Analýza marketingového mixu s využitím metod segmentace trhu a benchmarkingu. Nalezení slabých míst a jejich eliminace. Přehodnocení dosavadní marketingové strategie.

Práce je zaměřená na segmentaci zákazníků v podniku. V teoretické části vymezuje postavení segmentace v marketingové strategii, zabývá se výhodami, nevýhodami, předpoklady, kritérii a postupem při segmentaci. Zvláštní pozornost je věnována postojům, jakožto jednomu z důležitých a často uplatňovaných kritérií segmentace. Praktická část práce analyzuje trh vymezený pro produkt a na základě analýz stanovuje cílové segmenty zákazníků, jejich potenciál a základní charakteristiky.

The aim of this thesis was to reveal segments of the car customers in the Czech Republic. Firt section of this thesis contains theoretical informations about market segmentation. The second section is dedicated to an analysis and evaluation of the research, which has been conducted in terms of my thesis. At the and I described the discovered segments and suggested options for their approach.

The diploma thesis concerns in two aspects which are the description of internet users and internet media. I show the ways of measuring visits, which is closely related to the operation of web sites and especially its economic aspect, the advertisement. I specify the indicators in view. I concentrate really carefully on the amount of real users, which is one of the most important indices. I apply the usage of these indices to practical examples. I point to sociodemographic user's profile of particular portals and compare them with other chosen servers. Consequently I determine specific recommendations for the advertisement submitters in the term of targeting their campaign accurately. By using many-variable statistical methods, I try to find out suitable groups of internet users based on their relation to advertisement. I consequently describe these groups of people and determine again certain recommendations.

The objective of my thesis is the analysis of GE Money Bank's marketing strategy in the Czech market and proposal of measures to reduce its weaknesses. Theoretic part of the thesis describes concept of strategic management and particular parts of marketing strategy. Analytic part evaluates external environment in which GE Money Bank operates and subsequently describes marketing strategy of GE Money Bank -- goals of the company, segmentation and targeting, marketing objectives, corporate identity and so on. In the final part of the thesis, there is an SWOT analysis of the marketing strategy and proposed measures to reduce weaknesses of the marketing strategy.

The thesis aims to define processes and strategies in pricing as the one of the marketing mix tools, to appraise the customer segmentation as inseparable tool for finding profitable price and to prove its meaning and applicability at the real business project. First chapter is dealing with the definition of price and micro-economical perspective on price and price determination. It observes, what influences the price and price perception. It represents the price as a component of marketing tools and is pointing out at overlooking of this tool at several studies. The second chapter is focusing on pricing itself, explaining its principles, pillars and models with sub-chapter focused on pricing of internet services, regarding to the practical section of the thesis. The basis of effective pricing is segmenting customers and observing their needs and hopes. That is the reason for assessing the segmentation, its types and processes in the last, third chapter. Practical section of the thesis guides the reader through real business project with innovative business goal to create an internet space with real properties. The thesis should prove the advisability and importance of pricing and the proper price communication.

Morphological segmentation is segmentation of words into morphemes - smallest units carrying meaning. It is a low level Natural Language Processing task. Since morphological segmentation is sometimes used as method of preprocessing, achieving better results on this task may help NLP algorithms to better solve various problems, especially in scenarios involving small amount of data, and it may also also help the linguistic research. We propose a novel ensemble algorithm for morphological segmentation of Czech lemmas which makes use of the DeriNet derivation tree dataset. As a sideproduct we also created suggestions for improvements of the DeriNet dataset.

Veronika, L ., Consumer behavior in the market of beauty products. Diploma thesis. Brno: Mendel University in Brno, 2016. The diploma thesis deals with consumer behavior on the market of beauty products in Slovakia. The thesis explores the market of beauty products, finds the development of consumer spending and identifies factors affecting consumers during shopping for beauty products. In the thesis there are used techniques of marketing research like questionnaire, qualitative interviews and cluster analysis. The output of the thesis is to determine the factors influencing consumer behavior, characteristics of segments and marketing recommendations for the market of beauty products.

This thesis deals with a design and an implementation of object recognition method. The recognition method focuses on an object from a preview of mobile device's camera. The method modifies this object in real time and it is used in an augmented reality application.

Bečárová, K., Behaviour and approach of Slovak and Dutch consumers to food waste. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis deals with behaviour and approach of Slovak and Dutch consumers to food waste. The thesis compares different routines and actions related to food between Slovak and Dutch consumers. It focuses on the behaviour before, during and after purchase of food products with the main aim of identifying the factors causing food waste. Marketing techniques such as questionnaire and cluster analysis were used in the thesis. The output of the thesis is to better understand difference of consumer’ s perception of the problem in two diverse European countries.