This study was designed to evaluate the planning process in hospitals. The specific problem of concern in this investigation was the pressing need for planning by hospitals that focuses upon the constraints imposed by governmental regulation and by resource limitations. The purpose of this study was to identify marketing concepts that have application to the hospital planning process and to make a general evaluation of their current utilization in North Central Texas area.

The marketing concepts are the key topic of this thesis. Its aim is to define the point of creation of marketing concepts in the field of restaurant services. The intention here is to present the "good practice", via analysis of valued marketing concepts of chosen restaurants. The theoretical part is focused on the definition of marketing, main marketing elements and their application on tourism and hospitality. The practical part consists of three chapters featuring interview with the specialists from the field. Attention of the author is also directed towards the identification of key determinants affecting the choice of the concept and to determination of the relationship between marketing concepts and gastronomy awards.

Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.

Research object – rural tourism farmsteads and rural tourism consumers in Ignalina district. Research aim - to do analysis of the rural tourism marketing and to formulate marketing decisions for the rural tourism development in Ignalina district. Objectives are: - to analyze marketing concepts and the posibility to use them in the rural tourism; - to study elements of the marketing concept for the benefit of rural tourism; - to prepare the methods of the research; - to do the research of the rural tourism marketing in Ignalina district; - to formulate marketing decisions for rural tourism development. There were used statistical, graphic and logical analysis methods in the work.

This diploma thesis deals with the extension and improvement of the activities of the company in the field of Internet sales, both on wholesale and retail levels. It solves the sub-goals of the project, for example, analyzing the current state of the electronic shop of the company, the analysis of the activities of competitors in this area and the proposition of the future state. The first part focuses on the theoretical introduction of this theme. The second part specifies the main vision of the company and analyzes its current situation. The third part describes the implementation of the overall business plan and the proposal for the future development of online sales in terms of the selected company.

因應Web 2.0 的關鍵技術及應用發展，傳統行之多年的行銷思維及作法開始面臨極大挑戰。過去沒有人可以想像消費者能在網站上公開評價商品，或直接發表對特定品牌的體驗；也無法想像主題式社群網站能集結社群、部落格的心得文可以影響消費者行為；品牌的行銷活動比過去更多元且富創意，為的就是吸引消費者的眼球注意力；企業甚至願意花時間經營網站社群，為這群利基消費者發展新品牌及產品線。這些現象的背後，反映出我們所處的行銷環境已大不如前，而消費者、企業與品牌之間的關係改變，無疑地，Web 2.0是促成改變的關鍵原因之一。企業面臨網路科技所帶來的思維轉型，該如何有效因應，並調整其行銷思維及作法，是本研究欲探討的重點。 由於現有文獻或研究多半以Web 2.0 對企業單一構面的影響，或是針對特定產業的深入研究，缺乏全面性且多元的比較研究。因此本研究採用探索性研究法的個案研究法，以文獻探討內容為本，並透過深度訪談法獲取第一手資訊，以發展出行銷 2.0 與傳統行銷的比較命題。 經過文獻探討與個案分析後，本研究歸納出九個命題： 1、Web 2.0 平台有助企業體現市場導向思維。 2、Web 2.0 時代的消費者握有行銷研究的主導權，並由他們決定如何建立關係。 3、Web 2.0 時代下，網路使用者因應共同的興趣及目標聚集形成社群，而企業也開始將主題式社群作為市場區隔的依據。 4、Web 2.0 網站平台較能幫助企業有效評估區隔。 5、Web 2.0 網站平台有助廠商蒐集並了解消費者意見，共同打造符合需求的市場定位。 6、Web 2.0 增加企業與消費者的接觸點，也增加 7P 行銷組合的內涵及作法。 7、行銷2.0 不再是企業單方面由上而下決定品牌內涵，而是由企業與消費者共同打造品牌體驗與價值。 8、Web 2.0 平台強化消費者角色本質的轉變，由孤立變為聯合、由無知變為資訊靈通、由被動變為主動。 9、Web 2.0 平台將傳統單向線性的消費者決策模式，轉變為完整迴圈式的流程。 研究發現，Web 2.0 平台賦予消費者十足的空間及舞台，在商業體系中扮演更積極主動的角色，他們不再一味接受企業透過大眾傳媒所傳遞的訊息，反而開始握有行銷研究的主導權，主動調查有興趣的產業及品牌。而消費流程也不再是單次決策，其購後評價及心得也透過Web 2.0 平台反饋，繼續影響其他消費者的購物行為。Web 2.0 在企業與消費者之間扮演的中介角色，不僅讓雙方在對等的平台上良性互動外，也化解過去因為資訊不對稱所造成的誤解及無效率。而消費者行為的種種轉變，對於企業未來在決定市場區隔、目標市場以及行銷組合7P 等均有決定性的影響。 企業不只要妥善經營實體環境的公共關係，虛擬網絡世界的關係也得花心思好好打理，尤其必須掌握科技及網絡世界的溝通經驗，讓網路使用者中的意見領袖發揮其影響力和說服力，為品牌發言也為品牌形象加值，在每個接觸點都不能放過與消費者互動的機會，因為他們也是共同打造品牌體驗的重要角色。未來的行銷是接觸點戰爭，能夠在與消費者的接觸點出奇制勝、良性互動並獲得有利情報的企業，才有機會扭轉劣勢，力創新局。 / In recent years traditional marketing concepts have been evolving and encountering great challenges due to the online applications commonly described as Web 2.0 or social community websites. No one had foreseen that consumers would evaluate products or services directly after purchase on the thematic social media and publish their brand experience openly through Internet. No one had expected that the thematic social media or Blogs could appeal and gather so many members and opinions towards specific topics, which might influence consumers’ decision. Nowadays, marketers are rushing to integrate various forms of social media into marketing planning and are highly motivated to initiate more attractive and creative events to appeal the consumer's eyes. Some enterprises are even willing to develop new product line or sub-brand to fulfill the customer’s needs. Therefore, due to the emergence of Web 2.0, the current marketing environment is quite different than what we are accustomed to. The relations and power structure between customers and brands have been changing. This research focused on how the enterprises reacted to the Web 2.0 technology and changed their mindset, especially marketing concepts and practices. Since there exists no generally accepted definition and demarcation of the term Web 2.0, the majority of studies have been focusing only on changes in certain industries or specific effects that Web 2.0 has brought to marketing. Therefore, we adopted a more general perspective based on previous results and conducted case studies to gather first-hand information and real practice from the industry. Further, we developed and concluded 9 points and made a comparison table (traditional marketing concept versus marketing concepts in Web 2.0 era) to clarify the differences of marketing concepts between traditional and Web 2.0-driven marketing. The key results of the research are: 1. Web2.0 helps enterprises to better form their marketing strategy and because all the departments within the organization can gather valuable information from each interaction point with the customers. Therefore, the consensus and responsiveness is achieved more easily, which means the Market Orientation concept could be realized. 2. Consumers in Web 2.0 era are capable of initiating market research and it is the consumer, rather than the enterprise, that decides how and with which company relations are built up. 3. Web users form communities due to common interests and objectives in Web 2.0 era, and the industries have begun to segment the market based on the different communities. 4. Web 2.0 applications help the enterprises efficiently evaluate if the market segmentation is effective and worthy of investment. 5. Web 2.0 mechanism support the enterprises to gather information and know more about the consumer insights, and also enables the two parties (enterprise and consumers) to collaborate and create the right market positions. 6. Web 2.0 not only increases the interacting points for enterprises and consumers, but also enriches the insights and possibilities of marketing-mix 7Ps (Product/Price/Place/Promotion/People/Physical environment/Process). 7. In Marketing 2.0 era the enterprise could not decide the essence of brands top down, but have to co-create the value and experiences of brands with the customers. 8. Web 2.0 platform enhance the change of the consumer inner character and behavior, from isolation to union, from ignorant to well-informed, from passive to proactive. 9. Web 2.0 platform transformed the traditional consumer decision-making from one way process to completed circles, where individual experience as valuable feedback influences the decisions of other consumers via Web 2.0 applications. As a consequence, the Web 2.0 is affecting not only the field of technology development but also the domains of business strategy and marketing practice. The Web 2.0 platform empowers the consumer and enables them to play more proactive and aggressive roles in the business system. The consumers do not just accept the message from mass media any more, but initiate marketing research themselves, investigating the brands and industries which they are interested with. The purchase decision making is not single and one way process as the personal comments that are disseminated and discussed on the Web 2.0 platforms keep on influencing other consumers’ behavior. The intermediate role that Web 2.0 plays between enterprises and consumers enables new and equal interactions, diminishing the misunderstanding and inefficiency resulted from the past asymmetric information that was mostly dictated by the enterprises. What comes along with the changing consumer behavior is a revolution in market segmentation, target, position and marketing-mix (7Ps). As Web 2.0 is not a clear-cut concept, some researchers have been regarding it as a mere temporary phenomenon that has emerged with new technology. However, its effects on marketing and wide public acceptance suggest that Web 2.0 is here to stay. Indeed, Web 2.0 has a substantial effect on consumer behavior and has contributed to an unprecedented customer empowerment. Therefore in the future, marketers have to pay more attention and put more effort to co-exist and communicate with a powerful customer instead of old-fashioned pushing marketing. Especially the enterprise should capitalize on the experience gained from the Web 2.0 platforms, utilizing the influences and convictions that web opinion leader possess to advocate for the brand. They should not disregard the many interaction points that could build up the brand experience with the consumers. Only those who could capitalize on Web 2.0 applications to gain more insight on consumer behavior, could win the ultimate victory and survive in the extremely competitive marketing war.

Marketing, online marketing communication, advertising, marketing research, questionnaire survey

Master‘s thesis shows the value of the company and possible active export products to foreign markets. Parts the work are also of important information, analysis and solutions on how best to use this process in the company's favor. The firm could face a situation where it is possible to achieve considerable competitive advantage.