Diploma thesis on the topic of possibilities of marketing orientation on the organic market deals with organic farming and organic food. The first part is to get familiar with this issue. There are characterized differences between organic and conventional farming, the advantages and disadvantages of organic farming, animal and plant specifications of production, conditions that must be met if the transition from conventional to organic farming, the follow-up compliance with the conditions laid down by law. Another section is devoted to organic food and their characterization, organic certification and marketing. The practical part includes its own investigation with an awareness of consumers about organic food. The conclusion gives the specifics of organic farming and organic food, and based on the analysis and possible recommendations on marketing orientation.

Submitted by (edna.saturno@ufrpe.br) on 2016-05-25T15:17:02Z No. of bitstreams: 1 Irislania Barbosa da Silva.pdf: 1378225 bytes, checksum: 3ea3bb4de0951960c4d04f632fb04867 (MD5) / Made available in DSpace on 2016-05-25T15:17:02Z (GMT). No. of bitstreams: 1 Irislania Barbosa da Silva.pdf: 1378225 bytes, checksum: 3ea3bb4de0951960c4d04f632fb04867 (MD5) Previous issue date: 2013-05-24 / The study refers to the quality and marketing he fruits of banana in different Public Markets and Free Trade in Recife / PE. With the aim of characterizing the fruits of banana and identify their marketing in the research environment. The methodologies used in the research were: questionnaires for traders banana Check lists and environment observation regarding safety, hygiene and quality of the fruit. Collecting data with bibliographic research and photographic record. The research found problems of safety, hygiene and quality in the Markets and Fairs study has characterized the fruit marketed in the research environment over the appearance of the fruit, but also described the process of marketing the fruit. It turned out that the Free Markets and Fairs surveyed do not meet most of the time demands of the Health Surveillance in prérequesitos as, buildings, waste treatment, environmental disinfection and hygiene of food handlers. It was concluded from this study need to be able to turn to public need to supervise, organize, train, en order to improve all the demands that are required for those amnipula food. Regarding the marketing of banana was found that the origin of most fruits are marketed from the Forest Zone of Pernambuco. / O estudo refere-se a qualidade e comercialização de banana em diferentes Mercados Públicos e Feiras Livres em Recife/ PE. Seu objetivo é caracterizar os frutos de banana e identificar sua comercialização no ambiente de pesquisa. As metodologias empregadas na pesquisa foram: aplicação de questionários para comerciantes de banana e Check lists de observação do ambiente referente a segurança, higiene e qualidade do fruto. Coleta de dados com a pesquisa bibliografica e registro fotográfico. A pesquisa detectou problemas de segurança, higiene e qualidade nos Mercados e Feiras estudadas; foi caracterizado o fruto comercializado no ambiente de pesquisa em relação a aparencia do fruto, como também, descreveu o processo de comercialização do fruto. Detectou-se que os Mercados e Feiras Livres pesquisados não atendem na maioria das vezes as exigencias da Vigilância Sanitária em pré requesitos como, edificações, tratamento do lixo, desinfecção do ambiente, e higiene dos manipuladores. Concluiu-se com essa pesquisa a necessidade do poder publico se voltar para necessidade de fiscalizar, organizar, capacitar, en fim melhorar todas as exigências que se requer para quem manipula alimentos. Em relação a comercialização da banana detectou-se que a origem da maioria dos frutos comercializados são provenientes da Zona da Mata de Pernambuco.

The Diploma Thesis deals with the marketing activities of the Garden Food Festival Olomouc. The objective of the thesis is to design specific marketing activities for the forthcoming year of this festival on the basis of the comparison with the foreign festival and the festival´s marketing, especially the marketing mix and communication. The theoretical part is dedicated to the history and significance of food festivals in the Czech Republic; furthermore, it introduces the areas of the marketing of services where the marketing mix and communication play a leading role. The subsequent practical part presents the comparison of a domestic food festival with a foreign one. To fulfil the objectives of the thesis, analysis of the marketing mix and communication as well as SWOT analysis is selected. The conclusions drawn are supported by a questionnaire survey about the awareness of the festival and its marketing. On the basis of the analyses performed and the data collection in the questionnaire survey, the concluding part of the thesis proposes specific features that the food festival could include in its marketing activities in the future.

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.

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The Goal of the Master's thesis is to create a marketing plan for a specific company. The first part contains chapters that capture the theoretical foundations needed to build a marketing plan. The practical part deals with the Phyto CZ, Ltd. Company which operates in the production and sale of food supplements. It contains the steps needed to develop a marketing plan. First, the company's marketing mix a selected elements of situational analysis are analysed, with the results of a questionnaire survey added. Subsequently, the company is recommended a set of objectives for the future, including a proposal of specific marketing procedures which could lead to their achievement.

Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali coinvolte nello sviluppo di progetti che innovano i canali e le modalità distributivi. Pertanto, ogni capitolo di questo lavoro si focalizza in modo indipendente su ognuno degli attori proposti, presentando evidenze empiriche e spunti di ricerca futuri. L’obiettivo dell’intero studio è dunque di analizzare l’evoluzione del settore food & beverage a livello empirico e di fornire degli avanzamenti dal punto di vista teorico. / This research project deepens the knowledge around many aspects of the marketing of the food and beverage industry to address the new challenges deriving from both incremental and disruptive changes and more unpredictable consumers’ preferences. The research adopts different perspectives of three fundamental actors: consumers, established firms, and new ventures. The first study examines teachers’ perceptions and feelings around nutrition education, to what extent these professional figures can affect students’ behavior and how they perceive the relationship with families. The second study focuses on the integration of marketing, trade marketing, and sales functions within established firms. The third paper analyzes digital startups, and it contributes to the entrepreneurial literature on startups development and survival and the development of dynamic capabilities. The aim of the study is twofold, both empirical and theoretical. At a more empirical level, the goal is to provide an in-depth understanding of the evolution of marketing in the changing and complex environment of the food and beverage system, regarding competition, channels and institutions and consumers. At a theoretical level, it tries to provide some explanatory propositions for each analyzed setting.