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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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Authenticity in the media World
Malaníková, Hana ; JIRÁK, Jan (advisor) ; HANČIL, Jan (referee)
The subject of my doctoral thesis is the phenomenon of the authenticity of people?s, specifically TV hosts?, public appearances in the media. The chief impetus, and the field of study itself, was my own experience of working at Czech Television for a year and a half and the necessity of placing that experience in the context of my theatre and teaching work.In the interest of preserving the most authentic possible testimony, the text is written in a narrative style with an emphasis on the subjective view of the author. In the introduction I set out the starting points from which I will explore authenticity in front of the television camera, along with the personal and social context of the phenomenon being studied. I describe the "rules of the game", i.e., the structure and concept of the text. Later I focus on the most significant contemporary views of authenticity, from the ideas of Jean-Jacques Rousseau to the theories of the social construction of reality of Peter Berger and Thomas Luckmann. From social scientific theories, I move on to the authenticity of actors on stage and an analysis of the discipline of Acting with the Inner Partner as a specific case of authentic existence in a public situation. In the third chapter I compare the theory and practice of television broadcasting from the perspective of an actor attempting to perform authentically in the role of TV host. In conclusion, I compare my original hypotheses with the conclusions I reached on my journey from the stage to the television camera and set out their potential significance for the study of authorial acting and authorial creativity.
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Viennese element in media coverage of political event by Národní listy in 1871
Puchingerová, Monika ; Sekera, Martin (advisor) ; Köpplová, Barbara (referee)
Bachelor thesis "Viennese element in media coverage of political event by Národní listy in 1871" is focused on the way how the Czech press in the second half of 19th century disposed of information which were assumed from Viennese press. I have chosen a pe-riod of constitutional proceeding between the Czech and Viennese department in 1871 for the research. This medial event contained Czech issue as an internationally-political element. The bachelor thesis describes historical developement of Czech-German relati-onship and the standing of Czech countries within the Habsburg monarchy from the revolution year 1848 until the year 1871. The work also covers a brief development of media in the Czech territories during this time. The practical part of this work compares Viennese and Czech contemporary journals in the year 1871, describes differencies be-tween contents and the informative shift in the Czech journal.
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Portrayal of Economic Growth Value (content analysis of chosen czech daily newspapers).
Doležal, Jan ; Novák, Arnošt (advisor) ; Hladík, Radim (referee)
Diploma thesis on Portrayal of Economic Growth Value is a content analysis of chosen czech daily papers. It is engaged in questions of economic growth (and gross domestic product) and its significance in daily papers Blesk, Hospodářské noviny, Mladá fronta Dnes and Právo. The aim is to discover value dimensions of economic growth portrayal. The study come out from those authors who has criticall approach to the problems of economic growth, mind its negative social and environmental effects, and dispute its desirability and legitimacy. Also there are presented findings from media studies, which are related to the role of media when the acceptable picture of world is beeing established. The critique of economic growth and the reflections of media role when the current social order is reproduced are connected in one question: what is the way in which the media participate on common acceptance of economic growth through portrayal of its value dimensions. Through application of content analysis method the study try to answer the question if economic growth is pictured in a positive or negative way and which picture is prevailing. The study answer the question if there are rather those pictures which shows that economic growth is a positive value, or those which refuse or dispute economic growth or point out that...
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Analysis of the bitter spirits category and the perception of the brand Becherovka Original in the czech market
Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The aim of the thesis is to analyse the bitter alcohol drinks market and to evaluate the brand image of the Becherovka Original on the Czech market and to suggest appropriate recommendations for improvements in perception of the brand amongst the younger generation of customers. The theoretical basis is defined to understand the terms as customer behavior, consumers buying process, brand elements, brand equity, brand value and brand image. In order to achieve the main objective the primary research was carried out. The research was provided by online customer survey. Based on the collected data the whole Czech alcohol market was analysed, with emphasis on the spirits market, especially on the bitter spirits category. Also, the brands marketing strategy was analysed. At last, the perception of the brand Becherovka Original on the Czech market was analysed. The data for the analysis were obtained by the theoretical basis and by the research. The conclusion contains suggested recommendations for the future prosperity of the brand.
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Czech Press, 1945-48
Bednařík, Petr
This paper is dedicated the study of the Cyech press between 1945-48. The autor deals with the new organization of the Czech press after the WW II. Political parties perceived the press as being national property, the subject of public interest. The privately-owned press was forbudden in 1945. Onlz political parties or special-interest organisation could publish daily newpapers and magazines. Rhe author describes the activities of Václav Kopecký - a communist who directed the Ministry of Information. The author characterizes the influence of this ministry on the organization of the Czech press.
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Conditional preparation of members of the Police of the Czech Republic
Agh, Karel ; Přívětivý, Lubomír (advisor) ; Konrád, Antonín (referee)
Résumé Name of the Project: Conditional preparation of members of the Police of the Czech Republic The aim of the Project: The aim of this Project is to resume and to evaluate contemporary situation of conditional preparation and its testing applied to the members of the Police of the Czech Republic in the selected districts of the Central Bohemian Region. Methods: I have received information necessary for completion of my diploma work from research of available literature, law and other sources that deal with the given problem. I have analysed documents and evaluated obtained data (results of revisions) to confirm or rebut the specified hypothesis. Furthermore, I have questioned anonymously policemen in the selected districts of the Central Bohemian Region. Afterwards, I have evaluated the questionnaires and have resumed obtained data for final interpretation and final comparison and evaluation. Results: Discovered knowledge presents overall state and testing of conditional preparation and introduces opinions and attitudes of policemen towards conditional preparation. Key words: conditional preparation, physical fitness, movement abilities, motoric tests, lawful rules.
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