this thesis is based on conducted analyses and exploration to evaluate the quality of service of selected company ŠKODA AUTO followed by a drafting solution that will improve the quality of services.
In the theoretical part are defined basic terms of marketing, marketing services, quality of services and marketing research.
The practical part is started by a short description of the company, its history and current activities. Analysis and exploration are performed in Prague`s sales network of ŠKODA AUTO by using methods of Mystery Activity.
At the conclusion of the evaluation of research are identified weaknesses of ŠKODA AUTO and proposed measures to eliminate these deficiencies and thereby increase the quality of provided services.
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Business Start-up FairList s.r.o
Danč, Radek ; Smutek, Martin (referee) ; Chlebovský, Vít (advisor)
The thesis is associated with designing a business plan for a start-up named FairList Ltd.. The business plan is developed on the basis of the originally designed economic model which does not generate the needed profit. Attention is especially given to the analysis of the market and the identification of the specific needs of language educators and potential students who play an essential role in the success of the entire project.
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The role of visualization in the e-shop
Komárek, Jakub ; Šedivá, Zuzana (advisor) ; Pour, Jan (referee)
This bachelor thesis examines the role of visualization in the e-commerce. The thesis is divided into two parts, theoretical, which is containing basic terminological expressions and resolved issues. Second part is analytical, which is containing own solutions of selected parts. Its aim is to create a comprehensive material on the use of visualization in the e-commerce. Putting the reader into the problem, describe developments and trends in the context of today, to point out psychological aspects of customer behavior. Next to analyze and compare the current situation of the use of visualization in the presentation of goods on the domestic and foreign market. And with the help of a questionnaire survey, evaluate hypotheses regarding the enhanced visualization in electronic commerce. At the same time, I will try to point out the desirability of using visualization and potential problems associated with it. Thesis can serve owners of e-commerce as a material through which they will decide if it is appropriate for them to use the visualization.
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Account management a jeho vliv na chování zákazníka
Dohnalová, Veronika
Diploma thesis deals with an account management, a new phenomenon in the area of business strategies. Thesis focuses on description of a relationship among account manager in advertising agency and its costumer as well as on creation of an ideal communication model between them. Primary data were collected by a qualitative research with 13 successful account managers. The research results will be provided to account managers and will also serve to students of commer-cial communication who are interested in account manager position for the future.
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