Abstract: The paper deals with finding and describing of the
effective marketing communication forms relating to the segment
50+ in the financial market in the Czech Republic. The segment 50+
can be seen as a great marketing potential in the future but
unfortunately the Czech financial institutions haven´t still reacted
enough to this fact and they haven´t prepared appropriate marketing
programs for this customers´ segment. Demographic aging is a
fundamental characteristic of the current European population
evolution but the perspective of further population aging is more
noticeable in the Czech Republic. This paper is based on data from
one part of primary marketing research. Paper determinates the basic
problem areas as well as definition of marketing communication in
the financial market, defining the primary research problem,
hypothesis and primary research methodology. Finally suitable
marketing communication approach to selected sub-segment at age of
50-60 years is proposed according to marketing research findings.
Abstract: This paper examines international marketing in
business practice of Czech exporting small and medium-sized
enterprises (SMEs) with regard to the strategic perspectives.
Research was focused on Czech exporting SMEs from Moravian-
Silesia region and their behavior on international markets. For
purpose of collecting data, a questionnaire was given to 262 SMEs
involved in international business. Statistics utilized in this research
included frequency, mean, percentage, and chi-square test. Data were
analyzed by Statistical Package for the Social Sciences software. The
research analysis disclosed that there is certain space for
improvement in strategic marketing especially in a marketing
research, perception of cultural and social differences, product
adaptation and usage of marketing communication tools.