Práce pojednává o strategickém řízení podniku na základě znalosti celoživotní hodnoty zákazníka. Definuje Customer Lifetime Value v souvislosti se strategií podniku,Customer Relationship Managementem a Balanced Scorecard metodologií. Charakterizuje jednotlivé kroky stanovení hodnoty, způsoby alokace a softwarové nástroje, stejně jako rizikové oblasti implementace tohoto způsobu řízení a praktické možnosti využití, obzvláště pro segmentaci zákazníků, upravení vztahů se zákazníky a nastavení všech customer facing procesů. Praktická část uvádí příklad stanovení hodnoty, respektive ziskovosti, zákazníka na příkladu letecké společnosti a analyzuje specifika leteckého průmyslu, stanovení kalkulačního vzorce a konkrétní návrhy pro budoucí implementaci, včetně využití výsledků hodnoty zákazníka v řízení společnosti.

The thesis deals with the segmentation of the life insurance market in the Central Region and Prague Region. Master's thesis consists of theoretical and practical parts. In the theoretical part I try to sketech the process of the market segmentation. The aim of the practical part is to find, uncover and then characterize by segments of the market life insurance in the districts of Central Bohemia and Prague.

The aim of my thesis is to verify efficiency of different statistical methods in segmentation analysis of marketing data. I decided to carry out my study on the organic food market. The theoretical part defines segmentation from the marketing point of view, followed with statistical insight into this topic. The theory is then applied to marketing study in practical part. Finally, concrete recommendations for organic food marketers, producers and distributors are offered, which could help them to increase their revenues and to acquire a bigger market share.

Thesis is about segmentation research cars market.

Cílem diplomové práce je odhalit segmenty na českém trhu barev a laků. Práce obsahuje charakteristiku produktů a jednotlivých tržních subjektů. Data jsou zpracována na základě primárních dat (dotazníkové šetření) a sekundárních dat (obsahová analýza). Práce obsahuje analýzu 1. stupně, analýzu 2. stupně a shlukovou analýzu. Výsledkem je charakteristika jednotlivých segmentů včetně marketingového doporučení.

The diploma thesis called Segmentation of beer market in South Bohemia aims to detect market segments on beer market in South Bohemia. In the first theoretical part methods of market research and market segmentation are summarized. The second practical part includes primary research and process of detection of market segments. At the end the marketing suggestions for each particular segments are stated.

Body image is undoubtedly important in everyone's life. The main objective of this thesis is to find its importance for marketing. To achieve this goal, it was necessary to find out the society's opinions on the issue of beauty and body image, how do media picture human body and if there exists a difference between these two things. The first part of this theses consists of the historical development of the beauty ideal. It is followed by segmentation of Czech population, based on the data from the project MML-TGI, survey focused on beauty preferences and content analysis of lifestyle magazines. The findings support among other things the importance of beauty to most people, media's focus on extreme thinness for females and disparity between the presented ideal and people's preferences. The results lead to one conclusion: the importance of body image for marketing exists and is significant.

This thesis deals with the situation on the market of organic food in the Czech Republic. The aim is to determine the attitudes, awareness and purchase behaviour of Czech organic food consumers. Find out how different purchasing behaviour of women and men by age and what is typical organic food consumer. The thesis is divided into two parts. In the first theoretical-methodological section describes the basic concepts and legislation on the matter. Furthermore, mapping the situation of the contemporary state of the organic food market. The practical part consists of market segmentation obtained from desk research MML-TGI and quantitative research purchasing behaviour and attitudes of Czech consumers to organic food.

Diploma thesis Marketing strategy of wine cellar will introduce strategic mareting and service marketing in theoretical part. Furthermore, in the theoretical part, I write about the segmentation, targeting and positioning. The practical part is devoted to the story of wine cellar, statistical data about wine and competition analysis. The most part of the practical part deals with questionnaire. The results of this investigation should be useful to the proper market segmentation, targeting and positioning further. The evaluation questionnaire also illustrate SWOT analysis and recommendations for the owners of the wine cellar.

Television composes the largest share of media market in the Czech Republic. Large scope for addressing a broad audience is created and investments of companies constitute a major share of income of television stations. These stations with their program focus on various groups of viewers which creates a space for submitters of advertisement to focus their marketing activities on selected target groups of viewers. Considering the fact that television constitutes such massive communication channel, differences among advertisements on individual television stations cease to exist. The objective of my thesis is to find out, if companies still apply theoretical recommendations regarding segmentation, targeting and suitability of selected strategy when submitting advertisements. To find answers to researched question, a data file containing all advertisements broadcasted by television stations in 2011, has been analyzed in this thesis. Research of data has been performed using cluster analysis. Upon results of this thesis, suggestions for improvement of researched condition of companies have been recommended.