The main aim of this thesis, „An Examination of the Marketing and Relationship Marketing Concepts, by Analysing Power, Disciplining and Compliance in Customer-Provider Relations‟, is to expand knowledge and thinking in the subject area of marketing by researching power, disciplining and compliance in relations between customers and providers. As such, it is part of current developments in marketing theory, as the following discussion will illustrate. Marketing is a dynamic and evolving discipline (Saunders and Lee 2005) and has been enriched by the introduction of significant new topics such as consumer passion, longing, gift giving, and history of ownership (Belk et al. 2003; Lowrey et al. 2004). The „variety and eclecticism‟ in current marketing research (Saunders and Lee 2005) have been achieved partly by drawing on frameworks, concepts and models developed in other disciplines (Baumgartner 2002). In recent years, „a more open minded attitude to research‟ and „methodological relaxation‟ have been encouraged (Tapp and Hughes 2008), and new methodological approaches have been explored (e.g. Thompson 1998, 2002; Sherry and Schouten 2002). Moreover, the supremacy of experimental-nomothetic methodological positions of quantification is being questioned (Fournier and Glenn Mick 1999) and, even though quantitative research continues to dominate (Hanson and Grimmer 2007), previously „unconventional‟ methodologies such as narrative analysis and hermeneutical frameworks demonstrate the growing acceptability of a wider range of methodologies (Saunders and Lee 2005). Such developments in marketing thought and approaches result from the identification of weaknesses or gaps in the conventional received wisdom on the subject (Wells 1993), and so place existing interpretations under scrutiny (Dawes and Brown 2000). However, commentators suggest that further growth and development are required. For instance, while Svensson (2006) argues that traditionalism still predominates, Tapp and Hughes (2004) and Katsiekas et al. (2007) invite scholars to analyse new topics and areas which are pertinent to practitioners and which contribute to a better understanding of marketing practice. At stake is the degree to which marketing research offers practitioners and society something „novel‟ and „of relevance‟ (Gummesson 2005). For marketing thinking to develop further, topics which are as yet inadequately researched need to be analysed more systematically (Katsiekas et al. 2007). An example of such a topic is the expression of power, influencing, disciplining and relational problems during interactions between customers and providers (Brown et al. 2000; Keysuk 2000; Ivens and Blois 2004). Though present in marketing theory, there are aspects of power which deserve greater attention. Examples of such issues are the types of power applied by providers and the ways in which providers design and carry out the disciplining of consumers during interactions in order to make them more compliant. These are the issues addressed in this thesis.

The Master's Thesis is divided into three parts. In first part it is dealing with particularities of marketing of services and specifically with marketing of language schools. In practical part it is analysing language schools in Prague and Brno by marketing research It compares and evaluates marketing mix of language schools and shows common and different points of the biggest players and defines their market position by value curves. The third part is about concrete language school from the environment of a smaller city in Slovakia. It describes its marketing mix, analyses competition and shows its strong and weak points in market position by value curves.

This thesis deals with the marketing strategy of a company F AIR spol. s r. o.,which is the first flying school in the Czech Republic and has its main domicile at the Benešov airport. The objective of the thesis is to analyse the marketing strategy and the marketing environment of the company, and to propose feasible changes of the contemporary strategy. In order to achieve this objective, I have applied several subanalyses and my own marketing research. The accumulated figures are evaluated in the final SWOT analysis. I introduce several changes based on these figures, which could be conductive to the increase of the company's turnover and to the improvment of its customer's satisfaction. I also present a communication campaign to one of the marketing objectvies.

This thesis describes the specifics of marketing of services and marketing strategies in terms of theory. The aim of the thesis is to analyze the marketing strategy of Telefónica Czech Republic, a.s. including recommendations for the future. It also focuses on situational analysis and description of the competitive environment. A development of the telecommunications market and economic situation in the country is mentioned as well.

Made available in DSpace on 2016-04-28T20:19:22Z (GMT). No. of bitstreams: 1 2008 - Flavia Luzia Oliveira da Cunha Galindo.pdf: 834918 bytes, checksum: 0d750029bb9ddb8854de320dde189f55 (MD5) Previous issue date: 2008-12-05 / Regarding the studies about the behavior of the consumer and crisis management reflects the numerous contributions of social sciences and humanities. The connection of these two areas of understandings was possible through the observation of experiences the consumers lived through, during the recent Brazilian aviation crisis, which made it possible to understand the inconstant trust of the executives after the crisis. The dissertation contextualizes how the executives from Rio de Janeiro think and act, compounding an extremely singular vision regarding their perceptions after the Brazilian aviation crisis. To support the field work expost facto, the theoretical reference includes authors linked to the marketing of services, consumer behavior, consumption and citizenship, trust and crisis management. From the economic and business point of view, the organizations understand the relevance of the study regarding trust when confirmed that the consumers want to trust their suppliers and have the expectation that the products, goods and services be unswerving to the ideas and aspirations that are developed in their lives. The elements of trust are classified into: i) factors linked to the authors decision to trust and support the singular mixture of personality, culture and experience; ii) situational factors that have to do with the aspects of specific situations and relationships between the parties. The work demanded: i) exploratory field work, ii) data collection from secondary sources (print and electronic media), iii) official information divulged by the institutions involved, iv) interviews with time sensitive users of a hypothetical deduction character with a qualitative approach, necessary to attract the perspective subjects in the investigation ex-post facto. The Contents Analysis method allowed to understand the world of the significant of the actions and human relations in their overall situation. In exploring a critical situation such as the one faced by the Brazilian aerial blackout , the work witnessed how the aviation crisis, complex and long-lasting, weakened institutions and the consumers belief was greatly affected. / Os estudos sobre o comportamento do consumidor e o gerenciamento de crises refletem as m?ltiplas contribui??es das ci?ncias sociais e humanas. A uni?o destas duas ?reas do conhecimento foi poss?vel atrav?s da observa??o das experi?ncias vividas pelos consumidores na recente crise a?rea brasileira, que permitiu compreender a vari?vel confian?a dos executivos ap?s a mesma. A disserta??o contextualizou o modo como os executivos do Rio de Janeiro pensam e agem, compondo uma vis?o muito singular sobre as suas percep??es ap?s a crise a?rea brasileira. Para ancorar a pesquisa de campo ex-post facto, o referencial te?rico conta com autores ligados ao marketing de servi?os, comportamento do consumidor, consumo e cidadania, confian?a e gerenciamento de crise. Do ponto de vista econ?mico e empresarial, as organiza??es compreendem a relev?ncia do estudo sobre confian?a quando afirmam que os consumidores querem confiar em seus fornecedores, e t?m a expectativa de que os produtos, bens e servi?os sejam fi?is aos ideais e aspira??es que desenvolvem em suas vidas (Roberts, 2005). Os elementos da confian?a se distribuem em: i) fatores ligados ao autor da decis?o de confiar e se ancoram na mistura singular de personalidade, cultura e experi?ncia; ii) fatores situacionais que tem a ver com os aspectos da situa??o espec?fica e do relacionamento entre as partes (Hurley, 2006). O trabalho demandou: i) pesquisa de campo explorat?ria, ii) coleta de dados em fonte secund?ria (m?dia impressa e eletr?nica), iii) informa??es oficiais divulgadas pelas institui??es envolvidas, iv) entrevistas com usu?rios time sensitive de car?ter hipot?ticodedutivo (Foddy, 1993), com abordagem qualitativa, necess?ria para captar a perspectiva dos sujeitos em uma investiga??o ex-post facto (Gil, 1996). O m?todo de An?lise de Conte?do (Bardin, 1977) possibilitou compreender o mundo de significados das a??es e rela??es humanas no seu contexto. Ao explorar uma situa??o cr?tica como a enfrentada pelo apag?o a?reo brasileiro, o trabalho evidenciou como a crise a?rea, complexa e de longa dura??o, fragilizou institui??es e afetou a credibilidade de consumidores intensivos.

Background: World economy of the 21st century places high demands on national economic systems. Governments implement various initiatives to enable a more effective cooperation between universities and industries in order to increase competitiveness of their economies. Science Parks represent one type of such initiatives. It is assumed that they support regional economic growth by means of technology transfer from university to industry. Science Parks usually incorporate incubation programs, which enable creation of NTBFs by university staff and students. Science Parks have to ensure its organizational development by providing paid services, especially in form of incubator program. Therefore, Science Parks are regarded in our research as service companies. In order to enable creation of NTBFs Science Parks have to be able to attract talented researchers and students. In our research, we focus on students and consider them as potential customers for Science Parks. Previous research focusing on the problem of students’ attraction to these organizations is scarce. We implement marketing communication theory to address the problem of students’ attraction to Science Parks. Aim: Our research is set to identify content for a marketing communication strategy of a science park, which considers students as potential customers. Theoretical background/Methodology: In order to fulfill the aim of the research we implement case study strategy. We collected primary and secondary data. The case organization is presented by Dalarna Science Park (located in Borlänge, Sweden), where we collected secondary data. It was incorporated in our research as handout materials that enabled Focus Group discussions. Focus groups with students from Dalarna University presented the source of primary data. Question guideline for focus groups was based on principles of marketing communication theory, which we used as the primary theory of the research. Conclusions: Results indicate that students regard business incubator services of a Science Park as useful for those who have business ideas. It can be considered as positive prerequisite for a marketing communication strategy. In order to attract students with ideas of starting own ventures, a Science Park should engage students into various events, such as workshops, discussions and seminars. The organization should constantly inform students about its nature and activities and create an image of a young successful entrepreneur, which students are attracted to. For this purpose a Science Park can use Internet as means of both spreading its messages to students and enabling WOM recommendations among them.

<p>I den här uppsatsen ville jag ta reda på hur potentiella bostadssäljare i område Alfa skulle välja fastighetsmäklare och denna fråga besvarades genom en personlig enkätundersökning. Genom studien har jag ökat kännedomen om framtida bostadssäljares behov och förväntningar på fastighetsförmedlingstjänsten i Alfa och fått idéer på hur fastighetsförmedlingsföretag skulle kunna utforma sina erbjudanden så att de passar framtida bostadssäljares behov och förväntningar.</p> / <p>In this paper I wanted to find out how potential real estate sellers in the area Alfa would select real estate agents and this question was answered through a personal questionnaire. Via the study I have increased the knowledge about future real estate sellers needs and expectations considering real estate mediation within the area of Alfa and gained ideas about how real estate agencies would be able to design their offers so they fit future real estate sellers needs and expectations.</p>

I den här uppsatsen ville jag ta reda på hur potentiella bostadssäljare i område Alfa skulle välja fastighetsmäklare och denna fråga besvarades genom en personlig enkätundersökning. Genom studien har jag ökat kännedomen om framtida bostadssäljares behov och förväntningar på fastighetsförmedlingstjänsten i Alfa och fått idéer på hur fastighetsförmedlingsföretag skulle kunna utforma sina erbjudanden så att de passar framtida bostadssäljares behov och förväntningar. / In this paper I wanted to find out how potential real estate sellers in the area Alfa would select real estate agents and this question was answered through a personal questionnaire. Via the study I have increased the knowledge about future real estate sellers needs and expectations considering real estate mediation within the area of Alfa and gained ideas about how real estate agencies would be able to design their offers so they fit future real estate sellers needs and expectations.

Malgré l'intérêt grandissant pour l'étude de l'approche relationnelle, très peu de recherches ont lié cette notion à l'industrie hôtelière. Pourtant, mettre en place une stratégie relationnelle s'avère être efficace, du moins dans certaines situations, surtout dans un secteur aussi concurrentiel que celui du tourisme. Celle-ci va permettre notamment de fidéliser sa clientèle et de la conserver sur le long terme. Cette recherche a pour objectif d'identifier le niveau relationnel des établissements hôteliers au Québec en fonction de leurs caractéristiques selon la perception des gestionnaires. La littérature a permis de présenter les principales caractéristiques des hôtels ainsi que les variables constituantes du marketing relationnel pouvant être mises en relation avec le secteur hôtelier. Pour mener à bien cette recherche, une étude quantitative a été réalisée, et au moyen d'un questionnaire envoyé à 613 hôteliers à travers le Québec. Au total 92 hôteliers ont répondu au sondage. Les résultats obtenus démontrent que les grands hôtels (plus de 199 chambres) sont les plus relationnels sur la majorité des variables étudiées, que la région géographique n'a aucun impact sur le niveau relationnel des établissements hôteliers, que les hôtels appartenant à une chaîne, ceux ayant le plus d'étoiles, ceux ayant le plus haut taux d'occupation et ceux pratiquant les prix les plus élevés sont davantage relationnels que les autres sur certaines variables. Cette étude va donc contribuer à enrichir la littérature dans le domaine touristique, mais aussi aider les hôteliers quant à leurs prises de décision. Elle leur permet de mieux cerner l'importance de mettre en place une stratégie relationnelle pour ainsi améliorer leurs prestations de service mais aussi se différencier de leurs concurrents. ______________________________________________________________________________ MOTS-CLÉS DE L’AUTEUR : Marketing des services, Stratégie relationnelle, Tourisme, Caractéristiques des hôtels.

À une époque de dépersonnalisation accrue où l'automatisation des services est de plus en plus présente et incrustée dans le quotidien des gens, la pertinence de la "relation" pourrait être remise en cause (O'Loughlin et al., 2004) . Considérant que l'informatisation est au service, ce que la production de masse a été pour l'industrie de la fabrication, les compagnies doivent être en mesure de revoir les tâches de leurs personnels de contact comme une valeur ajoutée au service afin de générer, à long terme, de bons profits (Reichheld, 2006). Cette étude a pour but d'identifier les facteurs qui influencent les intentions d'achat des clients dans un contexte relationnel dans l'industrie des services financiers. Un échantillon regroupant 778 clients provenant de dix institutions financières différentes du Québec, constituées à partir d'un sondage postal, a permis d'évaluer le phénomène. Les résultats obtenus démontrent, entre autres, que l'écoute, l'expertise, l'humour ainsi que la similarité en termes de produits financiers préférés du conseiller influencent positivement les intentions d'achat des clients. Nous avons testé un total de 19 hypothèses qui démontrent des résultats significatifs quant à leur influence sur les intentions d'achat des clients. Cette étude permettra aux gestionnaires de revoir certaines stratégies administratives et marketing afin de les adapter aux attentes actuelles des consommateurs et du marché et de développer des plans de formation pour le personnel de contact axés sur les facteurs les plus influents. Enfin, plusieurs recommandations stratégiques et opportunités de recherche basées sur les résultats de cette étude seront présentées. ______________________________________________________________________________ MOTS-CLÉS DE L’AUTEUR : Intention d'achat, Services financiers, Marketing relationnel, Marketing des services