Browsing by Author "Morgensternová, Martina"

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    Marketingová strategie firmy Vogtlandbahn - GmbH
    (2012-01-01) Morgensternová, Martina
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    Marketingová strategie firmy Vogtlandbahn – GmbH
    (Technická Univerzita v Liberci, 2012-01-01) Morgensternová, Martina; Dědková, Jaroslava
    The thesis called the Marketing Strategy of the Company Vogtlandbahn-GmbH, deals mainly with the execution and subsequent evaluation of marketing research. The research focuses on cultural differences in the shopping behaviour of customers, especially those who travel with this company. It also deals with satisfaction or dissatisfaction with the current set of services. The first part describes the theoretical background of the issue of customers shopping behavior and cultural differences between the Czechs and the Germans.The second part deals with the company Vogtlandbahn-GmbH and its launch into the Czech market. There is also provided marketing research, a description of the process and evaluation of the research results. The research hypotheses are determinded on the basis of expectations and their subsequent rejection or not. Validety of hypotheses is verified by analyzing the survey. In the conclusion, the results of the research are summarized and on their basis there are designed recommendations how to improve the operations of Vogtlandbahn-GmbH.