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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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Employment of HPLC in the field of drug analysis II.
Holásková, Petra ; Kučera, Radim (advisor) ; Mokrý, Milan (referee)
VYUŽITÍ HPLC V ANALÝZE LÉČIV II. PETRA HOLÁSKOVÁ 69 Vitamins are natural substances found in plants and animals. With few exceptions, the human body cannot synthesize them. Consequently, they must be supplied by the diet or by dietary supplements. Vitamins are essential for the normal growth, vitality, and for the prevention and cure of many health problems and diseases together with other essential nutrients such as proteins, fatty acids and carbohydrates. Vitamins are required only in tiny amounts by organism (micrograms or milligrams per day). Therefore, the methods for their separation and determination should be very sensitive. One possible method is the high performance liquid chromatography equipped with the electrochemical detection. This Diploma Thesis is focused on finding of optimal conditions for separation of folic acid, biotin and vitamin B12. These water-soluble substances belong to the B group vitamins. Their main sources are meat, eggs, brewer's yeast or pulses. The separation was carried out on chromatography column Lichrospher 60, RP - select B (240 x 4.0 mm i.d., 5 μm) obtained from Merck. The analysis was achieved by using the electrochemical detector Coulochem III with sensitivity of 1 μA. The flow rate was set to 1 ml/min and the current inserted on the working electrodes was 600 mV...
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Examining the significance of peptides regulating the intake of food and the nutritional state of children and adolescents
Bronský, Jiří ; Průša, Richard (advisor) ; Pelouch, Václav (referee) ; Hyánek, Josef (referee)
Introduction: Regulation of food intake and nutritional status is mediated by complex interactions of regulatory peptides of the central nervous system, gastrointestinal tract and adipose tissue. These systems are connected by feedback loops which inform the centre about amount of ingested food and energy reserves in the organism. Dysfunction of any of these regulatory areas may lead to changes in nutritional status of the organism. Methods: We used radioimmunoassay to measure plasma levels of orexin A, total ghrelin and serum levels of leptin and enzyme immunoassay to measure serum levels of adiponectin in healthy subjects and in children with obesity, anorexia nervosa, Crohn's disease and celiac disease and we evaluated the influence of nutritional therapy on these levels. Moreover, we evaluated relationship of these regulatory peptides to other biochemical and anthropometrical factors of nutritional status. We also measured plasma levels of total and unreduced amylin by enzyme immunoassay with immunofluorescence detection in adult patients with osteoporosis, type II diabetes mellitus and in the control group. Results: During reduction of body weight in obese children and adolescents, there were statistically significant changes of plasma orexin A levels and total ghrelin levels, but we haven't seen any...
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A Media Picture of Eating Disorders
Sittová, Gabriela ; Duplinský, Josef (advisor) ; Viktorová, Ida (referee)
My thesis concerns the subject of media presentation of eating disorders and its characteristics and evaluation in Czech press and on the Internet. The aim of my work is to uncover what information about eating disorders are available in media, to analyse their content accuracy and to detect their possible effects on the public. To examine the articles, published between January 2004 and November 2005, I chose the method of content analysis. The results have been divided into categories according to different topics, content accuracy and personal evaluations of the authors of the articles. In conclusion my thesis takes into consideration the influence of the media on the body image ideal promotion, growing dissatisfaction with body and tendency to decline the weight and to form the physique. Powered by TCPDF (www.tcpdf.org)
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The Dependence of the Duration of a Comprehensive Fire Control Carried out by the State Supervision of the South County Fire Rescue Czech Budejovice district on the Number of Detected Faults over the Past 5 Years
KOŠŤÁL, Filip
The bachelor thesis on the topic Dependence of duration of complex fire inspection performed within the State Fire Inspection of the Fire Rescue Department of South Bohemia in České Budějovice District on the number of found failures within the last 5 years focuses on the number of performed one-day or two-day complex fire inspections and the number of the failures found and determination of dependence between these values. Information on performed complex fire inspections obtained from the Fire Rescue Department archive should demonstrate the dependence of several-day fire inspections on the increased number of failures. There is a summary of the present legal standards and definition of the basic terms related to the issue of inspection activities of state fire inspection bodies, the Fire Rescue Department and the inspected subjects there. The result section deals with an analysis of the obtained values of performed complex fire inspections per individual years and summarizes the information into a complex outline, including comparison of the average number of failures related to a single fire inspection. The obtained values of the dependence of duration of complex fire inspection on the number of found failures will be used for optimization of the state fire inspection and maintenance of the safety standard in all human activities.
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The course of microsporidiosis caused by Encephalitozoon cuniculi in experimental model
VOTOČKOVÁ, Tereza
Microsporidia are obligate intracellular parasites causing disease called microsporidiosis. The infectious strategy is a spore - a highly organized cell which gives a rise to the infection of the host. This bachelor thesis records the progress of microsporidiosis provoked by the infection of the experimental model of the species of microsporidia Encephalitozoon cuniculi, namely of the genotype ECIII. The theoretical part includes the familiarization with microsporidia. In this part, there are first records leading to paying more attention to them and initiating their closer examination. This section describes both the biological characteristics and the systematic categorization of microsporidia and the description of a spore as the infectious stage of life cycle, which enables get into the host body where microsporidia reproduce and cause diseases. The sources of microsporidia are mentioned as well as the ways of transmission and microsporidia species most commonly detected in human whose attention is devoted mainly to Encephalitozoon cuniculi - its history and development, the infectious progress in hosts, the detection, and the treatment. The practical part describes the methodical process of the way of monitoring of microsporidiosis on experimental models in a form of laboratory mice of inbred immunocompetent BALB/c and the mice with severe combined immunodeficiency SCID. The mice were orally infected with spores of Encephalitozoon cuniculi genotype ECIII, which was isolated from steppe lemming (Lagurus lagurus). The progress of infection was monitored both on the basis of coprological examination of mouse feces and on the basis of the examination of tissue and body fluid samples. The processing of individual samples was carried out with the aid of molecular diagnostics in the parasitological laboratory AV ČR in České Budějovice. The DNA from individual tissues and body fluids was isolated by using a commercially supplied kit, QIAamp DNeasy Blood & Tissue Kit ( QIAGEN), the feces were treated with a commercially supplied QIAamp DNA Stool Mini Kit (QIAGEN). The principle was to destroy the individual spores and to obtain the pure DNA which was suitable for further processing. Subsequently, the two-step polymerase chain reaction was carried out. providing rapid multiplication of DNA. The next step was a gel electrophoresis which arouses the division of the DNA into individual fragments on the basis of different molecular weights due to the effect of unidirectional electrical current. The fragments were visualized by UV transilluminator at a wavelength of 312 nm linked to a computer. The part of the research was the albendazole treatment of BALB/c mice. The drug was orally administered in the range from 28th to 42nd day after the infection. The results on progress of microsporidiosis through various organs and tissues, including the involved treatment, were recorded in well arranged tables. At the end of this bachelor thesis, there is a summary of the research and its comparison with previous studies. The results showed that microsporidia may be a threat not only for people suffering from immune deficiency, but thanks to their successful survival in the organs of immunocompetent hosts and their ability of activation from the undetectable level, they emphasize the danger of latent microsporidiosis as a risk and life-threatening factor for groups of people undergoing chemotherapy or organ transplantation where the patients can receive inflected graft from a donor.
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Neuroeconomics: The analysis of consumer behavior and perception of TV spots
Červenka, Petr ; Chytilová, Helena (advisor) ; Máslo, Lukáš (referee)
The thesis deals with the detailed study of two television commercials of an unnamed energy company. The aim of this work is to determine whether people's subjective evaluation is similar or different to values that were detected during the measurement, after viewing each commercial and in subsequent in-depth interviews. A sample of 24 respondents, who participated in the research, represented the composition of the economically active population in the Czech Republic. These were people of various ages, a combination of educational attainment and an evenly balanced gender ratio. Neurological measurement was done through an eye camera, brain responses were measured using electroencephalography (EEG), and changes in heart rate, skin resistance and body temperature were measured by photoplethysmography. The resulting data ispresented in graphs indicating emotional polarity and activity. The results show that respondent's verbal evaluation of their perception of ads is not necessarily identical with the values that are measured by the devices. The thesis concludes by recommending how to successfully target the so-called end user who uses the services of the company.
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Preparation of cochenial carmine
Helceletová, Zuzana ; Čapek Adamec, Martin (referee) ; Hrdličková Kučková, Štěpánka (advisor)
The aim of this study was to prepare a red organic pigment named cochineal carmine. The pigment was made out of dried insect called Coccus cacti using historical recipe. Next goal was to detect carminic acid by infrared spectroscopy with Fourier transform (FTIR) in dried bodies of the mentioned insect, then in the pigment prepared from it and in the pigment that was prepared using extract called carminum rubrum. The other results of this work were the comprehension of the origin and preparation of carmine pigment and the identification of carminic acid in both prepared pigments.
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Evaluation of efficacy and bio-distribution of AAV5-miHTT in HD minipig brain
Bohuslavová, Božena ; Juhás, Štefan ; Juhásová, Jana ; Ellederová, Zdeňka ; Motlík, Jan
Healthy minipigs (n=29) were pre-screened for serum AAV5 neutralizing antibodies (NABs) in serum by uniQure. Conclusions: Intrastriatal/intrathalamic bilateral application of AAV5-CAG-miHtt(3e13/1e13gctotal) or PBS/Sucrose (54μl/216μl) similarly to AA5-CAG-GFP didn´t cause any neurological deficit in transgenic as well as wild type animals. The body weight increased in all animals 84 days after AAV5-CAG-miHtt/PBS-Sucroseintrastriatal/intrathalamic delivery with two exceptions TGanimal L616 (AAV5-CAG-miHtt1e 13g ctotal) and WTanimal L485 (AAV5-CAG-miHtt3e13gc total). The TG boar N176 from group VII (PBS/Sucrose) died during narcosis 56 days after IP/IT application), shortly after CSF and blood collection.The boar breathed heavily and intermittently, then the heart stopped beat and resuscitation failed. We immediately flushed them by 20 L of PBS with heparin and collect all tissues. All animals had normal food consumption. Inflammatory proces in AAV5-CAG-miHtt (1e13 gc total) seems to be similar to PBS/Sucrose injected animals accompanied with no detectable histological pathologies.
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Powertrain Vibration Modelling using Virtual Prototypes
Prokop, Aleš ; Bauer, František (referee) ; Dundálek, Radim (referee) ; Novotný, Pavel (advisor)
This work deals with the matter of powertrain vibration reduction, focusing on the transmission. These units, depending on the purpose of utilization, consist of a high number of dimensionally complex components. These need to possess features, selected already in the design phase, which would guarantee smooth and quiet operation. A properly designed tooth profile and the related specified accuracy of manufacturing are one of the most important features. The basic function and the purpose of transmissions application indicate a relatively wide range of operating speeds and transmitted loads. Moreover, combination of both loading with improperly designed string’s parameter can cause a number of various problems. The vibration initiation with related noise from gear mesh belong to the most significant sources of issues. There are multiple mechanisms of oscillation initiation. Even when using the latest trends in the development of teeth, when their shape is upgraded and developed to meet specifically given load range, the above mentioned irregularity of transferred torque cannot be completely eliminated. Therefore, it is necessary, already in the design phase, to eliminate the transmission paths by which are vibrations transmitting to other components. People perceive this action in the form of vibration, noise, or temperature change in the surroundings. With the increasing comfort levels and number of produced vehicles the reduction of vibration and noise of machinery parts becomes stricter, including gears. The experimental approach is primarily used to assess the accuracy of designed gearboxes, but it is a very expensive and a time consuming method. Therefore, it is necessary to develop a process that utilizes both numerical simulation and experimental approach but also combines the advantages of both, particularly time and cost savings and comparability of results. For this purpose, the experimental gearbox is designed and manufactured including the single-stage gear enabling variable configurations in terms of the ratio change. The gearbox is subjected to numerical simulation of different complexity levels, as well as technical experiment. Furthermore, the universal virtual prototype in Multi-Body System ADAMS is created, which reflects the impact of several key parameters for proper functionality, such as axial distance, backlash, gear mesh stiffness, shaft mounting stiffness (bearings) and modal properties of the shafts and gearbox housing. Last but not least, the impact of imbalance or irregularity of input shaft speed is incorporated. The last part focuses on a brief description of the application of the presented methodology – modelling of vibrations on the tractor gearbox.
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