[pt] A propaganda é sem dúvida uma das armas mais importantes do Markenting. Porém, medir sua eficiência a curto prazo como resultado do aumento de vendas pode ser uma tarefa árdua, principalmente quando este é comparado com resultados de promoções. Desta forma, modelos estatísticos vêm sendo desenvolvidos utilizando-se de outros tipos de medidas diferente do volume de vendas. Ao mesmo tempo, a propaganda passou a ser vista como algo mais científico. Mais ainda, ela tomou lugar de destaque dentro da Pesquisa de Mercado, gerando diversas tendências sobre a melhor forma de garantir o retorno em seu investimento. Assim, tenta-se aqui reunir a teoria e os resultados mais importantes e concretos da Pesquisa de Propaganda, de forma a apresentar uma metodologia que assegure esse retorno com alguma garantia. / [en] The advertising is no doubt one of the most important weapons of Marketing. However, to measure its short-term efficiency as the result of sales increase can be a difficult task, mainly when it is compared to promotion results. For that, statistical models are being developed using other measures rather than sales volumes. At the same time, the advertising turn up to be seen in a more scientific way. Moreover, it took a remarkable place within the Marketing Research, creating different tendencies about the best way of guarenteeing the investiment return. Here is showed an essay of linking the theory and the most important and confirmed results of Advertising Reserch, presenting one methodology that assures this return with some guarantee.

Title: FC Hradec Kralove football match benefits for spectators Objectives: The object of this work is analysis and descriptions of benefits, resulting from the visit FC Hradec Kralove football games to spectators in the season 2015/2016 and 2016/2017. Finding satisfaction with individual benefits and propose measures that could lead to increase satisfaction and traffic of a home football games FC Hradec Kralove. Methods: observation, electronic survey, written interview, personal interview Results: Proposals and recommendations to increase spectator satisfaction and traffic. Keywords: spectator satisfaction, football, FC Hradec Kralove, marketing research

The theoretical part of this thesis describes general findings about the audit of information technologies and systems and the needs of middle-sized enterprises in IT. The practical part summarizes the theoretical background that was used for the list of services of IS/IT audit for middle-sized enterprises and marketing research survey. The goal of the surves was to investigate whether the selected clients would be interested in services of IT/IS audit for their companies and how would they choose their auditors. The research was conducted quantitatively. The methodology that I used was structured interview which could been changed in term of need. The integral part of the thesis is created of marketing research survey, analyzing of results and afterwards incorporating into the daily operations of the company EMSI, spol. s r.o.

The ambition of this master thesis is to provide a deeper insight into a marketing strategy of the multinational company PUMA applied in the Czech Republic. Specifically, the thesis includes a survey of customers designed to examine the perception of the PUMA brand in the Czech market within the target group of people from 16 to 26 years old. One of the essential requirements of this thesis is to provide a very important theoretical background of the marketing field, explaining the basic marketing terminology, presenting the marketing and communication mix, introducing the company analysis and discussing the important characteristics of the conducting marketing research. Furthermore, this master thesis aims at providing information about the company PUMA, starting from the company history and its successes and ending with its current marketing activity. The essential aim of the study can be explained by the research question: How does the customer perception of the PUMA brand by a defined target group on the Czech market affect the company marketing strategy? In the end, the recommendations for further improvements to the PUMA marketing department are made. Statistical methods correlation and averaging are used in order to reach these goals.

The main goal of this diploma´s thesis is to compare current prices of tennis hall with prices assembled by marketing theory. The theoretical part of the thesis is based on knowledge of marketing in services and then summarises price strategy and the theory of prices. The practical part uses the procedure for determining the price on the example of tennis hall. Recommended price is primarily based on three main factors. These factors are demand for the product, identified costs and close competitors. Questioning, SWOT analysis and other methods are used. New price, which corresponds with research and used methods, is established at the end of the practical part of the master´s thesis. The author of the thesis proposes further suggestions and recommendations for pricing in upcoming winter tennis season in addition to the basic price in afternoon time zone.

Marketing channels have traditionally been examined as commercial conduits the sale objective of which was to facilitate the flow of goods from producer to consumer. This approach emphasized functional and structural aspects of the channel and was primarily concerned with the efficiency of the distribution system. During the last two decades, marketing channels have increasingly been viewed as social systems affected by the behavioural dimensions of power, conflict, roles and communication. The rapid growth of vertical marketing systems with greater authority and interdependence between channel members, have stimulated interest in this field. Nevertheless, research has been limited and characterized by methodological problems and conceptual differences about the definitions of behavioural variables and their relationships. Some attempts have been made to develop an integrated framework within which to conduct research into channel relationships, but the validity and relaibility of these models has not been tested. This research project examined the relationship between the sources of conflict and stages in the conflict process. The sources of conflict were subdivided into attitudinal and structural categories, the latter being concerned with goal differences, the desire for autonomy in the face of interdependence and competition for scarce resources. The conflict process model adopted by the author assumes the existence of stages of latency, feeling, perception, manifestation and aftermath in each conflict episode. The first four were treated as separate behavioural states for which different levels of conflict intensity were measured. In order to provide greater explanatory power to the results of the analysis, the perceptions of two respondent groups were identified, namely the leader group, consisting of channel members responsible for the overall strategic interests of the channel, and the affected group, consisting of channel members who had been adversly affected by the activities of their partners in the channel dyad. In addition, respondents were asked to identify separately, their perceptions of the macro and micro levels of conflict in the four conflict states. The marketing channel for prescription medicines was selected for the study. The focal dyad consisted of retail pharmacy managers and doctors with single respondent perceptual measures being obtained from the retail pharmacy managers. A mail survey of all the retail pharmacy managers in South Africa, South West Africa/Namibia, and the independent homelands conducted in July 1987 resulted in a 40% response rate (1031 returns). Tests indicated statistically significant differences between the perceptual measures representing the sources and stages of conflict, the macro and micro levels of the stages of conflict and between the leader and the non-leader groups and the affected and non-affected groups. A sequential hierarchy in the level of conflict measured in the behavioural states was indicated, with decreasing levels of conflict being identified in states of latency, perception, feeling and manifestations, respectively. An analysis of the results revealed that attitudinal sources of conflict were more important that structural sources in measures of perceptions, feelings and manifestations of conflict behaviour. In the latent conflict state, structural sources assumed greater importance than attitudinal sources. In most of the measures, the sources of conflict were more correlated with perceptions of conflict at the macro level than the micro level. The exception was manifest conflict for which micro conflict levels were more important. The major sources of conflict were differences in perceptions, differences in goals and the lack of autonomy. The leader group indicated a particular concern for attitudinal factors, particularly communication difficulties. The affected group, whilst identifying attitudinal factors as being the most important, was especially concerned with their lack of autonomy from the doctor, rather than the competition for scarce resources which could have been expected. An overall assessment of the level of conflict between retail pharmacy managers and doctors indicated that the channel dyad was relatively free from conflict. Relationships were characterized by a degree of satisfaction, some degree of harmony and little evidence of conflict behaviour.

The main objektive of this thesis is to analyze the market position of floorball brand Canadien and to suggest improvements for marketing conception of Charlies and Co. company (exclusive distributor of brand Canadien in the Czech Republic). The theoretical part analyses czech floorball market, divides it into different segments and presents the results of marketing research specialized on evaluation of the main floorball brands in the Czech Republic. The most important information about the market and the brand Canadien are summarized in Swot analysis. The end of the thesis is devoted to suggestion of appropriate future brand strategy and concrete steps for each part of the marketing mix.

Diploma work on the theme Content Analysis of advertisements' in mobile communication concerned by research work of mobile operators and mobile phone makes. First part of the research work focuses on characteristics of Koktejl magazine, where from I have picked the advertisements', descriptions of market operators and descriptions of used research technique. In next part the research work is being processed. This research work was done by content analysis of advertisements' in Koktejl magazine. It was done from all advertisements' of mobile communication, which were published since 1997 to the present. Research outcome is to find out how the printed communication in mobile world had changed and how had changed the communication of operators in moments, when they were becoming a part of transnational company.

The Diploma Thesis consists of four chapters. The first one describes B-2-B market and compare its approach to the customers with its approach to the consumers' market. Further this chapter describes the latest trends and specifics of the pharmaceutical field. The second chapter describes the marketing research and its various ways of realization. The following chapter depicts this marketing research in connection with the B-2-B market. The last chapter is the practice part of the thesis. Firstly there are the reasons that led me to realize this research. Then the main goal and the hypothesis are mentioned. The description of the researches course, its main summaries and the methodical edifications are not absent as well.

The thesis examines the dental hygiene market. It desribes a methodology for marketing research. By the help of questionnaire survey it explores buying habits of university students. The practical part presents the results of research and forms recommendations.