The Diploma thesis – Segmentation in the context of audience development – examines approaches towards deepening relationship between audience and cultural organizations based on usage of segmentation models. These models provide better understanding of audience’s needs and their reasons to participate in cultural activities. The theoretical background follows historical perspective of audience development and its tools, the connection between marketing and audience development, criteria and types of segmentation and also cultural particicpation factors, which influence audience’s behaviour and their decision making. In order to elaborate on this topic thoroughly, the British audience segmentation models created by the organisations Morris Hargreaves McIntyre, Arts Council England and The Audience Agency are analysed. Author’s own segmentation model is presented along with recommendations for audience development tools suitable for each segment. This model is based mainly on interviews with representatives of aforementioned British organizations and on data collected via questionnaires from audience participating in Theatre Night 2014 in the Czech Republic.

The main subject of the thesis is to determine customer satisfaction with the Kia Motors Czech company cars. In the theoretical part of the thesis is explained the issues of the situational analysis, which is primary used to profit from information, needed for the correct application of the decision-making process of the company's senior management. Part of the situational analysis is market research, which includes the area of market segmentation and the definition of the concepts of targeting and positioning. The situational analysis is in the theoretical part of the work mainly focused on the analysis of the customers, where is defined loyalty and customer satisfaction, customer expectations, fidelity and designed ways of long-term care for the customers of the company. The practical part of the thesis is focused on the monitoring of customer satisfaction and customer loyalty in the selected company. Part of the work is to select the appropriate system for the measurement of results, which is applied to the selected company. By using a half structured questionnaire is collected data to identify customers, their preferences and requirements for the product, and the evaluation carried out the strengths and weaknesses of the product according to the opinion of the customers of the company. Using the comparison of internal company data and research is carried out a survey of current situation on the market. The conclusion is made a summary of the results achieved and making recommendations for the improvement of the marketing activities of the company and for the streamlining of the company's communication with the customers.

The dissertation thesis focuses on identifying relationship between brand loyalty and customer product involvement. The main goal is to find out whether customer product involvement has a positive effect on brand loyalty. In the theoretical basis are defined the main terms of brand loyalty and customer product involvement and are discussed various approaches of authors who examined the issue. The own research follows after the theoretical part whose primary data was collected by using an electronic questionnaire. The research was applied to the area of telecommunication services in the Czech Republic. On the basis of factor analyses were evaluated factors a web-based brand loyalty and customer product involvement with these factors were then made cluster analyses to find customers segments. Using correlation analyses were determined the effects of sociodemographic variables on brand loyalty and customer product involvement. At the same time it was also found the relationship between brand loyalty and customer product involvement. The research results are used for the development of the discipline, are discussed in the context of previous studies and are described in terms of theoretical and practical use.

Title: Typology of clients of company Jdu běhat s.r.o Objectives: The main aim of this thesis has been to design the typology of clients of company Jdu běhat s.r.o. Methods: The data have been collected by means of quantitative marketing research. The basic set was represented by 408 attendants. In the synthetic part of thesis the typology has been devised via by methods of k-means. Results: The results of questionary research are presented through graphs in the analytical section. The synthetic section of the thesis is devoted to the description of the character of each of the three suggested segments. Keywords: running, motivation, women, typology, segmentation, k-means

Theses is divided in two parts. First part is theoretical. Second part is made by own research and describes results outgoing out of marketing research - by used questionaires.

The main goal of the diploma thesis is to identify the main consumer segments in the consumer goods market. The main segments are created on the basis of consumer research and also by the established hypotheses that are validated in the work.

The theme of this thesis is the marketing strategy of Expensa company. Expensa joint-stock company provides a unique managing and controlling system for company cash expenditures. This system includes Expensa company payment cards.The aim of this thesis is to (based on current situation) raise potential clients awareness of Expensa company by proposing a partial improvement of marketing strategy. Proposal of new segment which will help Expensa to increase higher market share and competitive ability is the specific output. Theoretical section describes marketing strategies, elements of the marketing mix, forms of situation analysis and three stages of STP strategy. The practical section reflects the theoretical composition.The presented thesis also contains a survey focused on current clients and their perception of marketing communication. The outcome emerging from the analysis is a good source for making a marketing strategy improvement in the future.

My diploma is abou segmentation and market research of sun lotions.

The main goal of this diploma paper is to analyze community feeding (or restaurant) market in Czech republic, to characterize its consumers, to group them into the segments and to create a marketing strategy for each of these segments.

Definition of theoretical framework of work in hospitality, marketing in hospitality and economics. Description of luxury segment. Development of 5* facilities during socialism and in after-revolution period. Analysis the contemporary market of the luxury hotel segment in Prague from the side of supply and demand with prediction till 2012.