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5 results on '"Honzáková, Iveta"'

1. Measuring the efficiency of company and profitability of customers firms dealing with sales in B2C markets

Author

Honzáková, Iveta and Dědková, Jarmila

Subjects
customer relationship management, market performance, profitability, ziskovost, výkonnost trhu, management vztahu se zákazníky, cílový trh, target market
Abstract

This article describes facts resulting from partial survey. The purpose was to find out indicators of market performance used in companies dealing with sales. Most common indicator of efficiency in companies dealing with sales was volume of takings from sales and relative quality of products in comparison with competition from the customer‘s point of view. Next most utilized indicator was general knowledge of firm, brand or product, sa- tisfaction or dissatisfaction of costumers. As the least used indicator, firms referred to portion of key-customers on expenses and loyalty of customers. Indicating the profitability of markets and customers is for the large majority of firms in this field of business necessary (positive answer gave approximately 90% of questioned firms). Firms in this field of enterprise consider using the information about profitability of customers to be important and most of all utilizable. They all agree that utilizing those is mainly required for creating plans, strategies and for targeting specific markets. Term profitability of market means for firms sales and volume of takings. In the given field of business five out of ten questioned firms monitor profitability of target markets. One firm stated that they are monitoring only profitability of individual customers but not whole markets. Firms in the given field of business do not estimate or anticipate future costs on markets. Because of that, they were unable to answer questions regarding utilizing of used methods for anticipating of future takings. Only three firms out of six stated that current information system helps them significantly with determining profitability of markets. Rest of the firms do not have information system or do not use them for determining profitability of markets. Firms have not heard about marketing profitability expressed by clean marketing contribution (CMC) in meaning of indicator of profitability. One firm holds an opinion that every businessman is monitoring this contribution without even knowing it is CMC. And another questioned firm thinks that it would be possible to monitor this in the given field of business - if it were not for the concerned being too busy.

Published
2008

3. Economic Impact of Marketing Event Hosting on Gross Value Added.

Author

Ungerman, Otakar and Honzáková, Iveta

Subjects
CULTURAL activities, TOURISM, MARKETING, GROSS value added (Economics), COMMUNITY development
Abstract

The paper defines the economic benefit to a region resulting from hosting a cultural event. Socio-cultural wealth represents one way of supporting regional competitiveness development in the Czech Republic. The theoretical framework is applied to a particular case of a cultural event held in the Karlovy Vary Region, which is one of the fifteen regions in the Czech Republic. The data for result calculations was obtained by combining two research methods. The first one is primary research carried out directly during the cultural event. The second one is based on a detailed analysis of secondary data. Both above methods represent a quantitative data collection method. Evaluation of economic impact of cultural tourism on economy is performed using calculations obtained by the symmetric input-output analysis method. The multiplier economic effect of a cultural event holding is defined based on results obtained using this method. The primary research result is identification of "Gross Value Added" ("GVA") which measures the difference between output and intermediate consumption. Based on the final evaluation, the prospective potential of further cultural events may be predicted. Tourism represents a significant factor in regional development, which may have positive impact on production, employment, citizen's income, or increase the living standard. The impacts and benefits brought by culture into the economy of the region or entire state is important information. It serves those organizations involved in culture, the suppliers of grants or sponsorship and also representatives of local government and government organizations. The processed studies can be used as appendices to grant requests. If they were a mandatory part of the application, then individual projects could be compared according to their economic benefits, effectiveness and the prediction of revenues that the given project would generate. While the multiplier effect could be derived from the expenditure of visitors of the whole region, the revenues and costs, which also increase under this influence, will probably not be evenly spread throughout the region. [ABSTRACT FROM AUTHOR]

Published
2014

4. MĚŘENÍ VÝKONNOSTI PODNIKU A ZISKOVOSTI ZÁKAZNÍKŮ VE FIRMÁCH ZABÝVAJÍCÍCH SE PRODEJEM NA B2C TRZÍCH.

Author

Honzáková, Iveta and Dēdková, Jaroslava

Abstract

This article describes facts resulting from partial survey. The purpose was to find out indicators of market performance used in companies dealing with sales. Most common indicator of efficiency in companies dealing with sales was volume of takings from sales and relative quality of products in comparison with competition from the customer's point of view. Next most utilized indicator was general knowledge of firm, brand or product, satisfaction or dissatisfaction of costumers. As the least used indicator, firms referred to portion of key-customers on expenses and loyalty of customers. Indicating the profitability of markets and customers is for the large majority of firms in this field of business necessary (positive answer gave approximately 90% of questioned firms). Firms in this field of enterprise consider using the information about profitability of customers to be important and most of all utilizable. They all agree that utilizing those is mainly required for creating plans, strategies and for targeting specific markets. Term profitability of market means for firms sales and volume of takings. In the given field of business five out of ten questioned firms monitor profitability of target markets. One firm stated that they are monitoring only profitability of individual customers but not whole markets. Firms in the given field of business do not estimate or anticipate future costs on markets. Because of that, they were unable to answer questions regarding utilizing of used methods for anticipating of future takings. Only three firms out of six stated that current information system helps them significantly with determining profitability of markets. Rest of the firms do not have information system or do not use them for determining profitability of markets. Firms have not heard about marketing profitability expressed by clean marketing contribution (CMC) in meaning of indicator of profitability. One firm holds an opinion that every businessman is monitoring this contribution without even knowing it is CMC. And another questioned firm thinks that it would be possible to monitor this in the given field of business - if it were not for the concerned being too busy. [ABSTRACT FROM AUTHOR]

Published
2008

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