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Marketing Communication in the International Marketing
Šíšová, Lenka ; Boučková, Jana (advisor) ; Vašková, Dana (referee)
Abstrakt: Marketing communication is one of the most culture-oriented tool of the marketing mix. The companies can use different strategies in the international marketing communication. These strategies must be based on the all-over strategy of the company. The general strategy is divided into particular strategies for divisions and departments of the company (marketing department, sales, production etc.). We observe two main strategies in the international communication of the companies -- globalisation strategy which tries to normalize all marketing communication activities through different countries, whereas the adaptation strategy forces the companies to think locally and act locally. Global company Sara Lee operates at almost all the markets of the world and owns about 80 different brands of food, beverages, body-care and house-care products. In Czech Republic Sara Lee owns a leading brand in tea market -- the Pickwick brand. The Pickwick brand is an international brand because besides Czech Republic it operates also on the other 7 markets in Europe and also in the United States. The tea market in the Czech Republic is very important for Pickwick Brand, because it is one of the markets where Pickwick enjoys the biggest success. The specifics of this market are based not only on the consumer behaviour and preferences, but also on the activities of the competition and also activities of the various sales channels of which the most important are the international retail chains. International communication of the Pickwick brand is based on the marketing strategy approved centrally. The communication strategy, positioning of the brand and tactical steps are decided by the managers of different countries together. We can see either normalisation features or adaptation features in the communication strategy of the Pickwick brand. The examples are the activation of the novelties of the Pickwick brand in Czech Republic or Hungary. Both countries have chosen a different concept of 360° idea, which they worked out in different activations. The Pickwick brand develops in long-term, and nowadays her goal is to strenghten its well-being segment (green, white and herbal teas), because this segment is the most dynamic one. Besides this segment the Pickwick brand could also focus on other, smaller segments such as teas for children. A large number of the products in originally "adult" categories prove that this segment is very interesting and attractive, too. The Pickwick brand has done alrady the ads focused on children, and that's why the brand could follow easily the communication schemes.
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Problems of patients with left ventricular asisst device and access nursing sisters.
CHAMROVÁ, Anna
In my thesis we devote to problems of patients with the implanted system HeartMate II, which is now approved as a support for an indication to bridging the time to heart transplantation and for a destination therapy for patients with a refractory heart failure. We also devote to the access of nurses to these patients. The theoretical part of the thesis is generally devoted to mechanical cardiac supports and indications to their introduction. Next part describes HeartMate II, specifics of the nursing care for a patient who is after implantation mechanical cardiac support HeartMate II and limitations, which follow for a patient at home. The target of the work is to: 1. Find out, what the priorities of needs of the patient with a mechanical cardiac support are in a nursing care. 2. Find out, how the patient with a mechanical cardiac support perceives himself and his future. 3. Find out possibilities of nursing interventions to a saturation of needs by priorities of patients with mechanical cardiac supports. For the qualitative part of the empirical research the method of questioning with technique a semi-structured interview with opened questions was chosen. The research group consists of four patients after the implantation of left-hand mechanical cardiac supports HeartMate II. In this part we were finding out answers to four research questions. 1. Which damaged needs are predominant by patients with mechanical cardiac supports? 2. Do patients with mechanical cardiac supports have enough information about possible complications related to the life after the implantation of a mechanical support? 3. How does the patient with a mechanical cardiac support perceive his future? 4. How does the patient with the mechanical cardiac support HeartMate II perceive himself? Then results of research were analyzed and written into schemes. In the quantitative part of the research four hypotheses were determined. 1. Interventions of nurses during a nursing care which is oriented to monitoring of vital functions are predominant over the orientation of needs that are changed by the life with a mechanical cardiac support. 2. Nurses are available to answer to patients with mechanical cardiac supports questions which are related to a service of the device HeartMate II. 3. Nurses are well informed about possible complications after the implantation of the left-hand mechanical support. 4. Nursing interventions of nurses are predominant over interventions of the other members of the team during the care of patient after the implantation of the left-hand mechanical cardiac support. The research group of the research consists of nurses, who are working at the department with beds, the intensive care unit of clinic of a cardiovascular surgery and at the resuscitation department of an anaesthesiology and resuscitation in IKEM. 95 respondents were addressed. The returnability of questionnaires was 69% from the beginning number. On the basis of the result of the research we think that targets were fulfilled. Patients have enough information about complications related with the life with the mechanical cardiac support HeartMate II. Patients consider a satisfaction of psychical needs, especially the feeling of a safety and a security, as a priority, although they are highly specific problems. In this view a psychotherapeutic access and a therapeutic communication of a nurse with a patient are important. We are going to hand results of the research over to the management of IKEM. A thematic schedule of a tutorial was created. This tutorial engaged in psychic needs of a patient, a psychotherapeutic access of nurses and a therapeutic communication with a patient.
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History and legislature of Natural Opium Production in Czech Contries and in Europe.
Puchner, Miroslav ; Klusoňová, Hana (advisor) ; Opletal, Lubomír (referee)
In the Czech Republic, poppy is grown on nearly 60,000 hectares of fields, and the area is going to further increase in the coming years. Even today, the Czech Republic ranks first in the poppy production in Europe as it has exceeded the production of its main competitor, Turkey. Thanks to the sophisticated large-scale technology, the Czech growers are able to succeed on foreign markets to such an extent that it is they who set the price for poppy seed. Approximately ninety per cent of their production is exported. Apart from the neighbouring countries, which are traditional customers, Czech poppy is starting to penetrate the markets in the Russian Federation, the United States, the Scandinavian countries etc. The transformation of the centrally-planned economy within the Council for Mutual Economic Assistance (MEA) to a market system without more significant international integration links forced the Czechoslovak Federative Republic and then the Czech Republic to change the structure of its agricultural sector. After 1990, the agriculture received almost no state assistance and was forced to supply cheap products to the market. At the same time, subsidized agricultural production surpluses from the EU started to be imported. There was a substantial decrease in the volume of animal production,...
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Socio-cultural meaning of non-professional activities in consideration of theatre
Bezoušková, Simona ; Czumalo, Vladimír (referee) ; Matějů, Martin (advisor)
The purpose of this degree work is the description, characterizion and analysis of non-profesional art activities in consideration of the theatre. The central theme is the socio-cultural meaning of these activities. In first part of the text, the author defines art as the socio-cultural phenomenon. Because, on one hand, society and culture influence art and on the other hand, art influences society and culture. This degree work also deals with the applied research on infant aesthetic activities, which proves that the non-professional art activities has positive influence to a life style, process of socialization, creativity and relation to art and culture. ln second part of the text, the author defines professional and non-professional theatre, describes contemporary situation and conditions of non-professional theatre and statistical data. In connection to this description, the author deduces the socio-cultural meaning of non-professional theatre. The ma in puprose of this work is the rationale why it is neccesery to support, cultivate, reflect, structurally deal with and study non-professional art activities.
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Redesign of the symbolism for saving for modern information systems, computer programs and mobile applications
Kvintus, František ; Pavlíček, Josef (advisor) ; Nielsen, Jan (referee)
The topic of my work is to investigate the characteristics, behaviour and knowledge of information technologies of users of modern information systems, computer programs and mobile applications and confront this with the current state of the symbolism for "saving". Nowadays symbolic references to an outdated technology, which in particular younger and future generations won't have any link to. In many cases we can see alternatives which are insufficient and doesn't solve the problem. The of my work is to create an appropriate solution to improve user orientation built upon mainly on the human intuitive behaviour. The vast diversity of users, which will be taken into account, will be an uphill of this problematic. To create a solution, problems and difficulties users contended within already existing information systems, programs and applications were specified. Newly designed alternatives will be subjected for a questionnaire and based on the results, the effectiveness of each alternative will be defined. The results will be analysed and compared with the current state of the symbolism and so a evaluated the benefits of the new solution. The practical part of this work consists of creating an appropriate solution and provide an inspiration for graphic designers and developers of information systems, programs and applications, which will improve user orientation and thus bring positive feedback.
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Measuring of System Load in Embedded Linux
Skopal, Jakub ; Korček, Pavol (referee) ; Viktorin, Jan (advisor)
The bachelor thesis describes the quantities which characterize the load of the embedded systems based on the Linux kernel. The library was designed and implemented to observe the load of the system in order to facilitate and unify the observation of individual quantities and their reciprocal coherence. Due to the lack of external dependencies of the library the memory requirements are low. To demonstrate the use of the implemented library, a program was designed which depicts the graphs of measured quantities in real time on a remote computer.
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Sledování podílu genů arabského koně v populaci haflinga v ČR
Drábková, Hana
The aim of this thesis was an analysis of documented ancestors and determination of the proportion of Arabian genes from Haflinger pedigrees. The underlying database consisted of 1094 Haflingers. Thereof 679 horses that began breeding (38 stallions and 641 mares), the rest 415 horses (251 mares and 164 stallions) are young horses under 6 years of age who have not begun breeding yet. Tables and graphs were formed from the results and different groups of horses (stallions, mares, young horses) were analyzed. The statistical program UNISTAT version 6.0 was used for statistical processing of results. Linear regression was used, the year of birth and the year when a horse began breeding were the dependent values; the number of ancestors and %OX were the variable value. It was eveluated whether the year of birth or the year when horses begin breeding have an effect of increasing or decreasing the number of documented ancestors and %OX. According to statistical analysis its apparent that the year of birth and the year when horses begin breeding have a highly significant effect (P < 0,05) on the number of documented ancestors. The results for the year of birth show that the coefficient of ancestors increases every year in the group of mares by 1,75 ancestor, in the group of stallions by 1,38 and in the froup of young horses by 1,96. From the breeding point of view the year when a horse begins breeding is more important for us, here it was found out that the number of documented ancestors increases every year in the breeding population to the sixth generation on average by mares by 1,80 ancestor and by stallions by 2.23 ancestors. Statistical analysis of %OX by mares has no significant effect (P>0,05). However, it is apparent that the %OX decreases within the breeding of mares. Only the year of beginning of the breeding has a significant effect (P<0,05) on %OX by stallions. Coefficient came out in a negative number, which means that every year the proportion of Arabian genes reduces by 0,15%OX. There is a highly significant effect of the year of birth on %OX by young horses; it was found that every year the proportion of Arabian genes reduces on average by 0.22%OX. The results show a breeding work with an effective influence on the breed. OX percentage in the population decreases every year and the number of documented ancestors increases.
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Gender aspects of African Development
Kolcunová, Petra ; Kváča, Vladimír (advisor) ; Pavlicová, Vendula (referee)
Trade liberalization has different impacts on groups of individuals in the society. Some of them improve their situation, the other ones get worse. Due to the existing gender inequali-ties the distribution of benefits from trade liberalization between women and men is dis-proportional. The paper indentifies main areas, in which are the gender inequalities the most significant. African women are limited in their access to education, productive resources and to technologies, but also to the means of financing. These limits prevent women from full participation in trade and therefore also in economic growth of the country. The creation of new jobs in export-oriented sectors presents the main contribution of trade liberalization for African women. The income they are getting form those jobs are usually used to finance the education and health care for children, that is why their quality of life may improve. The paper concentrates on the reciprocal relation between liberalization and gender equality, which is demonstrated on the status of women in trade and in export-oriented sectors.
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Fruit - part of human diet
Lansdorf, Marek ; Marádová, Eva (advisor) ; Vodáková, Jitka (referee)
This study focuses on the fruit in terms of nutrition. Specifically, it deals with the characteristics of the fruit, the basic division into groups of fruit and risks that may occur when eating. Individual fruit species are described in terms of structure and composition of the fetus. The following are the fruit effects on human health and the ways it can consume. The theoretical work includes systematically structured overview of the fruit in the nutrition. The aim of the study was to further determine whether the selected school age pupils' understand basic concepts related to the consumption of fruit, and whether they incorporate fruits into their food. For this purpose orientation survey was carried out among students of basic education. The results are evaluated and discussed in the conclusion, tell us about the fact that 56 out of 130 respondents has a basic knowledge of fruit. This data shows that older school age pupils' knowledge in this area is insufficient.
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Nutritional screening as part of the nursing process for patients on hemodialysis department
STEJSKALOVÁ, Eva
The bachelor?s thesis focuses on the area of nutritional screening of patients with chronic renal failure in terminal stadium treated by hemodialysis. Proper nutrition forms an inseparable part of their treatment and thus a suitable education method has to be chosen. The nurse in the educator?s role has to motivate the patient, help him identify problems and provide assistance with orientation in the given area. The aim of the thesis was to find methods of nutritional education and the importance of the nutritional screening from the view of nurses and patients. Data was gathered by qualitative research through two non-standardized interviews. The first interview was conducted with general medical nurses of the dialysis centers Fresenius Medical Care, s. r. o. in Benešov and Nemocnice v Českých Budějovicích, a. s. (České Budějovice hospital). The other type of interview took place with the patients of both the above stated facilities. Next stage of the inquiry included an analysis of written documents. Results of the work have shown that half of the interviewed nurses deal with patients? education. Most of the nurses consider the nutritional screening an important part of the patients medical treatment. The patients are usually satisfied with the education process and view the nutritional screening positively. The analysis of written documents has shown that, apart from their blood tests results, half of the interviewed patients have no materials relating to their nutrition in their medical documentation. Organizing regular nurse trainings in the area of nutrition and communication techniques that closely relate to the educational process would thus seem advisable. In the case of the centers management possible cooperation with nutritional therapists might be considered. This work could serve as basis for further research inquiry in the area of hemodialyzed patients.
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