scholarly journals Marketing research and place image

2006 ◽  
Vol 54 (6) ◽  
pp. 239-248
Author(s):  
Miroslav Foret ◽  
V. Foretová
Keyword(s):  
Czech Republic ◽  
Marketing Research ◽  
Theoretical Explanation ◽  
Place Identity ◽  
Marketing Communication ◽  
Place Image ◽  
Visual Style ◽  
Image Identity

The paper deals with some problems of the image and identity of two towns (Brno and Zlín) as well as the whole country (Czech Republic). It starts with theoretical explanation of terms place image, identity and culture and its interrelated influences. Than own empirical marketing research of Brno image is presented and compared with theory of marketing communication, especially with the problems of place identity, unified visual style and logo.

scholarly journals Analysis of the Awareness and Popularity of the Brand of a Selected Education and Research Library in the Czech Republic: A Case Study

Information ◽  
2020 ◽  
Vol 11 (8) ◽  
pp. 373
Author(s):  
Dita Hommerová ◽  
Karel Šrédl ◽  
Kristýna Dbalá
Keyword(s):  
Czech Republic ◽  
Positive Influence ◽  
Research Library ◽  
Marketing Communication ◽  
The Czech Republic ◽  
The Sustainable Development ◽  
Non Profit ◽  
Study Results ◽  
Visual Style

This article aims to show the significance of branding in achieving set marketing goals and ensuring the sustainable development of a selected education and research library as a non-profit organization. The research is based on available data from foreign research studies concerning the image of a brand and the branding of non-profit organizations, and it expands on them by utilizing other methods of brand image measurement. A survey involving a sample of 220 respondents was conducted at the particular site, taking into account the library’s target segments. An analysis of the awareness and favorability of its brand was also utilized to evaluate the library’s image. The library has recently undergone a rebranding process and is applying a new visual style. The new visual style of the library resulting from the rebranding was met with a positive response in 69% of cases. Branding and appropriate marketing communication that reflects the latest trends can have a positive influence on the sustainability of libraries. The research results have contributed to the adoption of corrective measures in planning the strategy of the selected library, and the case study results can be applied across the board to other contributory organizations in the Czech Republic.

scholarly journals Customer Preferences for Organic Agriculture Produce in the Czech Republic: 2016 and 2019

Agriculture ◽  
2021 ◽  
Vol 11 (10) ◽  
pp. 968
Author(s):  
Martina Zámková ◽  
Stanislav Rojík ◽  
Ladislav Pilař ◽  
Martina Chalupová ◽  
Martin Prokop ◽  
...  
Keyword(s):  
Czech Republic ◽  
Organic Agriculture ◽  
Organic Food ◽  
Marketing Research ◽  
Conventional Agriculture ◽  
Promising Alternative ◽  
The Czech Republic ◽  
Customer Preferences ◽  
Favourable Change ◽  
Customer Attitude

The article analyses the customer attitude towards the qualities and benefits of organic agriculture production for farmers and customers in the Czech Republic, comparing the situation in 2016 and 2019. More than 2500 respondents were subject to the marketing research in the years 2016 and 2019. The data were processed using correspondence analysis and logistic regression. The research study shows that the number of respondents who consider organic food is growing; at the same time, there is a rather large share of consumers who believe organic food to be of better quality. The results show a favourable change in the popularity of organic food. While, in 2016, the main decisive factor in shopping for organic food was its price, in 2019, the main criterion, for the respondents, was quality, with the criterion of price being complemented by the perception of organic food as healthier than conventional food. At the same time, it was established that, the amount spent on organic food in 2019 was higher than that in 2016. This finding was in positive correlation with the increase in respondents’ income. For farmers, organic farming is a promising alternative to conventional agriculture due to a rising demand for organic produce.

scholarly journals Omnicanal marketing tools in the political sphere

2021 ◽  
Vol 5 (1) ◽  
pp. 74-100
Author(s):  
Mykhailo Oklander ◽  
◽  
Mykyta Haidaienko ◽  
Keyword(s):  
Local Level ◽  
Marketing Research ◽  
Theory And Practice ◽  
Digital Marketing ◽  
The Political ◽  
Marketing Communication ◽  
Election Campaigns ◽  
Communication Policy ◽  
Electoral Process ◽  
Political Sphere

Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Analyses results. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. Conclusions and directions for further research. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing. Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign

scholarly journals The Assessment of the Character Profile of Wood-based House Users in the Czech Republic

2015 ◽  
Vol 63 (5) ◽  
pp. 1697-1709
Author(s):  
Josef Lenoch ◽  
Petra Hlaváčková
Keyword(s):  
Czech Republic ◽  
Educational Attainment ◽  
Questionnaire Survey ◽  
Marketing Research ◽  
Construction Sector ◽  
The Czech Republic ◽  
Common User

In the years 2012–2014 the authors carried out an extensive marketing research among users of wood-based buildings in the Czech Republic. The questionnaire survey had 1,000 respondents – Czech households using a wood-based house. The survey was conducted separately in each region of the Czech Republic (40–100 questionnaires per region). The results were evaluated separately for each region and for the Czech Republic as a whole. Questionnaires consisted of four thematic groups of questions. This paper deals with processing and evaluation of results of the first group of questions. This group addresses characteristics of people using wood-based family houses. The results are evaluated for individual regions and for the whole Czech Republic. The evaluation covers seven characteristics of adults using the surveyed buildings: age of users, type of the buildings’ ownership, educational attainment, sector of employment, profession, type of previous housing, and the size of municipality of the previous housing. The aim of the paper is to create profile of a “common user” of wood-based buildings. The results of the marketing research can be used to enhance competitiveness of companies in the woodworking and construction sector.

Patrimonio culturale e Identità dei luoghi: un Binomio vincente per la Competitività territoriale

2021 ◽  
pp. 5-20
Author(s):  
Cinzia Genovino
Keyword(s):  
Sono State ◽  
Place Identity ◽  
Place Image

Obiettivo del presente articolo è quello di evidenziare come la competitività degli attori che operano in un territorio dipenda strettamente dal patrimonio culturale e dall'identità del luogo stesso, concetti sedimentati in letteratura, ma che necessitano di una ulteriore validazione empirica. La review della letteratura, infatti, focalizzandosi sui costrutti di place heritage, place image e place identity, ne evidenzia l'influenza sulla place reputation, che, a sua volta, riverbera i suoi effetti sulla place competitiveness e sulla capacità competitiva dei retailer operanti in una specifica area geografica. Successivamente, le ipotesi di ricerca sono state validate attraverso un'analisi sul campo che ha interessato un campione di 85 soggetti, intervistati in store. Lo studio, attraverso un modello di equazioni strutturali, intende sottolineare come la reputazione di un territorio - e le sue componenti - possa impattare sulle performance dei suoi attori, influenzandone la capacità competitiva.

A Cluster Analysis of Physician’s Values, Prescribing Behaviour and Attitudes towards Firms’ Marketing Communications

2010 ◽  
Vol 1 (4) ◽  
pp. 62-79 ◽  
Author(s):  
Despina Karayanni
Keyword(s):  
Quantitative Research ◽  
Response Rate ◽  
Personal Values ◽  
Marketing Research ◽  
Marketing Communications ◽  
Primary Data ◽  
Marketing Communication ◽  
Exploratory Research ◽  
Prescribing Behaviour ◽  
Prescription Behavior

In this paper, the authors present an exploratory research on the associations between physicians’ personal values with physicians’ prescribing criteria and preferred marketing communications. The research involved extant marketing research and primary data collection. The resulting quantitative research instrument was then administered to a sample of 69 physicians, yielding a 69% response rate. All but the demographic measures were tapped by 5-point scales and a series of factor and reliability analyses assessed unidimentionality and reliability of research constructs. A series of ANOVAs and Tukey tests depicted the differences among three clusters. Implications are that physicians’ personal values may be a meaningful basis of segmentation for the pharmaceutical market, and findings may be useful for both marketing strategy planners and researchers examining physicians’ prescription behavior and attitudes towards firms’ marketing communication efforts.

scholarly journals Waste Legislation and its Impact on Marketing Communication of the Circular Economy in Slovakia

2020 ◽  
pp. 55-68
Author(s):  
Dominik Jánoš ◽  
Rudolf Rybanský
Keyword(s):  
Circular Economy ◽  
Theoretical Perspective ◽  
Marketing Research ◽  
Marketing Communication ◽  
Communication Tools ◽  
The Individual

The article focuses on the characteristics of circular economy, supporters of the concept of circular economy, legislation and marketing communication in the process of circular economy from theoretical perspective. In the practical part of the paper the results of marketing research are presented. Marketing research is divided into 3 phases and focused on whether the respondents from the sample follow the individual communication tools during the process of shopping for clothes. The aim of the paper is to analyze waste legislation by the means of marketing communication tools in the implementation of the cirucular economy in Slovakia.

scholarly journals Marketing communication in beer industry in the Czech Republic with respect to minibreweries

2019 ◽  
Vol 65 (1) ◽  
pp. 6-12
Author(s):  
Monika Březinová ◽  
Zbyněk Havelka ◽  
Petr Bartoš
Keyword(s):  
Czech Republic ◽  
Data Collection ◽  
Low Cost ◽  
Web Pages ◽  
Marketing Communication ◽  
Specific Group ◽  
The Czech Republic ◽  
Electronic Questionnaire ◽  
Beer Industry ◽  
Present Text

Minibreweries are a specific group on the Czech beer market and they communicate with their customers mostly via their product – the beer. Their main asset is uniqueness and locality. Presentation of these breweries is mostly realized by financially less difficult methods. The present text deals with the problems of marketing communication of minibreweries with respect to the techniques used. Data collection was performed via electronic questionnaire in January 2017. The researched sample consisted of 350 minibreweries as of 31st December 2016. Recoverability of the questionnaires was 41% (145 minibreweries). The aim of the research was to find out, with the help of descriptive statistic methods, which marketing tools are used by minibreweries. The results confirm that, for marketing communication, minibreweries use mostly low-cost techniques such as own web pages, which are used by 90% of the researched minibreweries, social sites by 84% of respondents, and through the renown of the minibrewery by 80% of respondents. Furthermore there are tools to be used to differentiate the product, such as labels (in 90% of respondents), glasses and beer coasters (in 85% of respondents), the least used kind of these tools being the advertisement in the national broadcast transmission (in 4% of respondents) and in the news (in 8% of respondents).

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