Šiame darbe buvo suformuota naujai įsikūrusios įmonės “Vasaknų dvaras” alaus įvedimo į rinką rinkodaros strategija. Darbo tikslas buvo sukurti šią strategiją, o uždaviniai buvo išanalizuoti aplinką, kurioje veikia įmonė bei įmonės galimybes šioje aplinkoje; išsiaiškinti alaus gamybos ir pardavimo subtilybes, apklausiant šios srities ekspertus; pateikti sprendimus dėl produkto pozicionavimo ir rinkodaros komplekso elementų. Darbe buvo naudojamas kokybinis tyrimas – rinkos ekspertų giluminis interviu. Darbo rezultatai yra šie: ištirta alaus rinka Lietuvoje, atlikta “Vasaknų dvaro” vidinė analizė, padaryti trys interviu su alaus rinkos ekspertais ir tuo remiantis sukurta “Vasaknų dvaro” alaus pozicionavimo strategija bei pasiūlyti sprendimai dėl produkto savybių, kainos, paskirstymo kanalų pasirinkimo ir rėmimo veiksmų. Šis darbas bus naudojamas įmonės kaip gairės, kuriant detalų rinkodaros planą. / The goal of this work was to form a marketing strategy for the beer of a start-up company “Vasaknu dvaras”. In order to do this the following tasks were performed: a complete market analysis of beer products; an internal analysis of company’s strengths and weaknesses in this business; a qualitative market research with the experts of the beer industry; preparation of decisions about product positioning and marketing mix. The decisions were based on a qualitative research – depth interviews. There were the following results achieved: an indepth analysis of beer market with its opportunities and threats; an analysis of company’s strengths and weaknesses; 3 interviews were conducted with experts in beer business who gave their insights on production and realization of beer products; finally, a marketing strategy was drawn according to given information – it included decisions about positioning of “Vasaknu dvaras” beer, ideas about product attributes, pricing, distribution and promotion. This work will be used as a guideline by the company in its future planning of marketing activities.

Magistro baigiamajame darbe išanalizuota alternatyvaus turizmo formų: kultūros, socialinio, kaimo, sveikatos, urbanistinio turizmo ir urbanistinio turizmo raida Lietuvoje, iškeltos šių sričių problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje teoriniu aspektu tiriamas alternatyvus turizmas, pateikiama alternatyvaus turizmo ir 6 svarbiausių jo formų samprata. Antroje dalyje nagrinėjama alternatyvaus turizmo situacija ES ir Lietuvos turizmo sektoriuose, išskiriant problemas, su kuriomis susiduria nagrinėjamos 6 alternatyvaus turizmo formos, analizuojamos ir vertinamos pokyčių, vykstančių alternatyvaus turizmo srityje tendencijos. Trečioje dalyje analizuojama alternatyvaus turizmo raida ES ir LR teisės aktuose, išskiriamos daugiausiai Lietuvoje ir ES valdžios institucijų dėmesio sulaukusios alternatyvaus turizmo formos. Ketvirtoje dalyje nagrinėjamas Lietuvos turizmo ekspertų požiūris į kultūrinį, socialinį, kaimo, sveikatos, urbanistinį turizmą ir ekoturizmą. / Master’s thesis analysis following forms of alternative tourism: culture tourism, social tourism, ecotourism, rural tourism, health tourism and urban tourism development in Lithuania bringing the main problems and providing suggestions solve these issues. In the first part of thesis alternative tourism and 6 most commonly used forms of alternative tourism are studied in theoretical aspect. The second part examines alternative tourism in EU tourism sector and Lithuania, highlighting the problems and main trends 6 forms of alternative tourism are facing. The third part contains analysis development of alternative tourism forms in EU and Lithuania official tourism authorities documents. In the fourth part of thesis Lithuanian tourism expert’s approach is analyzed of the following forms of alternative tourism: culture tourism, social tourism, ecotourism, rural tourism, health tourism and urban tourism.

Baigiamajame magistro darbe nagrinėjamos elektroninės rinkodaros strategijos rengimo problemos. Išnagrinėtos pagrindinės autorių siūlomos rinkodaros strategijos, pateikti tradicinės ir elektroninės rinkodaros skirtumai ir esminiai bruožai. Taip pat pristatoma elektroninės rinkodaros strategijos modeliui parengti reikalingų priemonių kompleksas, apimantis mokslinės literatūros analizę, apklausos metu surinktos vartotojų nuomonės analizę ir vertinimus, stebėjimo metu surinktos medžiagos apie Lietuvos įmonių interneto svetaines ir naudojamas elektroninės rinkodaros priemones analizė. Išnagrinėjus teorinius ir praktinius elektroninės rinkodaros strategijos rengimo aspektus, pateikiamas rekomendacinis modelis, pagrįstas gautų tyrimų rezultatais. Darbą sudaro 6 dalys: įvadas, 3 dalys teksto, išvados ir siūlymai, literatūros sąrašas. Darbo apimtis – 67 p. teksto be priedų,19 iliustr.., 5 lent., 45 bibliografiniai šaltiniai. Atskirai pridedami darbo priedai. / In this Master’s degree paper is presented analysis of e-marketing strategy creation problems. There are examined main strategies suggested by authors, presented traditional marketing and e-marketing differences and main traits. It also involves tools needed to prepare e-marketing model, covering analysis of academic literature, information gathered in survey of end-users opinion, it is analysis and evaluation. There is presented analysis of data collected in observation of Lithuania’s company’s web pages and tools used for e-marketing. After examination of theoretical and practical e-marketing strategy development aspects there is presented recommendatory model based on research results. Structure: introduction, three chapters, conclusions and suggestions, references. Thesis consist of: 67 p. text without appendixes, 19 pictures, 5 tables, 45 bibliographical entries. Appendixes included.

Term paper of master degree contains 129 pages, 39 pictures, 2 tables, 56 references, 32 appendixes, in Lithuanian language. KEY WORDS: marketing strategy, target marketing, positioning, marketing mix, product, product mix, pricing, promotion, advertising. Purpose of the work – to analyse the impact of marketing strategies for weave trade and to formulate strategy models. Research object – Lithuanian and foreign weave companies. Research subject – marketing strategy and it's forming. Research tasks: 1. To analyse theoretical aspects of formation of marketing strategies. 3. To perform analysis of weave trade situation. 4. To analyse possible market segments and selection reasons. 5. To evaluate possible marketing strategies and to analyse that influence on every market section. 6. To form marketing strategy models. Hypothesis : 1. Operational marketing strategies are uneffective. 2. Properly formed strategies improve the results of the company. Research methods – logical comparative analysis and synthesis of scientific literature sources, methods of experts’ evaluation, observation, primary and secondary data grouping, systemizing and analyzing, hierarchy analysis, graphical representation and of monographic.

SUMMARY Ingrida REMĖZIENĖ Strategic marketing decissions in JSC „Žemaitijos pienas“ Postgraduate final study, 72 pages, 37 pictures, 5 tables, 42 sources of literature, 6 appendixes, Lithuanian language. KEY WORDS : marketing, marketing strategy, marketing mix: product, price, distribution, promotion. Object of research – JSC „Žemaitijos pienas“ . Object of research – strategic marketing decissions. Objectives - analize and evaluate the data of economical activities in JSC „Žemaitijos pienas“ and project strategic ways for market decissions. Goals: 1. To analyze theoretical construction methods for strategic market decissions. 2. To analyze and asses marketing mix in the enterprise. 3. To make an empirical investigation and construct strategic ways of activity. 4. Make generalizations and offer approaches to improve management decissions of the enterprise. Methods of investigation - analysiz and generalization of theory, analysiz and synthesis of secondary data, , survey, graphic presentation and monograph. Hypothesis - application of market methods gives JSC „Žemaitijos pienas“ competitive preeminence potential. Suggestions were proposed to improve management decissions of the company on the basis of Lithuanian and foreign scientists‘ works , periodical literature and the material obtained during the investigation about elements of market complex and their impact on the results of the company.

Master‘s closing work, 65 pages, 16 pictures, 13 tables, 52 sources of literature, 2 appendices, Lithuanian language. KEY WORDS: strategy, marketing, marketing strategy, company, consumers, product, price, promotion, distribution, model. Object of research – joint stock company „Kaišiadorių paukštynas“ and personal company „Petkus“. Subject of research – marketing strategy. Goal of research –to prepare marketing strategies creation model for poultry companies. Tasks: 1. To analyze theoretical principles of marketing and its complex strategies. 2. To analyze marketing strategies used by joint stock company “Kaišiadorių paukštynas” and personal company “Petkus”. 3. To forecast the actions of marketing strategy preparation in poultry companies “Kaišiadori��� paukštynas” and “Petkus”. Research methods – Lithuanian and foreign authors special literature’s logical analysis and synthesis, primary and secondary data analysis and synthesis, induction and deduction, logical abstracts, graphic presentation, interview. Period of research - 2000 – 2004 years. The final work deals with analysis of theoretical principles of marketing strategies and their classification, research of marketing strategies in poultry companies and preparation of marketing strategy creation model for poultry companies.