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Marketing Mix of a Company On Semiconductor, a.s.
Majeriková, Ela ; Streda, Peter (referee) ; Novák, Petr (advisor)
This bachelor thesis is dedicated to the industrial marketing in comparison to the marketing on the customer markets. The theoretical part concentrates on the theory of marketing, marketing on B2B markets, the differences between consumer and industrial market and marketing mix on B2B markets. In analytical part, the company ON Semiconductor, a.s is introduced along with the marketing mix of SMART METER applications and macroeconomic analysis. On the bases of the results, the PEST and SWOT analysis are conducted. In the implementation part of the bachelor thesis I have drafted the possible solution of the weak points based on the SWOT analysis.
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Marketing Mix of a Company On Semiconductor, a.s.
Majeriková, Ela ; Streda, Peter (referee) ; Novák, Petr (advisor)
This bachelor thesis is dedicated to the industrial marketing in comparison to the marketing on the customer markets. The theoretical part concentrates on the theory of marketing, marketing on B2B markets, the differences between consumer and industrial market and marketing mix on B2B markets. In analytical part, the company ON Semiconductor, a.s is introduced along with the marketing mix of SMART METER applications and macroeconomic analysis. On the bases of the results, the PEST and SWOT analysis are conducted. In the implementation part of the bachelor thesis I have drafted the possible solution of the weak points based on the SWOT analysis.
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Mary Kay brand influence on the purchasing behavior of customers
Teplá, Zuzana ; Hajdíková, Taťána (advisor) ; Hesková, Marie (referee)
The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.
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