Cena jako nástroj marketingového mixu v konkrétním podniku

Abstract

The thesis on the price as a tool of marketing mix of the firms assesses three areas that are closely related to the price. These are the costs, the price settings and the marketing. In this case we analysed the company XYZ which produces the steel castings. The first section provides a summary of the theoretical methods following from this, next section describes the characteristics of the XYZ company, i.e. activities, history, products and marketing. The final section deals with the data processing. Based on the information obtained from the company XYZ and test of the price sensitivity, conclusions and recommendations are drawn for the improvement of three areas in that company.