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The Segmentation the Czech Market based on the Donations to Non-Profit Organizations
Slezáková, Pavla ; Supa, Markéta (advisor) ; Koudelková, Petra (referee)
This bachelor thesis deals with segmentation of the Czech market on the basis of donating to NGOs. In the last few years NGOs have been facing harsh criticism and part of the public finds their activities worthless, which is one of the reasons the numbers of their contributors continue to decrease. This thesis aims to characterise the contributors segment of the market to help NGOs improve the targeting of their marketing and fundraising activities. The first part of the thesis defines the term of non governmental organisations, their legal and economic basis and some of the particulars of their marketing communication. The theoretic framework and primary approaches of market segmentation are also explicated in the first part. The second part of the thesis consists of a research based on analysing the MML-TGI data. The research aims to compare the groups of contributors and non contributors and discover the differences between them.
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How to sell education: analysis of marketing tools used in education
Ivaničová, Martina ; Šimůnek, Michal (advisor) ; Novotná, Eliška (referee)
This master thesis deals with the problematics of marketing in education. It analyses and compares marketing tools used in education, methods of implementing marketing activities in secondary schools in Slovakia, it examines how schools percieves problem of school massification of the education. Thesis consists of two parts. In the first part are defined basic concepts and theoretical foundations related to marketing and to the issue of massification of education. The second one is a research. Methodology characterizes research methods, methods of selection and a description of respondents. This is followed by evaluation and presentation of results. The conclusion is the summary of point key elements and it describes and evaluates the obtained knowledge.
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Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors
Lašová, Martina ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
This master thesis "Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors" consists of two major parts -- practical and theoretical. In the theoretical part there are explained terms such as arts marketing, marketing mix, marketing planning, situational analysis, marketing research, visitors of cultural institutions and targeted marketing. These terms are applied on the Gallery of the Central Bohemia. The main goal for this thesis is to produce complex situational analysis of marketing of the Gallery of the Central Bohemian Region, segmentation of the visitors and from these parts target on chosen segment of visitors.
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Targeting advertising on TV
Michelfeit, Radek ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The thesis is firstly focused on television broadcasting. The author briefly describes the development of television broadcasting and the market specifics of TV stations. Then he describes the operation as well as financing issues of TV stations. The commercial broadcasters are dependent on revenues from advertising, so this issue is appropriately emphasized in the thesis. Then the thesis deals with targeted advertising on television from the perspective of advertisers. It describes their approach to targeted marketing, the criteria for selecting appropriate media for advertising message, suitable television channel, programme and type of advertising message. Describes the electronic audience measurement which helps to position the TV ads properly. Author also proposes the use of viewer satisfaction surveys for more effective positioning of TV ads. The last part is devoted to research of targeted advertising on TV Barrandov and observes if it is possible to place the TV spots properly according to the selected target group.
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Marketing targeted at child
Boháčková, Lenka ; Skokanová, Dagmar (advisor) ; Štědroň, Bohumír (referee)
This bachelor dissertation focuses on marketing targeted at child consumers. It try to inform about the theoretical aspects of targeted marketing and the types of advertisment, with whom the child may encounter. Finally, also points to legislation relating to the creation and operation of advertising messages. The dissertation focuses on the psychological aspects of the impact of advertising on children. It also include research aimd at evaluating the perception of commercial communication by children today. The research also examine children's attitudes and purchasing behavior.
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