"RIV/47813059:19520/12:#0001791" . "RIV/47813059:19520/12:#0001791!RIV13-MSM-19520___" . . . "S\u00FDkorov\u00E1, Pavla" . . "179917" . . "Trendy ekonomiky a managementu" . "V\u00FDvoj popt\u00E1vky a marketingov\u00E9 aktivity maloobchodn\u00EDk\u016F"@en . . "V\u00FDvoj popt\u00E1vky a marketingov\u00E9 aktivity maloobchodn\u00EDk\u016F."@cs . . "CZ - \u010Cesk\u00E1 republika" . . "V roce 2010 do\u0161lo v \u010CR k poklesu tr\u017Eeb v maloobchod\u011B. V centru na\u0161\u00ED pozornosti bylo zji\u0161t\u011Bn\u00ED, jak maloobchodn\u00EDci na tento pokles reaguj\u00ED, zda adekv\u00E1tn\u011B vyu\u017E\u00EDvaj\u00ED doporu\u010Den\u00E9 marketingov\u00E9 aktivity, kter\u00E9 jim nab\u00EDz\u00ED teorie, a to p\u0159edev\u0161\u00EDm ti, kter\u00FDm v dan\u00E9m roce tr\u017Eby poklesly. Byly zji\u0161t\u011Bny jak pozitivn\u00ED, tak negativn\u00ED projevy vyu\u017E\u00EDv\u00E1n\u00ED marketingov\u00FDch aktivit s ohledem na doporu\u010Den\u00ED strategie Trading down. V\u011Bt\u0161ina maloobchodn\u00EDk\u016F ve vzorku pat\u0159\u00ED k mal\u00FDm subjekt\u016Fm, co\u017E koresponduje se strukturou v \u010CR. Subjekty p\u016Fsob\u00ED na trhu d\u00E9le ne\u017E 10 let a hlavn\u011B na obecn\u00ED \u00FArovni. Maloobchodn\u00EDci s poklesem tr\u017Eeb ve zkouman\u00E9m obdob\u00ED se velmi aktivn\u011B uplatnili v realizaci doporu\u010Dovan\u00FDch cenov\u00FDch aktivit, d\u00E1le v person\u00E1ln\u00ED politice, i kdy\u017E v men\u0161\u00ED m\u00ED\u0159e. Stejn\u011B tak omezili v\u00FDznamnou \u010D\u00E1st pl\u00E1novan\u00FDch aktivit t\u00FDkaj\u00EDc\u00EDch se n\u00E1kupn\u00ED atmosf\u00E9ry. V\u011Bt\u0161ina z nich byla pas\u00EDvn\u00ED p\u0159i mo\u017Enosti vyu\u017Eit\u00ED sortimentn\u00EDch zm\u011Bn v z\u00E1jmu zlep\u0161en\u00ED struktury nab\u00EDdky i vlastn\u00ED ekonomick\u00E9 situace."@cs . . "V\u00FDvoj popt\u00E1vky a marketingov\u00E9 aktivity maloobchodn\u00EDk\u016F." . "V\u00FDvoj popt\u00E1vky a marketingov\u00E9 aktivity maloobchodn\u00EDk\u016F"@en . "I" . "marketing enviroment, economic enviroment, demand, strategie trading down, marketing activities of retailers"@en . "[5DDCDFCED034]" . . "V roce 2010 do\u0161lo v \u010CR k poklesu tr\u017Eeb v maloobchod\u011B. V centru na\u0161\u00ED pozornosti bylo zji\u0161t\u011Bn\u00ED, jak maloobchodn\u00EDci na tento pokles reaguj\u00ED, zda adekv\u00E1tn\u011B vyu\u017E\u00EDvaj\u00ED doporu\u010Den\u00E9 marketingov\u00E9 aktivity, kter\u00E9 jim nab\u00EDz\u00ED teorie, a to p\u0159edev\u0161\u00EDm ti, kter\u00FDm v dan\u00E9m roce tr\u017Eby poklesly. Byly zji\u0161t\u011Bny jak pozitivn\u00ED, tak negativn\u00ED projevy vyu\u017E\u00EDv\u00E1n\u00ED marketingov\u00FDch aktivit s ohledem na doporu\u010Den\u00ED strategie Trading down. V\u011Bt\u0161ina maloobchodn\u00EDk\u016F ve vzorku pat\u0159\u00ED k mal\u00FDm subjekt\u016Fm, co\u017E koresponduje se strukturou v \u010CR. Subjekty p\u016Fsob\u00ED na trhu d\u00E9le ne\u017E 10 let a hlavn\u011B na obecn\u00ED \u00FArovni. Maloobchodn\u00EDci s poklesem tr\u017Eeb ve zkouman\u00E9m obdob\u00ED se velmi aktivn\u011B uplatnili v realizaci doporu\u010Dovan\u00FDch cenov\u00FDch aktivit, d\u00E1le v person\u00E1ln\u00ED politice, i kdy\u017E v men\u0161\u00ED m\u00ED\u0159e. Stejn\u011B tak omezili v\u00FDznamnou \u010D\u00E1st pl\u00E1novan\u00FDch aktivit t\u00FDkaj\u00EDc\u00EDch se n\u00E1kupn\u00ED atmosf\u00E9ry. V\u011Bt\u0161ina z nich byla pas\u00EDvn\u00ED p\u0159i mo\u017Enosti vyu\u017Eit\u00ED sortimentn\u00EDch zm\u011Bn v z\u00E1jmu zlep\u0161en\u00ED struktury nab\u00EDdky i vlastn\u00ED ekonomick\u00E9 situace." . . "2"^^ . "13" . "1802-8527" . "2"^^ . "19520" . . . . "In 2010, there was drop in retail sales in the Czech Republic. In the centre of our attention is a guestion of how the retailers react to the drop, if they appropriatelly use the recomended marketing activities that are suggested by theory, especially the retailers, whose sales declined in the given year.Aims: We have set a descriptive goal of the research, that is the definition and characteristics of how (in respect to marketing activities) the retailers react to changes in consumer demand and what is the absolute and relative."@en . "10"^^ . . "VI" . . "Starzyczn\u00E1, Halina" . "V\u00FDvoj popt\u00E1vky a marketingov\u00E9 aktivity maloobchodn\u00EDk\u016F."@cs . . "V\u00FDvoj popt\u00E1vky a marketingov\u00E9 aktivity maloobchodn\u00EDk\u016F." . . .