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Importance of communication with customers
BARTOŠOVÁ, Zdeňka
This dissertation thesis deals a question what importance has for a company its communication with customers. It represents a suggestion on arrangement of complex care for current customers through introduction of new services including suitable communication with them. The first part of this work is focused on summary of basic theoretical knowledge concerning this problem. The other part contains an analysis of present situation of the company and results of questionnaire investigation realized. Individual suggestions based on these results were presented and evaluated from financial view, too. The thesis results in suggestions recommended to realization.
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Segmentation of the organic food market
Doležalová, Barbora ; Koudelka, Jan (advisor) ; Ježková, Renata (referee)
The goal of this masters thesis is focused on segmentation of the organic food market in the Czech Republic based on analysis of similarities or differences among consumers in Czech organic food market and also find out who is a typical organic food consumer. The thesis is divided into three parts, the theoretical, the methodological and the practical part. Process of the market segmentation, methods and approaches of the segmentation, the basic concepts and legislation on the matter are described in the theoretical part. Furthermore, mapping the situation of the contemporary state of the Czech organic food market. Marketing research is introduced in methodological part of the thesis. The practical part includes market segmentation by using secondary data MML - TGI (with Data Analyzer software) and primary data from quantitative research (with SPSS software). Variables were reduced to the four factors by using factor analysis. Then consumers were put into five clusters based on cluster analysis. Segments were characterized in detail using a general analysis, contingency tables, MCART analysis and multivariate statistical methods. Finally, there were elaborated appropriate marketing recommendations for the individual segments to effective marketing communication with them.
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Pre-Marital Agreement as a means of protection of marital property and business
Vávrová, Eliška ; Hejda, Jan (advisor) ; Kaczor, Pavel (referee)
This thesis deals with the possibilities of adjustment of marital property in the form of concluding marriage contract as a way to protect assets in case of divorce or business of one of the spouse. The aim of the work is to identify shortcomings in the current leg-islation. Based on these shortcomings suggest solution to improve the current state. According to this suggestion compile a model of marriage contract. The draft of rec-ommendation is compiled with the help of comparison with the Austrian statutory of matrimonial property relations and through questionnaire survey among students of University of Economics who have experiences with the adjustment of community property.
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Modern marketing communication tools and their use of a particular online store
Jochimová, Natálie ; Pešek, Ondřej (advisor) ; Kajfoszová, Dorota (referee)
This Master´s thesis entitled Modern marketing communication tools and their use of a particular online store dedicated to modern methods of promotion on the Internet market of fashion in the Czech Republic, namely the largest of these deals ZOOT.cz. The aim of the work is based on quantitative and qualitative research to evaluate the use of modern tools of marketing communication in the example mentioned internet business when compared with other entities. The theoretical part of this thesis provides a definition of Internet marketing and the entire online environment, as well as a description of various marketing tools along with outlining their modern forms. In the practical part is to analyse these tools with an online shop ZOOT.cz. The main sources of data are the results of a survey from ZOOT called Fashion Report, data from Sklik to new service Retargeting about the effectiveness of its use, as well as the conclusions of individual and group interviews with employees of ZOOT or internal documents online stores on the effectiveness of individual used instruments. The results of these studies show that if companies use modern marketing communication tools, they are still more emphasis on the rapid inclusion of innovations into business activities, providing superior customer service, but also a form of monitoring advertisements for competitors.
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Marketing communication of commercial insurance companies on social media
Havránek, Jiří ; Gála, Libor (advisor) ; Molnár, Zdeněk (referee)
The diploma thesis deals with marketing communication of commercial insurance companies on social media. The aim of the thesis is to analyze the current state of the communication activities of commercial insurance companies on selected social media. Based on the identified state and detected interest in these communication activities by customers, recommendations are suggested for improvement of communication online commercial insurance companies to support the sales of insurance products. The first section defines the areas of insurance, marketing communication and social media. After that there is identification of activities that companies can perform on social media to increase brand awareness. These activities can be monitored, evaluated and after that optimized. In the second section there is identified the current state of commercial insurance activities on social media and detected interest in these activities from customers by using qualitative research. Based on these findings, draft recommendations are formulated on possible improvements to the current situation. The benefit of this thesis is the identification of the current state of commercial insurance activities on social media.
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Data Mining for Effective Customer Communication
Madhi, Simona ; Šperková, Lucie (advisor) ; Novotný, Ota (referee)
The aim of this paper is to describe and illustrate benefits of using Data Mining for effective customer communication. The objective is to perform a Data Mining analysis in order to achieve results with potentially beneficial influence on the company s relationship with its customers, while using the KNIME Analytics Platform tool. The paper introduces the theoretical aspect of Customer Relationship Management, Data Mining and the opportunities of using Data Mining to improve CRM; followed by a market analysis of available Data Mining tools and the introduction of the KNIME Analysis Platform. Furthermore, the knowledge thus reached is used for the performance of real data analysis with the aim of reaching customer knowledge that would be appropriate to use within CRM strategy and finally to positively influence the value of customer relationships.
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Marketing and communication strategy of Spotify streaming service
Petlach, Radim ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.
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Information content in vocalization of guinea pigs (Cavia porcellus): individual distinction and recognition of predators
Baklová, Aneta ; Baranyiová, Eva (advisor) ; František, František (referee)
Guinea pigs represent domesticated precocious rodents which became common pets. From the first day after birth they are fully vocal. This thesis was devoted
to the vocalization of pups. The aim of the thesis was to 1) determine the age when the vocal individuality in whistle sound is demonstrable; 2) test possible ultrasonic signals emitted by young guinea pigs; 3) study the antipredator reactions and alarm calls to aerial (bird of prey) and terrestrial (dog) predators and human (control test).
A total of 16 guinea pig pups were tested for vocal individuality, 28 pups
for ultrasonic vocalization and 27 adolescents for predator recognition. When testing vocal ontogeny during the first 9 days after birth, I observed changes in temporal, frequency and parameter of intensity . When I test vocal individuality by cross-validated discriminant function analysis (DFA) based on ten acoustic parameters, calls were classified to correct animals with following success: day 1 = 71.9%, day 3 = 58.8%, day 5 = 53.10%, day 7 = 50.60% and day 9 = 63.10%. The highest frequency in whistle was 30.03 kHz. In predator discrimination reactions as freezing, fleeing and vigilance were observed. In the presence of dog, guinea pigs reacted for the longest time and most frequently by freezing. When confronted with a bird of prey, I observed for a longest time and most often fleeing and then freezing. When exposed to a human, guinea pigs showed mostly vigilance. Almost no vocalization was observed except for two events
of alarm calls - drrr as in the presence of dog and chirrup as reaction to bird of prey.
The following conclusions can be drawn from the presented results: 1) vocal individuality of guinea pigs is demonstrable immediately after birth and the rate
of individually different vocal parameters changes with age; 2) guinea pigs are able
to produce sound up to 30 kHz, i.e. within the ultrasound range, but signals of high frequencies are not crucial for their communication; 3) guinea pigs discriminate between terrestrial and aerial predators, but they emit alarm calls rather rarely.
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Microbiota of the digestive tract of bees and related insect and the influencing facftors
Hroncová, Zuzana ; Havlík, Jaroslav (advisor) ; Kalous, Lukáš (referee)
This thesis consists of six research chapters, out of which, five have already been published in research journals, 1 is in the process of submission and the last chapter presents original unpublished confidential data in the process of manuscript preparation.
The research presented in this thesis concerns the complex mechanisms of bees and wasps immune system focused on microbiota as component of immunity. As shown in the introduction, highly social and managed species of bees like honey bees and bumble bees, play key roles in natural and agricultural ecosystems worldwide. Recent losses of bees have been attributed to pesticide exposure, poor nutrition, increased parasite loads and habitat degradation. Over the past several years, governments, beekeepers, and the general public worldwide have become concerned by increased losses of honey bee colonies, calling for more research on how to keep colonies healthy. Our main aim was to explore the complex mechanisms of bees and related species gut bacterial populations, their links to insect immunity and investigate the opportunities for an intervention. Part of our aim was to characterise the bumble bee and wasp gut microbiota using 16S RNA sequencing in a search for potentially novel bacterial species.
We have tried to explain how microbiome interacts with the host and showed that major members of these communities appear to benefit the host. The simple gut communities of social bees present ideal model systems to investigate the underlying evolutionary and genetic processes of such interactions. Information based on our results may help in the design of proper probiotic supplementation strategies with respect to physiological conditions in the honey bee gut.
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STATISTICAL LANGUAGE MODELS BASED ON NEURAL NETWORKS
Mikolov, Tomáš ; Zweig, Geoffrey (referee) ; Hajič,, Jan (referee) ; Černocký, Jan (advisor)
Statistické jazykové modely jsou důležitou součástí mnoha úspěšných aplikací, mezi něž patří například automatické rozpoznávání řeči a strojový překlad (příkladem je známá aplikace Google Translate). Tradiční techniky pro odhad těchto modelů jsou založeny na tzv. N-gramech. Navzdory známým nedostatkům těchto technik a obrovskému úsilí výzkumných skupin napříč mnoha oblastmi (rozpoznávání řeči, automatický překlad, neuroscience, umělá inteligence, zpracování přirozeného jazyka, komprese dat, psychologie atd.), N-gramy v podstatě zůstaly nejúspěšnější technikou. Cílem této práce je prezentace několika architektur jazykových modelůzaložených na neuronových sítích. Ačkoliv jsou tyto modely výpočetně náročnější než N-gramové modely, s technikami vyvinutými v této práci je možné jejich efektivní použití v reálných aplikacích. Dosažené snížení počtu chyb při rozpoznávání řeči oproti nejlepším N-gramovým modelům dosahuje 20%. Model založený na rekurentní neurovové síti dosahuje nejlepších publikovaných výsledků na velmi známé datové sadě (Penn Treebank).
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