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Mineral nutrient transporters and root system efficiency
Schmidová, Dominika ; Tylová, Edita (advisor) ; Kobercová, Eliška (referee)
Plants are sessile organisms whose survival depends largely on the ability to ensure sufficient water and mineral nutrient uptake by the root system. To this end, plants have evolved specialised transport systems that ensure selective uptake of essential elements and also allow plants to adapt to varying soil nutrient concentrations. In terms of transport kinetics, mineral nutrient transporters are of two types - high-affinity and low-affinity. Depending on the nutrient concentration in the soil, plants can engage each type to maximise nutrient uptake. In addition to the efficient setup of transport processes at the membranes, there are other mechanisms in the plant to maximize the uptake of soil resources. These are mainly changes in the architecture of the root system. In addition to the systemic growth response, plants regulate root growth at the local level in response to uneven nutrient distribution in the soil. This response is limited to a specific part of the root system, which adapts to use that area as efficiently as possible. In addition to their transport function, mineral nutrient transporters also play a sensory role in the regulation of localised root growth. The aim of this bachelor thesis is to describe the uptake mechanism of the important essential macronutrients, nitrogen,...
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Rebranding of brand Tonak a.s. (2015-2017)
Jůzková, Marie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of this thesis is to describe the rebranding process and evaluate the communication activities of Tonak a.s. company between years 2015 and 2017. First part explains the theory of branding and rebranding, how these two theories are used by Tonak in this process, and which tools of branding were altered. Main changes explained in this thesis are in value of the brand, price, and its design. Further, this thesis introduces the new communication plan connected to the rebranding of the Tonak company. Tools of marketing communication were identified, and specific examples characterize in which way the company applied these tools. The thesis focuses on the relevance of rebranding and specifically chosen communication tools that evaluate the propriety of Tonak company proceeding.
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