Zborník - Mesto Nitra

Today´s World is different and it is necessary to customize it the way of Marketing(Pollák, 2012). There is not and effort to search, because an online Search EngineTechnology is searching instead of you. People perceive the snippets only and „Google“becomes the response to almost every question. The main article in the magazine „TIME“included on average 4,500 words 20 years ago, today it is only 2,800 words. The average timeof a comment was 42 seconds in 1965 as opposed to today´s 8 seconds (Van Der Bergh,Behrer, 2012).Generation Y is rumoured to trust exclusively to their peers. According to a survey,the opinion of people who belong to the same generation is the most accepted by them,besides of the staff that is providing the service, as shown in Figure 3.Figure 3 Credibility of opinionsSource: Van Der Bergh, Behrer, 2012Moji najlepší priatelia – My best friendsPersonál poskytovateľa služby – Staff that is providing a ServiceMoja mama – My motherĽudia ako ja – People like meMoja sestra – My sisterMoja rodina – My familyBrožúry, web značiek – Brochures, Websites of BrandsFórum na internete – Internet ForumĽudia, čo vyzerajú ako ja – People who look like meMôj brat – My brotherMôj otec – My motherCRUSH ModelThe five most important common denominators of success were confirmed inexamining more than 5,000 texts that are defined as being „Cool“ during the years ofresearch focused in social and practical experience with Generation Y, i. e. to be real andauthentic, be unique, customer must be able to identify and deliver happiness. The CRUSHModel has been created on the basis of these denominators. Since October 29 to December 3,2009, the Study under the same title ran in Belgium, the Netherlands, France, Germany,Spain, Sweeden and the UK. The total sample size was 6994 respondents, of which 40% weremen and 60% women.The Model was tested by Path Analysis which is a regression analysis in a matter offact to detect casual strings of relationships between the measurable variables (Van DerBergh, Behrer, 2012).61