M30 - Marketing and Advertising: GeneralNávrat zpět

The new technologies are offering new opportunities and challenges to the companies in marketing communication. Blogs are powerful tools of marketing communication and their proliferation has attracted substantial attention from marketing practitioners (academics as well as marketing managers). The companies have been encouraged to turn their attention from traditional marketing tools to social media, particularly blogs, because they can reach a large audience of existing and potential clients. The aim of this article is to find out if blog could be effective tool of marketing communication. For the purpose of the survey, method of questioning (questionnaire research) was utilised. The subject of the research was a sample of young people from 18 to 30 years old because the previous results of research demonstrate that the relevance of blogging in the buying process is particularly evident among buyers under 35.

Almost 80% of households in the Czech Republic have Internet access, which is three times higher than in 2005. This rapid development of the Internet has provided space for the development of e-tail, and online shopping has become a new form of sales. Interestingly, the development of online sales is even higher over the same period, and in 2016, 43.6% of the Czech population shop online. These facts declare the importance of examining factors that can influence the purchase of consumers online, for the sake of e-tail strategic decision making. This article explores the relationship between demographic factors and online purchase using the IBM SPSS software. Secondary data from the Czech Statistical Office, which since 2005 has been monitoring online purchase in the Czech Republic, has been used to investigate. The aim of this article is to find out if demographic factors affect the online purchase. The findings reveal a statistically significant impact of age, education and economic activity on online shopping. This significance was not proven in the gender factor. The findings have practical implications in the proposed optimal demographic segmentation of online customers based on data from 2016, helping to tailor marketing e-tail activities.

The paper investigated stereotypical images of consumer preferences among listeners of various musical genres. Undergraduate students (N = 132) were asked to rate food and beverage preferences of fans of classical music, jazz, pop, metal, techno, or rap. The results indicated the existence of clearly defined stereotypes of musical fans' consumer behavior. According to these stereotypical images there are large differences in food and beverage preferences among 'elite' music listeners (classical, jazz) and other music preference groups. Typically, the 'elite' music listeners prefer unusual and luxurious foods. Further, they have higher demands in the selection of beverages. In contrast, the listeners of 'heavy' music have quite different preferences. They prefer the traditional Czech cuisine, fast food, beer and common soft drinks. The consumer stereotype of pop listeners is between these two groups. They prefer specialties and fast food, preferences of beverages are in some respect close to listeners of 'elite' and 'heavy' music. The stereotypes in consumer behavior are consistent with other findings about stereotypical images of personal qualities and characteristics of listeners various music genres. The results of the research can be applied in marketing domain.

Universities, as the centres of knowledge play an important role to be a leader of corporate social responsibility. They're no longer just institutions of higher education and research, which grants academic degrees, but rather they are turning into institutions which train responsible humans, create cutting-edge knowledge to solve the issues and problems at a global scale and share the knowledge so that it can benefit the community. This article wanted to pay attention to aspects of corporate social activities which could be implemented on universities themselves. Universities then can own experiences utilize for creating good practice and also increase a level of education in this field. It is also important to debate how can universities help to raise awareness and commitment in our society to develop a sustainable socio-economic model for the future.