This diploma thesis deals with the commercial communications market in Vietnam and describes its specifics. The guideline to comparison is the Czech market of commercial communications. The first chapter deals with the theoretical basis. Six forms of commercial communications (Advertising, Direct Marketing, Sales Promotion, Public Relations, Sponsoring and Online Communication) are included in a wider framework of marketing communications. The second chapter introduces Vietnam to the reader; the emphasis is laid on the economic situation of the country, history and culture. The third chapter provides information for understanding Vietnamese consumers in terms of cultural dimensions and consumer trends. The example of consumer segmentation based on age is also mentioned there. The fourth chapter characterizes the commercial communications market in Vietnam. The advertising chain and its functioning is described. Attention is paid to the legal regulation of the commercial communications market. The specifics at the local market are defined for each form. Valuable information for this part is provided by experts in commercial communications in Vietnam. The last chapter utilizes knowledge of the issue on the example of analyzing television campaign of an international brand in Vietnam.

This study investigates the prevalence of public relations in Qatar's private sector and assesses the marketing manager's awareness of and attitude towards public relations.

El objetivo de la presente investigación es determinar la relación entre las variables producto y promoción de ventas en relación con la intención de compra en la categoría de ron y whisky en jóvenes de 20 a 26 años. De esta manera, poder identificar cuáles de ambas variables tiene mayor correlación con la intención de compra. Así también para las dimensiones de estas variables. De esta forma, se pueda comprender las razones por las que el volumen de ventas de ron es superior a la del whisky. Para el siguiente estudio, se decidió investigar antecedentes y entrevistar a dos expertos en el rubro de destilados y realizar dos focus group; Por ello, la investigación es de alcance correlacional, puesto que se busca describir y relacionar los motivos de la intención de compra en base a las variables y respectivas dimensiones puestas en estudio. A raíz de lo mencionado, se halló que las variables y dimensiones de mayor relación con la intención de compra para el público objetivo son: La promoción de ventas, el producto, descuento, precio de paquete, envase y etiqueta, seleccionado de manera respectivamente jerárquica. Por último, a partir de la investigación expuesta, se ha decidido recomendar en trabajar estrategias de marketing y comunicación en base a las dimensiones y variables anteriormente mencionadas, dado que se puede argumentar su afinidad entre la intención de compra con los jóvenes en estudio y su eficacia del caso. / The objective of the following investigation is to determine the relation between the variables product and promotion, and the motivation to purchase, in the rum and whiskey category, with young 20 and 26 year olds. The investigation will attempt to identify which of either variables mentioned has a higher correlation in regards to the motivation to purchase for the target audience. The correlation mentioned will clarify the reasons for the higher sales in rum in comparison to whiskey. For the following study, there is a detailed analysis in regards to the context and background, two expert interviews in relation to the category and two focus groups. Therefore, the investigation attempts to find correlations to understand the motives and dimensions of the variables product and promotion sales. The variables and their dimensions that have a higher relation to the motivational purchase for the primary public are mentioned in their respective hierarchy: sales promotion, the product, discounts, packet price, package and label. Lastly, after completing the research, it is recommended to investigate further in marketing strategies in relation to the dimensions and variables previously mentioned, due to the affinity between the motivation to purchase and the young people studied. / Trabajo de investigación

El propósito del presente trabajo es determinar la relación entre las acciones de promoción de venta ahondando en el programa de acumulación de puntos millas y su relación con la fidelización en los clientes de las entidades bancarias, en Lima Metropolitana. Por sus características, la investigación es de tipo correlacional, con diseño no experimental y enfoque mixto. Para su corroboración, se estableció dos tipos de investigaciones: cualitativa y cuantitativa. Es por ello que estudio cualitativo se basó esencialmente en la realización de dos focus groups, con rangos de 25 a 35 años. Además, se realizaron entrevistas a 2 expertos del sector de banca y finanzas que dominen los temas sobre el uso de la acumulación de puntos millas. Por otro lado, el cuantitativo se realizó vía encuesta online con una muestra de 247 personas. Finalmente, los resultados arrojados determinaron que sí existe una relación entre la acumulación de puntos milla con la fidelización de los clientes mediante el uso de tarjeta de crédito, mostrando un grado de correlación positivo moderado, vale decir, que existe, pero no plenamente consolidado. Para ello, se utilizó el estadístico de Pearson en el programa de IBM SPSS. Además, se incluye implicancias y recomendaciones a las gerencias, mencionándose futuras investigaciones. / The purpose of this work is to determine the relationship between sales promotion actions, delving into the mileage points accumulation program and its relationship with customer loyalty of banking entities in Metropolitan Lima. Due to its characteristics, the research is correlational, with a non-experimental design and a mixed approach. For its corroboration, two types of research were established: qualitative and quantitative. That is why a qualitative study was essentially based on the realization of two focus groups, ranging from 25 to 35 years. In addition, interviews were conducted with 2 experts from the banking and finance sector who are proficient in the use of mileage accrual. On the other hand, the quantitative was conducted via an online survey with a sample of 247 people. Finally, the results obtained determined that there is a relationship between the accumulation of miles points and the loyalty of customers through the use of a credit card, showing a moderate positive degree of correlation, that is, it exists, but not fully consolidated. For this, the Pearson statistic was used in the IBM SPSS program. In addition, implications and recommendations for management are included, mentioning future research. / Trabajo de investigación

This master s thesis was elaborated for the company ReproGenesis a.s. that works in the assisted reproduction industry. It analyses and evaluates its marketing communication and examines imperfections in this field. Based on the findings, the suggestions for propagation improvement are constructed.

This thesis concern with marketing comunication and especially with propagation as an important factor of company success transacting in service business. First of all the attention is given to differences between marketing services and marketing product and its specific properties. Chief of the work attends to marketing service mix, mainly service propagation. Peroration of the theoretic part deal with external environment analyse. Practical part of the thesis is trying to show on czech company as an exemple how the comunication principles are applied in today´s use and value their effectiveness. Final part then gives attention to new comunication mix proposals.

This master´s thesis was elaborated for the company AUTOELEGANCE BRNO, s. r. o., that works in the automobile industry. It analyses and evaluates its marketing communication and examines imperfections in this field. It contains a proposals of improving the company promotion, which include new methods of the company marketing communication and their application in practice, leading to an increase of the saleability.

This master´s thesis was elaborated for the company TS Valašské Meziříčí s.r.o., that provides services in the waste management. It analyses and evaluates its marketing communications and examines imperfections in this field. It contains a proposal of improving the company promotion, which includes new methods of the company marketing communication and their application in practise, leading to an icrease of a saleability and their norms.

The dissertation pursues to improve the communication mix of the company OKNO SYSTEM cc, and thereby strengthen and improve its competitiveness and raise awareness amongst the clients, which could contribute to the winning battle against opposition. I have subdivided the dissertation into three segments, namely the theoretical segment, which summarises the most important knowledge drawn from literature; followed by the analytical segment, in which I cover the situation of the current marketing as well as the communication mix, of the opposition as well as the clients. The final segment of this dissertation comprises of proposals and suggestions to improve the current state of the communication strategy.

My master´s thesis will deal with the business plan for a new brewery. For it to be the ideal strategy to entail the enforcement of the consumer market. The thesis will focus primarily on how to achieve a successful and economically beneficial brewery. In particular the choice of an appropriate strategy is the cornerstone of predetermining the future success or failure of the project on the market. In my thesis will also report on the current state of problems brewing on the Czech market and abroad. The practical part will focus on the technical possibilities of building a brewery and the calculation will be made investments in technology and equipment brewery. There will also be calculated in the calculation of profits and expenses which affect the rate of return on investment in the brewery. Furthermore, I will support sales tools which will allow the successful startup company. It will also be designed optimal variant of websites including their calculations. It also made sociometric survey to obtain relevant information for designing optimal strategy for future production brewery.