Title: Analýza podpor marketingové činnosti využívaných firmami v České republice
Other Titles: Analysis of instruments used by czech firms for supporting their marketing activities
Authors: Hommerová, Dita
Králová, Lenka
Citation: E+M. Ekonomie a Management = Economics and Management. 2009, č. 3, s. 77-90.
Issue Date: 2009
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://www.ekonomie-management.cz/download/1331826725_e997/07_hommerova_kralova.pdf
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: marketingové aktivity;marketingový informační systém;orientace na zákazníka;konkurenční výhoda
Keywords in different language: marketing activities;marketing information system;customer orientation;competitive advantage
Abstract in different language: According to some experts marketing activities in Czech firms are no so widely and commonly used as in comparable markets. The aim of this paper is therefore to reveal the role of marketing in companies and to identify tools mostly used for supporting their marketing activities. This article is the output of the so called “specific research” conducted at the University of West Bohemia in Pilsen, which was focused on firms from the Pilsen and Karlovy Vary region and should serve as a study for other projects and surveys. There participated 29 firms in this research. Following hypotheses were formulated before canvassing: 1. Marketing management is rather an intuitive then a systematic process. 2. Worldwide customer orientation is exerted in Czech firms too. 3. Product quality is perceived as the biggest competitive advantage. Whereas the first one has not been unambiguously approved nor disproved – although some firms carry out their marketing activities intuitively (the majority of them does not), many of them are not able to identify their own weaknesses, a lot of them do not perform any situational analy- sis. More than thirty per cent of the surveyed firms use no information system for supporting their marketing activities. On the other hand, Czech firms do not miss out the role of customers and their needs. It is a priority within the situational analysis for more than eighty-five per cent of companies. Furthermo- re, changes in the customers ́ preferences or their behaviour are pursued and evaluated mostly regularly. The third hypothesis has been approved too as the quality of products and services mentioned by more than third of all respondents leads the imaginary chart. Nevertheless, not only quality of product belongs to key factors while the quality of related services is very important as well. On the contrary, the former trend of focusing on price retreats.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 3 (2009)
Články / Articles (KMO)
Číslo 3 (2009)

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