Teoretická část: marketingové prostředí, kupní rozhodovací proces, segmentace, marketingové strategie, marketingový mix. Praktická část: charakteristika trhu chovatelských potřeb, spotřebitelů, srovnání sortimentu firmy Keramost, a.s. a konkurenčních subjektů, analýza marketingového mixu s důrazem na marketingové aktivity, doporučení a závěr pro management

Teoretická část diplomové práce zahrnuje charakteristiku mezinárodního marketingu a vybraných strategických přístupů k mezinárodnímu podnikání, identifikaci specifických vlastností trhu průmyslových výrobků a jejich aplikaci při segmentaci tohoto trhu a užití marketingových nástrojů. Obsahem praktické části diplomové práce je analýza mezinárodní marketingové strategie společnosti S&T AG, která je předním dodavatelem IT řešení a služeb ve střední a východní Evropě. Praktická část zahrnuje také podrobný popis procesu vlastního marketingového výzkumu, který se týkal kompetenčních center S&T, a doporučení pro management.

VF Corporation is a major producer of apparel in the world. It's owner of two strong denim brands: Lee and Wrangler. In the disertation I analyse and compare strategies of bot brands focusing on a new strategy for Wrangler which is trying to stabilize it's position on the market after a turbulent period.

Work is focused on main problems of segmentation in practical life taking complicated financial services showing difficulties the market is facing. Aa main stream is author describing czech insurance market where segmentation has held a prime place within media and insurers interest. On the other hand is also showing banking sector where easy and simple marketing segmentation has been adopted. After analyzing the real situation, author is taking best practice advise from real world and also recommendation on what to do next from theory.

My thesis deals with clothing habits of young people. The first part descibes the process of market segmentation, the second part abou the lifestyle of young people and about their clothing habits. I used a questionaire and with the help of PASW Statistics I revaled four segments.

The aim of this thesis is to create a detailed overview of customer segmentation in banking sector and apply theoretical knowledge on a concrete practical case. Another goal is a detailed comparison of employee's attitude to clients from different segments. One of the outputs of the thesis is also confrontation of a detailed analysis of the facts with a point of view of the client.

This thesis contains information about gluten free food market. It describes all main actors and also different types of business which can sell or manufacture gluten free food. Great emphasis is placed on understanding needs of "gluten free" customers identifying behavior which differentiate them inside this segment and also between regular customers. It also discovers opportunities and challenges on this market. Based on collected information it predicts possible future development.

Thesis focuses on describing the consumer behavior on the alcoholic beverages market in the Czech Republic. In addition to quantitative analysis, which uses the MML - TGI data from Median Ltd., thesis also includes qualitative research with further analysis of selected segments. Based on the findings from analysis, recommendation for creating a new alcoholic beverage is made according to lifestyle of the consumer.

The thesis analyses management of receivables within international environment. In the theoretical part the general characteristics of the receivables are described as well as the possibilities of their control and management from the perspective of the global company. Based on the chosen methodology, the practical part analyses the process of the credit management in a specific global company and the new process that uses a segmentation of the portfolio is proposed.

This thesis focuses on the issue of personalization of concrete project. The main goal of the thesis is to broaden this real project, which is dealing with offering study materials to students, with elements of personalization in order to become more useful for its visitors - thanks to displaying of relevant information to each visitor separately. Thesis gives detailed description of the whole implementation process, which was necessary for achievement of this particular state.