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Olfactory marketing - the usage of natural and artificially spread aroma in retail stores selling natural cosmetics
Plachá, Linda ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...
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Functional and emotional impulses during shopping at the point of sale
Šteflová, Aneta ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Functional and emotional impulses during shopping at the point of sale" addresses the description of buying impulses in a retail store. It illustrates those marketing possibilities for application of impulses in communication of non-chocolate sweets at the point of sale in hypermarkets. The first theoretical part defines shopping at the point of sale, its terminology, provides information about impulsive shopping and analyse particular buying impulses and possibilities of their usage. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication tools employed by different brands of non- chocolate category at the point of sale of Czech hypermarkets. Information about buying impulses is gained from literature and on-line sources. Information about POP communication tools in hypermarkets comes from my own observation and from analytic discussion of impulses' usage with materials gathered from the theoretical part. The main focus is on description of the current situation in application of POP communication tools, especially buying impulses used in communication of sweets with customers at the point of sale.
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The selected music periodicals (beginning, development and present)
Kábelová, Romana ; Köppl, Daniel (advisor) ; Husák, Martin (referee)
Bachelor thesis called the selected music periodicals examines the three titles of music magazines that have a tradition in our country for more than twenty years. First, historically the oldest magazine are Musical (Hudební rozhledy). Another title, Rock and Pop, began to appear only in the early 90s and is involved in rock and pop music. The last is a monthly journal of Harmony, which is largely focused on classical and jazz music and world music and dance. All titles mentioned have a firm place in the market of music magazines and their readers are focused on the content of individual titles. In addition to the content focus of the individual journals they differ from each other mainly economic support from their publishers.
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The Use of New Technology in the Field of In-store Marketing Communication in the Czech Republic and Abroad
Altalová, Kristina ; Jesenský, Daniel (advisor) ; Slavík, Jan (referee)
The bachelor's thesis entitled "The Use of New Technology in the Field of In- store Marketing Communication in the Czech Republic and Abroad" adresses the use of new technologies, like the iBeacon technology, LCD monitors, mobile technologies, iPads and other interactive devices in the in-store marketing communication & point of sale. The theoretical part is mainly focused on the explanation of basic terms connected to in-store marketing, it's tools and whole functionality. In the practical part the theoretical knowledge is then implemented into the reality of czech shopping malls. More specifically onto the Černý Most shopping center & Palladium shopping center. The information about the subject is aquiered mainly by my own field reasearch and also by consultation with the people working in this particular field of marketing. The aim of this bachelor's thesis is to describe possibilities connected to new technlogies in this type of marketing communication and also to inform about their usage today in Czech Republic. The final summary holds mainly recommendations for czech market about implementation of these technologies.
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Czechoslovak musical elite in the late eighties and early nineties of the 20th century
Matějíček, František ; Havel, Jan (advisor) ; Houda, Přemysl (referee)
At the turn of the eighties' and nineties' of the 20th century, correspondingly to the whole social scale, significant changes happened on the domestic music scene. The musical and the creative elite were confronted with the Anglo-American production, and were forced, in a number of cases, to come up with the alternative ways of expressing themselves under the new circumstances. The goal of this thesis is to compare and contrast the situation on the domestic scene during the period right before the November 1989 and the period to follow; based on the various testimonies of popular Czechoslovakian musicians. The research aims to collect the information regarding contemporary popularity of the Czechoslovakian modern music and authors from the eighties'. I'm trying to verify if the critique perspective of one part of the public experts on the allegiance of the musical elite and the ideology of the pre-November regime is justified or not. At the same time, the thesis follows the fortune of the music stars in relation to the changing social order and, in addition to it, establish the basis for the study of the further research in the field.
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E-mail Client for OpenMoko
Krátký, Pavel ; Bartoň, Radek (referee) ; Smrž, Pavel (advisor)
Openmoko is a revolutionary Linux platform with an expanding community of developers. The goal of the project is to create a user-friendly email client programmed in Java and analyze the difficulties of application development on this platform. The thesis discusses possibilities of development of this kind of applications, especially those using SWT widget toolkit. JavaMail library which handles the electronic mail is described as well. In conclusion we demonstrate advantages and disadvantages of the created program. The outcome of this thesis is an email client designed for mobile Linux devices with touch control and an introduction to software development on the Openmoko platform.
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Point of sale as one of the crucial factors of purchase
Pohančeniková, Dagmar ; Průša, Přemysl (advisor) ; Jakešová, Patricia (referee)
This bachelor thesis has the aim to analyse in store activities of hypermarket Albert while closely focusing on POP materials and shopper atmosphere. Theoretical part explains the term as in-store communication, shopper marketing and sense marketing. Here we can find closely described POP materials used in retail units according to the individual types. In practical part we can find thorough analysis of chosen retail unit according to selected criteria in the practical part. At the end I provide evaulation with proposal for the improvements.
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Instore communication
Walzelová, Veronika ; Zamazalová, Marcela (advisor) ; Nikolič, Marta (referee)
The Thesis looks into problems of in-store communication from Brief of POS to final placement at the store. The core of the Thesis is to reveal non-efficient fields of otherwise very successful tools. The goal is to verify hypothetic problems which influence full effectiveness of POS tools at retail stores. The Thesis brings a different frame of reference and tries to reveal problems and make them visible, but to find out solutions as well. The results are supported by researches from 3 different fields. They are the customer research, the supplier and POS implementer research, and retail research (hypermarket). The methods used are observation, interview (personal and questionnaire) and assisted shopping. Confirmed problems which follow from researches and influence the effectiveness of POS are these: no certain definition of POS goals; inadequate attractiveness of POS for customers; low-cost production instead of creativity and originality; no harmony between material of display and exposed products and bad cooperation between all subjects within process of POS.
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