M39 - Marketing and Advertising: OtherNávrat zpět

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 article focuses on strategic marketing management in high schools and generalizes the results of previous investigations. Strategic management focuses primarily on long-term planning organization, which is a long-planned process that leads to the goal defined by the organization. The competitive environment is considered the main factor formulating the vision, mission and strategic goals of the organization. This deliberate and purposeful activity, led by the organization's competitive environment, possesses a much greater chance of survival, but also for success. Unfortunately, in the Czech Republic high school system is not a competitive environment and it is not ready to face competition at all. The situation is different at colleges that already understand that a student must "fight" as well as the company's customers and clients. Sophisticated school concept should be fundamentally similar to one of each company. The aim of the article is to present the results of a pilot research focused on strategic marketing management in high schools and to generalize the results of previous investigations. The theoretical part deals with strategic marketing management at the high school level. Respondent sample includes 34 secondary schools in the region Novy Jicin and Frydek-Mistek. Primary research was conducted via questionnaire and interview with the record. Research shows that schools have a clue about what the strategic management, marketing mix or plan are, but in most cases they do not know how to do it. Their reactions are mostly intuitive. When creating the end, the school decisions are not even based on the simplest SWOT analysis. When creating a strategy for the development of school in most cases they focused mainly on the internal environment of the school, not on the target markets and marketing mix.

Tento příspěvek je pouhou výsečí poznatků z řešení primárního marketingového výzkumu realizovaného v rámci výuky předmětu Marketing služeb katedrou marketingu Obchodně podnikatelské fakulty v Karviné, Slezské univerzity v Opavě, v roce 2010. Zadavatele zajímalo, zda a jakým způsobem se projeví hospodářská krize na změnách marketingových strategií, vyjádřených prvky marketingového mixu, firem poskytujících služby. Pro tento příspěvek jsme vybrali firmy, jejichž činnost napomáhá rozvoji cestovního ruchu, tj. firmy poskytující služby v oblasti pohostinství, ubytování a v cestovním ruchu. Údaje získané dotazníkovým šetřením se vztahují k počátkům krize, do konce roku 2009.