M31 - MarketingReturn

In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail - was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.

Successful companies are aware of the needs for long-term strategic development, which is based on relationship marketing with customers. That is necessary to touch the customers' emotion and irrationality of purchase decision. For this touch, companies use marketing communication tools to increase own sales. Adequate communication could create optimal background for effective marketing. The article is focused on dependency between genders and marketing communication tools. The objectives of this research are to verify dependence intensity of marketing communication in connection with respondents and to identify impacts the marketing communication and to describe trend in communication. The research was aimed by random chosen group of young people in the Czech Republic.

This paper considers the share order effect on existing radio stations' market share and cumulative audience when a new radio station enters an existing market. The share order effect model (SOE) predicts that all brands will lose market share to a new entrant, in direct proportion to their size before the new entrant's launch. The concept of proportional loses is also consistent with the empirical duplication analyses such as Ehrenberg's (1959) Duplication of Purchase Law, as shown by the Dirichlet model (Goodhardt, Ehrenberg and Chatfield, 1981). However, the SOE model may not hold true in all situations, especially where some products could be considered more similar than others. Such an exception could apply to radio markets where many stations have similar formats, for example, rock, easy listening or classic hits. In New Zealand, commercial radio stations are now primarily owned by two media organisations - Radio Works and The Radio Network. These two organisations control the majority of the country's 15 commercial networks. While some networks broadcast nationally, on a range of different frequencies, others broadcast in only four or five out of the over 25 marketplaces. However, over the past decade the two media organisations have extended their network coverage into almost all of the regional marketplaces. This paper examines how a newly launched radio station in one New Zealand commercial radio market impacted on the market share and cumulative audience of the existing stations. It tests the hypothesis that all radio stations will lose market share to a new entrant, in direct proportion to their size before the new entrant's launch. The selected marketplace has a 10+ population of 360,000 with 20 commercial radio stations. The data used in this research comes from the Research International official radio audience surveys which were collected during both 2009 and 2010. The surveys in the marketplace were undertaken during the same time frame each year. The preliminary results support the hypothesis. The correlations between the actual market share and cumulative audience and the predicted market share and cumulative audience were 0.960 and 0.962 respectively, whilst the Mean Absolute Deviations were 3.21 and 4.85 respectively. While the mean absolute deviation (MAD) and the correlation show a good fit, consideration also needs to be given to the average market shares and cumulative audience. The averages were; market share 6.1 and cumulative audience 10.5 - reflecting the intense degree of competition. However, these low average market shares and cumulative audiences mean that the actual sample sizes for each station are also low.While it does not conclusively show that the SOE model holds true in radio markets, this research adds to our body of knowledge. It indicates that while other variables may also affect the overall market share and cumulative audience, a new station entering an existing market will largely draw its audience from the existing stations in proportion to their market share and cumulative audience.

This paper will analyze theoretical concept of country of origin as a brand and its influence on brand image of products originating from the country. It will deeper review the role of media in establishing the perception of country of origin in general and its potential use as a tool contributing to achievement of targeted image of a country. Primary research concentrated on monitoring of influential international media with the aim to identify events that have potential to influence perception of Czech Republic by foreign public. Within the scope of monitored media, we found out, that the most common topics in all of them related to Czech Republic covered sports followed by topics concerning politics and international affairs Media audit showed, that to positive impression about Czech republic contributed mostly articles covering success of Czech sportsmen and meeting of US and Russian presidents in Prague, while to negative mostly articles covering corruption and fraud scandals, some sports topics and visa and immigration policies. From these results arises, that PR coverage of Czech Republic in monitored media is not contributing to achievement of the targets defined within the scope of "Export strategy of Czech Republic for the period of 2006-2010" in section of "Building of a quality brand ČR in the world", specifically "increase in positive awareness of Czech Republic and improvement of image of Czech Republic abroad (MPO, 2006)".

The main goal of this paper is to analyse the relationship between two key managerial conceptions: customer relationship management (CRM) and market orientation (MO). It was decided to conduct a more thorough research on the basis of previous research in these fields, as MO and CRM should be strong concepts that help companies achieve success.
This research was conducted on a sample of 43 completed questionnaires provided by firms from the field of aeronautics in the Czech Republic and partly in the Slovak Republic. The aerospace industry is a high-tech industry providing high added value. There is a high concentration of research and production capacity in this branch and the importance of the aeronautical industry is continuing to grow. The results of the present research show the level of interdependence between MO and CRM and major deficiencies in their practical application. The influence of MO and CRM on corporate performance was also confirmed.

Small and medium enterprises are key part of all market-driven economies. Their size allows them to respond flexibly to market changes and create a more various supply of products for customers. An important role of the SMEs is on the innovation market, which is an integral part of our economy. Innovative products have a higher ability to succeed in the global market competition because they are difficult to imitate. The development of these products depends on the ability of organizations to keep in touch with the market and follow the latest developments. This ability is significantly improved by implementing marketing philosophy through market orientation methodology. The object of study of sample is demonstration that analyzed small and medium-sized innovative enterprises that have adopted market principles into management system have increased their business performance through highly innovative products significantly improved their position on the market.