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To compare the level of contact with customers, 4 ways of contacting them were selected. Adverse developments showed up for the customer records, higher was its randomness, which was not expected. More sophisticated ways of contacting customers confirmed a positive change, though not very significant. The most important result in 2005 and 2015 was the increase in the number of loyal customers, which contributes to the growth of profitability. In the end of the article, hypothesis about the relationship of the size of SMEs and CRM knowledge is confirmed by using logistic regression, and premises are verified about the comparison of results in various years. It turns out that the CRM can be beneficial for SMEs, so it should be implemented in its management system.

The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.

Genetically identical cells are known to exhibit differential phenotypes in the same environmental conditions. These phenotypic variants are linked to transcriptional stochasticity and have been shown to contribute towards adaptive flexibility of a wide range of unicellular organisms. Here, we investigated transcriptional heterogeneity and stochastic gene expression in P. falciparum by performing single cell RNA sequencing on blood stage schizonts. Our data reveals significant transcriptional variations in the schizonts stage with a distinct group of highly variable invasion gene transcripts being identified. Moreover, our data reflected several diversification processes including putative developmental “checkpoint”; transcriptomically distinct parasite sub-populations and transcriptional switches in variable gene families (var, rifin, phist). Most of these features of transcriptional variability were preserved in isogenic parasite cell populations (albeit with a lesser amplitude) suggesting a role of epigenetic factors in cell-to-cell transcriptional variations in human malaria parasites. Lastly, we applied quantitative RT-PCR and RNA-FISH approach and confirmed stochastic expression of merozoites surface proteins encoding msp1, msp3, msp7, rhoptry protein encoding rhopH2 and erythrocyte binding antigen encoding eba181, some of which represent key candidates for invasion blocking vaccines.

Cílem tohoto článku je prozkoumat teoretické poznání řízení vztahů se zákazníky (CRM) a jeho princip fungování, aby mohly být nalezeny oblasti, kterými se autoři budou zabývat v navazujícím primárním výzkumu. Proto tento článek zkoumá vývoj definic CRM, od jejich úplných počátků v 90. letech 20. století po současnost. Na tomto vývoji autoři popisují, jak se měnil přístup k CRM. Dále článek popisuje aplikační architekturu CRM, tedy analytické, operativní a kolaborativní CRM, a uvádí příklad jejich fungování v praxi. Autoři také zmiňují výhody a nevýhody, které CRM přináší. Poslední část článku je věnována zamyšlení nad situací malých a středních podniků, zda tyto mají vůbec možnost CRM implementovat. V závěru článku autoři shrnují klíčové body vystupující z poznání teorie, které by měl obsahovat dotazník.

This article aims to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help to adapt the brands to customer needs. Regional brands are a speciality of Central Europe, which emerged due to consumer dissatisfaction with low-quality of global retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with a massive online presence. The sample consisted of 1050 residents of the Czech Republic. The data were gathered by a professional marketing agency Ipsos using a questionnaire survey. The sample was tested using the one-way Chi-square test, which had good compliance to test the basic sample characteristics, followed with the one-sample Kolmogorov-Smirnov test to test the data distribution, and then, the dependencies were tested with the Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis could be chosen to better understand the type of factors that could influence the results and their possible effect. The main findings indicate a slow change in the demand as customers are neutral in relation to regional brands available from online shops as well as their about social media presence but require them to have a good-quality website. Solutions are proposed using a government-run brand with a platform providing web layouts and hybrid e-shop. The type of content is proposed, indicating the appropriate execution, which should be done based on the researched-derived segmentation criteria.

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STARZYCZNÁ HALINA, STOKLASA MICHAL, SÝKOROVÁ PAVLA: Behaviour of Czech customers when buying food products. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 7, pp. 2801-2810 This paper presents partial results of the primary research conducted through a questionnaire survey focused on the behaviour of Czech consumers when buying food, with regard to the behaviour of men and women. Specifi c objectives included are a brief outline of the theoretical issues examined and secondary research on the buying behaviour of consumers when buying food, based on available statistical data and information. A er 1989, the quality of the market has changed, sales space has increased as well as the level of sales conditions. Off er in stores has widened. Recently the results of inspections of supervisory authorities show a lot of negative information, mainly relating to foreign chains. The supply of poor quality food is more common. Some food is off ered even though it's expired. The proposed premises are based on the current situation in the Czech retail market. Despite increased consumer awareness about the quality of food, the majority of respondents buy food in large commercial units (supermarket, hypermarket, discounts). The majority of respondents do not follow information on the packaging of food products, but follow the expiration date. Sales of food with expired shelf life or expiration date re-taped is usually notifi ed by the supervisory authorities, therefore, is noticed by consumers. Buying behaviour of men and women shows some diff erences. Our results, however, have not proved any signifi cant ones, although a small diff erence has emerged. buying behaviour, sale of food products, preference of shop type, food quality satisfaction, information on the package, expiration date monitoring, buying behaviour of men and women A successful trader needs a good knowledge of human behaviour. It can be applied when creating shopping atmosphere and in conducting business negotiations and sales talk, as well as during the preparation and off er of goods. A number of marketing decisions cannot be made without the knowledge of customers' buying behaviour. The trader needs to know why customers come to the shop, how to communicate with them, how to respond to their queries and objections, how to motivate them to buy. Understanding customer motivation and behaviour is a prerequisite for lasting customer relationships. This relationship should be a two-way to allow it to benefi t both parties. The aim is to cultivate these relationships and increase their value. Therefore, marketing experts both academic and practitioners are constantly trying to examine and evaluate customer behaviour.Transformation of the Retail in the Czech Republic a er 1989 has amongst others manifested mainly in the growth in the width and depth of trading range and quality. The behaviour of Czech consumers has changed due to globalization trends. Proof of this are the survey results of criteria that are most pre...