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Spotrebiteľský test ako významný zdroj informácií o pravdivosti marketingovej komunikácie výrobkov
Názov Spotrebiteľský test ako významný zdroj informácií o pravdivosti marketingovej komunikácie výrobkov Súbež.n. Consumer test as a significant source of information about the veracity of marketing communication of products Aut.údaje Denisa Lipnická Autor Lipnická Denisa 1987- (100%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Zdroj.dok. Economic, social, environmental and legislative aspects of the corporate social responsibility 1 : proceedings of papers from international scientific conference, Banská Bystrica, 13. október 2011. S. [1-10]. - Banská Bystrica : Univerzita Mateja Bela, 2011 / Marková Viera 1952- ; Hvolková Lenka 1986- ; Marková Viera 1952- ; Šatanová Anna ; Šúbertová Elena ; Economic, social, environmental and legislative aspects of the corporate social responsibility I. international scientific conference Kľúč.slová kvalita - quality spotrebiteľské testy zákazníci - customers marketingová komunikácia - communication in marketing - marketing communication consumer tests Jazyk dok. slovenčina Krajina Slovenská republika Systematika 621.88.07 Anotácia The contribution focuses on the issue of socially responsible behavior of companies towards its customers in terms of marketing communication and promotion of their products. It applies a method of consumer test as a significant instrument of measuring the quality of products. Based on theoretical assumptions and data collected on these issues, the aim of the research part of the work is to carry out a pre-research through a questionnaire, then to perform the consumer test of selected product category (yogurts) and evaluate it. Then, comparing the forms of research, the aim is to determine the extent to which the tested category of products matches the quality and features that promises their advertising or packaging. The object of the research thesis is a method of consumer test that have been applied on the selected category of dairy products. The entity of the research is the running, the process of implementing this method and its explanatory ability about the quality of the tested category of products. The research part of the project provides an analysis and comparison of two forms of research. In most cases, marketing communication and advertising of producers of dairy products is honest and plausible. In the conclusion of the contribution, the most important research findings are summarized Kategória publikačnej činnosti AFD Číslo archívnej kópie 24874 Katal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Báza dát xpca - PUBLIKAČNÁ ČINNOSŤ 
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