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Potrošači kao važan element marketinške strategije predstavljaju pojedince sa određenim karakteristikama kao što su motivacija, reagiranje, preferencije te način razmišljanja. Epidemija Covid-19 unijela je velike promjene u živote potrošača, a proizvođače je natjerala na osmišljavanje novih marketinških strategija s ciljem prilagodbe novonastaloj situaciji. Jedna od tih prilagodba obuhvaća kreiranje online proizvoda. U ovom završnom radu istražit ćemo ponašanje potrošača i njihovu reakciju na navedene promjene, a zatim i učinkovitost samih kanala prodaje i komunikacije. Potrošači koji čine uzorak u ovom istraživanju su polaznici unutar Krav Maga sustava, a kroz istraživanje uspoređujemo njihove reakcije na dvije različite vrste treninga: online i uživo. Kroz istraživanje želimo saznati koji su kanali i načini komunikacije učinkovitiji od drugih, pri čemu učinkovitost mjerimo konverzijom, odnosno kupnjom članarine. Također želimo saznati postoje li značajne razlike između učinkovitosti različitih kanala komunikacije kada se radi o online, a kada o klasičnim treninzima, odnosno treninzima u dvorani. U okviru rada uspoređuju se podaci komunikacije s korisnicima uz pomoć alata Google Analytics, Google oglašavanje, Facebook Business Manager i CMS sustav. Ciljevi istraživanja su ustanoviti postoji li razlika između ponašanja potrošača kod polaznika klasičnog i online treninga te saznati koji su kanali i način komunikacije učinkovitiji od drugih kanala i načina za privlačenje potencijalnih korisnika Krav Maga proizvoda i usluga. Rezultati istraživanja omogućit će uvid u zadovoljstvo korisnika Krav Maga sustava što dovodi do mogućnosti implementacije takvih saznanja u marketinšku strategiju daljnjeg rada navedene organizacije. Jednako tako, rezultati ovog istraživanja mogu biti kvalitetan input za promišljanje marketinške strategije za druge slične proizvode i usluge. Consumers as an important element of marketing strategy represent individuals with certain characteristics such as motivation, reaction, preferences, and way of thinking. The Covid-19 epidemic brought major changes to the lives of consumers and forced manufacturers to devise new marketing strategies in order to adapt to the new situation. One of these adaptations includes the creation of online products. In this final paper, we will investigate the behavior of consumers and their reactions to the mentioned changes, as well as the effectiveness of the sales and communication channels themselves. The consumers who make up the sample in this research are participants within the Krav Maga system, and through the research, we compare their reactions to two different types of training: online and live. Through research, we want to find out which channels and methods of communication are more effective than others, whereby we measure effectiveness by conversion, i.e. purchase of membership fees. We also want to find out if there are statistically significant differences between the effectiveness of different communication channels when it comes to online and when it comes to classic training, i.e. training in the hall. As part of the work, the data of communication with users are compared with the help of Google Analytics, Google Ads, Facebook Business Manager, and the CMS system. The goals of the research are to establish whether there is a significant difference between consumer behavior in classical and online training participants and to find out which channels and methods of communication are more effective than other channels and methods for attracting potential users of Krav Maga products and services. The results of the research will provide insight into the satisfaction of users of the Krav Maga system, which leads to the possibility of implementing such knowledge into the marketing strategy of the further work of the mentioned organization. Equally, the results of this research can be a quality input for rethinking the marketing strategy for other similar products and services.

Objetivo: Analisar a prontidão e a aptidão física para a prática de exercícios físicos de Krav Maga em sujeitos de ambos os sexos de diversas nacionalidades. Metodologia: trata-se de estudo quanti-qualitativo aplicado por meio da aplicação do questionário Physical Activity Readiness Questionnaire (PAR-Q) no Google Forms a 180 voluntários de ambos os sexos. Resultados e discussão: Foi evidenciado que 76,7% dos voluntários apresentaram diagnósticos de alguma doença relacionada à hipertensão, doença respiratória, ansiedade e estresse; 82,5% são praticantes regulares de atividades físicas e 86,4% fazem por lazer; 98,7% são adeptos de atividades aeróbias de L/AM/MEC. Conclusão: Concluiu-se diante dos resultados que os sujeitos pesquisados apresentam alguns sintomas de dor em partes do corpo e relatos de doenças entre eles, sugerindo especial atenção na prescrição das atividades, as quais serão ministradas e também novas avaliações físicas no decorrer dos protocolos de treinamento para uma melhor análise e acompanhamento destes sujeitos.

The bachelor thesis was aimed at suggesting a three-month intervention exercise program under use of the Krav Maga self-defence system and checking the development of the self-defence capabilities of the children under test. Boys aged nine years were chosen for the study, as that is the period in which children start gaining strength and often apply it in their group in form of violence against weaker individuals, which may leave lifelong physical and mental consequences. The boys were subject to an input measurement to determine the level of their physical fitness. We used the overall motor test and the shuttle run test for it. During the first measurement of the overall motor test, we recorded an average value of 57.7 points in the experimental group and 61.5 points in the control group; during the final measurement, we recorded an average value of 64.4 points in the experimental group and 66.6 points in the control group; in general, both groups experienced an improvement. During the first measurement of the shuttle run, we recorded an average time of 23.19 seconds in the experimental group and the final measurement showed a time of 22.58 seconds. The control group had an average time of 21.56 seconds in the first measurement and an average time of 21.45 seconds in the second measurement. The findings and results show that the three-month exercise program can have positive influence on the development of strength and self-defence capabilitie.

U radu su prikazane osnovne smjernice koje se sustavom treninga krav maga potiču i razvijaju kod djece u cilju prevencije nasilnih ponašanja te nošenja sa međuvršnjačkim sukobima.

The Krav Maga system tactics develop character traits, skills and values that such as integrity, ethics, humility, peacefulness, non- violence, self-awareness, discipline, respect, responsibility, active listening and ability to function in stressful situations. The same traits are associated with transformational leadership, and can be a useful tool and model for effective corporate governance and personal growth. This paper explores the relationship between some sociodemographic characteristics of Krav Maga athletes and competencies that are identified as leadership competencies, as assessed by participants in relation to their personal and work environment. Survey was conducted during March 2021 on deliberate sample of active athletes of Krav Maga self- defense system from a total of 22 countries (N= 98, F=36). The quantitative methodological approach was used. For this paper purposes, data were processed by descriptive statistics procedures and appropriate nonparametric methods (chi-square test - χ2 and Spearman’s Rho). The SPSS Statistics version 27 package was used. Correlation analysis was performed between group variables (self-awareness, self- regulation and environmental awareness) and set of independent variables composed of gender, communication skills, years of working experience and years of Krav Maga training. Obtained results showed that the group variables were highly correlated, positive and statistically significant at the level of 1% (p

Introdução: A violência contra a mulher se apresenta em diversas formas e pode levar a vítima a questionar o seu valor, o controle de sua própria vida ou levá-la ao óbito. A prática de defesa pessoal, especificamente o Krav Maga, tem como principal propósito evitar ou interromper a investida do agressor com técnicas que podem ajudar a vítima a preservar sua vida ou mesmo adquirir autocontrole essencial para situações de violência verbal, onde a intenção é de não se iniciar um confronto físico. O presente trabalho se propõe identificar e analisar a percepção das mulheres da cidade de Juiz de Fora-MG praticantes de Krav Maga, em relação à violência contra a mulher e a modalidade praticada em si, entendendo quais fatores psicossociais levaram estas mulheres, violentadas ou amedrontadas a praticarem e quais mudanças são geradas pela vivência. Participaram deste estudo 21 (vinte e uma) mulheres que responderam a uma entrevista semi-estruturada, com o cunho qualitativo e exploratório, os dados foram transcritos e analisados pela análise de conteúdo proposta por Bardin. Os resultados manifestados indicam que as entrevistadas reconhecem mais a violência física e psicológica, relatando terem mais medo de sofrer a violência física e/ou sexual, e em sua maioria apontaram já terem sofrido a violência psicológica e física no decorrer da vida. A partir da prática do Krav Maga, estas mulheres alegaram apresentar aumento de autoestima e autoeficácia, além de desenvolver seu condicionamento físico e confiança. Com o intuito de conseguirem lidar com situações que precisariam se defender, principalmente fisicamente, elas declararam que as técnicas de Krav Maga forneceram uma maior independência e segurança para enfrentar as estruturas sociais e culturais que limitam, diminuem, não somente a elas, como também tantas outras mulheres todos os dias. Introduction: Violence against women comes in many forms and can lead the victim to question her value, the control of its own life or lead to death. The practice of self-defense, specifically Krav Maga, has the main purpose to avoid or to interrupt the attack from the aggressor with techniques that can help the victim to preserve his life or even acquire essential self-control for situations of verbal violence, where the intention is not to begin a physical confrontation. This work aims to identify and analyze the perception of women in the city of Juiz de Fora-MG who practice Krav Maga, in relation to violence against women and the modality practiced itself, understanding what psychosocial factors led these women, who were raped or frightened to practice and what changes are generated by the experience. Twenty-one (21) women participated in this study who responded to a semi-structured interview, with a qualitative and exploratory nature, the data were transcribed and analyzed by the content analysis proposed by Bardin. The results shown indicate that the interviewees recognize more physical and psychological violence, reporting that they are more afraid of suffering physical and / or sexual violence, and most of them pointed out that they have already suffered psychological and physical violence during their lives. From the practice of Krav Maga, these women claimed to have increased self-esteem and self-efficacy, in addition to developing their physical conditioning and confidence. In order to be able to deal with situations that would need to defend themselves, mainly physically, they declared that Krav Maga's techniques provided greater independence and security to face the social and cultural structures that limit, diminish, not only them, but also so many other women every day

Aim: The aim was to compare the percentage of fat, fat mass and lean mass between veteran and novice Krav-Maga practitioners during 16-week Krav-Maga training. Materials and Methods: Thirty Krav-Maga practitioners participated voluntarily, being: veterans (n = 15), who practiced Krav-maga for at least 3 years and beginners (n = 15) who are starting this Krav-Maga practice. The physical training program was developed in 16 weeks of training, with Krav-Maga specific joint mobility, stretching, strengthening and coaching exercises, with frequency of three weekly sessions and duration of 60 to 90 minutes with intensities ranging from low, moderate to high, established by the heart rate obtained at the aerobic threshold (AT) and respiratory compensation point, obtained by the Yo Yo VO2 max test and through the evaluations and protocols applied before and during the follow-up. Fat percentage was estimated using the proposed Jackson and Pollock method for men with seven skinfolds (subscapular, triceps, pectoral, middle axillary, supra iliac, abdominal and middle femural) with a Sanny scientific plicometer, accurate to 1 mm. Descriptive statistics. Results and Discussion: Both groups had an increase in lean mass and a decrease in fat mass, as well as a decrease in fat percentage. Conclusion: We conclude that 16 weeks of Krav-maga training is able to reduce aspects of veteran and beginner body composition. Objetivo: el objetivo fue comparar el porcentaje de grasa, masa grasa y masa magra entre practicantes de Krav-Maga veteranos y principiantes durante un entrenamiento de Krav-Maga de 16 semanas. Materiales y Métodos: Treinta practicantes de Krav-Maga participaron voluntariamente, siendo: veteranos (n=15), que practicaron Krav-Maga durante al menos 3 años y principiantes (n=15) que se están iniciando en esta práctica de Krav-Maga. El programa de preparación física se desarrolló en 16 semanas de entrenamiento, con ejercicios de movilidad articular, estiramientos, fortalecimiento y técnicas específicas de Krav-Maga de nivel inicial, con una frecuencia de tres sesiones semanales y una duración de 60 a 90 minutos con intensidades que van desde baja, moderada a alta, establecida por la frecuencia cardíaca obtenida en el umbral aeróbico (LA) y punto de compensación respiratoria, obtenida por el test Yo Yo de VO2 máx y por las evaluaciones y protocolos aplicados antes y durante el seguimiento. El porcentaje de grasa se estimó mediante el método de Jackson y Pollock propuesto para hombres con siete pliegues cutáneos (subescapular, tríceps, pectoral, medioaxilar, suprailíaco, abdominal y mediofemoral) con un plicómetro científico Sanny, con precisión de 1 mm. Estadísticas descriptivas. Resultados y Discusión: Ambos grupos tuvieron un aumento en la masa magra y una disminución en la masa grasa, así como una disminución en el porcentaje de grasa. Conclusión: Concluimos que 16 semanas de entrenamiento de Krav-maga es capaz de reducir aspectos de la composición corporal de veteranos y principiantes. Obiettivo: l'obiettivo era confrontare la percentuale di grasso, massa grassa e massa magra tra praticanti di Krav-Maga veterani e principianti durante l'allenamento di Krav-Maga di 16 settimane. Materiali e Metodi: Trenta praticanti di Krav-Maga hanno partecipato volontariamente, essendo: veterani (n=15), che hanno praticato Krav-Maga per almeno 3 anni e principianti (n=15) che stanno iniziando questa pratica di Krav-Maga. Il programma di allenamento fisico è stato sviluppato in 16 settimane di allenamento, con esercizi di mobilità articolare, stretching, potenziamento e tecniche specifiche di Krav-Maga di livello iniziale, con una frequenza di tre sessioni settimanali e una durata dai 60 ai 90 minuti con intensità che vanno da bassa, moderata ad alto, stabilito dalla frequenza cardiaca ottenuta alla soglia aerobica (LA) e punto di compensazione respiratoria, ottenuta dal test Yo Yo del VO2 max e attraverso le valutazioni e i protocolli applicati prima e durante il follow-up. La percentuale di grasso è stata stimata utilizzando il metodo Jackson e Pollock proposto per uomini con sette pliche cutanee (sottoscapolare, tricipite, pettorale, medioascellare, soprailiaco, addominale e mediofemorale) con un plicometro scientifico Sanny, con precisione di 1 mm. . Statistiche descrittive. Risultati e discussione: entrambi i gruppi hanno avuto un aumento della massa magra e una diminuzione della massa grassa, nonché una diminuzione della percentuale di grasso. Conclusione: concludiamo che 16 settimane di allenamento Krav-maga sono in grado di ridurre aspetti della composizione corporea di veterani e principianti. Objetivo: objetivo foi comparar o percentual de gordura, massa gorda e massa magra entre praticantes veteranos e iniciantes de Krav-Maga durante treinamento de Krav-Maga de 16 semanas. Materiais e Métodos: Participaram voluntariamente, 30 praticantes de Krav-Maga, sendo: veteranos (n=15), que praticavam Krav-maga há pelos menos 3 anos e iniciantes (n=15) que estão iniciando essa prática de Krav-Maga. O programa de treinamento fí­sico foi desenvolvido em 16 semanas de treinamento, com exercí­cios de mobilidade articular, alongamento, fortalecimento e técnicos especí­ficos de Krav-Maga ní­vel inicial, com frequência de três sessões semanais e duração de 60 a 90 minutos com intensidades que variaram de baixa, moderada a alta, estabelecidas pela frequência cardí­aca obtida no limiar aeróbio (LA) e ponto de compensação respiratória, obtidos pelo Yo Yo teste de VO2 máximo e por meio das avaliações e protocolos aplicados antes e durante o seguimento. O percentual de gordura foi estimado utilizando-se o método de Jackson e Pollock proposto para homens com sete dobras cutâneas (subescapular, tricipital, peitoral, axilar média, supra ilí­aca, abdominal e femural média) com um plicômetro cientí­fico Sanny, com precisão de 1mm. Estatí­stica descritiva. Resultados e Discussão: Ambos os grupos tiveram um aumento da massa magra e diminuição da massa gorda, bem como diminuição do percentual de gordura. Conclusão: Concluí­mos que, 16 semanas de treinamento de Krav-maga é capaz de reduzir aspectos da composição corporal de veteranos e de iniciantes. Objetivo: objetivo foi comparar o percentual de gordura, massa gorda e massa magra entre praticantes veteranos e iniciantes de Krav-Maga durante treinamento de Krav-Maga de 16 semanas. Materiais e Métodos: Participaram voluntariamente, 30 praticantes de Krav-Maga, sendo: veteranos (n=15), que praticavam Krav-maga há pelos menos 3 anos e iniciantes (n=15) que estão iniciando essa prática de Krav-Maga. O programa de treinamento fí­sico foi desenvolvido em 16 semanas de treinamento, com exercí­cios de mobilidade articular, alongamento, fortalecimento e técnicos especí­ficos de Krav-Maga ní­vel inicial, com frequência de três sessões semanais e duração de 60 a 90 minutos com intensidades que variaram de baixa, moderada a alta, estabelecidas pela frequência cardí­aca obtida no limiar aeróbio (LA) e ponto de compensação respiratória, obtidos pelo Yo Yo teste de VO2 máximo e por meio das avaliações e protocolos aplicados antes e durante o seguimento. O percentual de gordura foi estimado utilizando-se o método de Jackson e Pollock proposto para homens com sete dobras cutâneas (subescapular, tricipital, peitoral, axilar média, supra ilí­aca, abdominal e femural média) com um plicômetro cientí­fico Sanny, com precisão de 1mm. Estatí­stica descritiva. Resultados e Discussão: Ambos os grupos tiveram um aumento da massa magra e diminuição da massa gorda, bem como diminuição do percentual de gordura. Conclusão: Concluí­mos que, 16 semanas de treinamento de Krav-maga é capaz de reduzir aspectos da composição corporal de veteranos e de iniciantes.

Background Experts of the Krav Maga (KM) self-defense system propose that KM techniques are based on simple body movements which are suggested to be learned rapidly and retained. This study investigated the acquisition, retention, and further improvement with additional training of two KM strike techniques among novice female practitioners: straight punch and defensive kick. Methods Sixteen healthy females (age: 23 ± 3.7 years) without any previous martial arts/self-defense experience volunteered to participate. All participants received an initial 30-min instruction session (AQ), taught by a certified KM instructor, where each technique was deconstructed into three checkpoints (defined as a component of the entire movement) for learning. Participants were divided into two groups, one of which received additional training. Several kinematic and kinetic measures were recorded at four timepoints: immediately before AQ, immediately after AQ, 5 days after AQ, and 12 days after AQ. Results Results suggest that both techniques were learned rapidly, as checkpoint performance was significantly improved after AQ. Kick velocity and impact force also increased significantly after AQ; however, these measures did not change after AQ for the punch technique. Additional training did not improve either punch or kick performance beyond that learned during AQ. Conclusion The findings from this study suggest that a single training session may be sufficient to learn and retain KM strike techniques relatively permanently; and the acquisition of the kick technique may lead to concomitant improvements in kick velocity and impact force.

The goal of this publication is to confirm that the pattern of operation, developed based on the Krav Maga combat system and crisis management, provides an individual with safety against the threat of a street attack. At the beginning of the article, the issues of self-defence were discussed, the Krav Maga combat system was presented and the most important elements of the crisis management theory were introduced. Later in the paper, an analysis of each of the crisis management phases was carried out in relation to the risk of a street attack. The author answers the research questions in detail: What is the best source through which you can learn effective self-defence? How should an individual behave in particular phases of crisis management against the threat of a street attack to ensure its own safety? The analysis made in the paperwork based on available sources, observations and the author’s experience gained gives an unambiguous confirmation that combat systems are the best source through which one can learn effective self-defence, because they take into account all the elements that accompany a street attack. Following the scheme included in the publication, every person, regardless of age, sex or physical posture can effectively increase their own personal safety. Celem niniejszej publikacji jest potwierdzenie, że schemat działania, opracowany w oparciu o system walki Krav Maga i zarządzanie kryzysowe zapewnia bezpieczeństwo jednostce wobec zagrożenia, jakim jest atak uliczny. Na początku artykułu omówiono problematykę samoobrony, przedstawiono system walki Krav Maga oraz wprowadzono najważniejsze elementy teorii zarządzania kryzysowego. W dalszej części dokonana została analiza każdej z faz zarządzania kryzysowego, w odniesieniu do zagrożenia atakiem ulicznym. Autor szczegółowo odpowiada na pytania badawcze: Jakie jest najlepsze źródło, dzięki któremu można nauczyć się skutecznej samoobrony? Jak powinna zachować się jednostka w poszczególnych fazach zarządzania kryzysowego wobec zagrożenia atakiem ulicznym, aby zapewnić sobie bezpieczeństwo? Przeprowadzona w pracy analiza w oparciu o dostępne źródła, obserwacje oraz zdobyte doświadczenia autora daje jednoznaczne potwierdzenie, że systemy walki są najlepszym źródłem, dzięki któremu można nauczyć się skutecznej samoobrony, ponieważ biorą pod uwagę wszystkie elementy, które towarzyszą atakowi ulicznemu. Postępując zgodnie ze schematem zawartym w publikacji, każda osoba, bez względu na wiek, płeć czy posturę fizyczną może efektywnie zwiększyć własne bezpieczeństwo personalne.