Orientation of a company in the market - selling or marketing conception

The theme of my bachelor{\crq}s thesis is Orientation of a company in the market {--} selling or marketing conception. I attempted to implement this analysis in Sony Centrum Ellex GK s.r.o.(Ltd.). The purpose of my thesis is to identify gradually the business conception of this company. The analysis of this conception is based on conversations with managers and employees, and on assessment of particular parts related to assortment, prices, distribution and communication. The results of the research show, that Sony Centrum Ellex GK s.r.o. (Ltd.) focuses rather on market than on company or organization and that the company emphasizes product. The company itself doesn´t identify customer´s needs. The company uses following tools of marketing mix: advertisement, sales promotions and personal selling. It uses promotion which is made by Sony. The profit, that Sony Centrum Ellex GK s.r.o. (Ltd.) gains, comes from sale quantity. The sale quantity is conditional on the customers´ satisfaction. At the end of my analysis I discovered that Sony Centrum Ellex GK s.r.o. (Ltd.) uses selling conception. Finally, I would like to emphasize that despite the absence of separated marketing department Sony Centrum Ellex GK s.r.o. (Ltd.) pays its attention almost to all marketing activities. On the basis of the assignments, greater inadequacies can be found in the area connected with customers. The company should continuously assess customers´ needs and order goods according to the assessment results