The thesis considers content analysis of advertising in Czech and German journals.It puts accent on a role of women and men in advertising.The content analysis is made from news journals Týden and Der Spiegel.Firstly are described steps of marketing research,then the method of content analysis.The thesis is also focused on advetising,researches and a role of women and men in advertising.In the practical part of the thesis is made the content analysis from Czech news journal Týden and German news journal Der Spiegel.Then are compared results of the content analysis and are described interpretation of hypotheses.

Marketing and commercial communications. Forms of commercial communications. Legal regulations and ethics in an advertising focused on religious elements. Analysis of selected advertising campaigns with religous themes. Qualitative marketing research.Recommendation for the future work with themes of a religion and religious symbols.

This thesis deals with the purchase behavior and habits of consumers in the retail chain COOP, particularly cooperative COOP Hořovice. The work consists of two main parts -- theoretical and practical. The theoretical part solves the issue of purchase behavior of consumer and the factors that influence on consumer during all phases of their purcasing decisions, from a general perspective. Regarding the solving issue work also provides information about private labels, which are typical for retail. Furthermore it includes basic knowledge of marketing research and its phases. The practical part is beginning with important data about the cooperative COOP Hoovice (history, basic information, offered services and private labels). Recommendations for improvements are based on the course of research and its results interpretation.

The main objective of my diploma thesis is to analyse customers perception of Pure Jatomi Fitness brand. Based on results of a questionnaire survey, I recommended improvements that the management of the company should take into consideration in order to reach better results. In the theoretical part, I defined the concepts of service marketing, mark and its elements. Then I also focused on terms such as segmentation, targeting and positioning. The next chapter is devoted to the qualitative and quantitative research methods. In the practical part, I mentioned characteristics of Pure Jatomi Fitness company as to it's history and philosophy. I analysed the competitive market of Prague fitness centers and I presented the SWOT analysis. In the research part, I defined target segment of this fitness center chain with emphasis on analysing the perception of the respondents. In the final chapter, I proposed appropriate improvements that would strenghten the accurate position of Pure Jatomi Fitness.

This master thesis deals with the communication strategy of the brand Klasa. The aim is to analyse and evaluate the current communication strategy of the brand and based on the results of research confirm or disprove the hypothesis regarding quality labels. The work is divided into two parts: theoretical and practical. The first part contains chapters dealing with commercial and marketing communications, brand and its role in marketing and marketing research. The practical part is devoted to the analysis of existing communications of the brand Klasa and to own marketing research. The final part of my thesis contains a summary of findings and suggestions for brand communication Klasa in the future.

The world has recently witnessed the widespread of 3D printing technology. In the shadow of this development a new means of freezing time was born: 3D figurines. A 3D figurine is a mini version of oneself; a little sculpture manufactured by 3D Printers. These 3D figurines are sold for a profit by so called 3D Print Stores to consumers. For the production of such a 3D figurine one needs 3D Body Scanners. It is from the perspective of a producer of 3D Body Scanners that this master thesis was written. The objective was to establish whether or not the company should tap into that new market segment of 3D Print Stores. Furthermore a market entry strategy was to be developed. Thus a marketing research study was performed. For the analysis of the market segment primary and secondary data was scrutinized, which was gathered through expert interviews and desktop research. The primary scope of the study was limited to Germany. Overall the market segment proved to be promising, as consumers regard 3D figurines as a more sophisticated alternative to a digital photo. Competition is currently low, but the threat of new players entering the segment is high. Thus a market entry strategy was elaborated that suggests tapping into the market as fast as possible; thereby obtaining a first mover advantage and pre-empting market space. Furthermore a differentiation strategy was proposed to shield against growing competition.

This thesis deals with an arts marketing with a focus on musical theater. The theoretical part defines basic elements of the marketing process, with the main emphasis placed on marketing mix and its specifics in context of musical production. In this part of the thesis there is also description of marketing research. In favour of smooth transition to practical part, at the very end of theoretical part there is a summary of main competitors. The practical part is focused on the company operating in the theater Hybernia and on its marketing and communication activities. Based on the theoretical presumptions the marketing research had been realized and it had examined the customers of this company. The output of the research, analysis of the marketing mix and analysis of the competitors serve as basis for creating innovations in marketing mix.

This thesis is divided into two parts. In the first (theoretical) part I deal with the theoretical basis of the following practical part, a marketing of services, marketing and communication mix. In the practical part I apply it to the specific example of The Jewish Quarter in Prague, which is made up of two organizations -- The Jewish Community of Prague and The Jewish Museum in Prague. The aim of this thesis is to describe current marketing activities of The Jewish Quarter in Prague and evaluate their quality and efficiency. Based on these findings and the findings of the marketing research, I determine recommendations to the new marketing activities in the future.

This diploma thesis deals with the ethics of marketing research conducted with underage respondents. Child security is a very hot topic these days; therefore the field of market research should use only methods tolerated by parents. Global as well as local market research associations regularly publish codes of conduct and guidelines dealing with the ethics in market research. However, they define only basic rules and regulations and do not reflect the specificity of each method and technique. The goal of this diploma thesis is to identify methods used in market research that are not perceived as ethical by parents. Results should motivate research agencies to eliminate using such methods or at least modify them to decrease the level of controversy among general public. In order to identify unethically perceived market research methods, the author of the thesis conducted a quantitative research among the needed target group: parents of school kids. The survey found 5 methods that are considered ethical and thus do not pose any significant threat to the industry of market research: taste test, observation, product test, eye-tracking and communication test. Two methods were labeled as unethical by the respondents: field experiment and online discussion groups. Those methods can be used without any major changes provided that agencies communicate openly with parents all details regarding the research. They have to make sure that parents understand the methodology and are sure to let their children participate in such a project. Finally, three methods were recognized as highly unethical or even illegal: neuromarketing, netnography and geolocation (geomarketing). These methods carry a high probability of damaging the positive image of market research industry among general public. Less than one quarter of respondents consider these methods as suitable for use with kids and at the same time more than 25 % of parents think that those methods are illegal. In case of neuromarketing, it is recommended to firstly explain the used methodology in detail and, if possible, demonstrate its 100 % safety in presence of a doctor. Netnography was evaluated as highly unethical. On the other hand, it is a type of observation; therefore, its use in reality is unlikely to be registered by public. As a result, there does not have to be any severe steps taken to regulate this method. Geolocation scored as the most unethical market research method in the survey. This method is therefore not recommended for use as it carries an enormous risk of damaging the whole market research industry.

The aim of this diploma thesis was to design a marketing and communications strategy for Czech e-shop doing business in sports nutrition market. Necessary theoretical minimum allowing to develop a marketing plan is presented in the first part of the thesis, the main emphasis is placed on marketing communications. In the second part the traditional conception of marketing plan is applied on a selected company and real market environment. Based on a detailed situation analysis a marketing strategy is developed. Finally in accordance with the marketing strategy a communications strategy can be proposed.