Thesis is focused on compilation of proposals to introduce new marketing mix of Slavkovský pivovar company. Based on performed marketing analysis, there is introduced a plan of marketing mix, which is aimed at increasing of competitiveness, sales and customer awareness and satisfaction.

The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.

The final thesis is about marketing communication of the expo Země Živitelka, which is the flagship event of the company Výstaviště České Budějovice a.s. The aim is to evaluate the current situation in the company and the effective set-up of fundamental elements of a marketing communication mix. The first part of the final thesis concerns the theoretical approaches to the given topic. The main aspects are defined as marketing and marketing communication, their goals and strategies. The folowing part is about the description of each element of the communication mix focused on current trends and marketing communication on the Internet. The elements of this final thesis are predominantly the theoretical specifications of the expo as a product and its advertising as these are the key cores for the practical part of the final thesis. Firstly, I will introduce Výstaviště České Budějovice a.s. and its services provided. Then the main part is the analysis of the communication mix of the expo Země Živitelka, which includes the description and the evaluation of existing components of marketing communication used by the company. Consequently, the market research is carried out by questionnaires. The aim is to find out the attitudes of respondents to the marketing communication of the expo. The final part of the work introduces the concrete marketing communication solutions to exhibitors and visitors using traditional and modern communication methods.

This Master thesis covers the marketing communications. The main aim of the work is to draft recommendations that will improve marketing communications of CENTRA a. s. The first part of master thesis is focused on the theoretical basics which explains the concept of marketing, marketing mix, marketing communication, communication mix, communication on the Internet, B2B communications and CRM systems. In the second practical part is processed analysis of the marketing mix of the company and analysis of marketing tools used by CENTRA a. s. After processing analysis of the marketing mix and analysis of marketing tools was a proposed recommendation for improvements of marketing communications of CENTRA a. s.

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 2016-12-01T19:18:49Z (GMT). No. of bitstreams: 1 diogo.pdf: 28670 bytes, checksum: b29b5e372328def1d433bb7e792ca921 (MD5) Previous issue date: 2010-12-17 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / A área de cerveja artesanal pode parecer amadora; contudo, apresenta crescimento expressivo nos últimos anos na casa de 45% em 2009. Sob o ponto de vista estratégico, é fundamental observar o conjunto de atividades desenvolvidas pela empresa em busca de diferenciais competitivos, principalmente tangendo o mix de marketing. Entretanto, não é possível caracterizar essas estratégias de marketing sem uma pesquisa in loco. Desta forma, o objetivo deste trabalho é analisar as percepções dos gestores da área comercial e clientes acerca das estratégias de marketing das cervejarias do Roteiro das Cervejarias Artesanais de Santa Catarina. Este estudo é caracterizado como quali-quantitativo, de caráter exploratório / descritivo, com corte transversal, delineado, respectivamente, com um estudo multicaso dividido em duas etapas, e um levantamento tipo survey. Os entrevistados nas etapas qualitativas foram gestores das cervejarias artesanais e público especializado stakeholders , e na etapa quantitativa foram consumidores de cerveja artesanal. Observa-se na percepção dos gestores, traços de estratégias de marketing emergentes e pragmáticas, como a adoção de variadas formas de propaganda e de preço ajustado pelo próprio mercado. Já sob o ponto de vista do público especializado, observa-se percepções de concorrência entre as cervejarias, e indicadores de alinhamento entre os produtos consumidos por estes e pelos consumidores. Com relação aos consumidores, observa-se um público predominante de classe C, exigente, que consome estilos tradicionais no produto chope, mas que acaba consumindo estilos de cerveja variados. Sendo as cervejarias artesanais PMEs, é compreensível encontrar contradições entre ações, posicionamento de mercado e questões estratégicas de marketing. A percepção do marketing como ferramenta estratégica nestas cervejarias pode contribuir para melhor alinhamento das estratégias organizacionais

This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

The master thesis is focused on a proposal of communication mix for a fitness center located in the center of the Brno city. This thesis is divided into the theoretical, analytical and proposal part. The theoretical part describes the basic concepts of marketing, the analytical part contains selected analyzes from macro-environment and micro-environment, and their results are the basis for the proposal part of the thesis. The last part sets out proposals for a company's communication mix that will lead into increased competitiveness, raising awareness among potentional customers leading to a consequent increase in profit.

This Diploma Thesis deals with marketing strategy of Brisk, production cooperative. It contains theoretical knowledge from the field of marketing. The practical part focuses on the analysis of the current situation of the cooperative. Based on the information from marketing analyzes are recommended proposals for the imporvement of marketing policy of the cooperative.

The final goal of the diploma thesis is to create a communication mix for a company in construction industry. The Thesis is dividend into two parts. The first part contains theoretical aspects, which are subsequently used in the practical part. The practical part includes introduction of the selected company and analysis of current situation. This part contains a proposal of measures to improve the current state of the communication mix in the company.