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Communication and process of customer relationship management in selected company
Hladník, Michael ; Skokanová, Dagmar (advisor) ; Záhorová, Jana (referee)
In today's economy, customers are key to the future success of the company. Good communication and customer relationship management (CRM) can provide appropriate information that will lead to a competitive advantage. Appropriate implementation, use a support of CRM can provide a significant advantage for user. The aim of this Bachelor thesis is to propose a way to improve communications and customer relationship management through technology, processes, human resources and communication tools. By using the theoretical part, supported by practical research (interview and questionnaire at Stavtrans Ltd.), improvement have been proposed
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The comparison of displaying people in advertisements of different countries in Europe
Bohatá, Markéta ; Pešek, Ondřej (advisor) ; Skokanová, Dagmar (referee)
The purpose of this thesis is to find differences of displaying people between Spanish, Czech and Swedish advertisements in local magazines. The magazines are intended for women in age 26 and more. There is always only one magazine for each country. A content analysis was used as a method for research, which compared characteristics in 34 categories that I chose. In the result of analysis we can find percentages of displaying characteristics and an influence between them. Chosen categories are compared with cultural dimensions. These dimensions are generally described in the theoretical part of the thesis. The main classification of cultural dimensions that I used was from Mr. Hofstede.
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Analysis of bank marketing communication options towards the market segment of university students
Titl, Marek ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The goal of this Bachelor's Thesis is to characterize particular marketing communication tools that are accessible to the banks in order to effectively address the market segment of university students. Analyses in my thesis are based on MML-TGI research and also on my own survey. Based on these analyses there were gain information about bank services which students use, about criteria's that are important for students, bank institutions that are mainly used and banks that are recognized as students-friendly. Then, the main characteristics from the advertising campaigns that students recall were pointed out. Based on all these information in the ending of my Thesis I formulate some advices and possible directions of marketing communication towards the market segment of university students.
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Analysis of marketing communication of the ZOO Prague
Glaserová, Monika ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
The bachelor thesis deals with analysis of marketing communication of the Prague zological garden and it is focused on research tools of communication mix. The aim is an analysis of functioning components of the communication mix and perception of the marketing communication of the Zoo by general public. The thesis is divided into six parts -- an introduction, a part about Zoo Prague, a theoretical part, a methodological part, a practical part and a conclusion. The theoretical part consists of characteristics of the marketing communication, the communication mix and characteristics of the Prague Zoo. The methodology section describes methods of investigation. The practical part consists of analysis of idividual tools of the communication mix and of a survey in general public where the goal is to confirm or refutate stated hypothesis. The conclusion contains a summary of the investigation and recommendations regarding the marketing communication in the Prague Zoo.
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Mutual interaction of body image and the media
Adamcová, Kristina ; Pešek, Ondřej (advisor) ; Skokanová, Dagmar (referee)
The main topic of my Bachelor's thesis is to describe the influence that mass media has on the perception of the human body, especially in young women. Initially discussed here are the various kinds of media exposure including TV, newspapers, magazines and now the Internet. The paper also examines the influence of body image on politics and politicians' appearance. As well as the influence of body image on children's programming whose affects in many ways already shape future generations. Based on questionnaires the most attractive celebrities were selected and divided into categories. There are a total of seven categories each both for men and women. Furthermore, connections were derived between these celebrities and demographic data such as age, gender, education and the size of city in which they live. The paper then looks for a pattern between the skin tone of the celebrities chosen and the respondents preferred skin tone. Whether the respondent thought that young people are more attractive than old people and whether they thought that current society pressures people to be physically attractive is analyzed. The final question, whether people would support the promotion of "real beauty", along with all other questions were compared to the selection of celebrities.
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The symbols in the advertisement
Kudrnová, Gabriela ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The aim of my Diploma thesis is find out consumers' knowledge of symbols and their images of them and consequently affect the interpretation of trends in relation to the involvement of the symbol in print advertisement. I will use the research in the form of questionnaire and content analysis. The thesis is divided into two parts - theoretical and practical. In the theoretical part I describe cultural predisposition, symbols and marketing communications. In the practical part I concern with with the questionnaire and content analysis. Results from my research are that people know the symbols. The most mentioned symbol was animal. The consumers have also not problem with the meaning of the symbol. The content analysis of three types of magazines shows that most displayed symbol was figure. Recommendation for the creator of advertising is that less is sometimes more, which applies for symbols.
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Design of consumer competition for the company D.P.K
Knápková, Erika ; Vávra, Oldřich (advisor) ; Skokanová, Dagmar (referee)
This paper deals with specific consumer competition. The first part is devoted to defining consumer competitions in the integrated marketing communication, legislative arrangements and tax liability of the organizer. The second part outlines competition itself. Source data are internal materials and my business survey. Based on these data is selected date and place of competition and price attractive to customers. There are also determined complete contest rules. Greater attention is attached to the communications campaign, which focuses primarily on advertising on the Internet. We also can not forget the use of POS materials. The conclusion is the complete list of costs necessary to organize the campaign and evaluation of potential benefits of competition.
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Marketing in Mali
Keita, Yaya ; Boučková, Jana (advisor) ; Skokanová, Dagmar (referee)
This thesis deals with marketing policies, which companies in Mali commonly implement and what should they properly execute to achieve their business goals. It is characterized by access to the use of marketing tools of local and foreign companies, accompanied by his criticism. The thesis has three basic parts. The first part deals with the marketing environment, in which ongoing implementation of marketing activities in Mali is described. This section should help potential companies to understand Malian culture, its demographic structure, economic situation, political system and business environment. The second part deals with the marketing policies, namely production, distribution, pricing and communication, used by local and foreign companies operating in Mali. The third part is devoted to the marketing policies of a particular company, namely Nestlé France, operating in Mali and in France. The company Mali Lait SA was used for comparison. This company also operates in Mali and in the same market sector as Nestlé France.
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Buyer decision process in the wedding market
Trávníčková, Vendula ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The diploma thesis inquires into the consumer behavior in the market of wedding services and its aim is to identify and analyze the buyer decision process. The theoretical part inquires into the characteristics of consumer behavior. The practical part describes the wedding market. Next main part is based on the results of marketing research, which took the form of a questionnaire survey. The results are analyzed and presented in detail. The conclusion outlines the marketing recommendations for vendors operating in this market.
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