Analýza marketingového mixu na trhu služeb

Abstract

Within the scope of my graduation thesis I concerned with a marketing mix of the music festival Hrachovka. I characterized the environment of music festivals in the Czech Republic, described actual marketing mix of the music festival Hrachovka and also competitive festivals in the north Moravia.In the practical part I drew up a methodology of the work and carried out a marketing research, whereby I identified the target group of the music festivals and at the same time of the festival Hrachovka. Further I found out preferences and attitudes of this segment. The festival Hrachovka knows more than half of informants, but only 13 % visited it. Thus I suggested certain posibilities which can contribute to improve the attractivity of the festival.