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Nové trendy v marketingové komunikaci
Ogorelkova, Elena ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
The goal of this thesis is to analyze new trends in marketing communications that appeared in response to major world changes happening recently, understand the reason and consequences of these changes on business environment in order companies could perform well in modern world. My work is concentrating on the analysis of recent and dramatic changes in a way marketers are communicating to consumers and it could be useful to any professional that deals with creation and performing marketing campaigns. The relation between marketing communications techniques and consumers' behavior will be shown in the thesis -- the way how current technological, ecological, social and economical changes influence modern consumers' lifestyles, habits, and how marketing promotional tactics are adjusting to these changes.
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Celebrity endorsement in marketing communications
Aspa, Jukka Kimmo Antero ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.
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Marketing aspects of consumer price perception
Tsiligiannis, Georgios ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
This thesis focuses on two theoretical approaches from the marketing literature: first, the degree to which consumers tend to associate a higher product price with a higher quality (price-perceived quality relationship) and second, the assumption that odd prices (prices set just below the nearest round figure) generate higher than expected demand at that level. The thesis concludes that there seems to exist an overall positive weak correlation between product price and perceived quality, which is also product/market specific, and that the effects of odd pricing on demand have been mixed and inconclusive. Important managerial implications arise from these conclusions. On the same grounds, an empirical study examines the relation between product price and actual product quality and shows that the relation is actually very weak for products falling into the category of electronics. Lastly, a second empirical study shows that odd prices prevail in the retail sector of the Czech Republic.
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New trends in international marketing: Green services
Vojtěchová, Martina ; Král, Petr (advisor) ; Karlíček, Miroslav (referee)
Green marketing has been one of the most discussed trends in international marketing for a decade at least. Compared to green goods, little attention is paid to green services, although services are an essential part of developed countries' economies. Green services in the Czech Republic stand at the starting point of breakthrough. Until the present comprehensive marketing information about this area has been absent. The aim of this thesis is to fill the gap in information by setting up a framework for strategic marketing planning of green services in the Czech Republic. The information needed has been collected from other markets' data, an interview with an insider and a consumer survey. The data obtained has been used in the various steps of green services strategic marketing framework in Czech circumstances.
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Progress and specifics of communications mix in the banking market in Czech Republic
Veselík, Marek ; Karlíček, Miroslav (advisor) ; Jenčušová, Michala (referee)
The main objective of my diploma thesis is on the basis of the analysis and comparison of advertising campaigns of selected banks to find answer for questions, how people perceive the bank advertisement, what character have bank advertisement, what target groups the banks in advertising messages to achieve, what media they use, how high sums they spend for purchase of media space by year, how these advertising campaigns show in profits of banks and to propose the banks new possibilities of communication, which they can direct the current and potential clients.
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Mezinárodní investiční rozhodnutí
Trešl, Jiří ; Taušer, Josef (advisor) ; Karlíček, Miroslav (referee)
Bakalářské práce nabízí ucelený přehled o základních zásadách mezinárodního kapitálového investování a zahrnuje v jednotlivých kapitolách popis všeobecného investičního prostředí, teorii investičního portfolia a specifika mezinárodních investičních rozhodnutí. Práce vychází z české odborné literatury,z osvědčené americké literatury a především z aktuálních studií některých amerických ekonomů, kteří se specializují na možnosti využití mezinárodního investičního prostředí.
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Foreign exchange reserves and international liquid assets
Jedlička, Vít ; Taušer, Josef (advisor) ; Karlíček, Miroslav (referee)
Práce se zabývá historií, současností a budoucností globálních devizových rezerv. Na problematiku nahlíží z pohledu ?rakouské školy?, která současný monetární systém vidí jako od základu nestabilní. Práce analyzuje dnešní kritéria přiměřenosti a poukazuje na náklady, které jsou spojené s držením devizových rezerv. Dále analyzuje příčiny enormně velkého obchodního deficitu USA a popisuje současný postoj čínské vlády k hromadícím se devizových rezervám. V další části práce rozkrývá kompozici měnových agregátů dolaru a porovnává je s devizovými rezervami v dolarech a množstvím zlata drženého USA. Dále práce kriticky hodnotí měnovou politiku České národní banky ve vztahu k devizovým rezervám, a to především prodej ?českého národního pokladu?. V závěrečné fázi analyzuje budoucnost českých devizových rezerv v souvislosti se vstupem do eurozóny.
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