M31 - MarketingReturn

This paper explores the shift in consumer brand preferences in Ukraine in response to the ongoing full-scale invasion since 2022, specifically examining the change from international to local brands. By employing a survey-based approach, the study seeks to assess changes in consumer attitudes towards brand reliability, quality perceptions, and willingness to support local businesses both before and after the onset of the conflict. The questionnaire utilizes a Likert scale to gather data on these preferences, alongside demographic factors such as age and proximity to active military activities. The insights gained from this research aim to enhance understanding of consumer behaviour during wartime conditions, offering valuable implications for marketers and policymakers in adapting strategies to meet evolving consumer needs in crisis situations.

Sustainable fashion is a trend that is bound to become a key pillar of the future of industry and society. The current situation of fashion represents a complex and ever-growing problem with significantly negative impacts on the environment, as well as society. The presented paper is focused on a sustainable fashion in Slovakia and its influence on consumer behavior. The aim of the paper is to identify consumer attitudes towards fashion sustainability based on the results of a questionnaire survey (197 questionnaires are analyzed). The subject of the research was a sample of people under 45 years old. Based on the obtained results, recommendations were proposed that could help to develop a sustainable trend and reduce negative environmental consequences.

The Covid-19 pandemic significantly altered grocery shopping habits worldwide, with online shopping becoming a crucial alternative to physical stores. This quantitative study investigates how the purchasing behaviour of Czech consumers for regional foods has evolved post-pandemic. Utilizing data collected by the research agency IPSOS from 525 respondents aged 18-65, we apply both descriptive and inferential statistical methods to analyse the frequency and determinants of online regional food purchases. Our findings indicate a persistent shift towards online shopping for regional foods, influenced by factor household income. The hypothesis that post-pandemic consumers do not prefer to buy regional food online was tested using the Kruskal-Wallis test, revealing significant demographic influences. The study provides insights into post-pandemic consumer behaviour and highlights the potential for growth in the online regional food market. These insights can guide online retailers and policymakers in enhancing the online shopping experience and supporting regional food producers.

Tourism is becoming more and more personalised. New types and forms of tourism are gradually emerging. One of them is dynamically developing cultural tourism which represents trips to tangible and intangible cultural heritage with discovery and learning objectives. The basis of the development of cultural tourism is a sufficient offer resulting from cultural heritage and it also depends on the quality of the service provided which ultimately leads to the satisfaction of visitors to these objects. As part of the research, satisfaction with the visit was evaluated using frequency analysis at three UNESCO heritage sites (Litomyšl Castle, Lednice Castle, Kroměříž Castle). Satisfaction was identified based on 1.500 reviews on the Google.cz portal. for the period 1/2022 to 6/2023. One of the outputs of the research is the creation of a frequency map of the identified key concept expressions of customer reviews. On the basis of the research results, it can be concluded that visitors are above average satisfied with the offer. Words like "comment", "beautiful", "nice", and "lock" are most often found in reviews.

Reading reviews is a common activity for many potential customers when deciding to buy a product from a particular retailer. It is such a common activity that many of them may be unaware that they are influenced not only by the content of the review itself, but also by its style, display, length, and distinctiveness, with a particular cognitive bias behind each of these elements. This has an impact on their decision-making, which may ultimately be illogical. In reality, however, we are affected by hundreds of confirmed distortions that force us to think and act irrationally. If people are not always able to make rational decisions, then many of the economic assumptions need to be reviewed. The aim of this paper is therefore to uncover the cognitive biases that attack potential customers in user reviews and to determine their influence on e-shop popularity ratings. In order to accomplish the objective, a survey was conducted among the TOP 100 e-shops on the Czech market, from which were selected 70 e-shops to identify the most frequently occurring cognitive biases. In the first step, the heuristic method of observing e-shop websites was used. In the second step, a chi-square two-sample test was used to obtain results due to the nominal nature of the data under study. It was found that in terms of the user interface, the most emerging biases are bandwagon effect, apophenia, authority bias and social proof. Then, in the case of examining the reviews themselves, it was found that availability bias, story bias, processing difficulty effect, negativity effect and authority bias were determined to be the most likely to influence potential customers. Some of these biases were also found to affect the popularity ratings of the e-shop, which marketing managers should pay attention to because of the link between popularity and loyalty.

The spa industry is historically a very important part of the Czech economy. It is very deeply connected to a healthy system, but also to the tourism industry. No matter where the spa is included, it needs to be seen as a very important part of the region. There are many changes in the spa industry during the COVID-19 pandemic. Most of the spas were very deeply influenced by economic problems connected to the pandemic. Customers' opinions and attitudes were also changed. Paper deals with the opinion of Czechs on spa in connection to pandemic COVID-19. Presented results come from socio-economic research conducted on 1012 Czech respondents aged 18+. The goals of the research are to gain the opinions of Czechs on spas; their willingness to visit them; and to gain the impact of pandemic COVID-19 on their willingness to stay in the spa. Czechs see spas like places for recovering from diseases and places for old people. 16 % of respondents see spas as an ideal method for recovering from COVID-19 diseas. Spa looks like quite expensive product. Spa industry need to work on its image as a product for all – for the sick and the healthy people.

The article aims to discover consumer preferences concerning luxury skincare products by applying the multivariate statistical method, a conjoint analysis. The main aim is to identify the significant attributes of products influencing consumer behaviour in terms of purchase, use, motivation, and a general approach to the luxury skincare product segment on the Czech market. The main sources for primary data are questionnaire surveys and in-depth interviews with representatives of companies operating in this sector. According to the initial analysis, four of the most significant attributes were determined that apply to consumer behaviour within this sector and the product in question: the possibility of product sampling, point of sale advice, product price, and level of the special offer. Using the conjoint analysis, these attributes were incorporated into individual model cards and subsequently offered to consumers for rating. The final sample of 1,104 respondents rated the offered product variants of skincare products, with the result that that the most preferred factors were  price and amount of the special offer, as opposed to less-preferred products offering sampling and point of sale advice. Simultaneously, the data showed that consumers gave most preference to the lowest price and the highest special offer.

The current study examines the most modern approach of the marketing concept, the so-called holistic marketing concept in small and medium-sized Hungarian enterprises in the food industry. The study attempts to match the holistic marketing concept to the construction of market orientation. The most widely accepted approaches of market orientation (behavioural and cultural) derive from the marketing concept, and they identify how the organisation tries to adopt the marketing concept during its operation. The research is based on a questionnaire survey of 150 companies. To examine the validity of the scale, the following calculations were performed:  Cronbach’s alpha, the composite reliability index, McDonald’s omega, the Fornell-Larcker criterion and the CFA analysis. After the validation process, the authors found four dimensions. They are as follows: Internal Marketing, Integrated Marketing, Relationship Marketing and Societal Marketing. According to the authors, the holistic marketing concept can be a new approach of market orientation which can model, in a more suitable way, the modern and changed market conditions to measure and examine the adopted level of market orientation.

There has been a significant acceleration in the online grocery market due to the outbreak of the Covid-19 pandemic. This situational factor has accelerated the acceptance of grocery purchases in this way, but the question remains whether it also had an impact on the structure of customers buying grocery online. For a long time, online grocery shopping (OGS) has been the privilege of millennials, who like to shop online in all product categories. However, this paper also focuses on other generations and their development in consumer behaviour. The aim of the paper is to find out how Covid-19 influenced the proportion of selected generations of customers purchasing grocery online and whether it also affected their purchasing frequency. The findings from three surveys focused on online grocery purchases in the Czech Republic are used to find relevant results. Therefore, the research has the character of longitudinal research, but of tendency carried out on various respondents. Individual surveys were conducted in 2017, 2020 and June 2020 (after the outbreak of the Covid-19 pandemic). The results of the research can be useful for detecting changes in consumer behaviour and predicting the development of OGS within individual generations, usable for the strategic management of companies in this market.

Data privacy is a current issue that must be addressed by all entities when handling personal data. Although the General Data Protection Regulation (GDPR) has been effective for more than two years, it still poses challenges to businesses, especially small and medium-sized enterprises (SMEs). The aim of the paper was therefore to find out what SMEs in the Czech Republic in terms of their running consider and perceive as contemporary data privacy issues in marketing and why, because marketing is one of the areas that have been fundamentally affected by GDPR. The particular objective of this contribution was to introduce brief conclusions of the focus group with the managers of marketing activities, employees in charge of marketing issues and GDPR, or owners of SMEs. This focus group was the second in a row and its aiming corresponded to the declared goal of the paper. The chosen research method represents a necessary and important pre-research phase for the future planned qualitative and quantitative research. The main findings and conclusions showed that the issue of GDPR and the related necessity to ensure the protection of customers´ personal data is a topic that still actively employs business entities and presents persistent challenges for them.

The paper focuses on the theatre market in the Czech Republic and examines the influence of reference groups within this market. It specifically focuses on the information influence, the utilitarian influence and the influence expressing value. The aim of the paper is to identify factors that would reflect the influence of reference groups. The correlation analysis and factor analysis were used for this purpose. Respondents who participated in the online survey expressed their agreement with fourteen statements concerning the three influences of the reference groups which were mentioned. They were evaluated using a seven-point Likert scale. The data were collected from 154 respondents who have visited theatre performances at least once in the last 2 years.  The collected data were weighted at first as they did not correspond to the relative distribution of the population of the Czech Republic by gender. The data then entered a factor analysis. The result of this analysis was the emergence of four factors influencing the reference groups. They were named as: social influence, influence of relatives, professional influence and media influence. The paper describes the theoretical basis of the influence of reference groups, followed by methodology and analytical procedure. The conclusion contains an evaluation of the fulfilment of goals and possible use of the results.

When faced with the choice problem involving two products each superior in a different dimension, an addition of an asymmetrically dominated alternative into the choice set might shift the consumer’s preferences towards the dominant alternative. In this article, the effect of asymmetrically dominated alternatives is explored on a sample of Czech consumers involving four different product categories – lunch meals, vacation destinations, gym season tickets, and washing machines. The research question is whether there might be any significant differences in the strength of the effect on choices of Czech consumers. The analyzed data were obtained in an experiment with 260 participants and the effect sizes are tested by the Chi-squared test. The presence of the decoy effect is confirmed only for two product categories, washing machines, and gym season tickets. For the remaining two product categories the effect was not confirmed. This study and its findings test the theory of consumer decision making about the decoy effects in the case of specific products and implications for business considering using the decoy effect are made.

Current trends in marketing communication present influencer marketing as a new tactic in marketing strategy solutions. The article is focused on the impact of influencer marketing on consumer behavior. The aim of the article is to find out, based on questionnaire survey´s results, whether selected segment of consumers considers influencer marketing to be important factors affecting their consumer behavior. Given the results of a questionnaire survey conducted by ourselves, a group of women who follow the influencers was defined for the Y generations, i. e. age range from 19 to 25 years. The basic feature of this generation is technical prowess, so the results corresponds to the interest of respondents.

Customer relationship management (CRM) is in the centre of attention of companies of any size and it is applied in different areas of national economy. In the School of Business Administration in Karviná the CRM research is being carried out since 2005 under a grant and other projects. The objective of this article is to introduce partial results of the latest research carried out especially under “Student Grant Competition” (2017-2019) or under the project of long-term sustainability OP VK (2014-2019). The particular objective of this contribution is to introduce brief conclusions of the interviews we had with representatives of small and medium sized enterprises (SME) in the Moravian-Silesian Region. These interviews were a necessary part of the pre-research phase of our qualitative research. Our research topic is connected with the main problem areas of CRM in the Moravian-Silesian Region.

The aim of this paper is to explore and analyze interdependence of marketing trend customer experience, value creation and perception and price sensitivity as potential building blocks for differentiation. This paper is based on the collection and analysis of both primary and secondary data. The primary data were acquired from service providers and through an online questionnaire on customer experience, perceived value, and price in the city transportation realm. The secondary data were obtained through thorough the research of Web of Knowledge-indexed scientific articles from the years 2015–2018 on these topics. The analysis of the secondary data revealed close interconnections between the subjects of interest – customer experience, value creation and perception, and price. Customer experience is considered to be the tool for value creation and co-creation, the key for differentiation, but also the necessary area to focus on and manage to stay relevant on the market. The findings from the primary research support the theoretical findings in the Czech city transportation domain. The research identifies customer experience improvements (e.g., personalization, customization, comfort, speed, trust, simplification, modern technology integration, seamlessness, balancedness) which city transportation newcomers used to differentiate from the deep-rooted competition. These improvements brought added and easily perceived value to the customers, helped to build and strengthen brand image and eroded the existing customer loyalty.

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.

This article is about the accommodation capacities implementation progress regarding their use of on-line communication measures. The tested businesses are from the North Bohemian region. A questionnaire based survey was done with the sample of 342 accommodation facilities. The results show that the average number of on-line communication tools being used in an accommodation capacity is 5,5. It was found out that hotels use the highest number of on-line communication tools and that there is a correlation between the number of communication tools, which are used, and the facility capacity. In the next part the research focused on social media. The contemporary biggest social network is Facebook followed by YouTube. Though, the accommodation facilities are not very active on social networks. 46% of respondents submit new posts once in a month at maximum. On the other hand, 66% of respondents agree that social networks are beneficial for them. The conclusion is that social networks have business potential, which is not being fully utilized.

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.

Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and their specific requirements when they buy the seaside holiday. The research was conducted on the base of qualitative research and the method used in the research was focus groups. The Internet, word of mouth, social networks (as Facebook or Twitter) and TV commercials are mentioned as the most frequently used source of information which influence the most the customers opinion by both groups of respondents according to the result part. The examined groups do not have the same features in the area of holiday selection process. This topic is a relevant topic in comparison with authors all over the world and has the potential for future research.

The article is looking for a suitable statistical model that would conclusively answered the question, how are travel agencies and vendor-agencies created promotional materials. Responses to this question were obtained using advanced statistical methods. The authors faced the problem of how suitable model, which would have an adequate audit trail, choose. Linear regression with artificial transformation was elected which included the partial indicators of the size of offices and agencies. Using this variable, then the question of whether there is a linear relationship between who form the materials and sizes of office.

The article discusses the possibility of application of project management principles to the process of online marketing in the Czech online competitive environment of accommodation facilities. The first part summarizes the basic principles of project management of major publications. Second part of the article introduces the reader to the topic of online marketing of accommodation facilities. A comprehensive model is showing various activities which were compiled by previous supporting research about online communication of accommodation facilities in the northern and eastern Bohemia. Last most important part of the article discusses the possibility of incorporating the principles of project management to the model shown. Proposed solution is finally potencialy applied to real accomodation facility.

This paper deals with the topic of HR marketing and factors of the employee retention implicated on the primary data of large and medium enterprises in the Liberec region. In the theoretical part the aim of the paper is to introduce a concept of the HR marketing and aspects of employer branding as an important factor for employee retention. The empirical part aims to evaluate an extent of usingusing of internal HR marketing tools and their importance for an employee retention. Attributes of the employee retention as an important part of the employer branding are evaluated by specialists from large and medium enterprises in the Liberec region. The importance of these attributes is statistically tested and results prove crucial factors to support quality of employer branding and thus to keep the best and motivated employees. The paper confirms that tools of HR marketing play an important role in the employee and potential employee satisfaction.

This paper deals with problems of the customer feedback collection by accommodation facilities in the regions of Ústí nad Labem, Liberec and Hradec Králové. For these regions is typical a high density of small lodging facilities such as guesthouses and cottages, mostly located in the mountain areas. The aim of the presented research was to determine which tools of online and offline customer feedback are used by the accommodation facilities in these regions and assess the differences in implementation between accommodation types and sizes. Data was collected via electronic questionnaire survey and then statistically evaluated by test of independence. The test data sample consisted of answers collected from 356 respondents. The findings demonstrate that type of accommodation has no significant impact on the implementation of communication tools. On the other hand, we observed statistical difference for facility size over/under 29 beds and also for annual turnover over/under 1 million Czech crowns.

This paper deals with marketing communication and purchasing behaviour of the specific group of single living consumers. The segment is growing in number in almost every developed region in the world as well as in the Czech Republic. The presented research is focused on the singles who live voluntarily outside the marriage and have own income and therefore a significant level of independency in consumption. The research has a descriptive character and a quantitative approach has been used. For the purpose of data collecting 702 singles filled a self-administrated online questionnaire. The statistics used in the research included frequency, percentage, and chi-square test. The research analysis showed a high influence of competition and sales, print flyers and loyalty programs. Analysing purchasing behaviour of singles who like buying new products and those for whom saving time is crucial when buying admits different effect of certain marketing communication tools. The aim of this article is to describe the behaviour of Czech singles and its consequences on marketing communication effectiveness.

The authors of this text aimed to the possibility of determination of citizens' satisfaction with services provided by authorities at the municipal level in the Czech Republic. The analysis of current approaches used for the citizens' satisfaction determination was performed. Based on fund fact the authors proposed the application of methodology used by companies, modified for the municipality purposes. The application and the verification of methodologic proposal were performed in the town of Pardubice in the year 2014. The questionnaire research was used for data collection.

This work presents a two-year project that focused on two areas of the business economy. The first part focuses on social media, a progressive tool for marketing communication that enables a company to gain a competitive advantage through better applied business marketing. The second part deals with companies that can be defined as family firms, which are mainly owned by persons related to each other. This work also presents the process that led to setting up a communication model usable for social media. The first theoretical part took a year and consisted of two primary studies in combination with qualitative and quantitative research. It was followed by a statistical evaluation with the aid of descriptive statistics, to which was linked a factor analysis. The practical resolution of the implementation of social media into a family firm corresponds to the theoretical part and was monitored for one year. The main purpose of this work is to describe in detail as well as evaluate the implementation of social media into family firms. The reason for this project was to help family firms face the competition and to help sustain traditional companies upholding certain values.

The paper deals with behaviour of the segment 50+ in the financial market in the Czech Republic (Moravian-Silesian Region). This segment could be said as the strong market power and it can be a crucial business potential for financial business units. The main defined objective of this paper is description of the customers' behaviour of the segment 50-60 years in the financial market in the Czech Republic (Moravian-Silesian Region) in the area of product, price, distribution and marketing communication policy. This paper is based on secondary data and data from primary marketing research. Paper determinates the basic problem areas as well as definition of financial services marketing, population aging in the Czech Republic, defining the primary research problem, hypotheses and primary research methodology. Finally the hypotheses are assessed and suitable marketing approach to selected segment at age of 50-60 years is proposed according to marketing research findings.

In these days of informational overload the importance of effective communication from company to consumer is essential. Yet many firms hardly find a proper way to step out from informational fog. There are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offer opportunities to differentiate. Guerrilla marketing, as one of them, unfortunately suffers of theoretical ambiguity. This paper has two main objectives. Firstly, it aims to provide an analysis of the current state of theoretical knowledge about guerrilla marketing and show basic concepts and thoughts in this particular field. Secondly, based on previous analysis, it focuses on selecting gaps in the current knowledge and suggests paths for the future research. This could help to provide relevant material for both the marketing scholars and marketing managers or executives.

This article shall present outputs of a primary research aimed on the analysis of the corporate environment quality and standards of communication between the municipality and resident small and medium enterprises (SME). An inductive approach, theoretical discourse on the role of the municipality in creation of corporate environment that is based on marketing of municipalities and descriptive primary research with analysis of obtained results were used in the article. Three descriptive hypotheses were set for the primary marketing research results. The hypotheses concern satisfaction rate of respondents with marketing communication and corporate environment of the municipality in consideration of its size and number of residents of the municipality. Results of the research point out that creation and generation of quality corporate environment that has a positive effect on SME may be done in an easier way in small municipalities rather than in bigger ones (over six thousand inhabitants).

Tourism events represent a dynamic element of the destination primary offer, which can increase the region's competitiveness. Destination stakeholders seek in hosting the tourism events augmentation of destination visitation, furthermore, it helps to overcome the seasonality, to enhance the destination marketing and to sustain a positive development of the region. The study investigates Slovak citizens' effective demand for three selected cultural events. The study findings are based on primary sources analysis of data collected via questionnaire survey as well as on domestic and foreign literature.

The current company is fighting against growing competitive pressures and finds it more and more difficult to maintain its current position. Therefore it has to find new forms, how to not only receive customers but also to keep them. These forms also include internet marketing, which is increasingly involved in overall business success. The main aim of the article is to analyse current and modern forms of Internet marketing in e-business with a focus on the most used tools of online advertising and assess its significance. The intention of the article is supported by personally conducted reconnaissance survey, which determines the extent of Internet advertising tools that are used by selected companies that do e-business and what is its significance.

The article deals with sales promotion in electronic shops. As one of the methods of marketing communications, sales promotion is a dynamically developing area. For e-shops, it is a key part of their marketing communications in an environment of increasing competition, where the volume of purchases over the Internet may be increasing, but at the same time, however, this fact is attracting more and more businesses and individuals to establish e-shops. Moreover, the development of information and mobile technologies and changes in customer behavior makes the forms of sales promotion acquire new forms. This situation has not been satisfactorily mapped in the literature yet. The article therefore aims to provide a comprehensive overview of forms of sales promotion, usable in electronic shops, and thereby create a starting point for the subsequent implementation of qualitative and quantitative researches aimed at increasing the effectiveness of sales promotion.

In the paper authors showed actual topic concerning connection between marketing and logistics and their spheres. The paper is divided into four main paragraphs which include: good's distribution and marketing instruments, logistics and marketing, marketing logistics and logistic-marketing management. Marketing could not exist without logistics and logistics could not exist without marketing - this main point authors tried to improve in following papers. All positive and negative factors of relation between marketing and logistics were shown. This relation created modern management - logistic-marketing management.

The primary aim of this paper is to investigate the evolution of interfunctional coordination theory from the marketing and logistics point of view. The paper also discusses the key attributes of interfunctional coordination from the above mentioned perspectives in present network business environment. Special added value of the paper is in examining the interfunctional coordination via exploratory research from quantitative and qualitative points of view. The principles of external business environment complexity and internal collaboration built up new barriers of interfunctional coordination implementation. The paper identified source and parts of internal and external barriers of interfunctional coordination implementation. Finally is formulated recommendation how to understand external surroundings in relation to internal requirements of interfunctional coordination. At the end of the article is presented solution how to eliminate barriers of interfunctional coordination via application one of the methodologies of enterprise engineering and integration.

Customer satisfaction is a prerequisite for gaining faithful customers and loyal customers, and to gain more market share subsequently. Customer's needs, desires and failures are detected by customer satisfaction measurement. Companies can respond to the needs and wishes by their tools. This paper deals with customer satisfaction in the pharmaceutical market. The main objective is to identify factors that influence customer satisfaction and quantify this effect. Demographic factors of the customer are included in the analysis. They are used a demographic factors such as gender customer, gender pharmacist, age and economic status. Logistic regression is used for identifying the impact.

The article presents the analysis of the shopping behaviour of customers on "business to business" markets. The aim of this article is to describe the influence of shopping behaviour of organisations on setting the price of assets. The article compares two surveys carried out in the period of three years (from 2009 to 2011). Another aim of this article is to provide criteria that influence purchasing behaviour of customers which, thus affect the pricing of assets. The research showed that for assessing the value of property, the most important aspects are in operational reliability and operating costs. Valuation of assets in Czech financial accounting is based on the principle of a cost history. For the monetary valuation of assets, what is most important is the original cost of that asset. An organisation sees a problem with assessing cost, when its accounting value is minimal. This property is functional and it is necessary to reevaluate those assets in actual value for the purpose of managerial accounting. Expression of fair value of assets affects shopping behaviour of customers when they are buying assets and making decisions according to their own property criteria. The amount of value given to an asset is determined by how it meets their need, respectively, their criteria.

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.

This article deals with customer relationship management. The first part is a theoretical explanation of the basic issues related to CRM and its importance in two basic levels, CRM as a strategic marketing concept and CRM technology as a software application. The second part deals with the use of CRM research developments in European countries, specifically focusing on the European Union member states, Visegrad and the Czech Republic. At work were used methods of analysis and synthesis of theoretical knowledge of literature, articles and other publications about relationship marketing and CRM and statistical methods for the examination of secondary sources.

This article is focused on the area of event marketing. The introduction shortly describes the basic marketing definitions, there are briefly characterized marketing activities in the public sector. The example of good practice describes the main characteristics of event marketing as an important part of marketing and management activities. The partial objective is a short analysis of the Final Report of the survey of the Day of Social Services in 2011 year. Another objective will be comparing of proposals from 2011 year and their subsequent implementation during the Day of Social Services in 2012.

This article reflects the basic summary of observations achieved in the primary marketing research realized within lessons of Marketing of services carried on Silesian University in Opava, OPF in Karvina in 2010. The main task of the research was to find whether and in which ways the economic crises affects marketing strategies of companies providing services. Marketing strategies shall be represented by elements of marketing mix. For needs of this article we have chosen companies whose activities help the tourist trade development, i.e. companies providing services in hotel industry, accommodation and tourism. Data achieved from this research are valid for the time period of the beginning of the economic crises, i.e. till the end of the year 2009.

Tourism industry is characterised by high level of competition. Particularly in the Czech Republic, the number of travel agencies has been constantly growing since 2004. The companies should focus on the analysis of customer satisfaction in order to succeed in this market. It is not sufficient to know with which attributes the customers are more or less satisfied. It is essential to take the importance into consideration, i.e. whether the attribute with which customers are not satisfied, is also important for them or not, and in accordance with this to allocate the resources in order to improve the performance. Therefore, this article introduces the activity of travel agencies and tour operators in the Czech market and summarizes in the form of quadrant analysis the results of the research that focused on the customer satisfaction.

Article deal with marketing company at the time crisis. Competitive advantage ave restraint. Intent on consumer is yet major than in time favourable. Maintainance strong brands stays one of the best way how limit hazard company and zefektivnit his achievement.The aim marketing is to sell with permanent profit, which is an expression of social recognition of productive and business activities of each entrepreneur. Business can be successful only if customers are satisfied and thein purchases are repeated.

This article deals with the issue of how we/people/ use e-shops. The basis of this article is a questionnaire survey among final consumers and deals of only with the reasons, motives or criteria that lead customers to use e-shop, but also lead to customer satisfaction with the services hen purchasing on the Internet. This survey was conducted as part of the Internal Grant Agency of Tomas Bata University in Zlín, IGA/80/FaME/10/A entitled Role of quality, satisfaction and confidence in the process of creating customer loyalty in an e-commerce environment on B2C and B2B markets in the Czech Republic.

The aim of this paper is to present the actual enterprise-purchasing models. Models creation is based on the available expertises and the identification of processes of industrial enterprise-purchasing subsystem and its keys components in the case of change management in order to increase purchasing efficiency.
The base of purchasing-process-models creation is the analyse of theoretical purchasing-process-models of organizations, which were made and published. Subsequent models update and their supplementation due to the development and confrontation of economic theory and practice. This brings the enlargement of the theory as to new models of the purchasing process.

The current period is characterized by an exceptionally high increase in production and use of cars, increase of gas consumption and significant changes of climatic conditions. One of the possible ways of solutions, not only environmental but also economic problems, is utilization of electric-powered cars. The enlargement of the electric vehicles use as a new and untested technology market is necessary to be supported by marketing activities. This article offers a model of marketing communication to promote the expansion of electric cars to organizations, based on the marketing research, which was held in the Czech Republic in 2010. The main objective of the article is to specify and analyze information sources and marketing communication tools, which are used by organizational decision making process by vehicle purchase and identify proper tools to promote usage of electric vehicles in organizations.

This text shows a methodological approach for creating national advertising style which is very important for aiming advertising campaigns in non-domestic regions. This approach is based on a numbers of many researches which have been realized and published. First phase is focuses on identifying of cultural dimensions by professor Hofstede and Schwartze. After that is necessary to identify communication context of advertisements in specific region and apply in it the most significant cultural dimensions. We can create specific national advertising style based on these principals.

Simultaneously with the development of society generally, it is essential for the educational institutions to communicate with current and potential customers, general public and all market players in a very efficient way, respecting all the developmental trends in the society. These institutions have a variety of marketing tools for their marketing communication at disposal. Trade fairs and exhibitions represent very significant tools. The article deals with the issues of trade fairs and exhibitions utilized in the marketing communications of high education institutions.

This article aims to explore the theoretical knowledge of customer relationship management (CRM) and its operating principle, so it allows finding issues that need to be addressed in the following primary research. That is why this article examines the development of CRM definitions, from their very beginning in the 90's of the 20th century to the present. On this development, the authors describe the change in the approach to CRM. Furthermore, the article describes the application architecture of CRM, i.e. analytical, operational and collaborative CRM, and provides an example of their practical operation. Authors also mention advantages and disadvantages that are coupled with CRM. The last part of this article is devoted to reflection on the situation of small and medium enterprises, whether they even have the opportunity to implement CRM. In conclusion the authors summarize the key points arising from the theory, which should be included in a questionnaire.

The article speculates about the problems of relations of the social marketing and protection of interests of consumers. It relates from theoretical knowledges of this most modern marketing conception, from basic documents, which are concerned in the protection in the EU and in the Czech Republic. The paper presents the most known positive and negative schedules according to select components of marketing mix.

The article is to characterize and determine the concept of globalization while considering the differences in the theories of global and intercultural marketing. It describes the advantages and disadvantages of globalization in relation to the company, possibilities of application of standardization or adaptation. The fundamental part is to outline the intercultural approach to global products for middle and small sized companies. At the end of the article authors propose a case study describing the aforementioned theory on a general example.

This paper has arison with the view of allow to readers to inform about the new intellectons, practices, taht are to be used by introduction of privat marks. Its includes definition of privat mark, its phased implant on the market, importance of privat marks for producers, sellers and consumers. Further provides segmentation of privat marks as well as the strategy of theirs introduction. Final phase of this paper deals about relationship of the customer and mark, of the functions of marks and types of customers divided by loyality of customers to mark.

The agricultural goods market went through fundamental changes throughout the last ten years. The biggest influence came by the transformation of ownership and the international companies penetration into the food-processing business. The meat processing industry can be characterized as one that almost consists of small and medium enterprises only. To survive this sharp competitive environment requires an effective usage of marketing management priciples. The meat processing industry has to adapt to the new conditions of the common EU market as well. This article is analysing the main fields of marketing management adaptation of enterprises to the conditions of EU market. This market is mainly affected by a high level of globalization and a strong integration in world economics. Shown are the success factors for adapting marketing management into the difficult conditions of the unified European Union market.