This diploma thesis deals with a concept of arrangements designed to increase customer satisfaction of Pražírna, s.r.o. The first section describes the theoretical background. The following analytical section analyses activities of the company and its contemporary marketing mix. This section also contains an analysis of the corporation's background, marketing research and SWOT analysis. The last section suggests changes and recommendations for enhancement of customer satisfaction in the area of provided services and marketing communication.

This diploma thesis is aiming on drafting a marketing strategy proposal and recommendation for TPF group s.r.o. company, which runs an online discount marketplace called Slevoking.cz with a focus on travelling. First part contains explanation of theoretical knowledge associated with this topic. Second part is focusing on application of this knowledge and carries out an analysis of current marketing strategy and communication channels of the company. The findings serve as a core of the last section of the thesis that provides specific recommendations for adjustment and improvement of the company’s marketing strategy. The goal of these recommendations is to enhance the company’s competitiveness in the market, acquire new customers and maintain the existing ones.

This PhD thesis examines the factors that have shaped entrepreneurial cognition and practice in entrepreneurs from within the world’s oldest monotheistic religious community; the Zarathustrian community. Zarathustrianism is the religion that was founded by a Prophet named Zarathustra in approximately 1200 BCE. Marketing and Entrepreneurship have, until quite recently, remained two quite independent scholarly domains. In 2002, Morris et al., provided a definition of Entrepreneurial Marketing as, "an integrative construct for conceptualising marketing in an era of change, complexity, chaos, contradiction, and diminishing resources, and one that will manifest itself differently as companies age and grow. It fuses key aspects of recent developments in marketing thought and practice with those in the entrepreneurship area into one comprehensive construct". Since then, research in this field has grown in significance across the globe. A recent book by Sethna, Jones and Harrigan (2013) presents important theoretical developments with regard to research at the Marketing and Entrepreneurship Interface and which addresses critical issues for businesses, both small and large, from global perspectives, and covers topics such as new venture creation, marketing in Small-to-Medium-Sized Enterprises (SMEs) as well as large companies, renewal of existing businesses facing market challenges, internationalization, innovative cost-effective marketing strategies and practices, along with recent exploration of entrepreneurship theory and entrepreneurial behaviour of individuals and, in organisations. Zarathustrianism has not only been instrumental in shaping nascent civilisation of ancient Iran, but has also wielded a considerable influence on Biblical religions and Greaco-Roman philosophical thought. Zarathustra gave his followers a basic and comprehensive ethical rule to live by, namely that they should think Good Thoughts, speak Good Words and perform Good Deeds (Humata, Hukhta, Hvarshta in the ancient Persian language called Avestan). This PhD thesis explores the impact of these basic tenets – Good Words, Good Thoughts and Good Deeds - on Zarathustrian entrepreneurship. The researcher takes the stance that the realities of the Entrepreneur/Owner-Manager (EOM) are socially constructed, using ‘thoughts, words and deeds’, rather than objectively determined. In doing so, this research is interested in understanding why things are happening to those Zarathustrian EOMs (actors) and how their different experiences eventually shape, nurture and affect the actors’ entrepreneurial behaviour. Thus, throughout this research study, a qualitative research design based on the Carson et al. (2005) perspectives on an ‘integrative multiple mix of methodologies’ is used, but primarily all centred around ethnographic form. The use of narrative theory and life story techniques is further overlaid with the use of the EMICO framework, a qualitative research model developed by Jones and Rowley (2009) as the basis for exploring ‘entrepreneurial marketing and the Zarathustrian entrepreneur’. The findings reveal that whilst the dimensions of the EMICO framework are both usable and valid for Zarathustrian entrepreneurs, when applied to these firms in the context of ‘ethnic’ entrepreneurs, the framework is lacking in two particular areas; Family Support and Religio-Cultural Identity and Influences of business practice. The thesis makes a significant contribution to the EM and ethnic entrepreneurship literature by first of all re-developing and re-naming the framework, 2e(EMICO), and secondly by further extending the knowledge in respect to Zarathustrian entrepreneurship, about which nothing currently exists in the EM literature.

Title: Marketing of selected Czech football league clubs Objective: Analysis and comparison of the marketing activities of selected Czech football league clubs and proposition of measures that would lead to the improvement of marketing activities, with an emphasis on marketing communications. Methods: PEST analysis SWOT analysis Porters five forces analysis Marketing research - qualitative method - in-depth interview - quantitative method - questionnaires Results: The results of evaluation of the marketing of selected Czech football league clubs showed significant differences in the quality of marketing activities between clubs. In some areas, such as websites, printed materials, clubs perform well. In others, such as, social networks or programs during breaks, they do not. Despite the lack of financial and human resources some elements are made with precision. I also tried to propose some measures that might lead to improvement and streamlining of marketing activities of clubs and that would be realistic even at third league level. These recommendations are mainly in the field of internet communication, accompanying programs, competitions and events that may increase the interest of viewers and partners of the clubs. Key words: Sports marketing, marketing mix, marketing communications, marketing...

Title: Competition of fitness centres in the Prague - West and loyalty of their customers Objective: The objective of the thesis is to analyse competitive environment using the marketing mix of selected fitness centres in a competitive environment of Prague - West and to examine customer's loyalty with regards to these sport centres. Results of marketing research will be the main part of competitiveness analysis in this area and will serve as a basis for suggestions and possible improvements of these fitness centres. Methods: PEST analysis SWOT analysis Porters five forces analysis Marketing research - qualitative method - in-depth interview - quantitative method - questionnaires Results: The results of the research confirm that the competitive environment of Prague - West is quite intense and is divided into several smaller competitive groups in accordance with the transport infrastrusture. Individual fitness center see their biggest competitors in the immediate neighborhood (within approximately 10 km). For customers in this area, the price and availability, from which the customer loyalty is built, are especially important. Key words: marketing, competition, marketing mix, marketing of services, sport services, quality of services, customer's loyalty, fitness centre

Previous research highlighted consumer dissatisfaction with fashion clothing products on offer. There is a lack of information about real consumers needs due to the industry standards of beauty and behaviour as well as a constant rush for innovation that feeds fashion cycles. This research identifies the elements that will enable fashion clothing companies to become more inclusive, and aims to find a methodological relationship between the stakeholders in the fashion industry: consumers, designers and companies. The research considered the difference between a mature market as opposed to emergent ones, and addressed differences between Western and Eastern cultures.

The main target of this Master thesis is to find out health insurance company's possibilities in creating marketing plans and their implementation. The health insurance company is a specific subject which has different marketing tools as well as other responsibilities and legislative limitations. First part describes theoretical principles, methods and tools of marketing. Those are later applied to the field of public health insurance. Basic information about health insurance, its creation, formation and development concludes this passage. Second section deals with analysis of particular health insurance company, its marketing plan, budget, strategy, etc. An evaluation survey which depicts general public awareness of health insurance companies and their activities is also included in this part.

The main target of the Master's thesis is to evaluate international marketing activities of the AIMS International, s.r.o which belongs to the category of Small and Medium-sized Entities Within the Theory, definitions of marketing applications in the field of conference and incentive travel are described. Practical part is dealing with situation analysis of chosen company. Marketing budget and plan are included.

The aim of this thesis is to analyse legal regulations of marketing and advertising in the Czech Republic as well as in the European context and define possibilities of applications of marketing methods and tools in the field of legal services. This is followed by a detailed elaboration for advocacy being the most marketable branch within this field. Based on the analysis of classic marketing mix tools, the aim is to create a set of marketing instruments suitable for the selected field of advocacy services. The thesis takes into consideration particularly strong characteristics of legal services as such. The theoretical part of the thesis is opened by a chapter dealing with the issue of marketing in general. Defining the respective branch and identifying its basic descriptive signs creates a terminology basis for further development of the subject. Special attention is paid to individual key marketing components, the main one being the strategic marketing management and its main variables composed of the following: company mission, company objectives, company strategies and company opportunities. A strategic marketing process, formed by planning, implementation and control stages, is also elaborated. The planning stage is composed of a marketing situational analysis, setting of marketing...

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T13:00:38Z No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T13:01:05Z (GMT) No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T16:11:45Z (GMT) No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) / Made available in DSpace on 2016-11-22T16:11:57Z (GMT). No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) Previous issue date: 2016-04-28 / Materialism is the importance assigned by the individual to the ownership and acquisition of material goods as a way to express personality and social identity. Collaborative consumption, in turn, corresponds to an alternate consumption mode in which the acquisition and ownership give way to practices arranged mainly around sharing and access. Given these definitions, there seems to be a conflict for more materialistic individuals when they consider adopting collaborative consumption practices. This study aimed to understand whether materialism is antecedent of propensity to adopt collaborative consumption practices. It also examined the relationship between materialistic individuals’ profiles and the importance attached to the reasons of adoption. For these purposes, a field survey with 223 telephone interviews was conducted with residents of the São Paulo metropolitan area. The reduced materialism scale developed by Richins (2004) and adapted by Ponchio and Aranha (2008) was used to measure this construct. The scale was validated in the context of this research. From the theoretical framework, four collaborative consumption modes were selected to be investigated: trading or selling used goods, renting or borrowing products, car rental and exchange of intangible goods (services). Similarly, the reasons for adoption were selected too. The results show that collaborative consumption is an option to be considered by more materialistic individuals, as long as it is not based on access, but in exchange or acquisition of used goods. One possible motivation for their engagement is the opportunity to acquire innovative products that contribute in some way to their social distinction. At the end, academic and managerial implications were discussed as well as the limitations of this study and recommendations for future research. / O materialismo refere-se à valorização que o indivíduo atribui à aquisição e ao acúmulo de bens como forma de expressão de sua personalidade e identidade social. O consumo colaborativo, por sua vez, corresponde a uma forma de consumo alternativa, na qual a aquisição e posse de bens cedem lugar a práticas de consumo organizadas, principalmente, em torno do compartilhamento e do acesso. Dadas estas definições, parece haver um conflito entre a adesão ao consumo colaborativo por parte de indivíduos mais materialistas. O objetivo deste estudo foi entender se o materialismo é antecedente da propensão de adesão às práticas de consumo colaborativo. Além disso, analisou-se também a relação entre o perfil materialista do indivíduo e a importância atribuída a aspectos motivadores da sua adesão ao consumo colaborativo. Para tanto procedeu-se um levantamento de campo com 223 entrevistas telefônicas realizadas junto a moradores da região metropolitana de São Paulo. A mensuração do materialismo foi feita por meio da escala reduzida de Richins (2004) adaptada por Ponchio e Aranha (2008). A escala foi validada no contexto desta pesquisa. A partir do referencial teórico foram selecionadas quatro práticas de consumo colaborativo a serem investigadas: troca ou venda de produtos usados, aluguel ou empréstimo de produtos, aluguel de carro e troca de bens intangíveis (serviços). Da mesma forma foram selecionados os motivadores de adesão. Os resultados apontam que o consumo colaborativo se apresenta como alternativa a ser adotada por indivíduos mais materialistas, desde que não seja baseado no acesso, e sim na troca ou aquisição de bens usados. Uma possível motivação para seu engajamento é a oportunidade de adquirir produtos inovadores, que contribuam de alguma forma para a sua distinção social. Ao final foram discutidas as implicações acadêmicas e gerenciais destes resultados, assim como suas limitações e as recomendações para pesquisas futuras.