The aim of this diploma thesis is to explain a product´s life cycle principle and process and its influence at marketing decision process ( in a real company). The theoretical part explains the essential concepts related to marketing, such as information, marketing decision making, product´s life cycle and its phases, BCG matrix and marketing mix. The practical part presents the company MADETA, explains the definition of cheese, represents MADETA competitors, and associations that operate in the market of cheese and dairy. The second half of the practical part presents a product´s life cycle analysis. For the life cycle analysis was chosen cheese Madelad as a suitable product. In the framework of Madeland´s life cycle, the marketing decision was analysed in details in the four basic politics of marketing mix, and there were found such strategies, which could be used by Madeland during the individual phases of the life cycle. To confirm the results of a life cycle analysis of the product was designed BCG matrix. In conclusion of this diploma thesis is formulated recommendations that could contribute to an increase in sales volume of Madeland and thus affect its life cycle.

Den ökade användningen av internet bland befolkningen har gjort att konsumenterna idag har lättare att införskaffa information om företag, produkter och tjänster samt göra prisjämförelser. På så vis besitter konsumenterna mer kunskaper om produkternas egenskaper. Konsumenterna söker information om produktens egenskaper och gör prisjämförelser genom olika interaktionspunkter. Istället för att påverkas av de traditionella marknadsföringsåtgärderna är det istället konsumenterna som styr sig egen informationssökningsprocess och köpprocess. Våra medverkande respondenters medvetenhet och informationssöknings möjlighet gör att köpprocessen ser annorlunda ut mellan de olika sysselsättningarna. Där pensionärerna tillsammans med arbetarna sticker ut i flera enkätfrågor jämfört med resterande sysselsättningar. Syftet med studien är att analysera hur konsumenternas informationssökning och köpprocess av hemelektronikprodukter ser ut. För att få en ökad förståelse om konsumenternas informationssöknings- och köpprocess av hemelektronikprodukter har material samlats in genom två enkätstudier som har bidragit till studiens genomföranden. Resultatet av studien baseras på informationssökning- och köpprocessen utifrån den moderna cirkulära köpprocessen med hänsyn av de fyra P: n. Resultatet visar att familj och vänner tillsammans med recensioner på internet är de källor som respondenterna förlitar sig mest på och som de anser är mest trovärdiga. Utifrån studiens analys och resultat kan vi dra slutsatsen att reklam på sociala medier är något som majoriteten av alla medverkande respondenter blir påverkade av men däremot är det färre som använder sociala medier vid informationssökningsprocessen. Hemelektronikproduktens miljöpåverkan är en viktig faktor för våra respondenter då flertalet av dessa aktivt väljer att köpa miljövänliga produkter, med kopplingar till att produkten har längre livslängd och lägre elförbrukning. / The increased use of the Internet among the population has made it easier for consumers today to obtain information about companies, products and services as well as price comparisons. In this way, consumers have more knowledge about the properties of the products. Consumers seek information about the product's characteristics and make price comparisons through different interaction points. Instead of being influenced by traditional marketing measures, consumers are instead controlling their own information-seeking process and buying process. The awareness of our participator respondents and the opportunity for information seeking makes the buying process different from the different pursuits. Where the retirees together with the workers stand out in several survey questions compared with the remaining pursuits. The purpose of the study is to analyze how consumers' information search and buying processes of consumer home electronics products look. To gain a better understanding of consumers information- and buying processes of consumer home electronics products, material has been collected through two surveys that have contributed to the study's implementation. The outcome of the study is based on the information- and buying process based on the modern circular buying process taking into consideration of the four Ps. The results show that family and friends along with online reviews are the sources that respondents rely mostly on and which they consider to be most credible. Based on the study's analysis and results, we can conclude that advertising on social media is something that most of all participating respondents are affected by, but on the other hand, fewer people use social media in the information-seeking process. The environmental impact of the home electronics product is an important factor for our respondents, as most of these actively choose to buy environmentally friendly products, coupled with the product's longevity and lower power consumption.

This thesis is about judging the value of a product from the perspective of a customer. The objective of this thesis was to determine if a firm judges the value of its product from the perspective of a customer and based on the acquired information propose potential changes. The theoretical part consists of demarcation of basic concepts and the methods used by a firm to determine the value of a product. The first part of the objective was examined in the practical part. That is to determine if a firm values its product from the view of a customer. The firm had shortcomings in judging the value of a product from the perspective of a customer. Therefore, as is mentioned in the second part of the objective, there are described methods in this thesis with examples as to how to improve the current situation.

This thesis deals with the tourism of young people in the South Bohemian region. The thesis includes analysis of both primary and secondary tourism offers within the area. Based on the findings of marketing research it is coming with suggestion of a new product aimed at young participants of tourism.

Thesis deals with analysis of two consumer eco-labels, specifically BIO - organic farming product and Environmentally friendly product. In the practical part is made. The result of the marketing research is the identification of knowledge and awareness of consumers of selected eco-labels.

The main objective of this thesis was through the analysis of tourism products in the hinterland Voticko point out deficiencies in the offer and subsequently propose a project that would innovate product portfolio of tourism in the selected region.

The target of the thesis is an evaluation of current advertising offers and budgeting system characteristic of a particular organization. Object of study is advertising on various radio stations, satisfaction with the work of companies, advertising agencies and then to their advertising and consumers look to advertising.

The objective of the thesis was to analyze the current situation of the outdoor museum Veselý Kopec, and based upon the gathered primary and secondary data, to evaluate, consider and recommend new options and steps leading to improvement of the current situation. The final aim was to consider and propose new products, efficiently utilizing the potential of the museum in tourism.

The aim of this thesis was to analyze unused tourism potential in the microregion of Veselsko. In terms of solution diploma work was elaborate analysis of choice territory, chart and interpret height subjects of rural tourism and was executed questionary enquiry too. Finally there was created own suggestions chances of development which was solve unused potential of this region.The microregion has relatively good potential for development of rural tourism and therefore was created design for innovation of current situation in this work. In future microregion should have target to quality of tourist trade infrastructure and for creation varied offer culturally-communal actions in smaller municipality.

This diploma thesis analyses technical heritage sites near the town of České Budějovice. The analysis also comprises an assessment of the current status of utilisation of these technical heritage sites in travel industry. A utilization plan of technical heritage sites as travel industry products was also formed on the basis of primary and secondary sources.