JADCZAKOVÁ VERONIKA: Review of segmentation process in consumer markets. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 4, pp. 1215-1224 Although there has been a considerable debate on market segmentation over fi ve decades, attention was merely devoted to single stages of the segmentation process. In doing so, stages as segmentation base selection or segments profi ling have been heavily covered in the extant literature, whereas stages as implementation of the marketing strategy or market defi nition were of a comparably lower interest. Capitalizing on this shortcoming, this paper strives to close the gap and provide each step of the segmentation process with equal treatment. Hence, the objective of this paper is two-fold. First, a snapshot of the segmentation process in a step-by-step fashion will be provided. Second, each step (where possible) will be evaluated on chosen criteria by means of description, comparison, analysis and synthesis of 32 academic papers and 13 commercial typology systems. Ultimately, the segmentation stages will be discussed with empirical fi ndings prevalent in the segmentation studies and last but not least suggestions calling for further investigation will be presented. This seven-step-framework may assist when segmenting in practice allowing for more confi dential targeting which in turn might prepare grounds for creating of a diff erential advantage.

Rising popularity of geocaching is linked to increased risk of negative impacts on natural environment. Based on that, this paper intends to present possible approach of how to evaluate these impacts in the Landscape protected area Moravian Karst (Czech Republic) and in the Vrátna dolina valley (National park Malá Fatra, Slovak Republic). Recreation along with nature conservation has been solved in these areas in the log-run and geocaching has been steadily extending offer of recreational activities. Therefore, it seems desirable to examine how geocaching affects environment and simultaneously how topography or land cover influences availability or difficulty of caches. 57 caches (i.e. one third of the total) has been analyzed in the Moravian Karst and 11 caches in the Vrátna dolina valley. To assess impacts, own classification of indicators has been suggested, such as cache attendance, environment attractiveness or visually detected impacts of geocaching on natural environment. Our study revealed the major risk lies primarily in geo-highways which -with respect to soil type, land cover and intensity of cache attendance -grow rather fast. Despite the local nature of detected impacts, an increased attention shall be devoted to environment care and specifically to regulation of attendance.

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Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics) yet still focusing on how well these bases are capable of describing relevant segments (the identifi ability criterion) rather than on how precisely these segments can predict (the predictability criterion). Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing fi rms was fi rst regressed on a set of 19 cultural variables using canonical correlation analysis. Having found signifi cant relationship in the fi rst canonical function, it was further examined by means of correspondence analysis which cultural segments -if any -are linked to which market strategies. However, as correspondence analysis failed to fi nd a signifi cant relationship, it may be concluded that business culture might relate to the adoption of market strategy but not to the cultural groupings presented in the paper.

JADCZAKOVÁ VERONIKA: Responsiveness of culture-based segmentation of organizational buyers. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 7, pp. 2205-2212 Much published work over the four decades has acknowledged market segmentation in businessto-business settings yet primarily focusing on observable segmentation bases such as fi rmographics or geographics. However, such bases were proved to have a weak predictive validity with respect to industrial buying behavior. Therefore, this paper attempts to add a debate to this topic by introducing new (unobservable) segmentation base incorporating several facets of business culture, denoted as psychographics. The justifi cation for this approach is that the business culture captures the collective mindset of an organization and thus enables marketers to target the organization as a whole. Given the hypothesis that culture has a merit for micro-segmentation a sample of 278 manufacturing fi rms was fi rst subjected to principal component analysis and Varimax to reveal underlying cultural traits. In next step, cluster analysis was performed on retained factors to construct business profi les. Finally, non-parametric one-way analysis of variance confi rmed discriminative power between profi les based on psychographics in terms of industrial buying behavior. Owing to this, business culture may assist marketers when targeting more eff ectively than some traditional approaches.