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New Trends in on-line Marketing
Palkovič, Lukáš ; Stříteský, Václav (advisor) ; Rojkovičová, Veronika (referee)
This bachelor thesis deals with new trend of internet marketing, it focuses especially on viral marketing. The theoretical part charasterizes the process of viral campaigns, furthermore deals with the components and aspects of on-line environment. Another separated chapter presents social networks, their place in viral marketing and at last but not least the viral video making process. The practical part contains different analyses of specific viral campaigns. The next and equally the last part evaluates the used questionnaires. The aim of the thesis is to illustrate the mechanism of viral marketing, identify the main factors of success and analyze the specifics of Czech viral marketing. In the conclusion I introduce new trends of viral marketing.
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Utilization of internet social networking in marketing
TRINKLOVÁ, Veronika
This master thesis deals with ``Utilization of internet social networking in marketing{\crqq} and attempts to describe the area of internet social networks in general and find out possible ways how to use them within the marketing strategy of companies. The basis of the thesis is represented by exploratory research in this more and more popular and discussed area of virtual world and extended to a concrete example of its possible use within the chosen company.
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Modelling impacts of minimal quality standards and protection against misleading advertising on consumers’ utility
Chaloupka, Jan ; Burian, Jan (advisor) ; Řepa, Václav (referee)
In this thesis we explore the importance of consumer protection (concretely protection against misleading advertising and minimal quality standards of product) for providing consumers' utility. Our target is to discover whether these protections are necessary for providing consumers' utility or not, and whether are the consumers able to provide themselves equal or higher utility (then can mentioned protections do), scilicet through their mutual communication and buying behavior. Furthermore, we want to discover, if can happen a situation in which the mentioned protection decline the consumers' utility, in comparison with situation, when no protections exist. These conclusions are stated for concrete product (LCD TV) and concrete society (little community within the Czech Republic society), whereas we explore the influence of consumer protection both on utility of whole community and on utility of each social class within different proportions of these classes within society. For this research has been created an original multi-agent model, in which we simulate consumer behavior and companies behavior on market. The important parts of the model architecture are presented in this thesis: principles of social structure creation (based on the knowledge about social groups and different types of social ties), buyer behavior and principles of consumer communication through social network, and decision of companies about product characteristics. In conclusion we have interpreted the simulation results and have stated an importance of consumer protection in tested society buying tested product.
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Marketing communication of ŠKODA AUTO a.s.
Češková, Lenka ; Karlíček, Miroslav (advisor) ; Erbenová, Lenka (referee)
Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.
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