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Analysis of the perception of Czech origin of the products
Pazderová, Blanka ; Černá, Jitka (advisor) ; Bártová, Hilda (referee)
The master's thesis focuses on the perception of Czech origin of the products. The main goal was to analyze the perception of the origin of the products in terms of consumers that prefer to buy Czech products, and which designations of Czech origin on products they trust. In particular, the work deals with the so-called "official designations" of Czech origin, for example "Regionální potravina" (Regional food), "Regionální produkt"(Regional product), "Český výrobek - garantováno Potravinářskou komorou České republiky"(Czech product - guaranteed by Food Chamber of the Czech Republic) and others. On the other hand, it highlights the presence of so-called "unofficial designations" and their influence on the consumer's perception. It is also focused on the legal issue of the Czech products. In the practical part of the thesis, we deal with the quantitative and qualitative research of the perception of Czech products to the consumer, which verifies the preference of Czech products and confidence in official designation of Czech origin. Finally, my work deals with the designation "made in EU" and its perception of the consumer. The conclusion of the work is that the studied subject is missing a legal description (in the Czech law system) and enables a manipulation with customers that are not familiar with the current system and could be misled.
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Content analysis of advertisement B2B magazine
Umová, Jitka ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
The main objective of this study is to identify, if the advetisement in magazine focused on economy and business is really oriented to B2B group, which branch is the most advetised to others, if the advetising in this magazine is effective and is speaking to target group to. The secondary objective is the research, which characters in advetisement are givet to women in magazine focused on economy and business. The research is quantitative analysis of data which are from advretising and monitoring foundout.
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Possibilities and limits of the method of Mystery Shopping - in the selected area
Rýparová, Kateřina ; Bártová, Hilda (advisor) ; Černá, Jitka (referee)
This thesis deals with the mystery shopping, which is described from a theoretical and practical point of view. For its application in practice has been chosen area of Czech mobile operators. Telecommunications market in the Czech Republic points to a highly competitive environment. The aim of the work will be understanding and comparison of the advantages offered services and customer access levels for O2, T-Mobile and Vodafone in terms of three different clients (pensioners, students and entrepreneurs). As a result, this work should provide recommendations on what type of customer should each operator to focus the media with regard to perceived competitive advantage, and on what segment would in turn be incorporated into the future.
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Promotion of the Elizabeth spa
Zelenková, Petra ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
Elizabeth Bath Inc. is one of the biggest spa facilities in the Czech Republic. The target of the graduation theses is the analyses, evaluation and proposal of reformative arrangements in connection with the marketing of Elizabeth Bath, especially with the focus on communication in marketing. Within the instrument of the marketing mix is the detailed focus orientated on advertising and its importance for the Elizabeth Bath. The end of the graduation theses is composed of a chapter related to the advertising of the Elizabeth Bath including the company's marketing plan and the medial plan for the year 2011. There is a possibility to meet with the new products, prepared events or the communication resources of the company in the year 2011.
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Market research of the window market
Havlanová, Jana ; Bártová, Hilda (advisor) ; Haindl, Zbyněk (referee)
The aim of my master thesis is an overall analysis of the window market in the Czech Republic and determining the main characteristics of this market. In the description of the Czech window market I focus on the analysis of market players, who are forming the microenvironment. I describe the effects of macro environment and it's expected developments. SWOT analysis reflects the individual strengths and weaknesses of the Czech doors manufactures, and also the opportunities and threats which can concerns to the market of hole fillings. Market potential, market capacity, market saturation and market share of the Company Window Holding a.s.. are the main market characteristics that we find (přehodit slovosled). The forecast of the future development of the market potential is of the medium-term: until 2013. In my master thesis I'm using the marketing research and market research. Primary data are obtained by observation and questioning. The future development of disability have used educated guesses. To sum up, the aim of my master thesis was fullfiled. The conclusion of my work is the stagnation of the window market.
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Propagation- analysis of medi reach
Tošnarová, Kristýna ; Bártová, Hilda (advisor) ; Matěnová, Alena (referee)
The aim of the dissertation on the theme "Analysis of the marketing communication of VF Czech company" is the evaluation of communication activities of the company VF Czech which is the distributor of Lee and Wrangler brands clothes in Czech Republic. Part of the dissertation is also description of particular marketing campaigns and theirs impact on retail sales and finding possible corrective measures. I evaluate the communication mix of VF Czech on the basis of comparison with its largest competitor, the Levi Strauss Prague company.
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Motivational program as a tool to strengthen sales in B2B segment
Machová, Lenka ; Bártová, Hilda (advisor) ; Holba, Michal (referee)
The diploma thesis analyses the influence of specific motivational program intended to strengthen sales in specific Business to Business segment. The analysis deals with three motivational programs intended to strengthen sales in corporate segment of Telefónica O2 Czech Republic, a.s. in a period of one and a half of the year. The diploma thesis evaluates and compares basic elements of the programs, feedback of the Account managers and Sales managers and analyses the impacts of each motivational program on the sales indicators and activity of Account managers.
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Marketing importance of gender roles
Stříteský, Václav ; Koudelka, Jan (advisor) ; Bártová, Hilda (referee) ; Grosová, Stanislava (referee)
This thesis deals with gender roles and their importance for marketing on consumer markets. This thesis is based on the general premise that gender roles are dynamic, adaptive, and there may be trends of convergence. Since gender roles are ranked among cultural and social predispositions of consumers, their knowledge can be regarded as one of the major prerequisites of successful marketing orientation on consumer markets. This thesis deals with the differences of gender roles in terms of consumption in selected product categories, the use of leisure time, media behaviour and other fields. The approaches to the gender role portrayals in advertising are surveyed. Pivotal part is an extensive quantitative research on consumer perception of gender roles and consumer attitudes towards gender role portrayals in advertising.
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