This study examines the potential contribution market research could make to planning urban farm locations. Substantial research identifies access to healthy foods as a significant barrier for under-served communities. Under-served communities are those struggling with food insecurity, poor nutrition and poor community cohesion. Urban farm locations could be more strategically planned to connect healthy food access and other secondary benefits to these vulnerable communities. This market research based methodology is applied to Portland, Oregon, using GIS data to map where future urban farms should be placed. The final product of this study is a prioritized list of potentially suitable sites in Portland, Oregon, for a future urban farm. This methodology could be applied in other urban areas to increase access to healthy foods among under-served communities.

Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender utilizando-se métodos quantitativos de pesquisa. A identificação desta limitação levou, em anos mais recentes, ao uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo em seus comportamentos. Em administração e marketing pesquisadores com trabalhos qualitativos têm se baseado em métodos e técnicas mais adequados para a abordagem destes problemas com origens em sociologia, antropologia e psicologia. A etnografia originada na antropologia e sociologia com estudos de comportamento de grupo é um instrumento bastante adequado para estudos em marketing. Este estudo discute a criação e desenvolvimento da etnografia como metodologia de pesquisa em antropologia e mostra como seu uso foi estendido para outras áreas do conhecimento, mais especificamente para a área de marketing. É destacada a evolução da etnografia no universo da pesquisa acadêmica e aplicada, e como a metodologia foi adaptada para realização de estudos na área do comportamento do consumidor, tanto acadêmicos quanto de mercado. O estudo enfoca os usos e limitações da pesquisa etnográfica em marketing. Faz isso em forma de ensaio por meio de levantamento bibliográfico de caráter analítico e descritivo, complementado com entrevistas em profundidade com profissionais que utilizam ou conhecem a metodologia aplicada ao marketing. Conclui-se que sua aplicação em marketing é adequada se houver rigor metodológico, já que esse tipo de pesquisa tem a vantagem de revelar porque os comportamentos relacionados a um dado grupo ocorrem, o que não é possível com outras abordagens de pesquisa. A metodologia apresenta maiores benefícios quando o comportamento de consumo estudado relaciona-se fortemente com características culturais do grupo ao qual o consumidor pertence. / Consumer behavior studies entail complex situations that are not simple to understand by quantitative research techniques. Recently there is an enhancement in the use of qualitative methods to help interpret the individual and the group in their behaviors. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have suitable developments to these areas of knowledge. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. This work discusses how ethnography was originated and developed as a research methodology in anthropology and to show how its use was extended to other areas of knowledge, specifically in marketing. The evolution of ethnography in the academic and applied research universes is emphasized, as well as how the methodology was adapted to be used in consumer behavior studies. The study focus on the uses and limitations of ethnographic research in marketing. This is made by an essay based on analytical and descriptive bibliographic research, complemented by in depth interviews with professionals that use or know the methodology applied to marketing. The conclusion is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behaviors related to the reference group occur, what is not possible with other research approaches. The methodology presents more benefits when the consumer behavior is strongly related with cultural characteristics of the group that the consumer belongs.

the first chapter deals with the theoretical background as a base for this thesis. It defines the terms marketing communication and commercial communication. In the second half it deals with market research. The second chapter introduces Billa as a part of REWE Group and an important player on the czech market. A Big part of this chapter deals with Billa's communication campaigns. The last chapter introduces one particular campaign and analyses it, using data that were provided by Billa for this purpous.

The diploma thesis is structured into three chapters, while the first chapter informs about theoretical concept of B-2-B marketing, defines basic specifics of B-2-B market and concerns about actual trends and frequent mistakes, which are made while preparing B-2-B marketing strategy. Next chapter informs about actual situation on the server market in the Czech Republic and mainly focuses on the external and internal environment of the firm. The last chapter is based on the personal discussion with potential distribution and service partners that provided useful information about the concurrence, actual situation on the market and defined trade requirements towards Inspur.

The master thesis addresses the topic of human ability to keep a promise, resolution and deals with this issue in the context of social networks and internet in the form of online platform called Promise-Book. In particular, the thesis contains data and research materials which could be used as references for the product's marketing strategy. The materials include: market analysis based on a questionnaire research as well as a research based on secondary data acquired from public statistics and studies provided by different internet websites, which are summarized in a SWOT analysis. The thesis also shows different options on internet advertisement and marketing strategies and determines the most suitable one for Promise-Book platform. The marketing strategy is performed in a standard way: Segmentation-Targeting-Positioning, Marketing Mix, Budget and Action Plan, Monitoring and evaluation.

This thesis is dedicated to currently a very important and topical theme; it is an entering of foreign company into the Russian market. The work is divided into two parts. In the first, the author deals with the theoretical approach to the issue. In the second part of the work the author describes activities of CineStar on the Czech market. After that the author is explaining the choice of market entry, it was the following ways: greenfield investment, business with a partner, franchising and merger. In the last chapter the author explaining other issues - it was a marketing and management. This part should serve as a form of proposals for other companies that are thinking about doing business in the Russian market. The aim of this thesis is to describe the entry of CineStar into the Russian market with a focus on the choice of entering. The central research question was following: CineStar company is really worth to enter the Russian market. The author worked in her work with Russian and Czech resources.

Title: New product implementation into fitness centre marketing strategy This thesis is focused on the issues of attendance of fitness centres predominantly by male population. Especifically, I will look into Fitness Power, which is located in Prague. Objectives: Using strategic analysis and marketing research, respectively using a survey to assess the current state of the fitness centre and its services and try to propose changes to the fitness centre so that it will be attended by both men and more women. My thesis will contain a proposal to create an exercise room, which has not been built yet in this fitness centre. Methods: There will be used following strategic analysis: PEST analysis, analysis of resources, analysis of competition and also marketing research, respectively a survey. The sample for the research will be selected from the group of customers who visit any service in the fitness centre. Customers will be able to fill in the questionnaire directly when visiting the fitness centre. Based on the analysis above and marketing research will be developed SWOT analysis. Results: Based on the results of marketing research, some measures were suggested to be able to increase satisfaction and attendance at the fitness centre. Number of changes were suggested in the proposal for a new gym and...

Title: Attendance at home matches of FK Dukla Praha Objectives: The main objective of this thesis is to find ways of improving attendance at home matches of FK Dukla Praha based on data from marketing research. The goal of the thesis is designed in collaboration with FK Dukla Praha in a way that would provide them valuable data about their fans and their satisfaction with offered services. Methods: The method used in this thesis is marketing research. Its main part was made up of electronic survey using a questionnaire created specifically for the purposes of this thesis. The survey was supplemented by a semi-structured interview with a member of marketing team of FK Dukla Praha. Results: The results of this research revealed a few options that would lead to increase in attendance at home matches of FK Dukla Praha. Those options are mainly improving the services offered, adapting to fans and special offers. Keywords: football, spectators, fans, stadium, market research

This masters thesis titled 'Buying across price tiers in the Australian wine market' explores if the duplication of purchase law (DoP) can be used to describe how consumers purchase across price tiers. The law has traditionally been used to describe how consumers buy across different brands in repeat purchase markets over time. This thesis builds on the generalisability of the DoP law by applying it to how consumers buy from different price tiers in a market where much price choice exists.

Abstract The purpose of this thesis is to undertake theory development and testing particular to re-purchase intention in an experiential service context, specifically the cultural performing arts. Services researchers suggest implementing a multi-disciplinary approach to research that uses theories and methods from several of the management fields will advance the domain of services research. This thesis aims to contribute to the field of service research by drawing from methods and theories offered in both service operations and services marketing fields. To date, service research has been preoccupied primarily with consumer behaviour aspects of services marketing such as satisfaction but underestimates the importance of constructs such as re-purchase intention and the subsequent implications for strategy formulation and implementation. Further to this, the current approach to services research has overlooked the nexus between marketing and operations and the importance of the implementation of strategy to achieve objectives. It is argued that failing to integrate service operations both practically and theoretically into the re-purchase intentions research framework confines its potential effectiveness. In addition, the lack of specific service context application has been identified as a significant oversight in previous services research. Construct measurements and findings have been difficult to replicate across contexts and contextual examination of constructs and relationships has been suggested as a solution. One such context deserving of attention is that of the experiential services, specifically the performing arts. Therefore, using measures and theories developed specifically for this context, this thesis will offer a more comprehensive approach to re-purchase intention research in a performing arts setting. This thesis adopts a mixed method approach by implementing a series of three integrated studies, which amalgamates both operations and marketing fields. This thesis aims to identify the aspects of a performing arts encounter that are relevant to the customer by conducting a two-staged set of qualitative interviews. This process is based on the operations technique Service Transaction Analysis (STA). First, consultant consumers and organisational personnel were used to formulate a consensus definition of a typical performing arts experience and, second, 26 in-depth interviews were conducted with potential future consumers of the performing arts based on this description of the offering. These two studies, coupled with extant literature, informed the research instrument designed for the main survey. This instrument was conducted on 273 potential future consumers of the performing arts. Qualitative work undertaken in Study 1 identifies the service experience description. Study 2 highlights the service management and marketing issues relating to re-purchase intention especially focusing on value, customer satisfaction, show experience and service quality and discloses a set of specific issues incorporated into the wording of the survey instrument. Study 3 measures and tests the key constructs of service quality, show experience, value, satisfaction and the significance of the hypothesised pathways to re-purchase intention. The proposed model is then analysed using the AMOS 5.0 Structural Equation Modelling package. This thesis is structured in the journal paper format with each of the chapters representing each of the five journal papers. In addition, an introductory and concluding chapter are appended with the concluding chapter providing an in-depth discussion of the contributions of this thesis. The papers are based on the progressive results of the research program and offer an integrated set of findings and discussions. The papers are not mutually exclusive but interrelated to comprehensively illuminate the central research theme of the thesis and discuss many aspects of marketing and operations significant to re-purchase intention. The entire thesis is drawn from the data set generated from the three integrated studies developed to address the overall research theme. The central research theme is to investigate the nature of re-purchase intention in an experiential setting using marketing and operations theories as platforms of analysis. Interestingly, the tested model of this thesis found empirically that the subjective and experiential aspects of the service, such as the emotional and artistic quality of the show, did not have a significant and direct relationship with re-purchase intention. This finding is of interest, in particular, to scholars of experiential consumption and marketing practitioners offering these types of services. Previous research has supported the desire to fulfil experiential needs as driving the initial purchase. Conversely, this finding suggests that the desire to visit again is driven by utility and value. As customer maintenance and repeat patronage are of utmost importance to practice, this is an exciting development. Offering further support, the tested model found service quality and show experience were mediated by value to satisfaction, with satisfaction inturn mediating the relationship between value and re-purchase intention. Collectively, these findings have lead to several developments and contributions for both scholarship and practice. The contributions to knowledge of this thesis highlight five main theoretical contributions and four main managerial implications. These encompass: · Advancing the ‘service management trinity’, specifically strengthening the importance of the relationship between service marketing and service operations. · Advancing service management theory by understanding the service offering more intricately and the importance of service description. · Clarifying the roles of experiential and utilitarian attributes of the service experience in an experiential setting extending knowledge related to re-purchase intention. · Particularizing and measuring the construct of re-purchase intention to the performing arts and clarifying the predictors of this construct in the context of experiential performing arts. . · Testing and clarifying the relationships of value and satisfaction to re-purchase intention extending the understanding of re-purchase intention in this field and elaborating the approach and understanding of this construct for future research. This thesis further contributes to knowledge by offering several managerial contributions. These incorporate: · Market segmentation and targeting strategies as critical for performing arts management. · Operations service design and creation strategies in the performing arts by including important aspects of the service experience as highlighted by customer driven research. · Specific recommendation for streamlining delivery through standardised mass customisation. · Offering value frameworks for creating value in service delivery and targeting customer perceptions of superior value. This extending the understanding of the customer perceived value equation. By contributing to the field of service management and advancing enquiry in the field of services marketing and service operations, this thesis offers a new perspective and practical approach to service marketing context analysis making a valuable contribution to scholarship. This approach is based on improving organisational performance in experiential services specifically by applying operations and marketing theory from a customer-perspective. By doing this, findings inform organisations of ways to better meet the needs and wants of consumers through design, delivery and marketing. Moreover, the findings assist researchers in further advancing the field of services research. This research positions the future research program to focus on continuing the advancement of service management by examining the higher order constructs of service quality and show experience and examining the impact of additional customer motivations such as emotional goal attainment and involvement in experiential settings.