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This thesis deals with the marketing mix of a firm and its price setting for a small firm the tradewoman Marie Nagyová who provides hairdressing services in the town of Malonty. The aim is to set the prices of hairdressing services, using appropriate methods. One of the used methods is the setting of prices according to customers' perceptions. To detect the perception of customers is used a questionnaire survey. The results of the questionnaire survey has become the starting point for the determination of the final price.

Thesis analyse the marketing activities of selected company. The company rents IT equipment. Thesis contains direction of marketing strategy based on marketing mix which company might use to increase decreasing demand on market.

The diploma thesis deals with the analysis of a selected company Notino, s.r.o. which is a retail company selling perfumes and cosmetics in Europe. The analytical part analyzes in detail the company, its competitors and loyalty programs of competitors. Based on the theoretical and analytical part, a loyalty program is developed for the company with a comparison of costs and benefits of the program for the company. Also, the risks associated with the introduction of a loyalty program and suggestions on how to reduce their impact are summarized.

Esta investigación titulada “El impacto de Marketing Mix en la Demanda de las Mypes de servicios, rubro restobar de Pueblo Libre, año 2019”, tiene como principal objetivo investigar cuál es el impacto de ambas variables en este tipo de negocios. La presente tesis muestra información útil para los grupos de interés referidos al sector servicios, gastronomía, restobares y otros similares, ya que puede ser utilizado como ayuda y referencia para realizar un análisis interno que permita alcanzar objetivos de marketing y diferenciación respecto a la competencia. En el Capítulo I Marco teórico, se explican los conceptos base de la investigación que definen al Marketing Mix y a la Demanda. A su vez, se presentará la investigación del sector restobar en Perú y en el distrito de estudio. En el Capítulo II Plan de investigación, se determina la problemática, los objetivos e hipótesis de la investigación. En el Capítulo III Metodología de trabajo, se definen los tipos de investigación e instrumentos utilizados, y se determina la población muestral del estudio. En el Capítulo IV Desarrollo, se aplicaron los instrumentos de recolección de datos, presentando los resultados de cada estudio. En el Capítulo V Análisis de resultados, se analiza los resultados en los que se pudo determinar que las variables de estudio cuentan con una relación directa e impactan positivamente. Del mismo modo, según el estudio cualitativo, las dimensiones de mayor impacto dependerán del enfoque estratégico. En contraste, según el estudio cuantitativo, las dimensiones de mayor impacto son Plaza y Procesos. / This research entitled "The impact of Marketing Mix on the Demand for Service Mypes, restobar sector of Pueblo Libre, year 2019", has as its main objective to investigate what is the impact of Marketing Mix on the Demand of this type of business. This research presents useful information for stakeholders related to the services, gastronomy, restobars and other similar sectors, by providing an idea of how Marketing Mix factors can affect the Demand of this business. This assignment can be used as a help and reference to carry out an internal analysis to achieve marketing objectives and differentiation from competitors. Chapter I Theoretical Framework explains the basic concepts of research that define Marketing Mix and Demand. In turn, research from the restobar sector in Peru and the study district Pueblo Libre, will be presented. In Chapter II Research plan, the research problem, objectives and hypotheses are determined. In Chapter III Work methodology, the types of research and instruments used are defined and the sample population for the study is determined. In Chapter IV Development, the data collection instruments were applied, presenting the results of each study (qualitative and quantitative). In Chapter V Analysis of results, the results of the qualitative and quantitative study of the research are analyzed. In which it was possible to determine that the study variables have a direct relation and a positive impact on Demand. Similarly, according to the qualitative study, the dimensions with the most impact will depend on the focus of each company strategy. In contrast, according to the quantitative study, the variables with the most impact are Place and Process. Finally, the conclusions and recommendations for all those interested in evaluating the impact of the Marketing Mix on the demand for restobars from other latitudes are detailed. / Tesis

The current financial crisis has stroke the World without leaving alone any sector, firmor household. Some sectors have been more affected than other ones. In the sport sector,gymnasiums and sport clubs have to adapt to the new situation while companies that didnot have been force to shut down or fire employees to stay afloat. According to Ferrell& Hartline (2002), if the company is not able to adapt, it will not be able to reach itsobjectives and by so, the company will no longer be profitable. The purpose of thisstudy was to examine how Balearic gymnasiums and sports clubs adapt their marketingstrategy focusing on their marketing mix to the renovated consumer buying behaviourduring the financial crisis. A quantitative method was used for this research, and the empirical data was gatheredfrom 76 gymnasiums and sports centres in the Balearic Islands. Primary data wasobtained though a survey via on-line to their respective emails. The results show that the different individuals analyzed have recognized a change intheir consumers’ behaviour and have applied different changes in their marketing mix.The findings can be of utility for similar companies that face a similar situation. It helpto understand how important is for a firm to have a proactive and flexible marketingstrategy to be able to adapt itself to the continuously changing environment in order toeither improve their position or survive on the market.

The aim of presented Master's degree work is to analyze already established marketing mix of new business and to optimize it or suggest the new one. This master's thesis is divided into two parts, theoretical and practical. In theoretical part we have elaborated theoretical knowledge about marketing mix and its creating and summarized the basic analyses and theoretical resources, necessary to define particular parts of marketing mix. Second, practical part of this thesis includes a description of new established business Coffee Beer Wine bar u Kemov, characterization of the actual structure of its marketing mix and the scheme of suggested optimized new one.

A revisão teórica apontou uma visão geral dos temas de marketing e educação por meio da cronologia histórica, da discussão conceitual, da relevância teórica e prática de cada assunto, dos principais desafios para pesquisa e o desenvolvimento do tema marketing educacional. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas instituições de ensino superior à luz dos fundamentos teóricos. A metodologia abordou os aspectos relacionados ao protocolo do estudo de caso e uma pesquisa exploratória qualitativa sobre as atividades de marketing foi realizada no trabalho empírico. Executou-se estudo de caso múltiplo, com IES privadas da cidade de São Paulo, por meio de entrevistas com os gestores responsáveis pelo composto de marketing. Concluiu-se que devido a competitividade no setor, as atividades de marketing ganharam importância, todavia ainda são elaboradas de forma desestruturada. O departamento de marketing das instituições educacionais atua principalmente no P de promoção, exercendo pouca influência nas decisões relativas aos outros elementos do composto de marketing. / The literature review pointed to an overview of marketing issues and education through the historical chronology of the conceptual discussion of the theoretical and practical relevance of each subject, the main challenges for research and development of the theme of educational marketing. It identified and discussed marketing activities in higher education institutions in light of the theoretical foundations. The methodology addressed the aspects related to case study protocol and a qualitative exploratory research on marketing activities took place in the empirical work. It executed multiple case studies with private higher education institutions in São Paulo, through interviews with the managers responsible for the marketing mix. It concluded that due to competitiveness in the sector, marketing activities have gained importance, however they are still prepared in unstructured form. The marketing departments of educational institutions operate mainly in P - promotion, exerting little influence in decisions relative to other elements of the marketing mix

A tese tem como objetivo verificar se existem técnicas de marketing nas atividades das organizações criminosas do narcotráfico e analisar como elas são utilizadas. A profissionalização das organizações criminosas desenvolveu estruturas empresariais globalizadas com noções de Administração, Logística e Contabilidade. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas organizações criminosas do narcotráfico à luz dos fundamentos teóricos apresentados. A abordagem metodológica utilizada foi uma pesquisa exploratória qualitativa e o método para a coleta de dados foram entrevistas em profundidade. Os entrevistados selecionados foram profissionais que atuam ou já atuaram diretamente no combate e repressão do crime organizado do narcotráfico no Brasil. Conclui-se a existência da utilização do marketing nessas organizações, mesmo que de forma intuitiva e não-estruturada. Existe concorrência entre as organizações criminosas do narcotráfico e, apesar de elas não fazerem um trabalho formal de segmentação do público, elas sempre buscam atingir as pessoas mais vulneráveis, como os jovens, e as classes mais abastadas. As organizações criminosas procuram oferecer produtos de acordo com as demandas e necessidades dos consumidores. As definições dos produtos oferecidos diferem entre cada organização criminosa e a produção das drogas varia conforme o tipo dela. A determinação do preço dos narcóticos é feita pelas lideranças dessas organizações e vários fatores impactam no seu valor final. A escolha da praça no narcotráfico é uma conjunção de fatores e busca tornar o produto acessível para o consumidor e facilitar a atividade ilícita. Para as organizações criminosas do tráfico de drogas que atuam no microtráfico, que acontece dentro das cidades, o P de praça é o mais importante para a sua existência porque lhes garante o mercado consumidor da região. Já no caso das organizações que atuam no macrotráfico e vendem para os compradores intermediários dentro dessa cadeia escalonada do crime, o P de produto é o fator fundamental relativo aos outros elementos do composto de marketing. De todas as ferramentas de promoção de marketing, o boca-a-boca é a mais poderosa para divulgar, promover e ampliar a rede de consumidores desse mercado ilícito. / The thesis aims at verifying if there is marketing techniques in activities of the criminal drug trafficking organizations and analyzing how they are used. The professionalization of criminal organizations has developed globalized corporate structures with Administration, Logistics and Accounting notions. Marketing activities developed in the criminal drug trafficking organizations have been identified and discussed in light of the theoretical grounds presented. The methodological approach used was a qualitative exploratory research and the method to collect data was in-depth interviews. The selected interviewees were professionals that work or have already worked directly in the fight and repression against the organized drug trafficking crime in Brazil. It was concluded that there is use of marketing in those organizations, even if in an intuitive and unstructured manner. There is competition among the criminal drug trafficking organizations and, although they do not do a formal work of public segmentation, they always seek to reach the most vulnerable people, such as the youth, and the upper classes. Criminal organizations try to offer products according to the consumer\'s demands and needs. Definitions of the offered products differ among each criminal organization and drug production varies according to its type. Drug pricing is done by the leaderships of those organizations and several factors impact its final value. The selection of the place in the drug trafficking is a combination of factors and seeks to make the product accessible to the consumer and facilitate the illegal activity. For the criminal drug trafficking organizations that work in the micro trafficking, which happens inside the cities, the P of place is the most important for its existence because it ensures the consumer market of the region. As for the organizations that work in the macro traffic and sell to intermediary buyers inside this staggered crime chain, the P of product is the fundamental factor related to other elements composing the marketing. From all marketing advertising tools, word-of-mouth is the most powerful one to disclose, advertise and extend the consumer network of this illegal market.

A tese tem como objetivo verificar se existem técnicas de marketing nas atividades das organizações criminosas do narcotráfico e analisar como elas são utilizadas. A profissionalização das organizações criminosas desenvolveu estruturas empresariais globalizadas com noções de Administração, Logística e Contabilidade. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas organizações criminosas do narcotráfico à luz dos fundamentos teóricos apresentados. A abordagem metodológica utilizada foi uma pesquisa exploratória qualitativa e o método para a coleta de dados foram entrevistas em profundidade. Os entrevistados selecionados foram profissionais que atuam ou já atuaram diretamente no combate e repressão do crime organizado do narcotráfico no Brasil. Conclui-se a existência da utilização do marketing nessas organizações, mesmo que de forma intuitiva e não-estruturada. Existe concorrência entre as organizações criminosas do narcotráfico e, apesar de elas não fazerem um trabalho formal de segmentação do público, elas sempre buscam atingir as pessoas mais vulneráveis, como os jovens, e as classes mais abastadas. As organizações criminosas procuram oferecer produtos de acordo com as demandas e necessidades dos consumidores. As definições dos produtos oferecidos diferem entre cada organização criminosa e a produção das drogas varia conforme o tipo dela. A determinação do preço dos narcóticos é feita pelas lideranças dessas organizações e vários fatores impactam no seu valor final. A escolha da praça no narcotráfico é uma conjunção de fatores e busca tornar o produto acessível para o consumidor e facilitar a atividade ilícita. Para as organizações criminosas do tráfico de drogas que atuam no microtráfico, que acontece dentro das cidades, o P de praça é o mais importante para a sua existência porque lhes garante o mercado consumidor da região. Já no caso das organizações que atuam no macrotráfico e vendem para os compradores intermediários dentro dessa cadeia escalonada do crime, o P de produto é o fator fundamental relativo aos outros elementos do composto de marketing. De todas as ferramentas de promoção de marketing, o boca-a-boca é a mais poderosa para divulgar, promover e ampliar a rede de consumidores desse mercado ilícito. / The thesis aims at verifying if there is marketing techniques in activities of the criminal drug trafficking organizations and analyzing how they are used. The professionalization of criminal organizations has developed globalized corporate structures with Administration, Logistics and Accounting notions. Marketing activities developed in the criminal drug trafficking organizations have been identified and discussed in light of the theoretical grounds presented. The methodological approach used was a qualitative exploratory research and the method to collect data was in-depth interviews. The selected interviewees were professionals that work or have already worked directly in the fight and repression against the organized drug trafficking crime in Brazil. It was concluded that there is use of marketing in those organizations, even if in an intuitive and unstructured manner. There is competition among the criminal drug trafficking organizations and, although they do not do a formal work of public segmentation, they always seek to reach the most vulnerable people, such as the youth, and the upper classes. Criminal organizations try to offer products according to the consumer\'s demands and needs. Definitions of the offered products differ among each criminal organization and drug production varies according to its type. Drug pricing is done by the leaderships of those organizations and several factors impact its final value. The selection of the place in the drug trafficking is a combination of factors and seeks to make the product accessible to the consumer and facilitate the illegal activity. For the criminal drug trafficking organizations that work in the micro trafficking, which happens inside the cities, the P of place is the most important for its existence because it ensures the consumer market of the region. As for the organizations that work in the macro traffic and sell to intermediary buyers inside this staggered crime chain, the P of product is the fundamental factor related to other elements composing the marketing. From all marketing advertising tools, word-of-mouth is the most powerful one to disclose, advertise and extend the consumer network of this illegal market.