<p>Background: Today firms are facing increased global competition, and it results in shor-ter product life cycles. The present situation demand firms to focus more on marketing and how to communicate with the customers. In the mar-keting field there has always existed a perceived dichotomy between B2B and B2C markets. It is said that B2B markets must be handled differently than B2C markets. Recently the perceptions have changed and it is said that B2B and B2C markets have more similarities than previously as-sumed, and this might affect the decision about which marketing tools to implement. This could even change the old way of thinking, which states that B2C marketing tools cannot be used effectively in a B2B market. Theories show that brand awareness is of crucial importance in B2C mar-kets. Will the change of market structure make brand awareness equally important in a B2B market?</p><p>Purpose: The purpose of this thesis is to critically analyze the attitudes towards dif-ferent B2B marketing tools and the possible appropriateness of using B2C marketing tools in a B2B market in order to achieve brand awareness.</p><p>Method: A qualitative approach has been used in order answer the purpose of the thesis. ROL AB has been used as a case study, and 13 open phone inter-views have been conducted with existing and potential customers of ROL AB. Furthermore, two interviews have been conducted with firms that successfully use B2C marketing tools in B2B markets.</p><p>Conclusions: The typical characteristics of B2B markets show a tendency to blur. This insinuates that brands are gaining importance in the B2B market. In order to react to this change, B2B firms need to increase their brand awareness. The traditional relational (B2B) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (B2C) marketing tools.</p>

The aim of the thesis is to provide a comprehensive perspective on Czech dermocosmetics market, to describe marketing specifics of the market and assess the effectiveness of commonly used marketing tools. The thesis is devided into four chapters. The first chapter provides the theoretical background of the thesis, the second chapter describes the characteristics of the Czech dermocosmetics market and the third describes the marketing specifics of the market. The fourth chapter presents the research on evaluation of the effectiveness of marketing tools on the Czech dermocosmetics market.

Diploma thesis analyzes the supply of chosen Czech travel agencies in relation to destination Turkey. The aim of the thesis was to create a certain manual for the newly formed travel agency, which would inspire by this thesis and would find out, which marketing tools are suitable to use for its enter to the market. The first theoretical chapter is dedicated to explanation of basic terms, which are used in the thesis. The next chapter presents the destination and the third chapter contains the analysis. The last chapter compares and evaluates all tools of the selected travel agencies.

The dissertation "Risks Related to Marketing Tools Management" deals with analysis of marketing tools in the company Sonnentor s. r. o. The main target of this dissertation is to propose changes in marketing tools of a particular business entity that will lead to a reduction of risks and to the improvement of marketing in the company. First part of the dissertation, which contains theoretical knowledge, is followed by second part, which is focused on analysis of the current state. Last part of this dissertation contains risk analysis and suggestions and recommendations, which should lead to overall improvement in marketing of the business and minimalization of determined risks.

This thesis is focused on choice of appropriate marketing strategy for e-commerce Nejenchlebem.cz. The basis of this thesis is analyzing the external and internal environment of the firm and to propose the most suitable marketing mix for the e-shop Nejenchlebem.cz. In this thesis are contained theoretical knowledge about marketing and behavior of consumer, further mentioned analysis and especially proposal part, which contained recommendations for fulfilling of given goals.

This master's thesis deals with the proposal of e-commerce BezPopelniku.cz which sells electronic cigarettes and accessories. The theoretical part explains the concepts and methods that are used in other parts of the thesis. The second part is devoted to analyzing the market of electronic cigarettes in the Czech Republic, SWOT analysis, requirements for the technical features of e-commerce platform, analysis of external and internal environment of the company and ultimately a risk analysis of the project. The third part of the thesis defines procedures for the right proposal of e-commerce, contains proposals for specific competitive advantages and describes the use of marketing tools to promote the store.

O ensino superior no Brasil tem crescido nos últimos anos, com abertura de novas universidades e expansão das existentes, sendo necessário compreender como este processo está ocorrendo, principalmente com foco no marketing. Para compreender parte deste processo, realizou-se um estudo de caso em uma Universidade Federal do Sul de Minas Gerais a fim de investigar se estão sendo utilizadas ferramentas de marketing na elaboração e abertura de novos cursos, visto que a universidade estudada é centenária e que dobrou a quantidade de cursos de 2009 a 2013. Para tanto, realizou-se análise de conteúdo nos Projetos Político Pedagógicos dos cursos implantados e nas entrevistas dos professores que participaram efetivamente da elaboração dos Projetos e das pró-reitoras de graduação do período analisado. Encontraram-se poucos indícios da utilização direta das ferramentas de Marketing nos Projetos e entrevistas, sendo que provavelmente as ferramentas não devem ter sido utilizadas com todo seu potencial, sendo utilizadas de maneira inconsciente, sem o real reconhecimento de sua utilização. A ferramenta que apresentou mais indícios de utilização foi a Pesquisa de Marketing, caracterizada na busca de informações na internet e projetos de outras universidades, seguida pelo Benchmarking. Conclui-se que as ferramentas de marketing podem auxiliar na implantação de novos cursos, apresentando um modelo de como isto pode acontecer, porém é necessário que se realize uma capacitação interna, a fim de que concepções prévias possam ser esclarecidas, organizadas, sistematizada e procedimentalizadas. / Higher education in Brazil has grown in recent years with the opening of new universities and expansion of the existing ones, being necessary to understand how this process is taking place, especially with a focus on marketing. To understand a part of this process, we performed a case study on a Federal University in the South of Minas Gerais in order to investigate whether marketing tools in the development and opening of new courses are being used, given that the university studied is centennial and doubled the amount of courses from 2009 to 2013. For this, we performed content analysis in Politico-Pedagogical Projects of implemented courses and interviewed teachers who effectively participated in the preparation of projects and Graduation prorector of the period. We have found few evidences of direct use of marketing tools in the projects and in the interviews, and probably the tools were not used to their full potential, being used unconsciously, without actual recognition of their use. The tool that presented more evidence of use was the Marketing Research, characterized by search for information on the internet and other university projects, followed by Benchmarking. The conclusion is that marketing tools can help implement new courses, presenting a model of how this can happen, but it is necessary to conduct an internal training, so that preconceptions can be clarified, organized, systematized and procedured.

This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters. The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest. Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.

Submitted by Felicitas Kemm (felicitas.kemm@gmx.de) on 2017-05-24T20:13:57Z No. of bitstreams: 1 Master Thesis - Felicitas Kemm.pdf: 1392022 bytes, checksum: 6518cce8abc7fb844ba77cef97cc26af (MD5) / Approved for entry into archive by Leiliane Silva (leiliane.silva@fgv.br) on 2017-05-25T12:35:25Z (GMT) No. of bitstreams: 1 Master Thesis - Felicitas Kemm.pdf: 1392022 bytes, checksum: 6518cce8abc7fb844ba77cef97cc26af (MD5) / Made available in DSpace on 2017-05-31T12:27:18Z (GMT). No. of bitstreams: 1 Master Thesis - Felicitas Kemm.pdf: 1392022 bytes, checksum: 6518cce8abc7fb844ba77cef97cc26af (MD5) Previous issue date: 2017-04-05 / The present study aims to gain a better understanding of the reasons influencing the use of AR applied in marketing. Besides its promising success in the literature, there is still a risk that Augmented Reality does not add value to the company. Marketers must decide whether and how the technology can be applied in favor of the company. A case study research with three companies using or used Augmented Reality in their business was applied. The data were collected via semi-structured interviews with marketing experts’ from each company. Based on the findings of the interviews, the reasons why companies applied Augmented Reality are: the belief that there is a need for it, a better communication with their customers, the need to appear innovative, and a decrease in the return- and increase in the conversion rate. In fact, this research revealed that after the implementation of Augmented Reality two out of three companies had a better market performance in terms of an increase in the demand, or a better conversion rate, more time spent on the product page with the Augmented Reality tool, and a decrease in their return rate. However, one case also demonstrated that even though an increasing market performance, Augmented Reality can still fail due to reasons such as technical issues. / O presente estudo visa adquirir um melhor conhecimento das razões por detrás da utilização de AR em marketing. Para além do sucesso promissor sugerido pela literatura, existe ainda o risco de que Realidade Aumentada não adiciona valor à empresa. Marketers têm de decidir se e como a tecnologia pode ser utlizada em prol da empresa. Um estudo caso com três empresas diferentes que utilizam ou utilizaram Realidade Aumentada no seu negócio foi desenvolvido. Os dados foram recolhidos através de entrevistas semi-estruturadas com especialistas de marketing de cada empresa. Com base nos resultados das entrevistas, as razões pelas quais as empresas usam Realidade Aumentada são: a crença de que existe a necessidade dessa tecnologia, uma melhor comunicação com os seus clientes, a necessidade de transparecer inovação, e uma diminuição da taxa de devolução – e um aumento na taxa de conversão. De facto, este estudo demonstra que, após a implementação de Realidade Aumentada, duas das três empresas registaram um melhor desempenho no mercado em termos de um aumento da procura, ou de uma taxa de conversão superior, mais tempo dispendido na página do produto com a ferramenta de Realidade Aumentada, e uma diminuição da taxa de devolução. Contudo, um caso demonstrou também que, apesar de um melhor desempenho no mercado, a Realidade Aumentada pode contudo falhar devido a razões como problemas técnicos.

The main focus of this dissertation thesis is the use of virtual worlds in marketing with a special focus on the virtual world known as Second Life. The Second Life environment research was conducted in several steps. The first step was personal online observation of Second Life where the Czech Republic has its representation in a company called Bohemia. The purpose of this online research was to find out respondents{\crq} subconscious, their experiences, and how they perceive the economic subjects which are presented in this virtual world.The research of the virtual world Second Life continued by creating five case studies of selected economic subjects, which are present in Second Life. For this reason the following were picked, Raiffeisenbank, CzechTourism agency, Pivovary Staropramen a.s. virtual pub. The other two case studies were focused on education and therefore Philosophical Faculty of University Palackého Olomouc and an entrant from private sector WebSchool s.r.o. company were chosen. The data obtained from this research helped to apply a Cost benefit analysis in the virtual pub Staropramen case study. This analysis is one of the possible methods of economic assessment of the investment related existence in Second Life.On the basis of information gained from personal online research and completed analysis I projected a process of entrance into the virtual world Second Life with the use of select marketing tools. These tools are folded so that any subject that considers the use Second Life as one of the innovative ways of marketing communication is able to fulfill its goals and will not end up as a passive background of this virtual world. For this reason, I consider the main goal of this dissertation to be achieved.