New Approaches in Marketing Communication in Outdoor Clothing Segment

Dizertační práce se zabývá marketingovou komunikací v rámci vztahů mezi dodavatelem/výrobcem materiálů - výrobcem oblečení – prodejcem a zákazníkem v segmentu outdoorového oblečení v České republice. Specifická role zákazníka je posuzována v kontextu koncepce spoluvytváření hodnoty s důrazem na rozvoj a navýšení vnímané hodnoty. Primárním cílem dizertační práce je vymezení nových přístupů marketingové komunikace se zákazníkem v rámci uvedených vztahů s důrazem na vymezení efektu synergie uvedených vztahů v působení různých forem komunikace na zákazníka. V návaznosti na tento cíl jsou definování dílčí cíle. Cíl práce a jednotlivé hypotézy, kterými se práce zabývá, byly definovány na základě rozboru teoretických východisek a sekundárních dat. Provedený primární výzkum pak kombinuje kvalitativní a kvantitativní přístupy pro analyzování a deskripci jednotlivých částí. Výsledky výzkumů jsou prezentovány jak ve formě dílčích závěrů charakterizujících jednotlivé oblasti, tak ve formě souhrnného závěru. Zásadní důraz při formulaci závěrů byl kladen na vizualizaci ve formě schematického znázornění identifikovaných principů. Práce obsahuje závěry a doporučení pro jednotlivé účastníky vztahu. V závěru práce jsou sumarizovány přínosy pro vědu a výzkum, praxi i pedagogickou oblast. Komplexní pojetí zpracování tématu je doplněno vymezením omezení provedeného výzkumu a podněty pro další výzkumy v dané oblasti.Presented dissertation is involved in the issue of marketing communication within the framework of relations among supplier/producer of materials – producer of clothing – retailer and customer in the outdoor clothing segment in the Czech Republic. A specific role of the customer is considered in the context of the value co-creation concept with the emphasis on the development and increase of perceived value. A primary objective of the dissertation is the identification of new approaches to the marketing communication with customers within the framework of mentioned relations with the stress on the determination of the synergistic effect of mentioned relations in the influence of various forms of communication to the customers. Partial objectives are defined in link with this objective. The dissertation objectives and individual hypotheses, in which submitted dissertation is interested in, are defined on the basis of the analysis of theoretical starting points and secondary data. Conducted primary research then combines qualitative and quantitative approaches aiming at the analysis and description of the individual parts. Results of research are presented both in the form of partial conclusions characterizing the individual spheres and in the form of summary conclusion. In the formulation of conclusions a strong emphasis is put on the visualization in the form of schematic illustrations of identified principles. The dissertation contains conclusions and recommendations offered to the individual involved parties. The dissertation conclusion summarizes contributions to science and research, practical as well as educational applications. A complex philosophy of the exploration of the theme is completed with an introduction of restrictions of carried-out research and incentives for further research studies in this particular field.

Visual Simulator of Associative Memory Type of Neural Networks

Bakalářská práce se zabývá problematikou neuronových sítí, které lze užít jako asociativní paměti. Teoretická část se zabývá výkladem pojmů neuron, neuronová síť a asociativní paměť. Praktická část navrhuje a popisuje implementaci aplikace sloužící k demonstraci algoritmů učení a odezvy sítě na určitý vstup.This bachelor thesis is focused on associative neural networks. The theoretical part of the~thesis presents an explanation of neuron, neural network and associative memory concepts. The practical part is about designing and implementing an application allowing the~demonstration of learning algorithms and the response to specific input.

The Measurement of Polymer Swelling Processes by an Interferometric Method and Evaluation of Diffusion Coefficients

The amorphous polymer film swelling in a liquid solvent below the glass transition temperature was characterized by a few kinetic parameters (especially the mutual diffusion coefficient of swelling and its mean value) obtained by interference of monochromatic light in the wedge arrangement. This interferometric method allows one to determine the concentration field in the swollen surface layer and consequently to compute the concentration-dependent diffusion coefficient. A software system developed at the Department of Physics and Material Engineering at TBU in Zlin has been used for the evaluation of the main kinetic parameters of the swelling process. The software can be used for the on-line analyses of interferograms during the swelling process. The main application outputs are the computation of the concentration profile, the concentration gradient, the mutual diffusion coefficient of the swelling by the solvent and its mean value

The Use of Knowledge Management in Marketing Communication of Small and Medium-sized Companies

AbstractThe article is involved in the application of knowledge management in marketing communication of small and medium-sized companies. The focus of presented article is given on communication of shops selling outdoor apparel in the territory of the Czech Republic. In consideration of popularity of outdoor apparel among Czech customers small and medium-sized producers and retailers should use their knowledge, should co-ordinate such knowledge purposefully, thus addressing their customers more precisely. The reason of our focus on small and medium-sized companies is also the fact that large store chains, selling sport clothing, represent a strong competition, liquidating both local producers and retailers. Manufacture and distribution of outdoor apparel does not concentrate on consumer market; industrial market represents a strong share, too. Therefore, monitoring of individual markets is rather important, as well as implementation of completely new approaches into the company processes. Based on this fact the authors focus on competitiveness of small and medium-sized companies, which are recommended to communicate with maximal use of knowledge management. Results of the marketing communication research with subsequent connection of the use of knowledge management principles add a new dimension to the area of this focus. Research carried-out in the area of customers in the outdoor apparel segment and knowledge management form the base for the elaboration of this article. The outputs of said article are based on the internal research of marketing communication of suppliers of apparel and retailers active in the outdoor apparel segment in the Czech Republic

Novelties in Pest Control by Entomopathogenic and Mollusc- Parasitic Nematodes

Entomopathogenic and molluscoparasitic nematodes are important parasites of many insects and molluscs, respectively. Due to their infectivity, the possibility of mass production by industrial techniques and the relative safety to nontarget organisms and environment, these organisms represent an attractive agent for biological control of many pests. This chapter summarises the current knowledge of the diversity of these organisms. In this chapter, we review the recent advances in production, storage, application techniques genetic improvement and safety of these organisms