Template-Type: ReDIF-Article 1.0
Author-Name: Markéta Lhotáková
Author-Name: Anna Klosová
Title: Identification of a Target Consumer in Process Of Positioning - Theoretical and Practical Aspects
Abstract: Positioning is an important tool of marketing strategic planning and of a brand building process. Brand positioning development incorporates analyses and definition of four major elements - target consumer (target group), consumer benefit, brand image and competitive frame of reference. All elements of positioning are interconnected and all of them are influenced by selection of target consumer. The article is concentrated on major steps of identification of the target consumer as a part of brand positioning strategy development. It demonstrates application of the theoretical attitude of segmentation on practical example of Bosch home appliances brand. Summary contains comparison of theory and practical case of segmentation and targeting process as a part of brand positioning development.
Keywords: positioning, segmentation, target group
Classification-JEL: M31
Pages: 3-24
Volume: 2009
Issue: 3
Year: 2009
File-URL: http://www.vse.cz/aop/download.php?jnl=aop&pdf=270.pdf
File-URL: http://www.vse.cz/aop/270
File-Format: text/html
Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:3:id:270:p:3-24
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaop/references/270

Template-Type: ReDIF-Article 1.0
Author-Name: Martina Jiránková
Title: The Opportunities for a Small Economy in Globalization
Abstract: The text deals with the position of small countries, defined as countries with populations under 16 million, in today's globalized world. Their advantages and disadvantages, but especially the opportunities that globalization offers these countries, are discussed. Small countries can overcome their smallness by market acquisition, acquisition of missing production factors, regionalism and advantages of membership in international organisations and taking advantage of the existence of international financial markets. Governments also play an important role. The article is illustrated with A. T. Kearney Globalization Index for the economic, personnel, technological and political dimensions of globalization processes.
Keywords: small country, globalization index, market acquisition, corporate internationalization, role of the government and international financial markets, participation in regional integration and international organisations
Classification-JEL: F50, F59
Pages: 25-43
Volume: 2009
Issue: 3
Year: 2009
File-URL: http://www.vse.cz/aop/download.php?jnl=aop&pdf=271.pdf
File-URL: http://www.vse.cz/aop/271
File-Format: text/html
Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:3:id:271:p:25-43
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaop/references/271

Template-Type: ReDIF-Article 1.0
Author-Name: Ivana Vlková
Title: The Effectiveness of Development Assistance as a Means of Increasing the Official Development Assistance Impact
Abstract: The purpose of this paper is to analyse in depth the EU and international efforts in the field of increasing the ODA effectiveness with respect to the situation of poverty in the developing world, development assistance management, and the current initiatives on searching for potential solutions to this crucial issue. In connection with poverty traps in developing countries, the EU has come up with many important initiatives in the field of international development policy and its effectiveness, which indicates a strong commitment of Member States towards poverty eradication. In any case, there is always a need to pay attention to the principles of effectiveness of ODA and improving its quality and impact. The international community together with the EU Member States should consider carefully the limits to the absorption capacity of developing countries and the relationship between ODA increases and ODA effectiveness.
Keywords: effectiveness, development assistance, absorption capacity
Classification-JEL: F35
Pages: 44-57
Volume: 2009
Issue: 3
Year: 2009
File-URL: http://www.vse.cz/aop/download.php?jnl=aop&pdf=272.pdf
File-URL: http://www.vse.cz/aop/272
File-Format: text/html
Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:3:id:272:p:44-57
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaop/references/272

Template-Type: ReDIF-Article 1.0
Author-Name: Peter Mičko
Title: Economic Relations Between the First Slovak Republic and the Nazi Germany in 1939-1945
Abstract: The establishment of the First Slovak Republic on 14 March 1939 was caused mainly by the changing geopolitical situation in Central Europe and Adolf Hitler's effort to split Czechoslovakia. Thus, once the First Slovak Republic had been established, Nazi Germany started to make attempts to obtain maximum control over the Slovak economy. The Slovak economy was supposed to fully support German army operations with supplies of raw materials needed. Germany's strong pressure on the Slovak economy was obvious throughout the existence of the First Slovak Republic. Slovak economists were trying to avoid it at least partially. Their attempts to establish relative independence, however, ended definitively in October 1944, after the repression of the Slovak National Uprising, when the Slovak economy got under Germany's direct control.
Keywords: First Slovak Republic, Slovak economy, Nazi Germany
Classification-JEL: N44
Pages: 58-85
Volume: 2009
Issue: 3
Year: 2009
File-URL: http://www.vse.cz/aop/download.php?jnl=aop&pdf=273.pdf
File-URL: http://www.vse.cz/aop/273
File-Format: text/html
Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:3:id:273:p:58-85
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaop/references/273

Template-Type: ReDIF-Article 1.0
Author-Name: Věra Höppnerová
Title: Trends in the Contemporary German Vocabulary
Abstract: Important changes in the contemporary German vocabulary are caused by the influence of language for specific purposes. In certain areas such as business, information science, sports, music, etc., the impact of English is remarkable and is also often criticised. The endeavour to influence the public opinion leads to the creation of political, social or commercial euphemisms. Some expressions from the language of young people and scholars are also becoming part of the common language.
Keywords: contemporary German vocabulary, trends, influence of language for specific purposes and English
Pages: 86-90
Volume: 2009
Issue: 3
Year: 2009
File-URL: http://www.vse.cz/aop/download.php?jnl=aop&pdf=274.pdf
File-URL: http://www.vse.cz/aop/274
File-Format: text/html
Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:3:id:274:p:86-90
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaop/references/274