This diploma thesis is about a newly established company whose owner invented a new product for slackline. In the theoretical part will be explained various terms such as marketing, marketing mix and its sub-elements. Further, the methodology of marketing research will be described. The practical part of this thesis will describe the company and will analyze the external environment and the analysis of competition, analysis of marketing mix elements and marketing research on potential customers to which the company targets. Based on previous analyzes and research will be the proposals for improvement of the marketing mix of the company formed.

The submitted master´s thesis deals with the proposal for the improvement of marketing mix in selected company. The thesis is divided into three parts. In the first part of thesis there are stated theoretical knowledge of marketing and marketing mix from professional literature, The second part desribes the selected company and describes its current marketing situation. In the last part there are suggested changes, that leads to improve the marketing mix and communication of the company.

The aim of the thesis is the analysis of current marketing mix and definition of proposals for new marketing mix formulation. The theoretical part discusses different marketing mix conceptions and describes its individual components. The practical part focuses on evaluation of marketing mix in the analysed company. The final part proposes solutions for improvement of efficiency of marketing mix factors.

Diploma work deals with assessment of present usage of marketing mix instruments and subsequently setting of improving proposals of marketing mix of the shop Ráj hadic. This proceeding should increase awareness of customers about the shop and by that to raise a number of the customers and intentsity of its marketing activities.

This thesis focuses on the proposal of communication mi for savings and credit cooperative Akcenta, which deals the appreciation of savings and lending. Furthermore the thesis analyzes the current situation of the company, which includes SLEPT analysis, Porter´s five forces analysis and SWOT analysis. The result of this thesis is a proposal that should lead to increased awareness of credit unions and thein products and gain more satisfied clients.

Thesis is focused on compilation of proposals to introduce new marketing mix of Slavkovský pivovar company. Based on performed marketing analysis, there is introduced a plan of marketing mix, which is aimed at increasing of competitiveness, sales and customer awareness and satisfaction.

This diploma thesis is focused on the analysis of marketing activities in the company Century 21 All Inclusive which deals mostly with selling and renting real estates. The work includes the theoretical part where there are several terms concerning marketing and real estate market analysed, the second part involves the introduction of the company and the execution of the particular analyses and the third part introduces further suggestions for solutions which will lead to the improvement of the marketing communication of the company.

This study explores the optimization of user experience (UX) and website goals through arelatively small-scale test with 10 participants. The research focuses on evaluating theimplementation of a new website prototype for Hype Energy Drinks, with an aim to improvehealth orientation and UX, specifically when communicating the product sections for isotonicdrinks and protein products. The study highlights the significance of meticulous website design,structure, and adherence to UX principles, such as usability, accessibility, consistency, and usercentered design. The findings demonstrate that the new website significantly enhances the user experience,particularly in conveying health-oriented product information. Improved structure and layoutcontribute to improved usability and effective communication of health-related products. However, both the old and new sites were perceived as having a sporty rather than a healthoriented look. The study also reveals the complexity of implementing animations and emphasizes theimportance of carefully considering the role and impact of animations in website design,particularly in facilitating clear and efficient communication of product information. Thefindings contribute to a better understanding of how website design and UX principles caneffectively communicate health-related products, while also highlighting areas for improvementand future research.

Marketing appeals often capitalize upon nostalgia. By highlighting periods of the past, practitioners hope to elicit positive associations in the minds of consumers between the past and desired responses, from purchases to donations to political support. Though less often, marketing appeals also draw upon the future as a way of making the featured good or service more appealing to potential consumers. Could these different temporal distances into the future or into the past impact the reaction of consumers? Could the context of a product being either hedonic or utilitarian have an influence on the outcome of these past or future based appeals? Further, in the case of balanced products with relatively equal hedonic and utilitarian natures, could the pairing of appeals related to different lengths of time into the past or future with hedonic or utilitarian appeal influence consumers as well? Exploring these possibilities through qualitative in-depth interviews with practitioners and consumers offers the potential to find answers and add to the body of knowledge. The fundamental premise of Construal Level Theory (Trope and Liberman, 2000) comes into play in this pursuit. Construal Level Theory states that psychological distance, be it temporal, spatial, social, or hypothetical (Trope, Liberman, and Wakslak, 2007) has an impact upon the decision-making outcomes of individuals due to their perception of the issues involved as being either abstract or concrete. It is in this context that this dissertation investigates the use of past-based and future-based appeals of varying temporal distances in relation to products of either a hedonic or utilitarian nature, as well as appeals based on either utilitarian or hedonic motivations. As a result of this analysis temporal distance was revealed to play a role in consumer responses, but a different one than initially expected. Rather than the temporal direction of either past or future favoring hedonic or utilitarian products and messaging, the relative proximity to the present proved to be the more powerful influence. The nearuture and near-past advertising treatments offered advantages to hedonic products, and faruture and far-past advertising treatments offered advantages to utilitarian products.

The master’s thesis focused on the design of marketing mix of the company TOTEM BIKES, s.r.o. The thesis is divided in to three parts. The first part is summarizes theoretical knowledge from marketing and marketing mix. The second part analysis the external and internal environment and current marketing mix of the company. Based on the result from analytical part the last part is dedicated to suggestions for improvement of marketing mix of the company.