Univ., Diss.--Trier, 2002. / Literaturverz. S. [302] - 341.

The theme of this work is reconstruction the hotel complex. The theoretical part informs readers about tourism, marketing and how to build a business plan. Analytical part shows the issue of tourism in the region and technical condition of the hotel. In the synthetic part is suggested business plan to hotel reconstruction, marketing mix for tourism and financial plan, that shows operating costs and revenues. The investment could be paid off by the 13th year since the start of the hotel service.

A presented dissertation suggests some suitable recommendations to optimizme the activity of a state-funded institution of Carlsbad collonades and natural healing resources´ administration.The first chapter concentrates on the optimizing of a chosen organization´s activity, characterizes state-funded institutions, compares state-funded institutions to other entrepreneurial entities, defines the notion of optimalization, and adumbrates both the history and the meaning of the city of Carlsbad. The second chapter contains the analysis of the organization´s activity, investigates its financial management, the surroundings it is situated in. It also values both the organization´s strong and weak points. Based on the analysis results , the third chapter suggests some suitable measures to optimize the activity of a a state-funded institution.

The thesis aims to analyze the current situation regarding the marketing mix in the selected company. Based on this analysis it was found that the current marketing mix should be adjusted in an attempt to increase sales and brand awareness. It was suggested solutions to improve the situation, which consists of improvement proposals. These proposals focus according to the results of the SWOT analysis to improve brand image and expand its presence among the customers. It is also trying to solve the problem with the purchasing power of customers, not least the problem of obtaining customers. Two selected suggestions, which attempts to solve the problem of obtaining customers and also partly to raise awareness about the company and its operations were subsequently tested market.

The aim of the thesis is to evaluate customer relationship management in a selected organization through a questionnaire survey. At first was identified company marketing through 4P, making it possible to outline how the company does with the product, distribution, pricing and marketing communications. Subsequently, a survey was conducted on a total of 100 respondents. The questionnaire had 20 questions, in which customers expressed their satisfaction with the company's employees, offered goods, services and also compared the individual areas of business to competitors. After evaluation questionnaire was also conducted guided interview with the director of questions regarding the results of the survey. On the basis of all the facts were subsequently proposed changes that the company should take to improve customer relationship management.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / With the growing pressures of social actors on the degradation of the environment and that this has direct influence on quality of life, called the growing environmental movement. Committed to this movement, the eco-consumer voice their environmental concerns in their attitudes and consequently in their buying behavior, consider seeking products that cause less adverse impacts to the environment and appreciating those that are produced by environmentally responsible companies. Thus, this study sought to identify determinates that influence the purchasing behavior of university professors of business administration courses from Brazilian institutions towards pro-environmental products. To that end, was investigated the environmental awareness of consumers using the scale of the New Ecological Paradigm (NEP-Scale) developed by Dunlap and Van Liere (1978) and updated by Dunlap et al. (2000). It was also applied the scale Enoki et al. (2008) to ascertain the impact of marketing mix strategies in their purchasing behavior pro-environment. Was conducted a survey research to then test the model through the use of structural equation modeling. The findings didn t indicate a positive relationship between environmental awareness and purchasing behavior pro-environmental. However, there were positive relationships between the strategies of price, place and product and purchasing behavior in environmentally friendly, as well as the positive influence of the promotion strategy on pricing strategies, place strategies and product strategies of green marketing. In the end, it is proven that the marketing strategies are important in influencing the pro-environmental purchase behavior of the consumers. / Com o crescimento das pressões dos atores sociais sobre a degradação do meio ambiente e a interferência direta que esse tem na qualidade de vida das pessoas, cresce o chamado movimento ambientalista. Engajado a esse movimento, o consumidor ecológico manifesta as suas preocupações ambientais nas suas atitudes e, consequentemente, no seu comportamento de compra, buscando produtos que considera causarem menos impactos negativos ao meio ambiente e valorizando aqueles que são produzidos por empresas ambientalmente responsáveis. Dessa forma, este estudo buscou identificar os determinates que influenciam o comportamento de compra de professores universitários dos cursos de administração de instituições brasileiras perante produtos pró-ambientais. Para tanto, foi averiguada a consciência ambiental desses consumidores, utilizando-se a escala do Novo Paradigma Ecológico (Escala-NEP), desenvolvida por Dunlap e Van Liere (1978) e atualizada por Dunlap et al. (2000). Também foi aplicada a escala de Enoki et al. (2008) para verificar o impacto das estratégias do mix de marketing verde no comportamento de compra próambiental. Foi conduzida uma pesquisa do tipo survey para, posteriormente, testar o modelo proposto através da utilização da modelagem de equações estruturais. Os achados não indicaram uma relação positiva entre consciência ecológica e comportamento de compra próambiental do consumidor. No entanto, ocorreram relações positivas entre as estratégias de preço, praça e produto no comportamento de compra ambientalmente favorável, assim como a influência positiva da estratégia promoção nas estratégias de preço, praça e produto do mix de marketing verde. Ao final, é comprovado que as estratégias de marketing são importantes para influenciar o comportamento de compra pró-ambiental dos consumidores.

Made available in DSpace on 2016-12-01T19:18:50Z (GMT). No. of bitstreams: 1 Douglas.pdf: 1797946 bytes, checksum: 849831b4ee0788fc9bebc146c70ed3d7 (MD5) Previous issue date: 2011-03-02 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study examined the management of the marketing mix in purchases networks formed by retailers. Were surveyed in the Alto Vale do Itajai - Santa Catarina State, four purchases networks in different segments of the commercial sector: supermarket, agricultural retail, construction materials and pharmacies. The first stage of the study comprised an exploratory study using qualitative interview method with a semi-structured with the presidents or managers operating these networks, by identifying, through content analysis, the main characteristics and the actions undertaken in relation to the elements of marketing mix. Then descriptive study was accomplished through a quantitative method using a questionnaire to companies associated with the supermarket purchase network, and used statistical analysis to evaluate the responses. The results show that the purchases networks have emerged through an evolutionary process triggered by past experience, adopting formal criteria for selection of members, where often the requirements for acceptance are not limited to business matters but also personal characteristics expected in entrepreneurs. As for the elements of the marketing mix, the product is the item that suffers less interference from the network, leaving all decisions to associated retailers. The use of a common price only happens in participating products promotions conducted periodically, but revealed the presence of informal controls to prevent price competition among members. The communication actions are performed jointly, but there is freedom of members to develop parallel campaigns. In distributing the predominant use of central storage facility to concentrate and redistribute products to members. There is also a control over areas of influence of each partner to avoid two companies belonging to the same network to enter into direct competition. The members of the supermarket chain realize the increased competitiveness as a major benefit, and the differences in size of participating companies as the biggest problem of network purchases. For the management of marketing mix, members have welcomed the majority of actions undertaken, while the main criticisms of the communication and distribution best results / Este trabalho analisou a gestão do composto de marketing em redes de compras formadas por empresas varejistas. Foram pesquisadas, na região do Alto Vale do Itajaí Estado de Santa Catarina, quatro redes de compras de diferentes segmentos do setor comercial: supermercadista, varejo agropecuário, materiais de construção e farmácias. A primeira etapa do trabalho compreendeu um estudo exploratório de método qualitativo utilizando entrevista com roteiro semi-estruturado com os presidentes ou gestores operacionais destas redes, identificando, através de análise de conteúdo, as principais características e as ações desenvolvidas em relação aos elementos do composto de marketing. Em seguida foi realizado estudo descritivo através de método quantitativo com aplicação de questionário às empresas associadas à rede de supermercados, sendo utilizada análise estatística para a avaliação das respostas. Os resultados obtidos demonstram que as redes de compras surgiram através de um processo de evolução desencadeado por experiências anteriores, adotando critérios formais para seleção de associados, onde muitas vezes os requisitos de aceitação não se limitam a questões empresariais, mas também às características pessoais esperadas nos empreendedores. Quanto aos elementos do composto mercadológico, o produto é o item que sofre menor ingerência da rede, cabendo todas as decisões aos varejistas associados. A utilização de um preço comum só acontece em produtos participantes de promoções realizadas periodicamente, mas evidenciou-se a presença de controles informais para evitar competição de preços entre os associados. As ações de comunicação são realizadas de forma conjunta, mas há liberdade dos sócios para desenvolverem campanhas paralelas. Na distribuição predomina a utilização de depósitos centrais para concentrar e redistribuir os produtos aos associados. Também há um controle sobre as áreas de influência de cada associado para evitar que duas empresas pertencentes à mesma rede entrem em competição direta. Os associados da rede de supermercados percebem o aumento da competitividade como o maior benefício, e as diferenças de tamanho das empresas participantes como o maior problema das redes de compras. Quanto à gestão do composto de marketing, os associados avaliaram positivamente a maioria das ações desenvolvidas, cabendo à comunicação as maiores críticas e à distribuição os melhores resultados

The subject of master thesis "The proposal of dark tourism development project" is to create a project, which will lead to higher attendace in the Terezín Memorial. The thesis consists of theoretical and practical part. The theoretical part explains questions about tourism, dark tourism and methods wich were used during processing this thesis. The practical part of the thesis focuses on creating dark tourism development project. Project processing hase a base in the results of analysis which were processed in bachelor thesis "Preconditions of commercial use in tourism of concentration capms".

This thesis deals with the possibilities of the further tourism development in the region Podblanicko. There are suggested activities to improve cooperation and tourism management and design of the activities in the marketing mix in the thesis. One of the outputs of this thesis is the design of the package.

This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.