Popularity Of Czech Sportsmen And Their Inclusion As Brand Ambassadors

Jedním z účinných nástrojů marketingové komunikace je spojení firemní značky s tváří známé osobnosti. Taková osobnost se pak pro značku stává tzv. brand ambasadorem. V tomto článku je předložena analýza reprezentativního marketingového výzkumu, jehož cílem bylo vybrat nejznámější české sportovní celebrity. Protože jde o periodický výzkum, je zde uvedeno srovnání popularity sportovců a známost jejich tváří před olympijskými hrami v Soči a po nich. Respondenti se v rámci realizovaného výzkumu vyjadřovali také k otázce, s jakou intenzitou si přejí sportovní celebritu vídat v médiích do budoucna. V neposlední řadě je výsledkem výzkumu percepční mapa, která, dle etablované výzkumné metodiky „Need Scope“, popisuje každou uvedenou celebritu podle vlastností, které jí respondenti přisuzují. Všechny tyto údaje jsou využitelné pro spárování celebrity s takovou firemní značkou, na kterou se u respondentů vážou stejné nebo podobné emoční vlastnosti.One of the effective tools in marketing communication is connecting a company brand with a well- known person. Such a celebrity is then called a brand ambassador. This paper presents the analysis of a representative marketing survey which aimed at identifying the best-known Czech sports celebrities. The research is being conducted as a tracking one. This study compares familiarity and popularity of Czech sportspersons before and after the Olympic Games in Sochi. The respondents were also asked in what extent they would want the celebrity to be media focused in the future. The research also brings data for creating a perception map that is based on the methodology known as “Need Scope”. This method puts forward the layout of the emotional attributes that respondents correlate with the celebrity. All these characteristics can be successfully used when matching the celebrity with the most appropriate brand

Analysis Of The Fans Base And Popularity Of Prague League Football Teams

V posledních letech je patrné stále hlubší prolínání sportu a marketingu. Příkladem může být sponzoring profesionálních i amatérských sportovních soutěží, ale také marketingová komunikace s fanoušky sportovních klubů či prodej reklamních a upomínkových předmětů. Pro sport je z marketingového pohledu mimo jiné charakteristická dlouhodobá loajalita a přízeň fanoušků jednotlivých klubů. A právě tento rys je pro využití v marketingu velmi atraktivní. Tato studie si klade za cíl formou reprezentativního marketingového šetření provést analýzu fanouškovské základny pražských fotbalových ligových klubů. Nejprve se zjišťuje, jaké procento populace se o fotbal zajímá. Následně je tato část populace posuzována podle sociodemografických charakteristik. Hlavním výstupem pak je klasifikace pražských ligových fotbalových klubů podle procenta příznivců, kteří sledovaným klubům fandí. Analýze jsou podrobeny i otázky týkající se celoživotní loajality ke konkrétnímu fotbalovému klubu a dědičnosti fandovství klubu v rámci rodiny. Využití této studie se předpokládá v oblasti sportovního marketingu, zejména pro nastavení marketingové komunikace mezi fotbalovými kluby a jejich fanoušky a pro usnadnění designu aktivačních kampaní sponzorských firem.In recent years, close interconnection between sports and marketing can be noticed. For example, we can mention sponsorship as well as targeting in connection with ticketing and merchandising. Sports disciplines and sports clubs are characterised by long time loyalty of their fans. This typical sports feature has become attractive for company marketers. This paper aims at analysing the fans base of Prague league football teams. The method of representative marketing survey is applied to achieve this goal. First, the percentage of the Prague population that is interested in football was analysed. The fan based was identified and classified by socio-demographic characteristics. The key issue of the article is the percentage categorisation of the Prague population supporting each of the league clubs. In addition, the paper also analysed topics like lifelong loyalty to the club and the heredity of the fandom. This study attempts to bring practical results to professionals who are engaged in sports marketing, mainly in marketing communication and sponsorship

A history of Burlington Industries, Inc.

It was the purpose of this paper to describe the founding, building up, and maintaining of Burlington Industries, Incorporated, as a corporation primarily engaged in the manufacture, conversion, and sale of textiles. The attempt was begun with no preconceptions, except the assumption that Burlington Industries has been a major textile firm for about two decades. The main problem faced in the course of writing the paper was the difficulty of locating sources. Most of the existing published sources were too brief, others were either too verbose or slanted. One main source, the personal notebook of J. Spencer Love, was not available. Once the sources were located, an effort was made to separate the opinions from the facts; and on the basis of these facts, a chronological history of the corporation was written. Opinions occur occasionally, but only to facilitate the writing of the paper according to the original plan. Information was often obtained from direct interviews with persons acquainted with the subject, but such information was always complemented by written sources, so that references to oral interviews were omitted

The Attitude of Women Visiting Health Centers of the Tehran University of Medical Sciences Toward Breast Cancer

Introduction: Considering changes in the structure of Iran’s population, the prevalence of cancer is increasing. Increasing social awareness about cancer and screening for common cancers are the most cost-effective approaches for breast cancer prevention and control. Studies show a significantly low rate of regular breast cancer screening behaviors. Given the importance of breast cancer and the decreasing effect of screening methods on the financial burden and disease complications, awareness about their attitude can provide appropriate information for decision- and policy-making about breast cancer screening methods in Iran. This study aimed to investigate the attitude of women over 40 years-old visiting health centers affiliated toward breast cancer screening methods. Methods: This is a descriptive/analytical study performed cross-sectionally in the health centers affiliated with TUMS. 255 women from Imam Khomeini Hospital Complex and some health centers that were subsidiaries of the south health centers of TUMS, were enrolled. To collect the required data, we developed a questionnaire based on tools used in similar studies. We used the Chi-square test to investigate the relationship of the attitude score with demographic and socioeconomic variables. The statistical analyses in this study were performed in STATA. Results: 14.5% of the participants had a history of breast cancer, and 18.8% of the participants had a first-degree relative with breast cancer history. About 64.7% of participants underestimated their risk for breast cancer, and 43.1% expressed their concern about breast cancer. About 77.6% of the participants agreed that breast cancers detected earlier are almost treatable. About 18.9% of the participants believed that (agree and highly agree) they will not develop breast cancer in the future, and 47.8% had no idea; 68.2% of the participants disagreed with the item “breast cancer is almost incurable even if detected in early stages;” about 22.0% of them believed that they are at higher risks for breast cancer compared to other women, and 61.3% of the participants agreed to visit a physician in case of feeling pain or a mass in the breast Conclusion: The attitude of the women’s society toward breast cancer screening is high; this finding can be used in plans aiming to raise awareness and conduct screening in Iran

بررسی وضعیت بروز عوارض مصرف هورمون و مواد نیروزا در ورزشکاران پرورش اندام ایلام

Background and aim: Unfortunately, some people have abused medical advances, and doping drug is a major problem that modern societies are facing. This study was designed to estimate the prevalence of energizers and supplement use and their side effects among young adults in Ilam. Methods: This study was performed in fitness clubs by random sampling method. Data were collected by a questionnaire whose validity and reliability were confirmed. The correlation coefficient between the two operational periods was 0.78. The data were analyzed by using SPSS software at a significant level of 5%. Results: The numbers of 784 cases were studied who reported 50.3% use of different supplements, 35.5% use doping drugs. 64.5% reported at least one of the side effects. The results show a significant increase in supplements usage in the first three years of athletes. Using supplements and doping drugs is more common in professional athletes. Conclusion: Specialized training education on the side effects of supplements and drugs at an earlier age and the first years of entering the clubs can have a better impact on reducing consumption.سابقه و هدف: متاسفانه افرادی از پیشرفت­‌های پزشکی سوء­استفاده کرده و سوء­مصرف مواد نیروزا از معضلات گریبانگیر جوامع مدرن است. مطالعه با هدف برآورد میزان عوارض و شیوع مصرف مواد مکمل و مواد نیروزا در جوانان شهر ایلام انجام گردید. روش کار: این مطالعه در باشگاه­‌های بدنسازی به روش نمونه­‌گیری تخصیص تصادفی انجام شد. داده­‌ها با استفاده از پرسشنامه جمع­‌آوری شد که روایی و پایایی آن تایید شد. ضریب همبستگی بین دو دوره عملیاتی 0/78 بود. داده­‌ها با استفاده از نرم­‌افزار SPSS در سطح معنی­‌داری 5 درصد تجزیه و تحلیل شدند. یافته­‌ها: مطالعه با شرکت 784 نفر انجام شد که 50/3 درصد مصرف انواع مکمل و 35/5 درصد مصرف مواد نیروزا را گزارش کرده­‌اند. 64/5% افراد حداقل یکی از عوارض جانبی را گزارش کرده­‌اند. نتایج این پژوهش نشان داد، در 3 سال ابتدایی فعالیت ورزشکاران افزایش معنی‌­داری در مصرف مکمل‌ها وجود دارد. مصرف مکمل­‌ها و مواد نیروزا در ورزشکاران حرفه‌ای بیشتر بود. نتیجه‌گیری: آموزش­‌های تخصصی در خصوص عوارض استفاده از هورمون‌ها و مواد نیروزا در سنین پایین و سال‌های ابتدایی ورود به باشگاه می‌­تواند تاثیر زیادی در کاهش مصرف آنها داشته باشد

Modern Methods in Quantitative Marketing Research

Pro podnikatelské subjekty pracující v tržním prostředí je typické, že trvale musí udržovat a posilovat svou pozici na trhu. Toho docilují neustálým monitorováním vlastních silných a slabých stránek, monitorováním konkurence a zjišťováním potřeb a přání svých zákazníků. Takové informace získávají prostřednictvím analýzy informací z okolního prostředí i od svých stávajících a potenciálních zákazníků. Tuto činnost nazýváme marketingový výzkum. Předmětem výzkumu mohou být prakticky všechny aspekty, které ovlivňují, jakým způsobem bude firma vnímána ostatními účastníky trhu, dokonce i to, jak je vnímána vlastními zaměstnanci. Získané informace pak jsou cenným zdrojem poznatků pro další manažerská rozhodnutí při řízení firmy. Marketingový výzkum je dynamicky se rozvíjející disciplína, ve které se neustále uplatňují nejnovější poznatky z oblasti sociologie i společenských věd. Velký rozmach zaznamenaly metody marketingového výzkumu zejména v posledních letech. Je to logický pozitivní důsledek nástupu moderních informačních a komunikačních technologií. Trendem posledních let je také využívání internetu při získávání rozličných informací o trhu a sociodemografických analýz.Private business subjects are characterised by their continuous effort for increasing their market position. Therefore they are permanently monitoring their own sthrengths and weaknesses, and they are also monitoring their competitors´ behaviour and customers´ needs and wishes. Such pieces of information can be received by analysis of business surroundings and from custommers´ opinion. Activities like these are called marketing research. The research should include all aspects that influence the way of perception of the company by any other market subject, or even the atmosphere inside the company. Information received is valuable for managers and their decision-making. Marketing research is a dynamicly developing field where new findings of social sciences are permanently applied. A significant developement in this field was reached mainly in last years. It is a result of the rapid progress of information and communication technologies. Modern forms of marketing research often use the Internet for collecting various information on the market

Brand Importance across Product Categories in the Czech Republic, the Slovak Republic and the Russian Federation

&lt;p&gt;&lt;strong&gt;Purpose: &lt;/strong&gt;Customer loyalty is an important and complex aspect of the market environment. This study aims at analysing the significance attached by different customer groups to brands in particular product categories within the Fast Moving Consumer Goods sector and to enhance existing knowledge in this field.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Methodology/Approach: &lt;/strong&gt;This study is based on primary data gathered through a consumer survey that was consistently carrried out in the Czech Republic, the Slovak Republic and the Russian Federation during November 2015. Different quantitative and statistical analysis methods and tests are applied.  Logistic regression and average partial effect estimation form the main base for conclusions presented.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Findings: &lt;/strong&gt;This study focuses on two key research topics: First, we describe how much does a perceived brand importance differ across various product categories. Second, we identify and quantify the influence of important socio-demographic and lifestyle factors that affect the potential for brand loyalty across different product categories. Main findings are highlighted and interpreted.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Research Limitation/implication: &lt;/strong&gt;For the three countries involved, this study describes the topical situation at the time of the survey. In the coming years, repeated surveys might identify changes and trends in customer behaviour.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Originality/Value of paper: &lt;/strong&gt;This paper is based on primary data, consistently gathered across three countries. By means advanced statistical analyses, the authors provide comprehensive quantitative output that may be used for immediate marketing purposes and for further scientific research.&lt;/p&gt;</jats:p

Modern Methods in Quantitative Marketing Research

Private business subjects are characterised by their continuous effort for increasing their market position. Therefore they are permanently monitoring their own sthrengths and weaknesses, and they are also monitoring their competitors´ behaviour and customers´ needs and wishes. Such pieces of information can be received by analysis of business surroundings and from custommers´ opinion. Activities like these are called marketing research. The research should include all aspects that influence the way of perception of the company by any other market subject, or even the atmosphere inside the company. Information received is valuable for managers and their decision-making. Marketing research is a dynamicly developing field where new findings of social sciences are permanently applied. A significant developement in this field was reached mainly in last years. It is a result of the rapid progress of information and communication technologies. Modern forms of marketing research often use the Internet for collecting various information on the market