Auswahl der wissenschaftlichen Literatur zum Thema „Marketingový 4C mix“

The master’s thesis is concerned with the proposal of marketing strategy of individual entry into the business of language education in Brno. The thesis contains primary and secondary research of the market. The secondary research is focused on competition and informal education of adults. The primary one inquires into consumer, the needed data were obtained through online questionnaire survey. Consequently, the marketing strategy is defined with emphasis on marketing mix.

The diploma thesis deals with a new product launch in Czech market. First, the appropriate market segment, competitive products and environment of launching company is analyzed. Based on the analysis and the knowledge gained from the literature, the diploma thesis proposes a solution in form of a marketing mix, which is suitable for the new product.

Cílem diplomové práce je analýza marketingových nástrojů použitých firmou XAX a následně vyhodnotit a navrhnout zvýšení jejich efektivity. Popis strategie společnosti a faktory ovlivňující budou identifikovány. Práce obsahuje návrhy a doporučení na zvýšení efektivity marketingových nástrojů dané firmy v oblasti High-tech odvětví.

The thesis aims to analyze the current situation regarding the marketing mix in the selected company. Based on this analysis it was found that the current marketing mix should be adjusted in an attempt to increase sales and brand awareness. It was suggested solutions to improve the situation, which consists of improvement proposals. These proposals focus according to the results of the SWOT analysis to improve brand image and expand its presence among the customers. It is also trying to solve the problem with the purchasing power of customers, not least the problem of obtaining customers. Two selected suggestions, which attempts to solve the problem of obtaining customers and also partly to raise awareness about the company and its operations were subsequently tested market.

In current market conditions, even a healthcare facility has to stack up against competition. An effective quality control of the health care provided, and an excellent perception of customers' needs are crucial, in order to achieve this objective. Customer satisfaction represents important feedback from the clients. Taking this into account, any healthcare facility should measure and evaluate satisfaction of the customers, having as an objective, a permanent improvement of the services provided. The aim of this thesis is to measure healthcare quality in a healthcare laboratory through evaluation of a questionnaire survey on patient satisfaction. The thesis consists of a theoretical and an empirical part. The theoretical part describes quality control systems in healthcare laboratories, defines the concepts of product, marketing and marketing mix "C". It also focuses on the patient, as a priority customer of the healthcare system, and defines the main reasons for examining their satisfaction. The empirical part gives firstly, an overview of activities of a particular healthcare laboratory. Subsequently, it describes the research performed and interprets the data received. There are 69.7 % of patients satisfied with the provided laboratory services. The satisfaction is determined by their age and by...