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The internet usage for marketing of small firms
Beneš, Pavel ; Štědroň, Bohumír (advisor) ; Kocour, Vladimír (referee)
My diploma thesis addresses the usage of the internet for marketing of small-scale enterprises in our surroundings. My goal is to analyse the internet environment and the possibilities of its use for marketing purposes. The analysis of internet utilities is also included. There is one case study of small-scale enterprise with appropriate conclusions in the final part of my diploma thesis. My thesis is divided into two parts. In the first part I created theoretical footholds for my thesis and I described the dilemma of the internet marketing with the use of propriate specialized literature and internet sources. I describe small-scale enterprises and it's role in our economy. This parts also includes the development of the Internet in the whole world and in the Czech republic and I want to make the acquaintance of internet as a marketing tool. The second part, the practical one, covers specific possibilities of the usage of the internet for marketing of small-scale enterprises. This part contains their characteristics and their advantages and drawbacks in different surroundings. The most important point of the second part is the case study of the shopping portal Zoot.
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Utilization of online marketing on the market of riding equipment
Richterová, Helena ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
This bachelor thesis was created with the aim to determine the importance of online marketing and its application in the market of riding equipment. In the first part of the thesis all key concepts and words used as a relevant basis for practical research are explained. The second part is based on the evaluation of two questionnaires. The first questionnaire is intended for people buying riding equipment. The aim of this questionnaire is to find out their relation to Internet advertising, Internet marketing. The second questionnaire is designed for companies selling riding equipment and its main aim is to identify the benefits of implementing an online marketing to the sale of riding equipment. In conclusion, there is overall evaluation of the current situation of the online marketing in the market of riding equipment. The evaluation is from the perspective of customers buying riding equipment and also from the companies point of view .
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How marketing activities influence children's eating habits
Lipková, Jela ; Ryšavá, Monika (advisor) ; Štědroň, Bohumír (referee)
This bachelor thesis aims to determine what is the impact of marketing activities on children, especially advertising, by creating the eating habits. The theoretical part deals with marketing communications and particular types of marketing communication tools. Further it focuses on the most famous communication tool, advertising and its effect on the children. In the theoretical part also deals with consumer behavior and factors that affect the individual consumers in the buying behavior, where this section will focus on children as consumers and customers. The last part deals with the eating habits of children and factors that affect their creation. The practical part contains own research, where by results of the survey were from primary school children received and evaluated information and finally arrived at the conclusion.
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The perception of TV advertising by the university students and its research
Stakhariuk, Liudmyla ; Ryšavá, Monika (advisor) ; Štědroň, Bohumír (referee)
This thesis deals with the issue of perception of TV advertising by university students using the online survey method because of the speed and easy way of processing of the technique. The goal is to assess university students' attitudes towards the advertisements and find the underlying causes of the background and context, also a comparison of the results of interrogation with secondary researches. For the purposes of the work a questionnaire was created as regarding the TV ratings of TV advertising and teleshopping by students and the effectiveness and the overall functioning of the surveyed spots. In the introduction of the thesis four hypotheses are provided, three of them in the end are confirmed and one is rejected. Overall, university students have a negative relationship with TV advertising, women may have more impact on advertising messages than men, the vast majority of students tends to be influenced by the so-called vampire effect of advertising and university students do not exclude completely the possibility of watching teleshopping on TV, are likely to experience shopping in this way, although mainly women from the larger cities.
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Internet Marketing Analysis of Citibank
Rytíř, Jan ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
The diploma thesis deals with Citibank internet marketing analysis. The main goals of the diploma thesis are to identify strenghts and weaknesses of Citibank internet presence and to recommend development changes. These will be achieved mainly by performing analysis of web sites accessibility and usability, PPC advertising, search engine optimalization and social media marketing. Secondary goal is to evaluate internet marketing usage across the czech banking market which will be based on results of performed analysis.
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Prospects of application of marketing tools in the traditional movie theatres
Štůla, Andrej ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The diploma work gives an overview of the development of cinemas with respect to traditional movie theatres and situates it to the present market when meeting some serious problems -- decreasing attendance, commercial multiplex competition and offen insufficient application of marketing knowledges. The work tries to find an answer of the question if the classical movie theatres are convicted to termination. To sort out the task it uses marketing tools with respect of the specific cinema's environment, analyzing recent situation and proposes new marketing methods of solution, which could lead to positive changes aiming primarily to increasing of attendance.
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Multifunction importance of visual marketing project
Nestrojilová, Daniela ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The aim of this work is to analyze the marketing context and social impact of cultural and educational project implemented by civil associations or other nonprofit organizations. It also includes an explanation of event marketing, social marketing and other expressions needed for the practical part. The thesis deals with from practical point of wiev about phases of the project with description of the first phase, which was already carried out and presents the proposal to implement the remaining two phases, which are planned to be put into effect in the autumn of 2011. The project is interesting because it blends educational and cultural aspect with the achievement of non-profit goals. Finally, there is an analysis of so-called probe into the consumer environment based on the requirements of the sponsor of the project.
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Marketing and the media in the new economy
Di, Alina ; Štědroň, Bohumír (advisor) ; Skokanova, Dagmar (referee)
For the last couple of decades marketing and the media have been successfully cooperating together hand in hand improving business management around the world and setting new goals for companies to reach. Innovations in both areas have challenged current world of business and developed new approaches to theories of profitable companies. One of the main goals of coordination of media and marketing is to get familiar and closer to people and influence their decision making process. This paper is analyzing impact of media marketing on costumers' behavior in the new economy, exploring original and most popular advertising campaigns among consumers and measuring dependence on advertisement and promotion focusing on "old" and "new" media.
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Political Marketing in the Czech Republic 2010. Campaigns for Chamber of Deputies election.
Stručovská, Hana ; Štědroň, Bohumír (advisor) ; Šanda, Jakub (referee)
The Master Thesis Political Marketing in the Czech Republic 2010. Campaigns for Chamber of Deputies election aims to reveal the political marketing of the most important Czech political parties foregoing the Chamber of Deputies election. The thesis is focused on marketing campaigns of parties and their most marked moments, which had an impact on the election results. The thesis is set in the concrete political situation. Firstly the political marketing is theoretically described, than the thesis targets particular parties and their campaigns. Content analysis, analysis of media instruments and the interview with election manager are used in the thesis. Primary and secondary information are processed in the thesis. The most important moments of campaigns are analyzed linking to marketing tools as well as consequences for election results.
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