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Current trends in marketing communication present influencer marketing as a new tactic in marketing strategy solutions. The article is focused on the impact of influencer marketing on consumer behavior. The aim of the article is to find out, based on questionnaire survey´s results, whether selected segment of consumers considers influencer marketing to be important factors affecting their consumer behavior. Given the results of a questionnaire survey conducted by ourselves, a group of women who follow the influencers was defined for the Y generations, i. e. age range from 19 to 25 years. The basic feature of this generation is technical prowess, so the results corresponds to the interest of respondents. [ABSTRACT FROM AUTHOR]

Purpose of the article: When we explore the role of marketing concept in decisions of Czech management by direct interviewing, the problem of self projection can immerge as the influence of professional environment. Then the estimation of the real - internalized relation towards marketing and its activities leads to the research task. One of the ways how to investigate it is to look at managers in their private life of normal consumers when they are not surrounded by professional atmosphere and pressures. The sense of this article is to explore such direction and to evaluate its possibilities. Methodology/methods: The continual research project Market&Media&Lifestyle (also known as TGI - Target Group Index) oriented towards consumers is used for this purpose. The target group of management among consumers was set up and their consumer marketing portrait in their private life was indirectly investigated by more than eighty variables. The cross tabs were used to analyze the differences in marketing empathy between management target group and the relevant population at all. The factor and cluster analysis were employed to find management groups with various level of marketing internalization. The profiles of segments were developed by contingency analysis, multidimensional scaling and MCART tree analysis. Scientific aim: The aim of the research was both to discover possibilities of such way to get the knowledge about the real marketing empathy among Czech management and to estimate its intensity. The subsequent goal was to verify if there are groups with different marketing internalisation in Czech management, if yes, then to identify such segments. Findings: The results discovered that private perception of marketing among Czech management is not optimal. Not surprisingly, at one side branded goods, quality products, innovations, information are more often preferred. On the other side management is less opened to advertising and its attitudes to e.g. sponsoring, package in their private consumer life do not differ from population. In the same time, obvious heterogeneity in marketing internalization occurred. Four segments were indentified: Tepid, Reluctant, Perceptive and Ambivalent. Conclusions: It is possible to conclude that contrary the preliminary assumptions approximately one third of management internalizes marketing concept relatively well. Even though the level of marketing concept among Czech management is not optimal some substantial marketing characteristics resonate across management. In this process personal values are much more important than factors like the size of the firm or level of management. The segment with prevailing positive private perception of marketing creates almost one third of Czech management and this finding seems to be a promising base for enrichment of marketing potential in market orientation of companies. [ABSTRACT FROM AUTHOR]

Copyright of Selye e-Studies is the property of Selye e-Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Czech Hospitality & Tourism Papers is the property of Vysoka Skola Hotelova v Praze 8, spol. S. r.o. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Czech Hospitality & Tourism Papers is the property of Vysoka Skola Hotelova v Praze 8, spol. S. r.o. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Marketing data are important part of the empirical marketing. That is the reason why we need to measure and analyze these data precisely. The results of the traditional information chain (data -- information -- knowledge) can be used as source materials for marketing management. The aim of this study is to analyze selected marketing data attributes and to propose possible approach to their measurement. The methodology of this study is to analyze the recent theories as well as the observation and modelling of behaviour of the selected marketing data such as opportuneness, accuracy and value. Among the findings of this article we can include the data opportuneness which prefers actual information, and also the accuracy which is derived from factors that create and transmit the data. We cannot forget the value of the data which takes into account mainly the time phase and the final user in comparison with the price measurements. This study also finds the possibilities of further processing of this topic mainly in the relation to the data persistence. In conclusion, we would like to state that the analyzed and measured marketing data are useful source materials for the marketing strategy of users or marketing management. [ABSTRACT FROM AUTHOR]

In the introduction of the study we will focus first of all on defining basic concepts: automotive industry and automotive market. While the denotation of automotive industry includes research, development, production and sale of new motor vehicles and trailers, in broader context also the production of automotive components, official authorized import of motor vehicles and their trading as well as training of professionals for the automotive, supplier and related industries, automotive market involves only trading in motor vehicles and trailers. Further, in the study we remind of the fact that the Law on Road Traffic divides automobiles according to the same design features (e.g. body type, wheelbase, trunk volume) into categories (Category L up to Category V). However, producers determine the character of automobiles before their assignment into classes (Class A up to Class H4), which differ from each other not only by construction features, but also by the extent of the basic equipment and the level of price. Consequently, we distinguish the mass brands of cars and the premium brands of cars. Finally, in the study we draw attention to the official import of personal motor vehicles and their trading by importers in Slovak Republic. We describe tasks of importers and authorized vendors. Following the implementation of marketing activities associated with the brand of vehicles while maintaining the main marketing and communication strategies of the parent company, we interpret partial outcomes of the survey carried out among them. [ABSTRACT FROM AUTHOR]

The article presents Guerrilla marketing as marketing style suitable for libraries, advertising their services and popularization of reading in general. It informs about project Guerrilla Readers realized in KIKS FF MU in Brno which sets an aim to apply and analyse unconventional marketing methods in this sphere and to share acquired knowledge and experiences above all in virtual platform compound of free accessible implements and services of the Internet which work on principle of social media and networking. [ABSTRACT FROM AUTHOR]