Působení změny marketingového mixu na složení obecenstva divadla Mír

Abstract

This bachelor's thesis deals with the issue of changing the marketing mix of the Mír Theater during the Covid-19 pandemic. The aim of the thesis was to find out whether due to this change there was a change in the structure of the audience after the reopening of the theater. The evaluation was carried out on the basis of a questionnaire survey, which was attended by 204 respondents. In this thesis, reader gets acquainted with the starting points of the marketing mix, with the characteristics of the theater market, data collection methods, specifically the CAWI method. Furthermore, with their analysis, which took place in the IBM SPSS program, in which tests of the independence of two variables were performed. Last but not least, the reader will get acquainted with the recommendations, which are constructed based on the evaluation of data from the questionnaire. These recommendations include suggestions for MírPlay, suggestions for improving customer satisfaction, and general recommendations for other theaters and future researchers.