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DC poleHodnotaJazyk
dc.contributor.authorHommerová, Dita
dc.contributor.authorKrálová, Lenka
dc.date.accessioned2016-01-13T07:04:27Z
dc.date.available2016-01-13T07:04:27Z
dc.date.issued2009
dc.identifier.citationE+M. Ekonomie a Management = Economics and Management. 2009, č. 3, s. 77-90.cs
dc.identifier.issn1212-3609 (Print)
dc.identifier.issn2336-5604 (Online)
dc.identifier.urihttp://www.ekonomie-management.cz/download/1331826725_e997/07_hommerova_kralova.pdf
dc.identifier.urihttp://hdl.handle.net/11025/17297
dc.format14 s.cs
dc.format.mimetypeapplication/pdf
dc.language.isocscs
dc.publisherTechnická univerzita v Libercics
dc.relation.ispartofseriesE+M. Ekonomie a Management = Economics and Managementcs
dc.rights© Technická univerzita v Libercics
dc.rightsCC BY-NC 4.0cs
dc.subjectmarketingové aktivitycs
dc.subjectmarketingový informační systémcs
dc.subjectorientace na zákazníkacs
dc.subjectkonkurenční výhodacs
dc.titleAnalýza podpor marketingové činnosti využívaných firmami v České republicecs
dc.title.alternativeAnalysis of instruments used by czech firms for supporting their marketing activitiesen
dc.typečlánekcs
dc.typearticleen
dc.rights.accessopenAccessen
dc.type.versionpublishedVersionen
dc.description.abstract-translatedAccording 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.en
dc.subject.translatedmarketing activitiesen
dc.subject.translatedmarketing information systemen
dc.subject.translatedcustomer orientationen
dc.subject.translatedcompetitive advantageen
dc.type.statusPeer-revieweden
Vyskytuje se v kolekcích:Číslo 3 (2009)
Články / Articles (KMO)
Číslo 3 (2009)

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  1. DSpace at University of West Bohemia
  2. Publikace ZČU / UWB Publications
  3. Časopisy ZČU / UWB Journals
  4. Ekonomie a management
  5. 2009
  6. Číslo 3 (2009)