When a telecommunication company delivers a product to a customer, three main pieces are included: software, hardware and Customer Product Information (CPI). The CPI can be thought of as the “user manual” for the product. The CPI is important to most companies. It is important not only that the final product really corresponds to the needs of the customer, but also that the customer in an easy manner can learn how to install, configure and subsequently use the product. To provide this information to the customer, a correct content and a good information structure of the CPI is crucial. To ensure this, the studied company has developed a “Customer Product Information Life Cycle Process” to enhance the understanding of the customer needs in terms of documentation and training material about the product and comply with customer needs.  Part of this thesis consists of a study which makes an evaluation of the development parts of the CPI process. This is done in order to find a method and tool to be able to improve the structure, content and usability of the CPI used in a product called Gateway GPRS support Node (GGSN). The conclusions from the study are implemented with a Content Management System (CMS). One important aim is to use a wiki-type tool where the customer can make local adaptation to the delivered CPI and add information about their own network, configurations and handling; in this way they will be able to make the CPI structure more users friendly and used more efficiently by the customer’s staff. As part of this thesis, a test was carried out to suggest a new model to improve the current CPI model used at the company. The test was based on a methodology, tool-independent CMS called Drupal. Drupal was used to create test documents in the GGSN-MPG CPI environment. The quality of the CPI made with the Drupal tool was examined after the change. The results clearly demonstrate that a new portal platform, based on a Drupal-like tool achieves a far more flexible structure and would greatly improve the CPI capabilities. It is preferable to use a Drupal-like portal platform rather than a website when implementing a new CPI structure.

Master Thesis: Customer Lifetime Value - Application to Banking Sector Author: Zuzana Lajksnerová Abstract This thesis deals with the calculation of the customer life value for clients of second largest Czech commercial banks - Československá obchodní banka a.s.. The aim is to estimate the revenue each individual brings to the bank within the first year, two, four since creating a profile but also during the whole time he or she remains in their customer base. The first, theoretical part contains of structured overview of the modeling approach from available literature. In the second part, we develop two different models, which are subsequently applied on client data of 2.7 million ČSOB customers. The prediction takes into account both revenues from each product and probability that customer will use this product. For estimation of the two models we use several different econometric methods, thus linear regression, bootstrap, probit and multinomial logit. The results show that demographic data such as age and gender, as well as product related variables, greatly inuence the final level of value of customer. It is also shown that higher potential earnings are associated with men, people of working age and loyal customers.

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Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. Data – In total 200 responses were collected through a structured interview from UppsalaUniversity, Uppsala central train and bus station and two big shopping centers in Uppsala (S: tper galleria and Forum galleria). Apple and Sony Ericsson brand users are interviewed in thedata gathering process, 100 respondents for each brand Findings – the analysis suggest brand image, product involvement and customer satisfactiondetermined brand loyalty in Apple brand, whereas customer satisfaction was the onlydeterminate factor in Sony Ericsson brand

This thesis deals with the creation of communication mix. In the first part is defined theory about processed topic, which follows characteristic of a company for which the marketing plan is prepared. Afterward the thesis focuses on an analysis of the company which consists of the analysis of external and internal environment. External analysis is defined by situational analysis PEST and Porter’s five forces model. Internal analysis is processed by McKinsey „7-S“ and marketing mix. The result of these analyses is SWOT analyses, which defines strenghts and weaknesses of the company and opportunities and threats arising from the environment. Based on SWOT analysis are afterward evolved proposals to improve the communication mix.

The diploma thesis focuses on problems associated with the suggestion of the communication mix of the Fitness centre „Kameňák“. It includes evaluation of the current state of company´s communication mix and revelation of problems in this field. Afterwards the thesis contains suggestions for improvement of this state. The diploma thesis is divided into three parts. The first part contains theoretical knowledge of the subject, the second part is focused on analysis of the company´s current state and the main content of the third part is suggestion of such a communication mix that can help the company present better its services and brings more customers.

This diploma thesis deals with improving communication mix of selected business entity. The first part describes, from a theoretical point of view, marketing, environment analysis, marketing mix, communication mix tools and marketing research. The following section describes the analytical work of the selected entity, the current communication and marketing mix. This section also contains a general and industry analysis of environment, SWOT analysis and marketing research. In the last section I propose a new communication mix to improve the situation in the company and increasing sales.

Master´s thesis deals with electro-designers addressing concept proposal by the Automation and drives division of Siemens company. Actual state in the company has been explored by SWOT analysis. By means of questionnaire investigation, main criteria according to which the electro-designers are abided by during the manufacturer selection, has been established. Forcefully to these criteria, the set of measures leading to the Siemens products position by the electro-designers improvement, has been proposed. By realization of the measures, outstanding relationships improvement will happen and thus also many new customers will be won.

The thesis deals with analysis of marketing strategy of Mod Desing s.r.o. The first part of the thesis is based on theoretical grounds. This part deals with the marketing in general and outlines the process of the strategic marketing planning. In the second, practical part of the thesis the theoretical knowledge is applied practically. There is the current market position analysis and the company´s marketing strategy. Based on this analysis and theoretical findings, the suitable measures to improve the competitive position of the company are recommended.

This graduation theses deals with quality, quality control system, ISO rules and audit of product. Chosen firm is characterized in the practical part of the document, there is explanation of the implementation ISO rules in company. Then I occupy by creation of instruction: quality monitoring in the workroom. Other part of document deals with characteristic of monitored product parameters and using FMEA method. I get at product values of customer and I design methodics for finding customers satisfaction in the ending of document.