[pt] O mercado de venda direta tem apresentado forte crescimento no Brasil nos últimos anos, sendo um mercado com grande expressão global, tanto no que se refere à venda direta, quanto ao setor de Beleza e Cuidados Pessoais. Além disso, o forte crescimento da venda direta frente ao varejo de lojas tem despertado a atenção de novos entrantes. Considerando a venda direta como um sistema de comercialização de bens de consumo e serviços fora de um estabelecimento comercial fixo, baseado no contato direto entre vendedores e compradores, o relacionamento pessoal se mostra uma variável decisiva para a efetivação da compra. No entanto, as empresas que adotam este tipo de estratégia de vendas, possuem em sua maioria dificuldade na gestão e baixo controle sobre este relacionamento dos representantes com seus consumidores. Sendo assim, torna-se fundamental o maior conhecimento possível das características e atitudes desses representantes, que atuam de forma independente. Com base neste conceito, o estudo se constitui em uma pesquisa exploratória com o objetivo de conhecer o perfil e atitudes dos representantes de venda de uma empresa que utiliza o sistema de venda direta porta a porta e avaliar sua relação com o desempenho desses representantes. Para realizar a pesquisa foi selecionada uma amostra na cidade do Rio de Janeiro de representantes da empresa líder no segmento de venda direta e no setor de Beleza e Cuidados Pessoais no Brasil, a Natura. O estudo fornece alguns indicadores que podem ser úteis a futuros pesquisadores sobre o tema, particularmente no Brasil. / [en] Door to door sales – often called direct selling – has shown strong growth in recent years in Brazil, one of the largest global markets both in terms of direct selling and Beauty and Personal Care. Moreover, the strong growth in door to door sales compared with physical retail stores has caught the attention of new entrants. Considering direct selling as a commercialization system of consumer goods and services outside a physical shop, based on the direct contact between buyers and sellers, personal relationships appear to be a decisive aspect for the final purchase. However, companies that adopt this type of sales strategy, mostly have difficulty in the management and control of the relationship between representatives and consumers. Therefore, the knowledge of the characteristics and attitudes of these representatives, who act independently, is essential. Based on this concept, the study focuses on a exploratory research aiming to understand the profile of the sales representatives of a company that adopted a door to door sales system and to evaluate the relationship between representatives profile and attitudes and their performance. To conduct the survey a sample of representatives of the leading company in the direct selling market, as well as in the Beauty and Personal Care industry in Brazil, Natura, was selected. The study provides some indicators that may be useful to future researchers on the subject, particularly in Brazil.

This thesis was prepared on company communications mix. Selected company was SOME Jindrichuv Hradec Ltd. The work is divided into theoretical and practical part. In the theoretical part is described the issue using the professional literature. In the practical part describes the communication mix of the company and are designed to improve it.

Topic master´s thesis is "Suggestion of Marketing strategy of company". The work deals about communication in marketing, where situation of this company is analyse and gives recommendation how to lead it too.

This diploma thesis deals with a marketing communication mix. The introductory part deals with theoretical background. In the second part, I focus on the analysis of the current company marketing situation. The concluding part deals with the proposal of a new communicative mix, the goal of which is to raise awareness about the brand and attract new customers.

This diploma thesis is focused on design changes that lead to optimization of company marketing communication in the field of electronic production. The first part of the thesis contains theoretical concepts, defining the basic concepts of marketing, marketing communication, analysis of external and internal environment. The author analyzes the current situation of the company and its marketing communication, in the second part. The third part presents proposals for measures and changes in marketing communication, which should lead to its improvement.