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Experiential and Interpersonal Meanings in Product-Related Texts: Analysis of Online Shopping Websites Targeting Male and Female Customers
Dombajová, Helena ; Pípalová, Renata (advisor) ; Lancová, Klára (referee)
The present diploma thesis investigates meanings in product-related texts found on brands' online shopping websites. The thesis aims to identify the meanings which are communicated in relation to the products offered and additionally, attempt to uncover potential differences in communication with male and female customers. To fulfil these objectives, a specialized corpus was assembled, comprising product-related texts from nine brands grouped around three product types - sport shoes, body lotions along with creams, and luxury watches. The texts were subsequently analysed employing Halliday's Systemic Functional Grammar (SFG) as the analytical framework. Two types of meanings, experiential and selected interpersonal meanings, were analysed, with the former being the focus of the analysis and the latter playing a complementary role. In order to offer functional explanations for observed patterns, the findings were contextualised with brand identity information. Results indicate a close interconnection between the selection of experiential and interpersonal meanings and brand identity characteristics. Furthermore, the study identifies subgenres of the examined product-related texts as well as gender-specific communication strategies related to the presented brand image, the depiction of product's positive...
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Jewellery as a gift: sales talk as a tool of ethnographic analysis of gift-giving
Tomoryová, Veronika ; Abu Ghosh, Yasar (advisor) ; Sosna, Daniel (referee)
This thesis is based on research conducted in a luxury jewellery store in Prague, Czech Republic. Based on the conversations which take place between salespeople and customers when selecting gifts, it analyses the culture of gifting luxury material items in fulfilment of traditional social obligations such as the celebration of birthdays, Christmas or anniversaries. The thesis also examines to how luxury is conceived in the store, where employees' service and the company's marketing use the attributes of gift-giving to sell commodities. Specific examples demonstrate how commodities take on the properties of a gift in an effort to make the commodity exchange more personal and thus more profitable. In the jewellery store, a hybridization of the gift and the commodity takes place, actively created by the salespeople and the marketing of the manufacturer, but also by the customers themselves. Examples of conversations during gift selection provide insight into the social, economic and personal dimensions of gift-giving, as well as the typology of the nature of the gift, the occasion for the gift-giving and the relationship between donor and recipient. Keywords gift economy, gift, commodity, consumer research, marketing
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Proposal of communication mix of the selected company
Novohradský, Michal ; Michna, Dennis (referee) ; Milichovský, František (advisor)
The thesis deals with the communication mix of a selected company, which is a marketing agency. In the first, theoretical area of the thesis, individual theoretical backgrounds related to marketing and communication mix are explained. The second area of the thesis deals with the analysis of the current state of the selected company along with the implementation of the research part, which consists of semi-structured interview and competitor benchmarking. Based on the results obtained in the analytical part, the proposed solutions are then presented to improve the communication mix of the marketing agency according to the set objectives.
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Marketing mix proposal for a company entering the Romanian market of agricultural and forestry machinery dealers
Novotný, David ; Kubíček, Daniel (referee) ; Mráček, Pavel (advisor)
The diploma thesis is concerned with the proposal of the marketing mix of a Czech company entering the Romanian B2B market of forestry and agricultural machinery dealers. The whole thesis is divided into three parts, the first part is devoted to theoretical knowledge. The second part, the analysis of the current situation, is dedicated in detail to the introduction of the company, its current marketing mix, customer preferences survey, competitors analysis, analysis of the marketing environment and last but not least the introduction of the risks resulting from entering this foreign market. The last part, the design part, presents the proposal of the individual elements of the marketing mix, which is based on the information found in the analytical part of the thesis.
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Proposal to improve the marketing mix for new product of the company DITON s.r.o
Ouroda, Petr ; Adamová, Ivana (referee) ; Havíř, David (advisor)
The topic of this bacherol thesis is a proposal to improve the marketing mix for a new product of DITON s.r.o. The work is divided into three parts, where in the first part we will analyze in detail the theory of marketing, marketing mix and its tools. In the second part we will deal with the analysis of the current setting of the marketing mix in the company DITON s.r.o. and its application to the newly included product in to the assortment. The final part will be devoted to proposals to improve the marketing mix of the company, in order to increase the sales volume of the new product.
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Proposal of on-line marketing stratégy for e-shop
Jiroušová, Aneta ; Chlebovský, Vít (referee) ; Havíř, David (advisor)
The thesis is focused on the marketing strategy and its proposal in the selected company Escapeza s.r.o. It is divided into three parts. The first part describes the theoretical foundations based on professional publications from various authors who specialize in the field of marketing and marketing strategy. The second part discusses the analysis of the current marketing setup in the selected company and the impact of internal and external factors. The final part of the thesis outlines the proposals for the company's marketing strategy.
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BUSINESS PLAN FOR BUYING, RENOVATING AND SELLING CARS
Zábojník, Petr ; Mráček, Pavel (referee) ; Ulč, Jakub (advisor)
This bachelor's thesis focuses on a business plan for purchasing, renovating, and selling automobiles. It is divided into three parts: theoretical, analytical, and proposal. The theoretical part includes general definitions necessary to understand the terms used. The analytical part focuses on examining external and internal influences that may affect the business plan. The last part is devoted to the independent business plan and all necessary details for its implementation, including an evaluation.
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Sensory marketing in interior design
Hrušková, Eliška ; Zimmermann, Miloslav (referee) ; Pelčák, Svatopluk (advisor)
This bachelor thesis explores the use of sensory marketing in interior design. The theoretical part introduces the basic concepts of sensory marketing and the marketing research process. Sensory marketing enhances the customer experience, influences buying behavior and brand memorability. The positive results of the application of sensory marketing in cafes are confirmed through the analysis of data obtained from questionnaires. For example, it was found that although the smell of coffee was not very noticeable in the premises, most respondents ordered coffee, which could be due to olfactory marketing on a subconscious basis. Distinctive decorative elements also attracted respondents and promoted better brand recall. In most cases, respondents' preferences were consistent with theoretical assumptions. The paper compared respondents' preferences and feelings with objective data from a research questionnaire. At the end, the results were presented and discussed.
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Web platform for online marketing
Křivánek, Tomáš ; Bartík, Vladimír (referee) ; Burget, Radek (advisor)
The work focuses on the entire process of developing web application to facilitate the connection between creators of user-generated content and online marketing managers of companies. This marketing industry is relatively new in the Czech Republic, and there are currently no platforms that simplify the interaction between these mentioned participants. The development process begins with a careful collection and analysis of the requirements of potential users of this new system. Based on the gathered requirements, the system architecture is then designed using modern technologies. For the system development, a backend in the form of a REST API is chosen, programmed using the Python FastAPI framework. Additionally, the Vue framework will be utilized on the client side. Data storage will involve MySQL and MongoDB databases, along with a cloud storage solution. After the selection of specific technologies, the implementation of the system is described, as well as how the testing of the whole application was carried out.
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Sales Promotion and Advertising of a Specific Café
Vodehnalová, Hana ; Bednářová, Markéta (referee) ; Mráček, Pavel (advisor)
The bachelor thesis is elaborated for the café facility Kavárna v parku. It deals with marketing communication, focusing mainly on the areas of sales promotion and advertising. The theoretical part describes basic concepts from the field of marketing, including marketing communication, advertising tools, sales promotion, and customer behaviour. The analytical part of the thesis is aimed at describing the current state of marketing communication, exploring customer preferences, and the competitive environment. The proposal part of the thesis includes specific recommendations for improving the business's marketing strategy, with these recommendations based on the business analysis.
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