Návrh marketingových aktivit města

Abstract

The goal of my diploma thesis is the design creation of municipal activities of town Rajecké Teplice and its representatives with purpose of increasing interest in all segments of its customers. In the first section of this work I introduced theoretical foundations of municipal marketing that I subsequently use in characteristic of Rajecké Teplice. I described its history and also its present with micro and macro environs, marketing and communication mix. To get needed information I chose marketing research with a questionnaire under which I made questionnaire for two groups of town customers actually tourists and residents. Tourists could chose from two languages, Slovak and English. Subsequent analysis of fulfill questionnaires (191) provided me enough of information about what these groups consider as positive, what they like on the town, with what items they are satisfied but as well in reverse, what they consider as defect, what items could be improving and they are unsatisfied with. All their views and positions I used and included into my proposal and recommendations for the town and its representatives for increasing satisfaction of customers and finally for increasing competitiveness and development of tourism and this town as well.