The subject of my diploma thesis was analysis of marketing methods usage in managing the chosen town - Římov. After study of literature, I explained the main statements connected with marketing. With help of local councilor, I prepered characteristic of the town, acces current situation and recommend some suggestion and hints.

Based on the online consumer preferences questionnaire and research in the area of consumer{\crq}s experience with communication mediums, the objective of this thesis is to propose appropriate changes to the marketing mixture in a chosen business subject. The thesis is divided into three main parts. The first one focuses on the relevant literature and outlines the academic problem of this work. The second one is based on qualitative and quantitative research done in the area. At the end of this thesis, the third part provides the reader with the final concept of the online retail store, followed by the proposed arrangements and changes to the marketing mixture of the enterprise as an outcome of the previous research. While working on the qualitative research used in this work, the analyses of the marketing, communication and retail mixture were gathered and assessed all together using interviews with the online retail store owner. In addition, the quantitative part was aimed to the costumers, their opinions and attitudes to the outlined media used within store. Also the credibility of the communicating channels was taken into account. Some of the factual findings merely confirmed the trend of the contemporary era. As emerged from the questionnaires, the Internet shall be confirmed to be the most popular medium, while the respondents confessed to spend the most time using it and rated it as the most important among other offered ways of communication between them and the retail store. These all relevant fact were used to analyse {--} and to prove or disprove the assumptions on how each media affects consumers and to which level the media is actually utilized. The final part of the thesis is dedicated to the online retail store concept including recommendations on modification of the marketing mixture of the business subject, where the qualitative research took place.

El objetivo de este proyecto es presentar un modelo de negocio rentable que ofrezca a nuestro inversionista un plan de negocio dinámico y sostenible, el mismo que tiene como visión en un plazo de 6 años, llegar a ser una de las tiendas de ropa y accesorios para damas más reconocidas a nivel nacional, innovando y creando nuevas tendencias de moda en todas las regiones del país. Los segmentos con mayor porcentaje de población son B y C, es por ello que hemos tomado como nuestro público objetivo a las mujeres de estos estratos económicos, además porque dichos segmentos tiene una alta capacidad de pago. Para el fortalecimiento de nuestra marca, nos apoyaremos en las redes sociales; crearemos una página Web, dando a conocer a nuestras clientas que somos una empresa que se preocupa por la satisfacción de ellas, dentro de la web nuestras clientas podrán ver nuestros variados modelos de prendas y accesorios así como dar sus sugerencias en gustos y nuevos expectativas, además podrán adquirir sus productos desde dicha página Web. Estaremos en Facebook e instagran. En la medida que sumemos clientes y nuestros ingresos se incrementen buscaremos ampliar nuestras tiendas en las ciudades como Trujillo, Arequipa, entre otras. Nuestra propuesta de valor es ofrecer un producto variado y novedoso de buena calidad. Pudimos observar que existe un vacío en el mercado y por ello se plantearon diferentes estrategias para suplirlo. Estas incluyen las estrategias de producto, precio, plaza y promoción; de igual manera, las operativas y administrativas que ayudarán a conseguir las metas propuestas para la empresa. También serán muy importantes los servicios pre-venta, venta y post-venta que harán la diferencia frente a la competencia. La columna vertebral del éxito empresarial de D´Estela Moda es la integración de las creencias y valores humanos, la búsqueda del éxito, trabajo en equipo. Perseverantes en el cambio y la innovación, algo que se requiere siempre.

The aim of this thesis was to investigate the behavior of consumers in the market with furniture products. Based on the collected data to recommend selected company innovation marketing mix. The first part was focused on obtaining information related to this topic. THe second part focused on the treatment of information obtained from the survey, which was conducted among 200 respondents. The data obtained were analyzed using tables and graphs that reflect consumer behavior in the market with furniture products. Based on data analysis and interviews with senior company employee was designed recommendations for upgrading the marketing mix.

The thesis deals with the principles of making marketing mix and the goal is to design process of making marketing mix in selected company by using the principles of marketing activities. The selected company is engaged in the sale, rental, bazaar and service of ski equipment. The first part is about the realization of the analysis of the marketing mix and the results explain why it would be reasonable to create a marketing mix for the summer season. The next part is designed to process the creation of the marketing mix, which clarifies the possibilities of the company, the competitive environment, but also the needs, desires and demands of the customer.

The goal of this thesis is to evaluate the used sales promotion in selected company Motor Jikov Group and based on examined data to suggest potential solution for improving the current situation.

The aim is to analyze all communication activities destination Mountains . The first part is devoted to marketing communications, marketing mix, destination and its typology. Provides an overview of communication tools and their basic characteristics. The second part of the presentation of the destinations Krkonoše Mountains , their geographical location , natural conditions, historical development, administrative breakdown and analysis of the potential for development of tourism in the mountains. Furthermore, this section discusses current marketing communication tools and activities Krkonoše " Krkonoše of municipal -bond" its projects and financing . The second part of the results of its own investigation. In the third part outlines the product called " Labe (Elbe ) " , with the possibility to expand marketing communications within the international tourism market. The fourth section is devoted to the end, where I summarize the analysis , case studies and evaluation findings throughout the work

It is argued that sustainability today has become a mega-trend, where the consumers are more aware of their surroundings and businesses impact on the environment than ever. Companies have come to be critically observed by societies, which has put more pressure on them to act in more sustainable ways as well as becoming more transparent with their operational and sustainability communication towards stakeholders. In 1978 China opened up the country to the global economy and since then, the country has rapidly risen in the terms of international economic importance. However, China is suffering from large environmental concerns like immoderate pollution that has become a daily concern for the population. Due to the rapid economic growth that China has been going through the recent years, these environmental issues the country is facing are largely tied to the industrialization. One of the biggest factors contributing to China’s heavy pollution is the colossal number of both Western and Chinese production facilities opening up in China.The aim with this research was to investigate how three selected Swedish companies placed in Shanghai approach sustainability marketing and explore how they embed sustainability within their strategy and particularly in their marketing mix. This thesis was conducted with a qualitative approach and with semi-structured interviews with three Swedish companies; Greencarrier, Atlas Copco and Stora Enso.The findings from the interviews, conducted with the three mentioned companies, pointed out that sustainability today is well integrated in the company’s core business and that working with sustainability has become a critical success factor. Factors that were important for the companies was to have long-term sustainability strategies, being innovative and transparent in their operational and sustainability communication, being material efficient in the product development and promoting this on media channels like WeChat, internet websites, Facebook, Instagram and LinkedIn. Also, more traditional ways of marketing themselves was important, like visiting universities and exhibit at fairs. This essay will provide knowledge that can help companies to further their understanding of what a big role marketing has and how they can support awareness of sustainability issues. We also hope that our essay can help to inform consumers on the issue and by that place higher demands on companies to act sustainable. Because our thesis focused on investigating Swedish companies in Shanghai, it would be interesting to continue further research on how Chinese companies approach sustainability marketing.

The aim of this diploma thesis is to analyze contemporary marketing mix, evaluation within fulfillment of business objectives and suggestions for rise in sale of analyzed company products. The diploma thesis is worked in conditions of a large sized company Linet, Ltd. In the first part, there is detailed elaboration of fundamental parts in marketing mix, so called 4P {--} Product, Price, Place, Promotion. In the second practical part, there are mentioned forecasts of hospital equipment market trends, there is a description of above mentioned company, there is analyzed present structure of marketing mix and there is a conclusion with suggestions for rise in sale according to forecasts of hospital equipment market trends.

Syfte: Syftet med denna studie är att diskutera hur marknadsföringsmixen kunnat bevarat sin betydelse över tid inom området marknadsföring, med hänsyn till de förändringar som digitaliseringen inneburit. Metod: Studien genomfördes som en systematisk litteraturstudie. Studien baserades på över 50 vetenskapliga artiklar som är relevanta för syftet. Artiklarna samlades in via akademiska databaser. Resultat: Studien visar på att marknadsföringsmixen fortsatt är en aktuell modell inom marknadsföring tack vare sin pedagogiska enkelhet och förmåga att anpassa sig till rådande förutsättningar. De fyra P:na står fortsatt för Produkt, Pris, Plats och Påverkan men förändringen ligger i vad som innefattas i de ständigt växande och föränderliga subkategorierna. Det som motståndarna till marknadsföringsmixen menar är dess svaghet, att kriterierna som de olika kategorierna vilar på aldrig blivit specificerade, tycks också vara modellens styrka. Utan den efterfrågade specificeringen kan de fyra P:na anpassas efter användaren och de förhållanden som råder, vilket har gjort att den bevarat sin betydelse trots digitaliseringen och de nya förutsättningarna. / Purpose: The purpose of this study is to discuss how the marketing mix could have retained its importance over time in the field of marketing, in consideration of changes that digitalization meant. Method: The study is conducted as a systematic literature study. The study is based on more than 50 scientific articles relevant to the purpose. The articles were collected through academic databases. Result: The articles show that the marketing mix is still an up-to-date marketing tool thanks to its educational simplicity and ability to adapt to the prevailing conditions. The four P:s still stand for Product, Price, Place and Promotion, but the change lies in what is included in the ever-growing and changing subcategories. What the opponents of the marketing mix mean is its weakness, that the criteria that the different categories rest on have never been specified, also seems to be its greatest strength. Without the requested specification, the four P:s can be adapted to the user and the conditions prevailing, which has made it survive in spite of digitization and the new conditions.