Title Corporate Social Responsibility: Marketing research and its application in health and sport Objectives To present marketing research results, to assess Czech medium and large enterprises' approaches to corporate social responsibility, to evaluate a situation of CSR in the Czech Republic and to recommend some changes Methods questionnaire survey, primary data capture Results The level of corporate social responsibility in the Czech Republic is intermediate; nevertheless the potential of this concept remains underused in terms of knowledge, benefits and application options. Corporate social responsibility activities connected with health and sport are considered important and appear in majority of examined enterprises. Key words corporate social responsibility, marketing research, questionnaire survey, health, healthy lifestyle, sport

Title: Marketing research of motivation to attendance of fans FK Dukla Praha on matches. Objectives: The main target of this thesis is to reveal the cause of low attendance at local matches of FC Dukla Praha, based on marketing research. Methods: Marketing research consists of qualitative methods. For acquiring the necessary data, methods of electronic questionnaire, personal enquiry and interview were used. FC Dukla Praha fans inquiry was conducted by a method of electronic questionnaire on server Vyplňto.cz. During FC Dukla Praha fans motivation factor measurement, a part of Al-Thibiti (2004) questionnaire was used. The people enquiry was conducted by a method of personal enquiry. The interview was conducted as an in-depth individual talk supervised by Ing. Vladimír Šmíro, marketing manager. The statistics analysis was implemented for the gained data interpretation. Results: The results of this research revealed many reasons that lead to descending number of the audience of FC Dukla Praha matches. The most serious ones are unsuitable terms and times of the matches, the whole generation of FC Dukla Praha fans outflow, unsuitable premises, quality of performances and difficult access to the pitch/stadium. The club received sufficient information and at present, they try to remedy this negative...

The main subject of this thesis is the area of marketing for educational institutions. First part is focused on general theoretical aspects of marketing of services, specificity of marketing for educational institutions and marketing communication. The operative part attends to a selection of an educational institution, an execution of an analysis of internal and external environment of the school, an implementation of a marketing research recognizing image of the school and based on that designing the concrete marketing communication strategy.

The aim of this diploma thesis is to draw attention to possibilities of presentation of arts in the public space and its benefit for Arts and cultural organisations marketing. The thesis concentrates on the area of Statutory city of Brno and provides both evaluation of benefits of selected implemented events and results of my own marketing research. In the introductory part of the thesis, there are some important theoretical expresions and contexts explained. Furtheremore, there are described possibilities of elimination of barriers of both the access and approach of the public to arts through their presentation in the public space. An important part of the thesis deals with presentation of arts in the space of shopping centre Galerie Vaňkovka Brno and provides particular examples which demonstrate benefits of cooperation of a shopping centre with individual artists or cultural institutions. The most significant point of the thesis is the marketing research conducted among visitors to Galerie Vaňkovka. On the sample of 200 respondents I examined how the visitors to Galerie Vaňkovka perceive presentation of arts in the space of shopping centre. The conclusion which I reached is that presentation of arts in such spaces can support significantly the marketing of arts and cultural institutions.

The aim of this thesis is to analyse legal regulations of marketing and advertising in the Czech Republic as well as in the European context and define possibilities of applications of marketing methods and tools in the field of legal services. This is followed by a detailed elaboration for advocacy being the most marketable branch within this field. Based on the analysis of classic marketing mix tools, the aim is to create a set of marketing instruments suitable for the selected field of advocacy services. The thesis takes into consideration particularly strong characteristics of legal services as such. The theoretical part of the thesis is opened by a chapter dealing with the issue of marketing in general. Defining the respective branch and identifying its basic descriptive signs creates a terminology basis for further development of the subject. Special attention is paid to individual key marketing components, the main one being the strategic marketing management and its main variables composed of the following: company mission, company objectives, company strategies and company opportunities. A strategic marketing process, formed by planning, implementation and control stages, is also elaborated. The planning stage is composed of a marketing situational analysis, setting of marketing...

The aim of this work was to identify and describe the main segments and individual types of customers of the drugstore chains on the basis of their identity and consumption behaviour and subsequently to make suggestions and recommendations for drugstore chains. The whole thesis is divided into two parts: theoretical and practical. The theoretical part of the thesis is devoted to the literature review, which was based on the study of professional books and articles. It presents the basic definitions and concepts related to the issue. It mentions the term consumer, consumer behaviour, describes basic approaches to consumer behaviour monitoring, factors influencing consumer behaviour, purchasing decision-making process, market segmentation and consumer typology in various aspects. In the practical part, quantitative marketing research was conducted in the form of a questionnaire survey. Based on the results, consumer segmentation was performed according to demographic features such as gender and age, as well as the preferred drugstore brand. Each segment was analysed and described in detail in terms of purchasing behavior and based on the resulting data, some suggestions and recommendations for drugstore chains were created.

A fight for customer is nowadays a typical sign of business. There is no doubt about an importance of a customer service. If a company doesn't dispose of quality in this point of view, a dissatisfied customer will use competitor's service in future. There is plenty of sellers, who don't master their roles. However, to measure the quality of service is difficult. One of methods that are used by a modern marketing, is mystery shopping. This instrument serves for an identification of imperfections in the process of service, where occurs a contact between the seller and the customer. It reveals a relief and a complete approach of staff to customers. Based on this there is a possibility to compare results with standards and norms of the company, but also with competitors, the market. Identification of the best and the worst parts is a possibility to improve the performance and the quality of service. A topic of my dissertation is usage of mystery shopping to compare the customer service in perfumeries Douglas and Sephora. The aim of the dissertation is to recommend steps concerning customer service to Douglas and Sephora based on results of mystery shopping. Partial aims are judging aspects as the importance of time of shopping, whether there is a difference between quality of customer service during week and on weekend, how much it's important if the customer is a man or a woman, or if the critical factor is customer's age. I will also try to prove that prices in common stores are noticeably higher than in e-shops.

The main topic of this thesis is marketing communications of Gymnasium Olympic hopes in České Budějovice. The first part deals with the theory, which is focused on school communication mix, the school's image and marketing strategy. Then this thesis present actual marketing activities of school, describes the SWOT analysis and shows realisation of questionnaire survey and its post evaluation. Heart of the thesis is proposal of specific marketing strategy for GON, which is based on the results of the analyzes.

The aim of my Master thesis is to analyze consumer process of purchasing decision in the detergents market. Through this aim I am trying to confirm or deny defined hypothesis by research. In theoretical part is detailed description of consumer behavior and marketing research. Next chapter is dedicated to specifications of main producers in the detergent market which is followed by my own research. To my research were used primary and secondary researching sources. Questionnaire was used as primary source. Analysis is accomplished through excel tabs and graphs. At the end of my thesis is a summary based on analysis and recommendations for the companies, which occur in the detergent market.

Title: Marketing research of the participants' satisfaction European Week of Women in the years 2009 - 2011. Goals: Presentation and interpretation of results of marketing research in the years 2009 - 2011, test hypotheses, recommendations for event organizators according to obtained results. Method: Quantitative research in the years 2009 - 2011, written questioning, analysis of costumer satisfaction. Results: Particular discoveries are presented in practical part of the work, verify predetermined hypotheses, they are important source of information for event organizators and reflect the evolution of participants' satisfaction in the years 2009 - 2011. Key words: marketing, marketing mix, marketing research, customer satisfaction, sports management, sports marketing.