The issue of managing customer relationship is very comprehensive and touches all processes in organizations. My diploma thesis focuses on benefits of CRM systems for improving effectiveness of marketing campaigns in retail segment of UniCredit Bank Czech Republic, a. s., a member of leading European financial institution UniCredit Group. Customer relationship management approach is analyzed on the example of a key marketing campaign that took place this year. The theoretical knowledge is compared with practical application in the different stages of the campaign management - planning, execution and evaluation by using CRM tools. The aim is to verify the current knowledge on customer needs, ability to deliver the right data to target potential clients, use of information technology for campaign management and results evaluation. As a conclusion the thesis provides a list of recommendations that should enhance efficiency of executed marketing campaigns and leverage value for the customer as a key factor for building a long-tern relationship between the bank and the client, which is a prerequisite to fulfill the basic objective of the company's existence -- profit maximization.

The aim of this Master's Thesis is to reveal and describe segments within a group of university students. The first part includes the theory of market segmentation, including the market research theory and description of the technique of cluster analysis. The second part contains the exploration of secondary data - identifying characteristics of the target group and searching for ideas for own research. The third part describes preparation for primary research, collecting of the data and their analysis. At the end I reveal segments with the help of cluster analysis and describe all uncovered segments.

The diploma thesis analyses the influence of specific motivational program intended to strengthen sales in specific Business to Business segment. The analysis deals with three motivational programs intended to strengthen sales in corporate segment of Telefónica O2 Czech Republic, a.s. in a period of one and a half of the year. The diploma thesis evaluates and compares basic elements of the programs, feedback of the Account managers and Sales managers and analyses the impacts of each motivational program on the sales indicators and activity of Account managers.

The structure of life insurance products is very complicated. For election one of the types of life insurance is essential to have at least a basic idea about the product and in cooperation with an expert to refine this idea more and realize the purchase insurance .Orientation between the products is not easy. People often do not know how to choose the right product and also insurance broker. On these questions I was trying to find the answer. In the first part, I was interested in historical and contemporary role of life insurance. I have assessed the development of selected values of life insurance over the last few years and described tax advantages of life insurance, which can be applied under certain conditions. This part deals with the basic description of life insurance and some potential pitfalls arising from the premature termination of life insurance. To create a full picture, some chapters are enhanced about the examples of life insurance. Following this chapter I talking about insur and about the method of determining the sum insured. Next I talked about insurance brokers and also compared the savings insurance products with potential competitors. Finally, I devided potential clients into groups according to their age and I evaluated the financial capabilities of individuals in a given period.

This diploma thesis focuses on holiday buying behavior of residents of South Bohemia. The aim of the diploma thesis was to analyse and evaluate buying behavior of residents of the Region of South Bohemia during holiday planning and the holiday itself and to give recommendations to businesses working in tourism. First, terms concerning tourism, buying behavior, market segmentation and marketing research are explained in the theoretical part. Thereafter marketing research was conducted to gain the necessary data by questionnaire. The questionnaire results were converted into charts and graphs in Microsoft Excel and described in the practical part. The presented hypotheses were accepted or rejected on the basis of the evaluation of the received data in Microsoft Excel and the statistical program Statistica. The data analysis of the questionnaire and statistically significant differences served as the basis for summarising recommendations for businesses in the tourist sector focusing on single segments in the holiday market.

The thesis is focused on the analysis of buying behaviour during the selection of a holiday and during the holiday of the Vysočina Region inhabitants in 2019. The thesis has two basic parts, the theoretical and practical part. The theoretical part explains the issues of tourism, shopping behaviour, marketing research and market segmentation. This information was obtained from professional literature and scientific articles. In the practical part, a questionnaire survey was conducted at Vysočina region. It was followed by the interpretation of the results and an evaluation of hypotheses. Based on the results of the questionnaire survey, individual segments of consumers were determined, in terms of gender, age groups and highest educational attainment. Trends in buying behaviour during the selection of holiday were then identified for these segments. The last step was the elaboration of proposals and recommendations for business subjects of tourism.

Práce je rozdělena do dvou navazujících částí. V první teoretické části jsou shrnuty základy, na kterých jsou marketing a marketingová strategie v cestovním ruchu vystavěny. V následující analytické části se pak teorie stala základem praktické analýzy marketingové strategie hotelu andel`s Prague. Jednotlivé kapitoly jsou věnovány situační analýze, segmentaci poptávky, marketingovému mixu cestovního ruchu a doplňujícími návrhy.

Teoretická část je věnována vymezení právního rámce pojištění odpovědnosti z provozu vozidla a navrhovaným změnám zákona v souvislosti s 5.směrnicí. Praktická část se zabývá analýzou poptávky a nabídky na trhu s tímto pojistným produktem a používané segmentaci.Závěr shrnuje získané poznatky.

Segmentace uživatelů vyhledávačů. Charakteristika trhu, základní druhy internetové reklamy, teoretický podklad pro segmentaci trhu, dotazníkové šetření, vymezení segmentů pomocí shlukové analýzy. Popis segmentů a marketingová doporučení.

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