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Market segmentation by using marketing data as part of marketing strategy
Nagyová-Tkáčová, Monika ; Průša, Přemysl (advisor) ; Jakešová, Patricia (referee)
The thesis deals mainly with market segmentation which is very important part of marketing strategy. The theoretical part consists of general knowledge of marketing, a Customer relationship management (CRM), market segmentation and database marketing. A case study consists of the implementation of the theoretical knowledge into the practical part. The aims of the thesis are: an introduction to the issue of market segmentation, an importance of market segmentation in creating marketing strategies, an implementation of market segmentation for a company which has decided to put a new product on the market, giving a definition of a target segment as a result of market segmentation and to make a suggestion of an effective communication strategy.
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Petrof CRM system
Bukačová, Marie-Anna ; Kubálková, Markéta (advisor) ; Koliš, Karel (referee)
This Bachelor thesis deals with customer service management of company Petrof. The theoretical part engages in matters connected with CRM followed by clarifying what a customer means to the company and also what values of a customer there may be. Chapters with respect of the B2B market close the theoretical part of the thesis. In the first section of the practical part, the company Petrof is introduced and its position on the market. This is followed by analysis of acquired findings and based on these a SWOT analysis of the company. To conclude this matter, the thesis focuses on improvement suggestion in the customer service management field.
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Building CRM in selected company
Bednárová, Lenka ; Koliš, Karel (advisor) ; Jiřinová, Kateřina (referee)
The theoretical part of the bachelor thesis deals with defining CRM and other concepts, developing strategy and building CRM. Within the concept of building CRM is discussed establishment of relationships with customers, strengthening and development of these relationships, customer value and value for customer are discussed. The practical part provides information about the selected company and its focus on the market, examines the current state of CRM in the company and compares it with customer-centric approach of competition. Based on the obtained information and discovered deficiencies, the aim of the study is to suggest recommendations for improvement that would streamline the process of managing customer relationships.
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Analysis of a Specific Company from the Perspective of CRM
Svoboda, Mikuláš ; Malinová, Ludmila (advisor) ; Jánský, Pavel (referee)
The bachelor thesis is in theoretical part explaining the term CRM, its history, development and modern trends. It describes company procedures and various CRM functions. It also discusses the theoretical benefits of CRM and its implementation in the company. The practical part introduces a real company, analyzes its business processes with a focus on their flaws and their subsequent optimization. It processes questionnaires filled out by the departments of sales and invoicing and interviews with the heads of these departments. Based on the acquired knowledge, recommendations for the introduction of CRM are made.
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Development and application of relationship marketing
Kohoutová, Lucie ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Bachelor thesis "Development and application of relationship marketing", deals with the historical origin of individual relationship marketing approaches that lead to the creation of long-term and therefore mutually beneficial partnerships with key parties. The author also explains the concept of CRM, the conditions for quality customer relationship management and discusses the different aspects that contribute significantly to the gaining of customer trust and loyalty for the long term. The practical part illustrates the theoretical knowledge on the specific example of Tesco company, what successfully managed to create the Clubcard program, supporting customer loyalty. The practical part was complemented by a survey of 160 university students, with the focus on the frequency of use for the loyalty program and the willingness of a individual to provide personal data.
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Impact of the customer satisfaction and other indicators on company`s market share
Dvořáková, Monika ; Sedláček, Jiří (advisor) ; Skala, David (referee)
In the present hypercompetitive market environment of car producers established especially at the developed west european markets is very difficult to gain new customers and increase the market share. The car producing companies have to build and increase customer loyalty to ensure the sustainable growth of market share in the future. One possibility how to improve customer's loyality to brand is to provide the highest standard at both sales and service department and carefully monitor the customer satisfaction. From the satisfaction and performance indicators of the car producing company is possible to construct a mathematical model producing the market share in a given country as an output. Key indikators of customer satisfaction, sales and service and also the macroeconomical data has been used as the inputs for the model. As a target market for my analysis has been chosen Germany. This thesis presents a set of recommendations and proposals, whose implementation should ensure the improvement of the market share of the given brand on german market. The recommendation does not include only the tips for improvement of the key indicators but it also gives the overview of how to make the marketing strategy more efficient using Customer relationship management.
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Quantitative marketing
Ráčková, Adéla ; Hušek, Roman (advisor) ; Beck, Jiří (referee) ; Hlaváček, Jiří (referee) ; Tomek, Gustav (referee)
In my dissertation I am interested in the management of marketing cummunication and techniques which make this communication more effective. The main topic of this thesis is the optimization of marketing communication which is discussed from the theoretical point of view at first. Then a social network analysis improving additional and complementary information to predictive models related to customers' behaviour is a part of this thesis. The analysis of social network represents an approach which is used for study of social structure and the analysis of social linkage of individuals in a form of relational data is a subject of its interest. Models of binary choice are used to estimate predictive models, the main attention is dedicated to the logistic regression, further to the logit and probit models including discussion related to the possible use of models of multinomial choice. The mentioned techniques are combined in the application part. The telecommunication market is selected for case studies because it represents a dynamically developing market opened to new and fresh technologies and approaches. Three case studies are discribed in this thesis. The first study is focused on the optimization of proactive telemarketing campaigns realized with foreign telecom operator. The second case study is focused on the optimization of reactive telemarketing campaings what means the optimization of marketing communication in call centers in czech telecom operator. The third case study relates to the important change of czech telecom market which happened in April 2013 and to the role of predictive modelling and optimization in it.
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Account management a jeho vliv na chování zákazníka
Dohnalová, Veronika
Diploma thesis deals with an account management, a new phenomenon in the area of business strategies. Thesis focuses on description of a relationship among account manager in advertising agency and its costumer as well as on creation of an ideal communication model between them. Primary data were collected by a qualitative research with 13 successful account managers. The research results will be provided to account managers and will also serve to students of commer-cial communication who are interested in account manager position for the future.
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Řízení vztahů se zákazníky v komerčním pojišťovnictví
Jakubíková, Martina
Jakubíková M. The customer relationship management in a commercial insurance. Diploma thesis. Brno: MENDELU in Brno, 2014. The diploma thesis deals with customer relationship management by insurance companies on the domestic market. The aim is to design appropriate strategy and suggestion for customer relationship management for insurance companies on the domestic market to ensure competitiveness and loyalty of existing clients. Literature research is focused on explaining the basic concepts of insurance and introduction to the topic of customer relationship management. In the second part of own thesis, the author identifies gaps in CRM and proposes recommendations for insurance companies to increase the competitiveness and gaining the loyalty of their clients. At the end of the thesis costs to implement the changes are quantified and benefits after the implementation of the recommended changes are identified.
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Customer relationship management in a selected organization
ŠVAMBERK, David
The aim of the thesis is to evaluate customer relationship management in a selected organization through a questionnaire survey. At first was identified company marketing through 4P, making it possible to outline how the company does with the product, distribution, pricing and marketing communications. Subsequently, a survey was conducted on a total of 100 respondents. The questionnaire had 20 questions, in which customers expressed their satisfaction with the company's employees, offered goods, services and also compared the individual areas of business to competitors. After evaluation questionnaire was also conducted guided interview with the director of questions regarding the results of the survey. On the basis of all the facts were subsequently proposed changes that the company should take to improve customer relationship management.
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