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Sensory and emotional marketing
Lešková, Terézia ; Kašparová, Eva (advisor) ; Bedrnová, Eva (referee)
Sensory and emotional marketing is a new approach in marketing and represents a wide spectrum of a new reserch in marketing. In my diploma thesis I focus on the part called neuromarketing that in our countries is not very much studied yet. Neuromarketing is a science combining impact of emotions on our rational behaviour. Firstly I look on the topic theoretically followed by realistic attempt on the influence of neuromarketing on customer. Practival part nice reflects awareness about neuromarketing in economy students of selected Universities in ČR, SR and Denmark. It looks on possible influence in decision making process. Is divided into five parts in which I look also on the impact of advertisiment and its use in neuromarketing, as well as on ethics, which will take very important role in the future orientation of neuromarketing.
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Analysis of the Acquisition Marteting Strategy of mBank
Zejda, Vladimír ; Jablonský, Petr (advisor)
This paper examines the consumer decision process at the financial market. Combining the findings from the fields of marketing, finance, psychology, economy, sociology and consumer behaviour I present a complex model of the financial services' consumer decision process. In the second part of the paper I use the model on the case of the entry of a new bank into a Czech retail banking market -- mBank (2007). Using the model I then explain the growth in the bank's client base.
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Cognitive biases in decision making process
Trejbal, Pavel ; Pstružina, Karel (advisor) ; Jirků, Petr (referee)
The focus of this thesis is mainly on the area of human decision making. During the decision process we are subjected to several influences, which bias our judgement. Therefore, we may be misguided towards wrong decisions. In addition, it is important that the display of distorted influence is regularly repeated with the same persons. Thus, we may assume that we are talking about a universal apparatus of the human mind. The aim of this thesis is also to identify the above-mentioned influences, and mainly to understand the nature of their origin. The knowledge resulting from the research could become important and useful tool for the reader, since the knowledge may be used for the improvement of our own decisions in both private and professional life. The research is based on interdisciplinary approaches to cognitive science. On one hand we use the functional model of mind, on the other hand we utilize a wide range of empirical data from several fields, such as psychology, behavioral economics and the sciences concerned with the brain. Using these tools, we analyze specific influences, which are considered to be important from the point of view of decision making. They are for example feelings, emotions, social influences, language, self, experience, expectations and prior forms of judgement. Based on the analysis of the influences, hypotheses about their interconnectedness are deduced. Finally, we suggest several practical methods, which should help us to improve our own decision making and help us to avoid wrong conclusions.
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Informace a znalosti v systémech pro podporu rozhodování
Drábek, Josef ; Rosický, Antonín (advisor) ; Heller, Petr (referee)
The Main focus of the work it is DSS, influence of information and knowledge to the system and development of information technology. In successive steps, it's introducing us with types and models in use. Also it targets tools and techniques, which are used for obtaining and saving information and knowledge. New knowledge creating shows ability of organization learning, by support knowledge management. At the end it evaluates development possibilities and restrictions of decision support system and it shows shortcomings across to human being.
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Support of decision making process in entreprenurship
Procházková, Katarína ; Žebrák, Miroslav (advisor) ; Nábělková, Petra (referee)
This bachelor thesis is about the decision making process in entrepreneurship. Step by step it defines the word as managerial decision making, and knowledge management. These two disciplines is in Business Intelligence, which gives the data into undestandable form. One of the system that uses Business Intelligence is also customer realtionship management. It is a system, which helps to organise the realtionships with customers, collects data and gives very valuable source of information, according to which the company can make the decision about its next steps in business. The second part is about usage of CRM in AIESEC organisation, which uses CRM on everydaybase. The aim of the thesis is to suppose the solution for this CRM so it can be used in the wider role, to support the decision making in AIESEC, and make it more efficient, quick and smooth. There are two suggested options in the thesis. From these chose one, which is according to the criteria more suitable for AIESEC.
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