scholarly journals Humour in Experiential Marketing Campaigns and its Perception by Czech University Students

2015 ◽  
Vol 63 (2) ◽  
pp. 587-593 ◽  
Author(s):  
Ludmila Navrátilová ◽  
František Milichovský
Keyword(s):  
Theoretical Data ◽  
Point Of View ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
Strategic Development ◽  
The Czech Republic ◽  
And Gender ◽  
Adequate Communication

At present, it is necessary to monitor marketing communication strategy connected to actual customers’ needs and requirements. At the same time, there is important to respect gender of customers. The paper provides an overview of current marketing communication trends of the companies. Based on the theoretical data there are applied statistical methods, which should be achieved of main aim of the paper. The main aim of the paper is to find connections between communication and gender from point of view of humour. To support this approach theoretical information from the area of marketing communication connected with data from primary research were used. Success companies know customers’ needs for long-term strategic development of relationship marketing with customers. That is necessary to reach the customers’ emotion and their irrationality of purchase decision. For this contact companies try to use experiential marketing full of humour elements as the way to increase own turnover. Adequate communication campaigns could create acceptable background for effective marketing. The article is focused on dependency between genders and used marketing communication tools. The objective of this research is to verify intensity dependence of marketing communication in connection with respondents’ gender and to identify impacts of the marketing communication and to describe communication trend. The research was aimed in random chosen group of young people in the Czech Republic. It was made data processing by statistical software IBM SPSS Statistics 20 to obtain relevant answers.

Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value

2017 ◽  
Vol 2 (4) ◽  
pp. 36-42
Author(s):  
Khusnul Khotimah
Keyword(s):  
Customer Value ◽  
Jel Classification ◽  
Communication Strategy ◽  
Full Potential ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
Contribution Margin ◽  
Business Income ◽  
A Company ◽  
Positive Effect

Objective - Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company. Methodology/Technique - This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return. The survey shows an increase in total business income in 2014 by IDR 3.59 trillion, and in 2015 by IDR 3.8 trillion. However, the scheduled passenger income has decreased by 20.61%. Findings – The findings show that the ratio of promotions, tickets, and sales expenses to the total number of sales fluctuated between 2009 and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year to year. Novelty - The study shows that, without a strong communication strategy, a company may not be able to reach its full potential. Type of Paper - Empirical. Keywords: Customer Value; Experiential Marketing; Net Marketing Contribution Margin (NMCM); Marketing Communication. JEL Classification: M30, M31, M41.

scholarly journals Optimization of the Land Offices organisation in the Czech Republic

2011 ◽  
Vol 57 (No. 10) ◽  
pp. 506-515
Author(s):  
Z. Trávníček ◽  
J. Štolcpart ◽  
V.A. Mazín
Keyword(s):  
Regional Differences ◽  
Process Management ◽  
Environmental Policies ◽  
Point Of View ◽  
Land Consolidation ◽  
The European Union ◽  
Management Effectiveness ◽  
Ecological Stability ◽  
The Czech Republic

  The land consolidation is a significant instrument for the ownership relations issue and for ensuring the maintenance of land functions and the increase of the ecological stability. Despite of the demonstrable arguments, this activity is not fully valued by the society, which is retroactively reflected from the long term point of view into the processes and structures of land consolidation in countryside. The analysis of the current organisation and management of the Land Offices pointed at substantial regional differences in the process management effectiveness, the utilisation of expert capacities during the land consolidation realisation and further administration actions. There is proposed an optimisation of the institutional structure that will be sufficiently flexible towards the changes of the demanded actions. The need for change of organisation and activities requires also the agro-environmental policies of the European Union.

scholarly journals The Analysis of Marketing performance in Yogyakarta SMEs

2019 ◽  
Vol 10 (3) ◽  
pp. 170-180
Author(s):  
Lusia Tria Hatmanti Hutami ◽  
Ignatius Soni Kurniawan
Keyword(s):  
International Marketing ◽  
General Concept ◽  
Specific Aspect ◽  
Point Of View ◽  
Communication Strategy ◽  
Path Coefficient ◽  
Marketing Communication ◽  
Marketing Performance ◽  
Performance Point ◽  
The Relationship

Abstract The general concept of this research is to elaborate on the specific aspect of the marketing performance point of view that has been used by exported SMEs business in a region in Indonesia called Yogyakarta. The aim of this research to analyze the relationship between innovation orientation, marketing communication orientation, international marketing, and marketing performance. The methodology of this research used path analysis, purposive sampling used in this research which only exported product of SMEs business met the criterion. The result showed that only the direct relationship between innovation orientation and marketing performance was not supported. It strengthens international marketing as a mediator between innovation orientation and marketing performance. Innovation orientation toward international marketing was accepted with path coefficient and international marketing toward marketing performance was accepted with path coefficient. Meanwhile, the strongest path coefficient showed by marketing communication orientation. It means that the successful marketing performance needs an excellent marketing communication strategy to ensure the delivery of adding value to the customers by each SMEs business.

scholarly journals The Challenges of the Forestry Sector Communication Based on an Analysis of Research Studies in the Czech Republic

Forests ◽  
2019 ◽  
Vol 10 (11) ◽  
pp. 935
Author(s):  
Marcel Riedl ◽  
Vilém Jarský ◽  
Petra Palátová ◽  
Roman Sloup
Keyword(s):  
Public Perception ◽  
Public Support ◽  
Forest Policy ◽  
Relevant Information ◽  
Communication Strategy ◽  
The Czech Republic ◽  
The Public ◽  
Forestry Sector ◽  
Research Studies

Achieving public support and understanding in addressing the challenges of climate change and the bark beetle calamity is a prerequisite for the successful future of Czech forestry. The most important instrument for achieving public support is communication. To be effective, this communication has to be built on a communication strategy reflecting the long-term goals of forest policy and has to be based on both current analyses and other relevant information, which, in turn, is based on the research results of the public perception of the forests and forestry. This article deals with the results of current research studies and formulates conclusions in relation to this communication strategy. Among other things, these results indicate the willingness of a large part of the public to actively participate in voluntary assistance to forestry, markedly differing opinions among individual groups on forest functions, and rather below-average interest in information concerning forests and forestry.

scholarly journals Decline and Current Status of the Grey Partridge (Perdix perdix L.) Population in Serbia - A Review

2018 ◽  
Vol 67 (2) ◽  
pp. 171-176
Author(s):  
Zoran Ristić ◽  
Slobodan Puzović ◽  
Igor Ponjiger ◽  
Miroslav Urošević ◽  
Milutin Kovačević ◽  
...  
Keyword(s):  
Action Plan ◽  
Population Trend ◽  
Current Status ◽  
The Czech Republic ◽  
Grey Partridge ◽  
Gender And Age ◽  
The Status ◽  
Negative Effect ◽  
And Gender

Summary Decrease of grey partridge population is a global process that has been catastrophic in recent decades. In England, the number of this species declined by 80% in the period from the beginning of the fifties to the mid-eighties of the last century (Potts, 1986). In the Czech Republic from 1965 to the end of the eighties by as much as 95% (Štasny et al. 1997), and the situation is similar in Poland (Panek, 2005). The status of grey partridge in Serbia follows the same pattern as mentioned, with drastic decline (Ristić and Puzović, 2015). The reasons for such trend are numerous, directly conditioned and are often difficult to eliminate. It has been found that culling has no significant effect on the population (Ristić, 1992), but changes in its habitat in order to increase the yield of agricultural crops and chemical protection have very negative effect on partridge number. In order to study each type of game, it is necessary to know the basic elements of the population: density, growth, birth rate, mortality, migration movements and gender and age structure. Migration has no effect on changes in the partridge populations. Period of assessment 2010-2013: Serbia: 20,000-28,000 breeding pairs (bp), Vojvodina: 900-1,000 bp. Long-term population trend 1980-2003: MD (mean decrease in number), short-term population trend 2000-2013: MD (mean decrease in number). The number generally decreases, especially in Vojvodina, where it is endangered by intensive agriculture and the application of harmful biocides. It is necessary to improve the monitoring and develop the national action plan.

scholarly journals THE ESSENCE OF THE CREDIT POLICY OF BANKS WITH FOREIGN CAPITAL AND THE PECULIARITIES OF ITS IMPLEMENTATION

2019 ◽  
Vol 42 (4) ◽  
pp. 51-56
Author(s):  
T. S. KARPOVA
Keyword(s):  
Commercial Bank ◽  
Foreign Capital ◽  
Point Of View ◽  
Development Plan ◽  
Credit Policy ◽  
Loan Portfolio ◽  
Strategic Development ◽  
Control Functions ◽  
Number Of Factors

  In our country the question of developing a credit policy remains important and paramount, so far there is no single answer to it. The article proposes the point of view of scientists on the concept of "credit policy", which is a system of principles established by the central bank and the state in the credit sphere with the purpose of regulating the credit process in banks. Credit policy should form the content of the loan portfolio and establish standards for making credit decisions, it is analyzed its direction. The principles of balanced credit policy, as well as its main stages, are systematized. The credit policy of a commercial bank must contain rules for the implementation of specific goals, including standards and instructions that represent the methodological support for its implementation. It is proved, that credit policy of a commercial bank is a combination of its credit strategy and credit tactics. The credit policy features are prescribed, which should be reflected in the bank's internal documents. Determination and improvement of credit policy means to formulate and consolidate in the necessary internal documents the position of the management of the bank. The goals of the bank in conducting a balanced credit policy, the functions of the credit policy, macro- and microfactors affecting it are indicated. Goals and standards of lending are determined in accordance with the strategic development plan of the bank and can be formulated both in the long-term development plan and in the budget of the bank for the current year. The importance of the principles of rational lending and the composition of lending standards are emphasized. The development of a credit policy of any bank depends on a number of factors, among which macrofactors and microprocessors can be identified. Functions of credit policy are: commercial functions, control functions, stimulating function, specific functions. The credit policy of banks when working with legal entities is aimed at developing long-term relationships with borrowers, in article the criteria for selecting clients for cooperation are determined.

scholarly journals Impact of reference groups on the teenagers’ buying process of clothing in the Czech Republic

2011 ◽  
Vol 59 (7) ◽  
pp. 489-496 ◽  
Author(s):  
Jana Turčínková ◽  
Jiří Moisidis
Keyword(s):  
Czech Republic ◽  
Quantitative Research ◽  
Online Survey ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Reference Groups ◽  
Group 13 ◽  
The Czech Republic ◽  
Brand Building ◽  
Time Period

The main objective of our research was to suggest recommendations for Czech producers of clothing for brand building and marketing communication strategies with Czech consumers in age group 13 to 19 years, therefore, our goal was to analyze consumer behavior of Czech youth when buying and using clothing and to analyze factors influencing their behavior, with the emphasis on reference groups and these results are presented in this paper. The target group (consumers 13–19 years old) was selected because it’s often been neglected in recent marketing researches. The research consisted of primarily qualitative research (n = 96) in the form of in-depth interviews and pilot quantitative research (n = 200) in a form of online survey. The data collection was conducted in time period March 17–April 22, 2011. On the basis of data analysis, authors suggested general recommendations for improving marketing communication strategy of fashion producers in the Czech Republic. The results hint differences in the buying behavior of clothing between respondents in the age 13–15 and 16–19 years. The group of 13–15 years old teenagers doesn’t consider clothing brands as a very important criterion when choosing particular piece of clothing, while for the older group brands matter. The 16–19 year old ones are significantly more influenced by their friends and opinion leaders, while the for the younger group this influence comes not from their peers, but mostly parents.

scholarly journals Analysis of Selected Characteristics of e-Consumer Behavior of Czechs During the First Wave of the COVID-19 Pandemic

2021 ◽  
Author(s):  
Frantisek Pollak ◽  
Peter Markovic ◽  
Michal Konecny
Keyword(s):  
Social Network ◽  
Consumer Behavior ◽  
Point Of View ◽  
Marketing Communication ◽  
State Of Emergency ◽  
The Czech Republic ◽  
Innovative Methods ◽  
The Social ◽  
Patterns Of Behavior ◽  
Standard Situation

The paper is devoted to the analysis of the selected aspects of e-consumer behavior. Specifically, to the application of innovative methods of evaluating customer interactions within the environment of the virtual social network Facebook. From the point of view of the actual implementation of presented research, the activity of customer tribes of the five largest e-commerce entities in the Czech virtual market was analyzed and evaluated. The data needed to process the analysis were collected during the first state of emergency declared in the Czech Republic in connection with the COVID-19 pandemic. Through the analysis of data on the interactions of customer groups in a highly non-standard situation, it was possible to outline specific patterns of consumer behavior, in particular the extent and nature of their interactions in B2C communication on the social network Facebook. From the findings we can deduce a shift in the timing of interactions towards the morning hours, which we consider both as an effect of working from home and as a deviation from the usual patterns of behavior. In our opinion, it is necessary to take both of these effects into account when planning marketing communication.

scholarly journals Extreme precipitation events in the Czech Republic in the context of climate change

2008 ◽  
Vol 14 ◽  
pp. 251-255 ◽  
Author(s):  
V. Květoň ◽  
M. Žák
Keyword(s):  
Czech Republic ◽  
Daily Precipitation ◽  
Point Of View ◽  
Annual Maximum ◽  
The Czech Republic ◽  
Extreme Precipitation Events ◽  
Time Period ◽  
Area Distribution ◽  
Precipitation Characteristics

Abstract. As an introduction, short survey of two analyses of long-term fluctuations of annual precipitation totals in the Czech Republic is presented. The main focus of this paper is to contribute to investigation of precipitation trends in the Czech Republic by another point of view. For every pixel of 1 km2 size, annual maxima of daily precipitation were obtained for time period of 112 years (1895–2006). Based on these time series, we were trying to answer question if there are some changes of area size/distribution of annual maximum of daily precipitation totals. Courses and trends are analyzed for some parameters of area distribution of annual maximum of daily precipitation totals in the area of the Czech Republic. No significant climate changes of tested precipitation characteristics were found.

Insect consumption in the Czech Republic: what the eye does not see, the heart does not grieve over

2020 ◽  
Vol 6 (5) ◽  
pp. 525-535
Author(s):  
M. Kulma ◽  
V. Tůmová ◽  
A. Fialová ◽  
L. Kouřimská
Keyword(s):  
Czech Republic ◽  
Older People ◽  
Meat Products ◽  
Point Of View ◽  
Edible Insects ◽  
Age And Gender ◽  
The Czech Republic ◽  
Positive Attitudes ◽  
And Gender

A survey to test customers´ experience and preferences regarding food insects in the Czech Republic has revealed that 37.8% of the 1,340 respondents had experienced eating insects. Although more than half of the respondents reported their experience as being positive, only 11.8% consumed insects regularly. Of those who had no experience with edible insects, 14% stated their willingness to taste insects. Regarding preferences, ground insects or insect meal were the favourite forms of consumption, regardless of the species. From a sociodemographic point of view, age and gender significantly influenced the responses; younger people and men reported more positive attitudes towards entomophagy than older people and women. Regarding eating whole insects, processed crickets, katydids and locusts were the top-rated insects. Cockroaches were the least popular choice. The majority (77.7%) of the respondents also claimed that they would not mind consuming meat products originating from livestock that were fed insects.

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