The thesis deals with the issue of marketing research, specifically using the method of Mystery shopping and questionnaire survey. Main goal is research and comparison of the level of services provided in individual Bikram Yoga studios in the Czech Republic and also screening of the customer satisfaction of studio in Ceske Budejovice. The obtained results inform about the shortcomings of offered services for which it was proposed measures leading to improve the quality of services.

The diploma thesis deals with analysis of makteting strategy of Allrisk, s.r.o. company. On the basis of this analysis and the appropriate theoretical knowledges, actions leading to the increased competitive strength of the company in the market are suggested.

This research study provides a view of the relationship between organizational leaders and relationship executives of financial institutions and their exchange partners. It does so by analyzing data on the networking efforts of 20 executive directors in qualitative interviews and 124 relationship executives in research questionnaires. Network marketing within the financial services sector is becoming increasingly important. We proposed a model that seeks to offer an explanation of Executive network marketing in financial institutions in LDCs where the market system is underdeveloped. The proposed model identified four categories being: firm characteristics, Executives’ personal contact groups, Executives’ business contact groups and issues of commitment and trust in exchange relationships. Multiple factor analysis established the regression model as significant in establishing a formal relationship between the dependent variable (network marketing) and the independent variables (firm characteristics, business contact, personal contact and commitment and trust). It was confirmed that there are differences in Executives’ level of network marketing among the different age groups. Also there were significant differences in the network marketing of the Executives with regard to their level of education. It was observed that there were significant differences in the network marketing of the Executives with respect of their fields of study. Finally it was observed that owner managers were more involved in network marketing than the professional managers and those in partnerships. Not only did the study confirm the research model, but it also revealed that, to a considerable extent, network marketing is practiced by the Executives in the financial services sector in Ghana. The study concluded that business contact networks are the most effective of the Executives’ network marketing in financial services sector in Ghana. It is therefore important that state policies are directed towards enhancing the business environment within the financial services sector. Government should desist from being a regulator and a player in the same market.

This research study provides a view of the relationship between organizational leaders and relationship executives of financial institutions and their exchange partners. It does so by analyzing data on the networking efforts of 20 executive directors in qualitative interviews and 124 relationship executives in research questionnaires. Network marketing within the financial services sector is becoming increasingly important. We proposed a model that seeks to offer an explanation of Executive network marketing in financial institutions in LDCs where the market system is underdeveloped. The proposed model identified four categories being: firm characteristics, Executives’ personal contact groups, Executives’ business contact groups and issues of commitment and trust in exchange relationships. Multiple factor analysis established the regression model as significant in establishing a formal relationship between the dependent variable (network marketing) and the independent variables (firm characteristics, business contact, personal contact and commitment and trust). It was confirmed that there are differences in Executives’ level of network marketing among the different age groups. Also there were significant differences in the network marketing of the Executives with regard to their level of education. It was observed that there were significant differences in the network marketing of the Executives with respect of their fields of study. Finally it was observed that owner managers were more involved in network marketing than the professional managers and those in partnerships. Not only did the study confirm the research model, but it also revealed that, to a considerable extent, network marketing is practiced by the Executives in the financial services sector in Ghana. The study concluded that business contact networks are the most effective of the Executives’ network marketing in financial services sector in Ghana. It is therefore important that state policies are directed towards enhancing the business environment within the financial services sector. Government should desist from being a regulator and a player in the same market.

Title: Marketing mix of Classic Ski School in Rokytnice nad Jizerou Objectives: The aim of the diploma thesis is to analyse marketing mix of Classic Ski School in Rokytnice nad Jizerou. The analysis includes comparison of given information with theoretical acknowledgement. The aim of the diploma thesis is to recommend some changes of marketing mix of Classic Ski School in Rokytnice nad Jizerou that could be helpful in following seasons according to the given comparison. Methods: The main method of collecting data needed for this diploma thesis is an interview. Interview was given personally and via mobile phone by management of Classic Ski School in Rokytnice nad Jizerou and by ski school's customers. There is also SWOT analysis provided in the diploma thesis, where internal and external factors of Classic Ski School are being evaluated. Results: While analysing the marketing mix of Classic Ski School in Rokytnice nad Jizerou, an insufficient usage of some parts of marketing mix - for ex. Packages, Programming - was found out. Interview has shown that customers are interested in buying packages of services. Additional partnership would be required for creating these packages. There were other parts of marketing mix shown as insufficient - portfolio of current products, physical evidence and...

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.

This thesis analyses the marketing activities in the company ČSAD Praha holding a.s. with a focus on the management of the central bus station Praha Florenc. The main objective of the thesis is an examination of current marketing activities in the company and then proposal of recommendations for changes and improvements in this area. The theoretical part describes the basic theoretical background on the situation analysis, marketing of services and marketing mix. The practical part describes the transport sector, the company ČSAD and the bus station Praha Florenc. This part also includes applicated situation analysis of the company and the evaluation of its marketing mix. In this section is also included an evaluation survey which examined the views of students of VSE on the bus station. All results are summarized in the conclusion and the proposals for improving services and communication of this central bus station are made on the basis of these results.

This diploma thesis deals with the formulation of tourism development strategy for ZOO Chleby. After an evaluation of importance of zoos in the Czech Republic, the theoretical part follows, relating mainly to the issue of marketing of tourism services. The work also focuses on a comprehensive analysis of external and internal environment of ZOO Chleby, especially on the evaluation of competition and importance within the tourist area of Polabí. The key part of the analysis is represented by a marketing research containing two surveys among potential and existing visitors of the zoo. The final section is devoted to the formulation of particular parts of the development strategy, including instruments of the marketing mix and design of specific measures for the director of ZOO Chleby.

The main aim of this study was to investigate current search behaviour among Saudi consumers of travel services, to establish their attitudes towards, and adoption of online search and booking processes. It also aimed to explore current experiences within travel agencies of the adoption of online booking systems in the Saudi Arabian market. The study relied on a multi-method research design, with a focus on using both qualitative and quantitative data across three sequentially organised phases of data collection. Phase one centred on in-depth interviews with Saudi travel agents; phase two adopted a combined approach, using observation and semi-structured interviews, with a focus on getting a comprehensive insight into Saudi consumer search behaviour. In phase three, the researcher undertook a survey of internet adoption and search behaviour with a cross-section of Saudi consumers, located in the UK (N=481). Findings from the first phase demonstrated that Saudi Arabian travel firms continue to rely on offline booking methods and have been relatively slow to adopt online systems. Key factors influencing the adoption of online travel booking technology included attitudinal and cultural factors and an absence of customer trust, security and privacy. The second phase results indicated that information search and evaluation emerged as a single highly integrated process, however behavioural elements within the process varied across individuals, according to their search strategy and level of prior experience. In phase three, the key relationships in the conceptual model were examined, notably the relationship between search constructs and purchase intention. Only a few past studies have examined information search and evaluation in relation to purchase in emerging markets. This study offers a more in-depth perspective on search intention and information search and evaluation in the pre-purchase stage for online travel products. Key insights have emerged on the nature of the relationship between search intention, information search and evaluation and purchase intention through the development of a more comprehensive conceptual framework than in prior studies. The qualitative research demonstrated a) how search ability and search strategies were reflective of confident and well-established search behaviour on the part of Saudi consumers and b) gender and regional variations c) that the nature of information search and evaluation is shaped by behavioural differences at an individual consumer level. The study also offers a deeper understanding of the challenging perceptions that exist with regards to the slow adoption of online travel processes among Saudi Arabian travel firms.

The purpose of this master thesis is to use marketing theory on the library’s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries’ activities can appear in the light of marketing theory. The library went through a dynamic development during the case study, due to the fact that the library moved to a new location. The staff and their manager are aware of that they work in a certain context. Their target groups have special needs and the groups get their information from certain places which the library take advantage of. They also use the institutional channels in the public sector such as the public schools to get their message out. According to marketing theory the context is essential to be able to adapt the products you promote and how you do it. Price has long not been an issue for the libraries’ services but price can also be non-monetary. Its important to know what this price consist of to be able to lower it. It might also depend on the context. The staff believes in the importance of the services that the library provide to the community and promote it to their users. But the employees feel that there is a misconceptions of the  library as a collection of books, which they want to change. Because the library offer intangible goods, services, it is hard to change, because the most tangible the library offers are the books. To be able to grasp the service the user therefore focus on these. To get away from this the library can materialize the library’s services in other ways which takes the focus away from the books.