The masters's thesis is focused on the Czech B2B market with car spare parts. First chapter explains theoretical marketing terms and methods that are later used in a practical part of the thesis. Second part of the master's thesis reflects current situation on automotive aftermarket. The reader will learn about subjects conducting business in the industry, about unions and trade associations that are entered by the subjects to protect their rights and interests. The chapter also includes block exemption that has legislatively changed rules of selling counterparts and of car repair. The third part describes Opel Spare Parts Programme, which was created to sell original spare parts Opel to independent services. Similar programmes of other car producers are compared in this chapter, and it also draws a comparison between offers of competitors in form of independent distributors of spare parts. B2B marketing research can be found at the end of the master's thesis, its aim was to identify levels of satisfaction with content and rules of the Opel Spare Parts Programme. Representatives of authorised Opel services became research respondents. Results of the research were used for planning marketing activities for 2013 schedule.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:150103 |
| Date | January 2012 |
| Creators | Čablová, Eva |
| Contributors | Vávra, Oldřich, Duszek, Igor |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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