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The Effect of Socioeconomic Classes on the Subjective Perception of Economic Situation

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Tahal R., Chytková Z., Novinský M.
Studia Commercialia Bratislavensia
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2016
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vol. 9
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issue 33
102-112
EN
The paper deals with the influence of a consumer´s inclusion in a socioeconomic class on the rate of optimism or pessimism in anticipating the future, with regard to the consumer behaviour, the attitudes towards finances, savings, working efforts and lifestyle. The data are based on a large-scale research carried out with a representative sample of the Czech population in the latter half of 2014. The regression statistical analysis was used for calculating and explaining the variables. The outcomes show that people are more optimistic in foreseeing their own future than the future of the Czech Republic. As for the consumer behaviour and financial attitudes, the differences between the classes are not prominent. There are, however, differences in such issues as the fear of poverty or finding suitable jobs.
2

The Role of Marketing in Corporations within the Post Communist Context: Perceptions of Marketing Managers in Czech Corporations

100%
Karlíček M., Chytková Z., Fischer J.
Studia Commercialia Bratislavensia
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2013
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vol. 6
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issue 21
45-55
EN
The influence of marketing department in corporations tends to be limited, as it usually plays a rather tactical and narrow role. It is often primarily concerned with marketing communications whereas it lacks involvement with other crucial marketing activities such as brand strategy and positioning, new product development or pricing. This state is relatively well documented in the US literature. However, not much is known about the role of marketing departments in corporations within the post communist context. This study proves that situation in Czech corporations is consistent with the US reality. With the exception of companies operating in the FMCG sector, marketing department is typically not the most powerful force in the Czech corporations and its involvement with strategic and non-communication marketing activities is typically relatively low.
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