Changes to the marketing environment occur in numerous ways and with a wide range of characteristics. This research examines the effects of - and responses to - surprise, which is defined as disruptive, discontinuous events that result in unexpected changes to the environment. Some authors have suggested that organizations have tended to overestimate their ability both to predict and to control calamitous environmental events, resulting in relatively little attention being paid to environmental surprise in the marketing literature (Cunha et al, 2006). Indeed, much of the research in this domain has focused on improving organizations' ability to recognize - or even anticipate - such events, thus rendering them not surprises (Ansoff, 1975; Lampel & Shapira, 2001). But, as Cunha and associates respond, "... researchers should investigate how organizations might deal with unanticipated events," not just how to avoid them (2006, p. 320, emphasis added). This research addresses a portion of the identified gap. Just as there is a range of possible changes and change types, organizations' responses also vary. Depending on the nature of the environmental event(s), the appropriate form of strategic response can be quite different. Therefore, how organizations respond to environmental change is a critical element of their marketing strategies. Remaining properly aligned with their external surroundings has repeatedly been shown to produce significant benefits in terms of marketing performance and financial success (Venkatraman & Prescott, 1990). Barney and associates state that "... to the extent some firms in a rapidly changing environment are more nimble, more able to change quickly, and more alert to changes in their competitive environment, they will be able to adapt to changing market conditions more rapidly than competitors, and thus gain competitive advantage" (2001, p. 631). Study 1 What happens when firms are confronted by a strategic surprise - defined as "sudden, urgent, unfamiliar change" (Ansoff 1975, p. 22) - such as the terrorist attacks that occurred on September 11, 2001? Numerous studies have examined how strategic change, in the aftermath of a significant environmental event, contributes to organizational survival and success. But, is strategic change the appropriate response to unexpected and disruptive environmental change? And is there a preferred trajectory for change, such that certain strategies are better suited than others to the post-surprise environment? This exploratory research examines whether or not strategic change is an appropriate response to strategic surprise by considering the actions of motor carriers in the aftermath of 9/11. The data evidences significant disruption to the trucking industry following the event; for example, among the sample, mean operating ratios declined by more than 50%. But while nearly 40% of the carriers studied changed their strategies in the post-9/11 environment, this did not guarantee better performance. In fact, all carriers fared worse following the attacks, but those carriers that changed strategies actually performed significantly worse than those that persisted with their pre-9/11 strategies. Study 2 In Study 2, a scoring model of strategic resilience is developed that enables motor carriers to assess their likelihood of withstanding disruptive environmental change. Supply chain resilience is an emergent research stream that considers the ability of a supply chain network to anticipate, prepare for, and adapt to significant environmental risks in the form of disruptions and unanticipated events (Ponomarov & Holcomb, 2009). This study examines the ability of motor carriers - a critical and essential component of most supply chains - to survive such events. Using variables identified in Study 1, together with those from numerous previous studies in the prediction-model research domain, the second study considers which factors are significant and contribute the most utility to an overall resilience score. In addition, this study approaches the model-building process using a proven methodology (conjoint analysis) which previously has not been applied to this type of research, while examining an especially broad range of possible alternatives. The resultant model provides firms in the motor-carrier industry with a "resilience score" that suggests their likelihood of survival in the post-event marketing environment. The resilience model enables motor carriers to self-assess their ability to withstand disruptive events in the marketing environment, including strategic surprises such as 9/11. Motor carriers with weaker scores (i.e., less than 600, on a scale from 300 to 900) are more likely to exit - though clearly are not guaranteed to do so. This model correctly identified nearly 70% of carriers that ultimately exited from the industry. In addition, the model provided evidence of where motor carriers should focus their attention in a post-disruption marketing environment. Six factors emerged as most significant to carriers' resilience as evidenced by the model. These elements are recommended as the metrics to which carriers themselves - and dependent supply chain network members - pay most attention following an environmental disruption. / Business Administration/Marketing

The main aim of the thesis was to uncover opportunities and to identify threats for the selected company and offer the firm use of the information obtained. In the theoretical part of the thesis I used the information to perform a situational analysis and further analysis of the methods of marketing environment and SWOT analysis. To determine the opportunities and threats in the practical part of my thesis, I chose Československá obchodní banka, a. s. , which operates as a universal bank in the Czech Republic. SWOT analysis was used for these purposes. Before performing a SWOT analysis it was necessary to first develop an analysis of the marketing environment of the company. I used STEP analysis to analyse the company's macro environment. The bank's microenvironment was evaluated using Porter's five forces model analysis, and to analyse the company I made financial analysis of selected economic data and financial ratios from the annual reports for the period 2010 up to 2014. The SWOT analysis that was performed uncovered the following opportunities: population growth, an increasing number of households with a personal computer and Internet connection, smart banking development and interconnection of distribution networks. The most significant threat to the bank is growth in rivalry among competitors, increased bargaining power of customers, threat in the form of substitutes, the end of the contract with Česká pošta and the planned transfer of Česká pošta to a franchise. To achieve the objectives of the work, I suggested to the bank the following recommendations: specialized products for children and young adults with public campaign events, as well as alternative distribution channels, virtual Video Banker and virtual branches, competition and poll applications on social networks, Smart banking development, interconnection of distribution networks and merging brands. In terms of threats I recommend reducing the fees for account maintenance, increase the interest rate on accounts, create questionnaires regarding clients who close their account, higher commissions on sales and investments for Česká pošta, and last but not least, benefits and training for employees of Česká pošta.

This master´s thesis deals with an analysis of customer satisfaction with AGROFERT Prostějov tennis club. The work is based on theoretical findings oriented on marketing research, customer satisfaction, methods of measuring customer satisfaction which is general. The club is described and analyzed in the practical part and then the data were obtained and then evaluated from the questionnaire. In conclusion, concrete measures are suggested for improving customer satisfaction of the club.

This thesis focuses on founding a new travel agency oriented on domestic tourism. The aim is to show a real process of founding a new travel agency. The travel agency's offer is based on analysis of environment, market, competition and potential customers. It is focused on three segments: seniors, families with children and forfaiter journeys. The financial analysis is included in next part of the thesis.

The thesis focuses on the analysis of client satisfaction of MITRANET.CZ. The theoretical section draws from generic information regarding the client, methods measuring the client satisfaction and a marketing survey. The analytical section examines the internal and external environment of the company. From the questionnaire survey the results of the study are concluded. The last section offers suggestions and precautions for the enhancement of the MITRANET.CZ’s client satisfaction.

The main intention of the diploma thesis is to analyze customers satisfaction in chosen company. Based on results of sectorial analyses are devise measures to improve the current situation. First part of the thesis desribes theoretical background. Evaluation of the company’s current state is done through the analysis of internal environment and macro and micro environment analysis. The current state of customer satisfaction level is also studied using a questionnaire. The final part includes specific suggestions for improvement of customer satisfaction.

The main topic of the thesis is to analyze the current situation of the marketing mix for a selected company and to propose specific changes in this area. The proposed changes to the marketing mix respect factors influencing consumer behavior and could lead to increased competitiveness and new customers. The diploma thesis is divided into three main parts. The first part is called the theoretical basis of the work, the second part is an analysis of the current state and the third part contains its own solutions.

Master´s thesis deals with analysis of issues related to the marketing management of the viticultural company. Includes an assessment of the current state of the company and a proposal to improve marketing strategies that will improve the promotion and distribution company and strengthening market position.

The master´s thesis is focused on evaluation of the actual state of the marketing mix of the company DATO-FOREST s.r.o. with using the selected analysis. Based on the results of these analysis specific solutions are proposed aimed at improving the actual marketing mix.

Today, in the context of globalization, many different international companies in the global automotive industry prefer going international to enlarge their appearance as well as search for new business chances to earn more profit margins. Among them, Škoda Auto Group, the largest Czech car maker. At present, China and India are two of the most important automotive markets of Škoda Auto Group based on the market size and customers' base. Apart from China and India in the Asian region, Vietnam is also seen to be a very high potential market for every car maker in the South East Asian region because of the stable development of Vietnam's economy as well as high local customers' requirements. The goal of the thesis is to develop a marketing strategy for the market entry of Škoda Auto Group into the Vietnamese market.