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The Masters Thesis follows up with the development of the retail store of farm food in South Bohemia by using marketing tools. The theoretical part of the thesis defines market, basic marketing tools and customer. It further analyses a situation of farmers market and farm food in Czech Republic. The application part focuses on the development of the retail store in Tábor in South Bohemia. It analyses each marketing tool the owner of the store uses to keep a relationship with his customers. At the same time to make connection towards to new customers. The conclusion provides data evaluation from certain marketing tools and activities.

The Bachelor´s Thesis analyse the theme Consumer protection in the area of skiing equipment. The goal of this thesis is to identify consumers mistakes in the area of skiing equipment using a questionary and also to find out the knowlegde of consumer protection. In the theoretical part there are defined terms such as consumer, entrepreneur or consumer agreenment and the legal framework of consumer protection is also included. There is also a part about unfair commercial practices. The end of theoretical part is dedicated to reclamation problems. Aplication part uses a questionary to identify procedures and mistakes in the proces of purchasing skiing equipment. Skiers knowledge of consumer protection law is also verified. In the end there are some recommendations about the purchase of skiing equipment and some types of ski are mentiond too.

The aim of the bachelor thesis is to evaluate the perception, importance and knowledge in the field of food labeling in the Czech Republic. The theoretical part at first focuses on an explanation of terms related to this issue - legislation and food labeling requirements. The practical part consists of a research based on a questionnaire survey. The research is divided into two parts. The first part focuses on consumer's interests in the field of informing about food in general, their preferences to food information while doing the shopping and satisfaction with the current labeling system. The aim of the second part of the research is to examine consumer's knowledge of this issue.

This Bachelors Thesis called The techniques of unfair commercial practices to deceive seniors characterizes the status of the senior in relation to unfair commercial practices in the Czech Republic. Through interview with those seniors who visited the actions where products are presented or door-to-door selling and some of them were deceived. Author of the Bachelors Thesis also realized the interview with a former seller. In the theoretical part, ideas about senior in the Czech Republic, marketing, communication mix and also consumer protection are brought forward. In communication mix, online marketing and direct selling are described in detail. The practical part contains the particular description of unfair commercial practices used to deceive seniors. There are also tips and recommendations for seniors to protect themselves from these unfair commercial practices.

This thesis focuses on the analysis of information and consumer awareness of organic farming and organic production. The work is divided into two parts: theoretical and practical. The theoretical part deals with definitions of basic economic terms such as consumers and consumer behaviour, describes the purchase decision-making process and its phases and includes factors that influence consumer decisions in relation to the socalled black box. Furthermore, it also describes the basic principles of organic farming and foods, including their labelling and checks. The practical part includes my own marketing research, which was conducted with the help of quantitative methods using a questionnaire. It focuses on the knowledge and consumers behaviour in the organic foods area. The aim of this thesis is to determine the awareness of Czech consumers about organic farming and its products and to analyse consumer behaviour in the field of organic foods.

The goal of this master´s thesis is to analyse the perception of Gambrinus brand on the Czech beer market and on the basis of the analysis to formulate recommendations for the owners of the brand to maximize the brand value and improve the brand perception. The theoretical part of the thesis is to describe the brand in general, the strategic management of the brand and methods of the research. The practical part of the thesis is focused on the description of the Czech beer market with emphasis on Plzeňský Prazdroj group. In the next chapter Gambrinus brand is analysed in terms of values, marketing campaigns and the market position. The last chapter consists of quantitative and qualitative research with a goal of analysing the perception of Gambrinus brand on the Czech market. On the basis of the results of the research, the recommendations for the owners of the brand are made.

This bachelor thesis is primarily oriented on practical use of social networks in marketing. The main aim is to analyse the contribution of this modern platform to doing business and evaluate its potential for the future. Theoretical part introduces the mapping of the current position of social networks in marketing and opportunities for implementation of traditional marketing tools into this platform and provides an overview of the main advantages and disadvantages, that are consequent upon the specific characteristics of the social networks. Practical part consists of an overview of current and future trends on the internet and an analysis of two questionnaires and one interview with the marketing director of a particular firm about SMM marketing. These analyses are going to be the base for the evaluation of importance of the use of social networks in business.

This bachelor thesis deals with influence of media on children in age from 10 to 15 years. In theoretical part there are defined terms media, functions and types of media, how media influence hobbies and free time, how they affect behaviors, customs and how dangerous they can be. The aim of practical part is to compare differences of children living in Prague and Pardubice region, in order to find out if children living in Prague are more influenced than children living in smaller town and what is the cause of this. The research was carried out in a form of a survey technique

This thesis deals with the marketing channels used in the field of language schools. It also deals with company profiles, an identical part of study criteria, frequency and nature of the purchases.

This Bachelor's Thesis called The techniques of unfair marketing practices used to deceive seniors in the Czech republic analyzes the current status of the Czech senior in relation to unfair business practices. Through direct interviews with those who practiced unfair practices in the past, this thesis tries to assess the extent to which the Czech legal system is ready for these specific business practices. In the theoretical part, ideas about anchored senior terms, consumer protection and marketing techniques are brought forward and then then practically described in the practical section. The practical part is devoted exclusively to specific marketing techniques, which mainly pensioners are currently facing. It analyses the most common techniques across the spectrum of the sales. While the practical part addresses the specific legal consequences of the marketing techniques from the perspective of consumer protection and considers them unfair. The conclusion section is devoted to the assessment of marketing techniques from a legal perspective and gives appropriate recommendations.

This thesis will focus on duration and subsequent impact of marketing campaigns in the form of product sales or brand awareness. The goal will be to evaluate the effect of selected campaigns on customer behaviour, brand awareness and subsequently try to design own marketing communication for the visibility of a company by the detected methods companies use. The work is divided into two parts. First, theoretical part which deals with planning of a marketing communication and its selected tools, which companies often use and second, practical part, which is devoted to specific companies and their campaigns. There is also a research on campaigns awareness, their influence and costumer shopping behaviour and authors own suggestion of marketing communication for Gentleport.

This Bachelor's Thesis deals deals with protection of consumer within the general protection of interested party in travel insurance, policy holders or insured person, in relation to their position in relationship with the insurance company. The work is divided into theoretical and practical part. The theoretical part explains the legislation protecting consumer rights, basic principles of insurance and description of the travel insurance. The aim of this Bachelor'sThesis is to analyze, wheter the legal requirements on the czech insurance market are able to protect the consumer. The practical part deals with the most frequent potential risks in insurance protection when traveling abroad by identifying problem areas, particularly controling the quality of distribution, providing information on insurance broker and clarity of policy conditions and dealing with complaints.

This thesis Online Shopping Customer Protection deals in the theoretical part with the history of consumer protection in the Czech Republic and defines the very concept of the consumer. Furthermore, this section lists some of the control and oversight bodies operating in the Czech Republic and it describes the concept of electronic commerce and the development itself. It also mentions types of e-shops and it in detail analyses the procedure of buying goods on the Internet by the consumer. In the conclusion of the theoretical part the legislation of shopping on the Internet is explained, especially the obligations of the seller and consumer rights. In the analytical part there is a quantitative research performed using questionnaires, that is focused mainly on buying goods on the Internet. The goal of this work is to evaluate the results of the questionnaire survey and subsequent comparison of the author's hypotheses with the survey results.

This thesis looks into information asymmetry on the food market. In the theory part, it focuses on voluntary labeling and logos, which can help the consumer with his decisions, and analyses the impact of three selected Stream.cz programmes that help in the raising of public awareness. The practical part of this thesis uses mystery shopping to show some currently used misleading and dishonest commercial practices of food producers and sellers. Finally this thesis judges, whether there's any improvement on the food market in the last few years.

This bachelor thesis deals with consumer protection and grocery section regulations. It's objective is to evaluate whether grocery stores stick to law while selling food and to analyze attitudes and behavior of consumers. The theoretical part deals with definition of consumer and other related concepts and with obligations of food sellers and consumer rights. The practical part consists of three parts that contain expert commentary, own research performed through grocery stores and survey taken among consumers.

This bachelor thesis is focused on advertising and specifically on its impact on children. The theoretical part discusses terms such as marketing, marketing mix and advertising. It also analyses types of advertisement, media and advertising history before moving on to define and distinguish the impacts of advertising on different age groups. The practical part presents its own survey which analyses the attitude of parents to advertising and the influence of advertising on their children. This survey is compared to an interview with an expert who deals with the issue. Subsequently, it analyses and evaluates the interview with the Brand manager of Mondelez, which provides a view of the issue from the side of the company. Finally, the practical part analyses interviews with children of different ages and examines their attitude to advertising. The aim of the bachelor thesis is to evaluate whether advertising has positive, neutral or negative effect and alternatively propose appropriate solutions to resist these influences. The important part is to show how multinational corporations, which produce and sell products for children, approach the issue.

The aim of the work is processing and evaluation of the investment project. The project implies an establishment of the firm in Czech Republic. The branch of the entrepreneurship is sensory marketing or audio-visual marketing. The essence of this field of the marketing is encouragement of sales through the influence on emotional side of the client. Components of the work are market research, analysis of the competitors in this sphere, and the financial plan. As a result, the work will be structured as a business plan and its aim is to respond the question whether there is a sense to introduce the audio-visual marketing at the market of Czech Republic.

The aim of the bachelor thesis called "Design of online communication plan for a selected mobile application" is to design a plan of online communication, which helps to put a mobile application QuickJOBS on the market. The theoretical part of the thesis collects and specifies chosen terms from the field of digital marketing, social media, marketing communication and online communication mix. A method of comparing information from available literary and online sources, which are related to the selected topic of the bachelor thesis, is used in the theoretical part. The practical part of the thesis is focused on designing the plan of online communication, which is preceded by the introduction of the mobile application and a situation analysis. The result of the thesis will be used in practice.

The aim of my bachelor thesis is to evaluate the current situation on the real estate market in the Czech Republic. To find out if consumers are protected enough despite the lack of legislative rules governing the real estate market. If there is an easy accesible information about their rights and duties which are enshrined in the contract. The method of this evaluation is to compare the domestic real estate market with real estate markets in the European Union. Theoretical part is aimed on the history of legislative changes in the Czech Republic, changes which are due to come and about institutions for consumers protection. Practical part of my thesis contains the list of services which are provided by real estate agencies including conclusions of intermediation contracts, misleading and agressive business practices and connected cases in which consumers were damaged. The conclusion evaluates interviews with real estate agents from the Czech Republic and results of questionnaires which were done by real estate agents from selected European countries.

Allianz pojistovna, a.s. has held the third-largest share in the Czech insurance market for a long time. The aim of this master´s thesis is to do an analysis of marketing and communication mix and based on this analysis make proposals and recommendations which would strengthen company´s position in the future. The first thing, which is characterized in the theoretical part, is marketing research. The emphasis is on direct questioning technique. Furthermore in this part, the individual elements of marketing and communication mix are described. The beginning of the practical part is dedicated to information about Allianz pojistovna, a s. and to the results of a carried out secondary research about development of the Czech insurance market. The following analysis of marketing and communication mix is supported by results of a questionnaire survey. Based on these findings I carried out my own evaluation completed by a SWOT analysis and proposed particular suggestions and recommendations.

This bachelor thesis deals with non-profit organizations and their marketing activities. The terms used in the theoretical part are implicated to a particular non-profit organization called YFU. The theoretical part deals with such terms as non-profit sector or marketing in nonprofit organizations. In the practical part, the introductory chapter is devoted to the history and activities of NGO YFU. Moreover, the financial aspect of the organization is also mentioned. All of the subsequent chapters deal with the problem of marketing in this non-profit organization. On the basis of the theoretical knowledge gained in the first chapter a SWOT analysis and marketing mix analysis are constructed, with the most attention paid to the analysis of the current form of promotional activities in YFU. In this chapter research is also conducted in the form of a questionnaire survey. From this survey a potential solution for a future promotion of this organization is created. The aim of this bachelor thesis is to analyze the marketing strategy of the organization YFU and also, based on the results from the marketing research, to design the author's own solution of how to further promote this organization.

The aim of this thesis is to analysis the current consumer protection in the case of bankruptcy of the tour operator in the Czech Republic, review of the present situation in selected member states of the European Union and a draft for the specific alternative options for the Czech Republic to increase the protection of clients of the tour operator. The theoretical part is devoted to the definition of the fundamental and legislative terms relating to the issues under examination. The practical part outlines the current situation of bankruptcies of the tour operators and ensuring the conditions in the Czech Republic and also in the European Union. The merit of the practical part is the result of the market research implementation, aimed at evaluation of the attitude and opinions of the professional public on the current situation in the branch. Based on the obtained information, the specific options for the tour operators and adjustments in the Czech tourism industry are provided, so the consumer protection in the case of bankruptcy of the tour operator would be sufficient.

The aim of the master's thesis is to analyze present marketing strategy of company Helder and to suggest specific alteration of company's marketing strategy and also recommend direction which should company tend to in future. Theoretical part of thesis will be focused on basic concepts and techniques related to the aim of this work. In practical part of thesis will be introduced company Helder s.r.o. and its marketing strategy. Practical benefit from this work will be realization of analysis and marketing research. Its purpose will be to find out opportunities for company on B2C market. On the basis of the analysis and research results will be recommended adjustment of marketing strategy and specific marketing communication activities. Due to them could company increase its chance to succeed on the target market.

Bachelor thesis is focused on the draft of marketing mix for the start-up kitchen studio. The thesis is divided into two parts -- theoretical and practical one. The theoretical part defines the terms -- marketing, marketing mix and its elements. The practical part is focused on the kitchen studio and the business plan is defined. This part also involves the draft of elements of marketing mix -- product, price, distribution and marketing communication. The conclusion includes the SWOT analysis.

Bachelor thesis analyzes the victorious election campaigns in elections to the European Parliament in 2009 and 2014. The thesis is divided into three parts. The first part is theoretical, which describes what is political marketing, describes the concepts of election campaigns and strategies. The next two sections are practical. In the first one elections are compared to the European Parliament in both years. In the next part of the thesis winning parties campaings in 2009 the ODS and the 2014 movement ANO 2011 are analyzed.

The bachelor thesis deals with the issue of advertising to children. It aims to evaluate the extent of children's exposure to advertising on television, to analyse instruments used in this kind of advertisements and products presented in them. The thesis also aims to find out the opinion of parents on the subject, their view of the influence of advertising on children and the impact their children have on their parents' purchasing decisions. The theoretical part contains the definition of advertising and other terms connected with this topic, the qualification of the children as target audience followed up with specification of individual age categories and the most impactful instruments in different ages. The practical part consists of two parts. The first one deals with own research of advertisements directed at children on television, the second one deals with the questionnaire answered by parents.

This thesis deals with the research on consumer behavior when selecting a summer holiday. The theoretical section summarizes the current knowledge of consumer research and consumer behaviour issues, which forms the basis for the practical part of the thesis. The practical part of the thesis is focused on the analysis and evaluation of the results of the quantitative on-line research conducted with three hundred respondents. The aim is to contribute to the understanding of consumer behavior when selecting a summer holiday and in particular to determine how the amount of consumer's income affects the consumer's choice of destinations for summer holidays and also to identify which channels are the main sources of information for consumers deciding about summer holiday. The research results show a correlation between the level of respondent's income and selection of a particular type of summer holiday destination. In terms of respondent's information sources, internet was evaluated as the most used source of information for holiday decision-making.

The aim of the Bachelor's Thesis is to evaluate whether consumers in shops are misled by product positioning of some selected foodstuffs using mystery shopping and whether the producers of these food products indicate all information required by legislation. Then the practical part of the Bachelor's Thesis analyses Czech consumer awareness of food labelling using primary survey. The theoretical part summarizes food packaging and labelling regulations. There are written obligatory and optional data, which should be listed on food labels; packaging and labelling markings, and supervisory authorities who protect this area.

Bachelor thesis deals with consumer protection, especially in contracting away from business premises. The theoretical part deal with consumer contracts, particularly contracts concluded by a distance and off-premises. Furthermore there is discussed consumer protection in contracting away from business premise in the European Union and also in the Czech republic and activities of the Czech trade inspection. The questioning in practical part research, if respondents are aware about the issue of consumer protection. In practical part, there is also processed interview with JUDr. Věra Knoblochová, Ph.D., who worked in Brusel in the issue of consumer protection. Last but not least is in my practical part statistics of the activities of the Czech trade inspection during roadshow and trades through internet.

The purpose of the bachelor's thesis is to objectively assess the functioning of the "Protection Union of Musical Works, (o.s.)" A partial purpose of the work is testing the aforementioned hypothesis that author's reward is consequently paid by the consumer. The theoretical part of the work focuses on the copyright issue itself, the existence of a common authority headed by the PUMW (OSA), the rewards for authors and their difference in regard to concession fees. In the practical secetion comes an analysis of the fees that is paid by a fictitious physical and legal person. A special attention is given to the alternative rewards from unrecorded carriers, being the most controversial author reward. The concluding chapter of the work focuses on the disputes between the analyzed collective administrator and spa resorts.

The main aim of this bachelor thesis is to analyse the contemporary position of advertisement in mass media and in-store communication on the Czech market and simultaneously, based on carried out marketing research, evaluate the way how Czech consumers perceive these two forms of communication mix. The thesis is divided into two parts. The theoretical part focuses on basic terms, division, practical examples, characteristic feature and function of advertisement and in-store communication on the Czech market. In the second part, the emphasis is placed on practical implementation of these examined actualities into primary survey in order to enable the verification and evaluation of the theoretical information in practice though the answers of the respondents. The conclusion summarizes the achieved results, evaluates repletion of goals, makes recommendations and analyses the data obtained from the conducted marketing research.

The aim of the Bachelor's Thesis is comparative analysis of non-bank loan institutions in the Czech Republic from the consumer perspective. It also intends to put them into context with other related topics and to evaluate the hypothesis of disadvantageousness of non-bank credits in comparison with bank credits. The theoretical part deals with financial literacy, differences between bank and non-bank institutions and results of previous qualitative research of their credit services. Attention is paid to the ethical problem represented by usury. Pawn shops and presentation events are mentioned as well. The thesis focuses on property seizure, personal bankruptcy and debt consultancy of non-profit organisations too. The practical part of the thesis contains comparison of selected non-bank institutions and comparison of a loan product of a concrete bank and one of non-bank company. The practical part also contains comparison of important non-profit debt counselling centres in the Czech Republic in terms of their services and their way of funding. The conclusion of the thesis aims to suggest solutions to risks of non-bank credits for consumers.

This Thesis deals with the analysis of foreign clients' service level on the Czech banking market. The main aim is to evaluate the level of foreign clients' service at selected branches and specialised centres of five largest domestic banks, using the method of Mystery Shopping. Evaluation is enhanced by a survey which questions the satisfaction of foreigners with current banking services and their interest regarding specialised centres. Based on the results of the analysis the final recommendations are provided to banks and three determined hypotheses are confirmed or disproved. The thesis is divided into two parts. The theoretical part is focused on general specifications of the basic concepts and legislative regulations which have an essential influence on foreign clients on the Czech market, the evolution in the number of foreigners in the Czech Republic, the Czech banking market including profiles of domestic banks and the definition of marketing research. The practical part includes preparation and implementation of research at the bank branches, a survey among foreigners, research outcomes and subsequent recommendations to banks.

This master's thesis aims to prove the possible relationship between corporate social responsibility and decision making of buyers as well as the potential of CSR and business philanthropy in marketing. The thesis contains the most relevant findings from the areas of marketing, social responsibility, psychology of marketing and emotions in advertising as well as brand creation. The practical part deals with RWE Czech Republic and its social sphere projects. It also contains a questionnaire which aims to identify the level of common knowledge and attitude of customers to corporate social responsibility as well as their knowledge of particular projects carried out in the Czech Republic. Deep structured interview with experts from business and marketing then completes the overview.

This diploma thesis deals with the analysis of the actual situation of cereal drinks category, focusing on the Caro brand, and uses marketing research oriented to public and their perception to cereal drinks category and Caro brand. Based on this, it formulates results and recommendations that can be useful for potential help in the area of the brand marketing activities. The diploma thesis is divided into two parts. First part focuses on theoretical and methodic fundamentals, such as marketing and its specific characteristics related to the grocery, marketing environment, marketing mix and the concept of marketing research. Second part deals with the Caro brand marketing, cereal drinks category, analysis of the actual offer situation and marketing research, which is focused on the public perception of cereal drinks category and brand awareness. Based on the ascertained results of analysis and marketing research, recommendations are formulated with respect to brand marketing activities.

The thesis analyzes consumer protection on the market of genetically modified products in the Czech Republic and the European Union. Development of the world legislation in the sphere of genetically modified products and its current situation in the EU and the Czech Republic are specified in the thesis. Consumer protection in the sphere of GMO is evaluated on the example of member states of the European Union -- the Czech Republic, France and Spain -- as well as in the states with a high level of share of genetically modified products in the food production -- the United States of America and Brazil. Practical part of the thesis is focused on the evaluation of knowledge level of inexpert public relating to the topic of genetically modified organisms and products. The conclusion of the thesis mentions the weak points of the current consumer protection on the market of genetically modified products in the Czech Republic and European Union together with suggestions for improving the present situation.

The Bachelor's Thesis is aimed at a consumer protection in connection with the pension reform which was established in the Czech Republic in 2013. It is mainly focused on an offering of the pension savings and the supplementary pension savings and a providing of information about these savings. The goal of the Bachelor's Thesis is to analyse information which is published on websites of pension companies and provided by their employees at branch offices to consumers. The Bachelor's Thesis is divided into four chapters. The first chapter deals with the pension reform, the second chapter is about the consumer protection connected with the pension reform, the third chapter is focused on an author's own research and the fourth chapter is aimed at a valuation of the undertaken research. There is used a type of research which is called the Mystery shopping in the Bachelor's Thesis.

The thesis analyzes marketing communication of Contours fitness by using theoretical background. The aim of the thesis is theoretical description and analysis of communication tools. Based on situational analysis the thesis evaluates the effectivness of communication mix and suggest measures to its optimalization. The outcome of the thesis is theoretical description of communication mix of the company, newly established communication objectives and analysis of communication tools with emphasis on communication effectivness.

Bachelor thesis deals with marketing discipline called product placement. Theoretical section defines concept of product placement followed by brief look into its history, forms of product placement and legislation framework of product placement. Practical section of this study realizes marketing research in form of survey. Goal of the research is to analyse opinions of Czech customers on topic of product placement and provide insight into what advertisers should avoid and what on the other hand do customers perceive as positive. Practical section also elaborates on current state of product placement in Czech movie industry and analysis of its presence in Czech film Román pro muže.

The aim of the bachelor's thesis is to conduct a marketing research aiming to find out how consumers perceive Kofola's marketing communication and then to recommend other marketing activities that could be implemented. Theoretical part of work will focus on basic terms of marketing communication, new trends and marketing research. In practical part of bachelor's thesis will be introduced company Kofola a.s., its marketing communication and communication campaigns from year 2010 to 2012. Practical benefit from this work will be realization of marketing research. Aim of the research will be to find out, how people perceive Kofola's marketing communication. On the basis of the research results will be recommended several suitable marketing activities, which could be used by the company for improving its marketing communication.

Bachelor thesis is devoted to the analysis of knowledge of consumer rights and responsibilities of accommodation facilities in the Czech Republic. To achieve the main goal of the thesis was conducted a survey. Respondents were randomly selected among the general public. A secondary goal of this thesis is to analyze the legislation related to accommodation by providers.

The bachelor thesis inquires into the customer care in the field of women's underwear and focuses primarily on helpfulness and sale skills of the staff, the specialized knowledge of the staff and the assortment of offered goods. The marketing research was based on the mystery shopping method in seven selected retail stores selling underwear. Seven independent instructed model customers participated in the mystery shopping. The research clearly shows that the staff employed in the stores is pleasant, but untrained, and the offered range of goods is definitely not able to satisfy all women. The situation is most critical in big chain stores.

This bachelor thesis is devoted to the consumer protection on the market of shoes. The aim of the thesis is to analyse consumer's knowledge in the field of shoe complaints, to explore their preferences when buying shoes, and find out their experiences with byuing shoes or else making a complaint about shoes. The secondary aim of this thesis is to find out the knowledge and experiences of the sellers on the shoe market. The consumer research was obtained by the method of questionnaire survey and the questionnaires were to the consumers mostly sent by the electronic mail. The seller research was obtained by the method of questionnaire surfy too, and was completed by observing. From the made market research follows, that the most of the consumers have ever made a complaint about shoes and only some of them know their rights, that belong to them from the law. The choice of the shoes is mostly determined by it's comfortableness, and the brand of the shoes is for the consumers choices only a little important. Not all shoe sellers did prove the knowledge, that they, as specialists in the shoe branch, should have had, and the behavior of the consumers, when making a complaint about shoes, showed up to be not always completely correct.

Bachelor Thesis deals with direct selling and its use as a business opportunity. Goal of this Thesis is to analyze the process of building distributor network in the Amway company, identify the key factors necessary for success in this business and describe all its advantages and disadvantages for the distributor. The theoretical part describes direct sales and its multilevel marketing form, stating their history, current position in the global economy, differences from illegal pyramid schemes and differences compared to conventional business. The practical part is focused on Amway business opportunity, in which is anallyzed the selling and marketing plan, factors leading to success and benefit rate for distributors. Then is the business opportunity evaluated by SWOT analysis and in the end there are suggested solutions of discovered problems.

The bachelor thesis focuses on the topic "Consumer perception of additives". In the theoretical part are characterized additives, their labeling and legislation. Another part deals with safety and toxicity of additives, where is also described a procedure for assessing the harmless of additives and potential health complications. Also, there is a list of the highest-risk additives and their groups. The theoretical part ends with the chapter dealing with the media and their effect on consumers regarding the additives. In the practical part is done a research regarding consumer awareness, their attitude to additives and habits they have by using a questionnaire survey. The aim of this thesis is to analyze consumer's attitude toward additives, whether he perceives it and if so, then how he perceives it. The goal is also to determine how consumers perceive the additive in terms of health and healthy lifestyles. Analysis of researched data is crucial to draw conclusions and to propose appropriate action in the field of additives.

The Bachelor Thesis examines Multilevel marketing (abbreviated as 'MLM') as a business sector. The first aim of this study is to analyse the system of MLM within the company Oriflame and to measure to what extent the success of MLM is dependent on the duration of the seller's involvement in MLM and on the type of individual's character. Additionally, the thesis investigates whether it is possible to attain financial independence within Oriflame. The second goal is to find out what is the public opinion of the MLM system. To gather reliable information, a questionnaire was created and distributed. The theoretical part of this Thesis refers to MLM as a part of direct selling, analyzes its history and current trends. There are also non-ethical and prohibited systems. The Thesis is focused on motivation and tools of success. The practical part presents the analysis of MLM system in the company Oriflame and research of public opinion about MLM. At the end of this Bachelor Thesis whole issues and results of the public opinion of MLM system are summarized.

The Goal of the Master's thesis is to create a marketing plan for a specific company. The first part contains chapters that capture the theoretical foundations needed to build a marketing plan. The practical part deals with the Phyto CZ, Ltd. Company which operates in the production and sale of food supplements. It contains the steps needed to develop a marketing plan. First, the company's marketing mix a selected elements of situational analysis are analysed, with the results of a questionnaire survey added. Subsequently, the company is recommended a set of objectives for the future, including a proposal of specific marketing procedures which could lead to their achievement.

This Bachelor's thesis explores consumer in the wine culture branch in wine culture in the Czech RepublicThe paper's objective is to analyze both the awareness and knowledge of consumers about consumer protection and sinister business behavior.The secondary goal of this thesis is to analyze the legislation related to wine culture to ensure safety of distributed products. The aforementioned section focuses specifically on wine's complaint process.

The thesis is focused on the image of the brand Burton. The theoretical part describes the terms that relate to the issue, for example: what is the brand, features and functions of the brand, its identity and image. The practical part is focused on the analysis of brand perception of Burton on Czech and Slovak market. Since Burton focuses on young people, brand perception analysis is performed by using questionnaire survey among respondents aged 15-30. The aim of the thesis is to determine the brand perception, brand awareness, attitudes and associations with the brand.

This thesis deals with a new marketing tool for campaigns to support product sales at the point of sales. Banner can appropriately draw customer's attention and also persuade to unplanned impulsive purchase. It is a plastic pocket that can hold posters to support individual product or brands of companies and also can be changed quite often. Uniqueness of the solution lies in the location of the advertising space. In case an LCD monitor is part of the cash register, the banner is located on the other side directly exposed to the eyes of customers. The aim of the thesis is to present a new marketing tool and ideally prove that the right use of visual communication means is able to encourage impulsive purchases even in the environment of a Czech bank. Even though it was not completely proven that the banner can encourage impulsive purchases in banks, the whole concept has been prepared, it's potential revealed and the possible effective uses for normal practice have been formulated.