František Milichovský

Methodology For The Selection Of Compensation Trade Tools In SMEs

Abstract The main aim of this paper is to determine which factors of business tools are important in Czech companies. To find these factors, theoretical information from the area of trade tools and data from primary research (obtained via questionnaire) were used. These data are applied by a statistical evaluation of selected indicators which could help determine the significance of the indicators in the area being monitored. Activities concerning the management of company finances are also partially incorporated, as due to their close cohesion with business, they cannot be excluded from the field of turnaround management. The business tools described in the paper see excellent usage not only during times of crisis but also in periods of prosperity, when their application provides companies with unique competitive advantages as a way of increasing GDP. The results of the paper confirm the necessity for compensation tools in the business environment and provide the significance level of the compensation tools used. Accurate usage could create an advantage in a global market characterised by high competition.

Reverse Logistics in Marketing Campaigns

Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

Effectiveness of Marketing Mix Activities in Engineering Companies in the Czech Republic

Abstract The effectiveness of marketing activities has become important, especially in the industrial environment. In an industrial environment, there is a prerequisite for the success of strategic marketing objectives in relation to corporate strategy. The main aim of the paper is to determine whether the realization of marketing activities is influenced by corporate size. For this reason, a questionnaire survey was used, focusing on engineering companies operating in the Czech Republic. To process the results of the questionnaire survey, both basic types of descriptive statistics and Pearson’s chi-square test were used on the selected dataset. The data were processed using the statistical program IBM SPSS Statistics 22. The conclusions provide characteristics of the limitations of research and its potential further direction.