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Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprises which trying to provide customers with the highest value in the form of the products or services. Customers are endeavouring to maximise their utility and enterprises are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the relevant use of on-line marketing communication focused on young employed people. The aim of the study is to identify how significant are individual on-line media for the selected segment. The culture sector was chosen for the purpose of the study. The data were obtained from the customers of theatre from the Czech Republic. The multiple regression analysis was used to identify the significant media within the total communication mix. The results from the analysis identify the Per-pay-click advertising, Facebook and web pages as the significant media of the on-line marketing communication. Only newspaper was determined as the additional significant communication channel apart from the on-line media. It is possible to conclude that predominately the on-line media are significant for the marketing communication mix of the theatre. [ABSTRACT FROM AUTHOR]

This paper deals with the use of data-driven marketing as the important part of digital marketing. Data are valuable and necessary input for sellers as they are able to make decisions in many fields of digital marketing. This study is focused on the customer satisfaction modelling whereas the main aim is to find out models that optimally describe total customer satisfaction and to determine the importance of individual factors and discover their impact on the total satisfaction. The process of modelling is demonstrated in the field of free-time dance industry. The emphasis is placed on the course attendants rated their satisfaction in particular areas as well as their overall satisfaction with the dance courses. The authors employed regression analysis to measure the importance of individual factors on overall satisfaction to find out what factors should be focused on. To do that, two separate models were developed, both with a clustered and non-clustered version. The first model uses individual factors as inputs, the second works with semantically differentiated factor groups. Both models perform poorly in the non-clustered case. The first model significantly improves its explanatory power when we apply it to clustered data obtained by clustering process using Ward's criterion, for which the factors are ordered according to their significance. When customer clusters are compared to each other, the most important are course attendance, price and instructor expertise for each cluster respectively. These findings can be used as the input for customer relationship management module to design appropriate products for individual customer groups or to improve overall quality of product portfolio. Moreover the clustering method provides more precise data and should be an integral part of customer relationship management module so that marketers can take more efficient measures. [ABSTRACT FROM AUTHOR]

This paper deals with the nature of understanding the term green customer in automotive industry. There has been confusion between purported meanings of this term by different groups of people. The green customer shall be defined on the basis of his motivation that ultimately drives his purchasing behaviour. However, this term is often misinterpreted. The definitions of different groups of people are developed in this paper. Logical implications together with empirical validation are applied to test their validity. The qualitative research method is used in the form of structured interview. The situation is modelled by using the terminology of mathematical sets. The customers of electric vehicle market are not exclusively green. Also, environmentally aware people, who are potential customers of electric vehicles, do not necessarily need to be called green customers, because their major buying motives can be non-environmental. Environmentally educated people tend not to buy electric vehicles, because they either do not consider CO2 emissions to be the most significant ecology issue, or they dislike PEVs' high ecological footprint. Customers, who are labelled as green, do not have the uniform set of buying motives. It has been found that this confusion does not occur because of the nature of customers, but because of ambiguous definition of term green customer, hence a redefinition of this term was proposed. [ABSTRACT FROM AUTHOR]

As electric vehicles market in Europe grows, the requirements for higher density of charging infrastructure are increasing. The purpose of this study is to present a method how the existing supply of charging service can be measured. This is demonstrated on the current situation in the Czech Republic. The paper follows on the background of previously published studies dealing with charging infrastructure optimization models. Geographical datasets of various types are processed and merged. Crucial factors of the problem are assessed and three model level types are presented. The best model is chosen with respect to the current quality level of data. The model is also demonstrated on the numerical example. The major aspects of charging supply modelling are demonstrated on territory of the Czech Republic. Predominately spatial, temporal, technical compatibility and behavioural dimensions have to be taken into consideration. It is crucial to obtain data of sufficient quality, which has been proven to be the main obstacle to create a model that is both specific and plausible. A basic model of charging supply has been developed and it shows that the country is covered insufficiently by the charging infrastructure. Even if the drivers were willing to travel long distances (50 kilometres) to charge their vehicles, they wouldn't be able to reach all destinations within the country. Future research shall aim at obtaining higher quality data and developing the model with higher specificity. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to illustrate how business simulations - as active modes of entrepreneurship education - contribute to achieving higher levels of critical thinking, deeper understanding and efficient grasping of a set of key entrepreneurial skills and competences. This study analyses the role of business simulation in the development of these skills and competences in the teaching/learning process in the master's courses at the Faculty of Business and Management, Brno University of Technology. The authors propose a set of activities that can be overlaid on a business simulation to enhance the learning experience. They are analysing links between different variables in the process of evaluation a students' performance. The data are obtained from both simulation itself (comparison of 50 student's teams) and from students' feedback (195 questionnaires) - covering the whole students' cohort from this academic year. The analyses characterize also the differences in performance of two different study programmes, identifying the influence of different study background of particular students' cohorts. Arithmetic mean method is used to identify which skills and competences are perceived by participants of the courses as crucial for their entrepreneurship education. Null and alternative hypotheses are formulated to investigate if there are statistically significant differences in performance between two study programmes. Mann-Whitney U method is used to test the hypotheses. Data sets were processed in the software IBM SPSS 22 Statistics. Obtained data suggest that the enhanced simulation-based teaching/learning approach provided a valuable platform for achieving the learning outcomes. The value for marketing educators consists of the fact, that the proposed teaching/learning approaches can be used in a wide spectrum of business simulation, thereby providing more guidance to students and instructors alike. [ABSTRACT FROM AUTHOR]

This article is focused on the efficient use of product flow management in small and medium enterprises. The position of product flow management is defined within the scope of product lifecycle management and serves as the background of current knowledge. The main purpose of this paper is to formulate the conceptual framework for efficient use of product flow management within small and medium enterprises. Secondary goal is to identify fundamental objectives of product flow management from the perspective of small and medium enterprises, which are more limited by financial resources, assets and human resources in comparison with large enterprises. The identified objectives form the base for the suggested conceptual framework. The lean technique is used for the formulation of the principle framework whereby creating more value for customers with fewer resources is the main idea. The suggested principal framework based on the strategy where enterprise is managed by customers' needs and identification of the main objectives of product flow management allows small and medium enterprises to use more efficiently the product flow management and so the presented framework has the great impact on reducing their limited resources. [ABSTRACT FROM AUTHOR]

Demand segmentation is an important tool for enterprises to improve planning and apply various marketing policies. The purpose of this study is to present a new approach to determining the optimal number of market segments taking into consideration the measure of homogeneity of certain segments, their size, and economic attractiveness. In this study the mathematical background is described based on a Fuzzy C-Means clustering algorithm. The method is then demonstrated using concrete data with the age and the average spending of the respondents of a questionnaire enquiry as two input variables for the clustering method. A method of quota selection was used for the data structure to match the reality. Demand segmentation is used for targeting a smaller, relatively homogenous market and is helpful for managers to reach the chosen segment of customers effectively with one marketing mix. Using the suggested method, the managers can determine which segment is still of interest to an enterprise in terms of financial income and which no longer is. In this way, it is possible to define the optimal number of segments to be focused on by the enterprise. Future research will be concerned with an analysis of the potential use of the method in a space of dimension greater than two and the graphical output options. Further research will also be concerned with the mathematical model and graphical output of the measure of competition in selected segments. [ABSTRACT FROM AUTHOR]

The purpose of this study is to present the new method where the house of quality is crucial tool which helps customers in shopping decision making process. The suggested method is based on the combination of customer marketing mix 4C and the house of quality. The quality function deployment method called house of quality is an effective tool that allows companies to tailor their products and services according to customers` needs. The customer satisfaction with the product or service plays a significant role in this method. The main target of companies is to achieve their long-term trust by creating products and supplying services that fulfil customer requirements and exceed their expectations. Thanks to this procedure companies are able to maximize their profit. However customers can also take an advantage of using the house of quality method for their utility maximization. In shopping decision making process customers try to choose the most suitable product. However, it is often extremely complicated for customers to select the product that optimally satisfy their needs because of a vast number of factors that have to be taken into account. The suggested method in this study allows customers to effectively identify the most important attributes of requested product. Using this method customers are able to select the product with such characteristics which maximize their utility. The suggested method based on the powerful quality function deployment tool and the customer marketing mix allows consumers to convert their vague requirements for specific measurable technical attributes of the product and so the new presented method has the great impact on consumer decision making process in the act of shopping. [ABSTRACT FROM AUTHOR]