The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.

Submitted by CAROLINA BONESSO VITORINO (carolina.vitorino@fgv.br) on 2018-09-14T14:39:46Z No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-09-14T20:00:28Z (GMT) No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-09-17T13:33:52Z (GMT) No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) / Made available in DSpace on 2018-09-17T13:33:52Z (GMT). No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) Previous issue date: 2018-08-23 / O objetivo deste trabalho é avaliar a eficiência de anúncios no Instagram para aumentar as vendas do e-commerce da rede de lojas de moda íntima Depósito da Lingerie. Para isto, a estratégia de comunicação utilizada foi a promoção de vendas de produtos selecionados de acordo com a sua aceitação perante seu público consumidor que foram anunciados na mídia social: Instagram. O método de pesquisa inicial foi o desk research a fim de se levantar exemplos de como grandes marcas anunciam moda íntima e interagem com suas consumidoras no Instagram. O Depósito da Lingerie fez posts pagos baseados nos benchmarks estudados. Os resultados indicaram que houve aumento de vendas das peças anunciadas tanto na loja virtual quanto nas lojas físicas que sentiram ainda mais os efeitos da comunicação. / The objective of this study was to verify the Instagram’s efficiency to improve the sales performance of Depósito da Lingerie’s online store. The communications strategy utilized was the sales promotion of products selected in accordance with their acceptance by the consumer public as advertised in the Instagram social media. In order to gather examples of how great brands advertise lingerie and interact with their customers on Instagram, the initial research method selected was desk research. Depósito da Lingerie used paid ads based on the studied benchmarks. The results indicated that there was an increase in sales of the pieces announced both in the virtual store and in the physical stores that felt even more the effects of the communication.

The master´s thesis deals with the promotion of the firm called efF creative ateliér, that works in printing industry. This work is focused on analysis of marketing environment in and out of the firm and recognizes particular forms of marketing communication. On the basis of these analyses a new promotion for firm is suggested.

Master´s thesis is focused on evaluation of current marketing mix and its possible improvements of company Vinařství U Kapličky. Goal of the thesis is increase sales of this company. Thesis is separated into four parts. Theoretical part is focused on theoretic assumptions, which relates to marketing mix issues. Analytical part is comparing gathered information from theoretical part with current company’s situation. Suggesting part describes specific suggestions for improvements, which were, based on analytical part, evaluated as problematic. Last part deals with economical evaluation and benefits of suggested measures.

This master thesis focuses on improving communication mix of selected businessman, Mr. Marek Argan, who operates in the sale of Thai products and provides services as Thai yoga and Thai massage. This work is is divided into three main parts. The first part describes theoretical knowledge, which is then used as a base for the next parts. The second part describes the activities of the selected company and analysis of the current marketing and communication mix. In the last part is the proposal of communication mix, which will be applied in the company .

The goal of the thesis is an evaluation of a present communication with customers concrete company and proposal of the new communication campaign for the next years. The thesis is separated on a theoretical and practical part. The theoretical part concerns importance of a marketing communication, analysis methods of internal and external background, description of particular tools of a communication mix and it solves budget determination for communication campaign. In the practical part is described the selected company, its current situation analysis of communication mix, customer satisfaction research which is focused on current services and new communication campaign proposal.

Actualmente, se puede evidenciar que el sector de tiendas de conveniencia tiene un crecimiento exponencial a nivel mundial y local, ya que son establecimientos que se encuentran muy cerca de los consumidores, los cuales ofrecen beneficios adicionales que permiten la elección de los clientes. Por ello , en este trabajo abordaremos las ventas promocionales como factor de decisión de compra del consumidor, a partir de ello se identificará los beneficios que trae las ventas promociones analizando cual de esos beneficios impacta más al consumidor. Las variables presentadas en el trabajo fueron empleadas para identificar la relación e importancia que tienen los beneficios en la percepción y decisión de compra del consumidor. En primer lugar se hará una breve introducción sobre cómo está el mercado de tiendas de conveniencia a nivel internacional y local, haciendo énfasis en su expansión, servicios y estrategias usadas para el aumento de sus ventas. En segundo lugar, se sustentará la investigación, asimismo se presentará la matriz de consistencia con los respectivos sustentos de las variables. En tercer lugar, la metodología con la cual se realizará la investigación. Por último la Guía POP para recopilar la información. / Nowadays, it is seen that the convenience store sector is growing at a global and local level, since they are establishments that are very close to consumers, which offer additional benefits that allow customers to choose. For this reason, in this work we will address promotional sales as a factor in the consumer's purchase decision, from which the benefits that sales promotions bring will be identified by analyzing which of these benefits impacts the consumer the most. The variables presented in the work were used to identify the relationship and importance that benefits have in the perception and purchase decision of the consumer. First, a brief introduction will be made on how the market for convenience stores is at an international and local level, emphasizing its expansion, services and strategies used to increase its sales. Second, the research will be supported, and the consistency matrix will be presented with the respective support of the variables. Third, the methodology with which the research will be carried out. Finally the POP Guide to collect the information. / Trabajo de investigación

In recent decades, the use of incentive-based reward programs to foster customer loyalty and promote sales has become prevalent in various industries. While these strategies are widely accepted and implemented, there is a significant gap in empirical studies to ascertain their real-world effectiveness. This thesis embarks on a comprehensive examination into the effectiveness of an online business's reward program, utilizing data from the past five years and employing data mining techniques, including RFM (Recency, Frequency, Monetary) model and clustering algorithms; hypothesis tests are employed to further strengthen the drawn conclusions. Contrary to popular theories, the findings reveal that small incentives such as rewards did not induce significant changes in customer purchasing behavior, nor did they effectively boost sales among rewarded customers. A control group of non-rewarded top-class customers showed more robust purchasing patterns. These unexpected results challenge existing beliefs and call for a critical re-evaluation of current practices in sales promotion and customer loyalty. The research underscores the need for empirically grounded strategies, further exploration into alternative loyalty-building methods, and a recognition of the complex realities influencing customer engagement.

This project explores the question of why local business owners are not taking advantage of the benefits the Web has to offer. It presents information that small business owners could use to develop websites for their businesses. It also examines what it would take to start a web design business targeted at local merchants.

The purpose of this study is to determine which marketing communication methods tour operators in Gauteng, registered with SATSA, utilise. Tour operators aim to enhance tourist experiences. Companies need to be exposed to the marketplace to attract and keep business, thus marketing communication methods used by tourism organisations are examined at length. The results for the study were obtained using a web-based questionnaire. Main findings include the fact that SATSA-registered tour operators frequently use interactive media, direct marketing and advertising. Word of mouth was continually regarded as an important marketing communication method. The larger the company, the more likely it is to use advertising. Interactive media can be used by small and large companies alike. Many marketing communication methods that are used frequently were not deemed to be efficient. One may therefore conclude that SATSA-registered tour operators in Gauteng prefer to use interactive media. / Business Management / M. Comm. (Business Management)