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Sales support on the Internet
Bartek, Jan ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
This bachelor's thesis deals with the sales support on the Internet and it's single instruments. Theses is divided into two main parts. Theoretical part of this bachelor's thesis describes all instruments of sales support on the internet and puts them into perspective with real life practical examples. Second part, of this theses deals with the new trend in marketing, which is sales support on social sites via "new age celebrities" - youtubers. This part of theses includes a controlled experiment, which will compare the effectiveness of sales support campaign carried out via youtubers with a classical PPC campaign.
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Assessment tools of promotional mix
KRUTSKÁ, Karolína
In my bachelor work I was studying promotion as a part of marketing mix and tools of promotion. These tools are personal selling, sales support, advertising and public relations. Promotion is communication between subjects on the market, especially between companies and their customers. Companies are trying to persuade potential customers by using promotion to buy their products. The aim of this work is to find out how customers perceive personal sellers in stores or in restaurants. Then to find out public opinion on doorstep selling and promo-tional events and to suggest possible ways how to improve a relationship between deal-ers and customers. I did my own research where I used a questionnaire, interviews with vendors and self-observation to gain information. The results of the research are described in the second part of this work.
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Sales support on the Internet focused on loyalty programs
Pelikánová, Iva ; Sedláček, Jiří (advisor) ; Průša, Přemysl (referee)
Bachelor's thesis deals with the marketing instrument "sales support on the Internet", which popularity has significantly risen in last few years. The major part of the thesis is focused on loyalty programs. The aim is to assess whether the Internet is appropriate tool for sales support. Additonal goals are: to analyze the various forms of sales promotion, to demonstrate it on practical examples, to assess the extent of their use and to consider their potential. Closer analysis will focus on loyalty programs, their trends in Internet network and evaluation of specific companies program's effectiveness, whether they operate on the Internet or not. I will also introduce aims and assumptions of success of loyalty programs. For the partial objective I chose analysis of open loyalty program Sphere card. Based on this analysis, I will evaluate its strengths and weaknesses and possibly give suggestion for improvement.
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The loyalty program as a tool to support sales in B2B markets
Hrubešová, Kateřina ; Vávra, Oldřich (advisor) ; Votruba, Václav (referee)
This thesis focuses on the need for and the benefits of customer loyalty programs within the framework of the B2B sector. Furthermore, the thesis highlights the need to work with existing customers to enable a more profitable and prosperous business relationship for both parties. The thesis begins with both positives and negatives of implementing a loyalty program and the associated obstacles and costs. Moreover, the thesis documents the benefits of increased cooperation with existing customers/clients to enable better revenue streams/returns for minimal investment and time as opposed to sourcing new clients/revenues streams which in turn demands greater investment and time for potentially lesser returns. This is clearly documented and substantiated within the thesis via use of the Tork loyalty program along with suggested alternatives and amendments to improve effectiveness, efficiency and profitability of client relationships.
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Analysis of usage of the internet in a language agency
Vyleťalová, Tereza ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
This bachelor thesis deals with an analysis of usage of the internet in a selected private language agency. The first part is focused on internet development and advantages and disadvantages that come with personal internet usage and internet usage by companies. There is being put an emphasis on individual categories of internet advertising and sales support that represent a part of internet communication mixture and that stand for one of many possibilities of self-presentation of language agencies. Practical part of this thesis compares a concrete language agency with other competitive agencies. The last chapter deals with analysis of individual internet tools that selected language agency actively uses. Closing part of this analysis investigates other internet suggestions that could strengthen competitiveness and familiarity of the selected language agency.
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BTL marketing communications as an incitement to the purchase, applied to Coca-Cola brand
Mahdalová, Renata ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.
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Loyalty programs and their impact on consumer
Rothmajerová, Jaroslava ; Ryšavá, Monika (advisor) ; Maláčová, Radka (referee)
The thesis is focused on loyalty programs. The aim of the thesis is to show how the loyalty program works by using a particular example and how it affects consumers. In the theoretical part, there is explained the position of loyalty programs in marketing. The thesis also deals with media, which use loyalty programs in marketing communication. In the practical part, the loyalty program of Nestlé is analysed, which is aimed at children as consumers. Awareness and satisfaction with loyalty program is analysed by questionnaire. In the work, there are also described the effects of loyalty programs on consumers, based on results from questionnaire and analysis of loyalty programs. In the conclusion, there is a summary of the whole work and evaluation of the gained results.
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Marketing Communication in Pharmaceutical Industry
Bezděka, Václav ; Lešetický, Ondřej (advisor) ; Střítecký, Rudolf (referee)
This work is focused on marketing communication in the pharmaceutical industry. The theoretical part contains a description of the pharmaceutical market, a brief analysis of the marketing mix with a detailed focus on the individual instruments of promotion (personal selling, advertising, direct marketing, public relations and sales support). It also contains partial laws, regulations, standards which are used in marketing communication. The practical part contains an analysis of marketing communication practices of selected pharmaceutical manufacturer with a focus on medicine or drug Motilium. Following analysis and comparison of different tools of communication mix together with value of the costs of activities, as well as proposed ways to improve marketing communication process and recommendation.
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Marketing communications in the tobacco industry
Kahánková, Tereza ; Mikeš, Jiří (advisor) ; Grof, Jan (referee)
The diploma thesis in its theoretical part treats of marketing communications within the marketing process with focus to below-the-line communication activities that are crucial to the communication in the tobacco industry. The second part already characterizes the specifics of the market and the regulation in the tobacco industry. The third part describes in detail the target group of adult smokers and the application of the marketing communications in the marketing of tobacco products, both in the B2B and B2C area. The last part outlines the opportunities and threats based on the current situation on the market and its estimated development and defines what are the key focus areas and both strategic and tactical steps could ensure a potential growth and brand building.
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Globalization effect on connection of sponsorship activities and sales support in transnational corporations in EU
Bayerová, Ema ; Mikeš, Jiří (advisor) ; Dufek, Tomáš (referee)
Diploma thesis analyses connection of sponsorship and sales support in transnational corporations. It defines how these corporations direct their sponsorship strategies, if globally or locally. In the first chapter, it describes connection of sponsorship and commercial communications from the law, tax and mostly marketing point of view. In the second chapter, it describes possible forms of sales support in sponsorship projects. The third chapter analyses the impact of the globalization on sponsorship and sales support and describes integrated marketing communication. Telefónica S.A. and McDonald's Corporation are described as practical examples of the connection of sponsorship and sales support in transnational corporations.
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