[pt] A preocupação com a produção e o consumo mais sustentáveis está cada vez mais presente nas discussões globais em todas as indústrias, inclusive na de calçados esportivos, que produziu cerca de 20 bilhões de calçados em 2023. A preocupação com saúde e a crescente visibilidade de práticas esportivas contribuem para o aumento do consumo e geração de resíduos nesse setor e acaba comprometendo a sustentabilidade ambiental. O uso de estratégias de marketing verde busca pensar o projeto, produção e consumo de produtos de forma sustentável, por meio dos elementos do mix de marketing, em todo o ciclo de vida do produto. Diante disso, esta pesquisa teve como objetivo analisar e comparar estratégias de marketing verde adotadas por grandes marcas no segmento de calçados esportivos por meio dos 4Ps do mix de marketing e avaliar se são percebidas como efetivas pelo mercado. Para alcançar os objetivos propostos utilizou-se a abordagem qualitativa de estudos de casos múltiplos por meio de análise de publicações de organizações independentes do setor e análise de relatórios, vídeos e entrevistas publicadas pelas marcas esportivas analisadas. O estudo identificou que as estratégias de marketing verde são aplicadas por todas as marcas estudadas, mas em diferentes proporções, e não em todo o ciclo de vida dos produtos, nem mesmo para todos os produtos de suas linhas, o que gera diferentes percepções de efetividade dessas estratégias pelo mercado. / [en] The concern for a greener production and more consciousness consumption is increasingly present in global discussions across all industries, including the sports footwear industry, which produced approximately 20 billion pairs of shoes in 2023. The focus on health and the growing visibility of sports activities contribute to the consumption and waste growth generation in this sector, ultimately compromising environmental sustainability. The use of green marketing strategies aims to conceptualize the design, production, and consumption of products in a sustainable manner, through the elements of the marketing mix, throughout the product lifecycle. Therefore, this research aimed to analyze and compare green marketing strategies adopted by major brands in the sports footwear segment using the 4Ps of the marketing mix and evaluate whether they are perceived as effective by the market. To achieve the proposed objectives, a qualitative approach of multiple case studies was employed by analyzing publications from independent organizations in the sector as well as reports, videos, and interviews published by the analyzed sports brands. The study identified that all studied brands implement green marketing strategies, but at different levels of maturity, and not throughout the lifecycle of the products, nor even for all products within their lines, leading to varying perceptions of the effectiveness of these strategies by the market.

Title: Marketing research of PSG Zlín fans' satisfaction Objectives: The aim of the diploma thesis is to find PSG Zlín fans' satisfaction and propose actions that would lead to an increase fans' satisfaction in following seasons. Methods: To determine the satisfaction of the fans of the PSG Zlin hockey club it has been used the method of a quantitative research with the help of an electronic questionnaire. This electronic questionnaire based on a large sample of fans enables to uncover sufficient data and analyses fans' satisfaction by various aspects. Results: The analysis and interpretation of data gained from marketing research have found that fans are very satisfied with many aspects. The most important thing for fans is the atmosphere in the stadium and the sport performance. The least interesting aspect was the supporting program, whom the fans are not completely satisfied. Overall, the greatest range for improvement was found in the allocation of a place for families and the improving of service during home matches. Regarding social networks, websites and merchandising exists mostly good satisfaction about the value of 2 (1 - very satisfied, 5 - very dissatisfied). Generally, fans would welcome more information, coverages and interviews behind the scenes of the club. Keywords: sports...

Tourism is becoming an ever more important part of the national economy. In advanced economies, the majority of inhabitants are employed in the services sector, which includes tourism. Currently tourism is at the peak of its development in the Czech Republic. A new, modern infrastructure is being built to connect up the natural and cultural treasures. My personal judgement is that it is primarily the finances from European funds, which have been streaming into the country for several years now, that have a large influence in this development. I see the market deficit in the CR to be poor communications between individual stakeholders. The comprehensive interconnection of services, information systems and tourist destinations. The aim of my work is to propose possible future cooperation for individual original, attractive stakeholders in experiential tourism within the territories of the Czech Republic, above all the Jindřichův Hradec district with its overlap into Lower Austria (Waldviertel). These stakeholders will then jointly form an area where both marketing and the professions are connected; this is known in the EU under the title of a tourism learning area (TLA). They can also be understood as destinations where individual stakeholders involved in experiential tourism are interconnected. The basic idea of the TLA seems relatively simple, however its implementation requires precise coordination and multilateral cooperation, and it is this that I want to achieve within this thesis.

Made available in DSpace on 2016-08-17T14:53:01Z (GMT). No. of bitstreams: 1 Rosemary_Midori_Sugita_Oshima.pdf: 1740337 bytes, checksum: 39f681f904605fe4ad6f28215b3825db (MD5) Previous issue date: 2008-11-21 / The research presents the modeling of the marketing agent in the phase of matchmaking in the System of Intelligent Commerce (ICS) considering the mix of marketing. The theoretical recital approaches disciplines of marketing, electronic commerce and computer science. The marketing is boarded of form to relate the advances of the technology with the mix of marketing. It is appraised and characterized the electronic marketing. The concept of electronic commerce and the transformation of the marketing are presented. The description of system ICS is made, as well as its architecture and life cycle is presented. The research describes the marketing agent in the ICS. The ontologies, cases of use and diagrams defined from the established scenes are presented as form of electronic marketing. Finally, the research presents the results, the quarrels and contributions. / O trabalho apresenta a modelagem do agente de marketing na fase de matchmaking no sistema de comércio inteligente ICS considerando o mix de marketing. A fundamentação teórica aborda as disciplinas de marketing, comércio eletrônico e ciência da computação. O marketing é abordado de forma a relacionar os avanços da tecnologia com o mix de marketing. É conceituado e caracterizado o marketing eletrônico. São apresentados o conceito de comércio eletrônico e a transformação do marketing. A descrição do sistema ICS é feita, assim como sua arquitetura e ciclo de vida são apresentados. Descreve-se o agente de marketing no ICS. São apresentadas as ontologias, casos de uso e diagramas definidos a partir dos cenários estabelecidos como forma de marketing eletrônico. Por fim, apresenta os resultados, as discussões e contribuições.

Title: HC Slavia Praha ice hockey benefits Objectives: The aim of this paper is to identify and describe individual benefits of product ice hockey match HC Slavia Praha. There is also the aim to find out viewers satisfaction with partial benefits that come out from observing the home match of HC Slavia Praha. The accumulated data is used to create recommendation which might help to increase satisfaction and viewers audience as well. Methods: Marketing research that was used to find out viewers satisfaction with partial benefits of HC Slavia product was realized via quantitative method. Data was collected by observing as well as questioning. Techniques of personal, written, and electronical questioning of a great deal of respondents were used to reach satisfying amount of data that showed viewers satisfaction with partial benefits of matches. Results: It was found out from collected data that HC Slavia Praha home match viewers are mostly satisfied. For viewers, the most important part of a match is sport performance as well as atmosphere on the stadium. Accompanying program is also the important part. Based on the data from the research, there were specific suggestions and recommendations for increasing viewers satisfaction made. The recommendations were mostly about food, viewers' comfort, and...

The principal goal of its thesis is to conduct a research and do the analyses necessary for the decision whether to enter a foreign market and in case of positive answer the entry strategy is to be suggested. The research and analyses are done on the case of EF Education First, a global company doing its business activities in the educational sector with the main specialization in language learning, and the market of Ukraine. The thesis is divided into a theoretical part which summarizes main elements and academic knowledge important for the entry market strategy including modes of entry, international specifics, marketing of services and 7Ps. In the practical part, the findings from the PEST analysis conducted on the Ukrainian market are presented and the internal environment of the company is analyzed. The two main strategies are selected and their advantages and potential limitations are presented. The final recommendation is made.

The aim of this work is propose competitive strategy of Stytotrade company. It is divided into three segments: theoretic part, analytical part and project part. The theoretical part present the company and literary sources that deal with strategies of competitive advantage, Porter generic strategies, theory knowledge of competition, marketing research and strategy for market leader. Analytical part is focused on the identification of competition, macro environment, current corporate strategy, marketing mix and marketing research. Project part - data from the marketing research are processed to SWOT analysis that is fundation for the propose of competitive strategy.

This master´s thesis is focused on marketing strategy and consequent formation of the proposal of the marketing strategy for emerging Floorball Academy. Base data for the new marketing strategy are gained from theoretical knowledge, from chosen methods of primary research and from analysis of micro environment, macro environment and SWOT analysis. Particular components of marketing strategy are proposed on the base of data processing and their evaluating. This marketing strategy is prerequest for sucessful entry and operation of Floorball Academy on the market.

The aim of my diploma thesis is the analysis of Schmidt estate agency. This analysis will be focused on its inner and outer environment, above all on the way this estate agency is viewed by its real or potential customers in Břeclav and its surroundings. I will use the results of the analysis for determining a recommendation to increase the level of Schmidt estate agency clients’ satisfaction and to raise awareness of this estate agency.

The master’s thesis is concerned with the proposal of marketing strategy of individual entry into the business of language education in Brno. The thesis contains primary and secondary research of the market. The secondary research is focused on competition and informal education of adults. The primary one inquires into consumer, the needed data were obtained through online questionnaire survey. Consequently, the marketing strategy is defined with emphasis on marketing mix.