Applying of marketing tools in chosen firm

Goal of the work is to evaluate use of marketing tools in particular organization and eventually to recommend changes in current marketing activities. Object of research is Centrum pobytových a terénních služeb Zbůch. Theoretical part was based on a professional literature study and the problematics of marketing management and marketing mix individual tools are described here in detail. The work further addresses differences in marketing of a non-profit and commercial companies. It describes marketing specifics related to this area and the very meaning of marketing management in companies whose goal is not a profit. Second part is dedicated to own solutions. It describes concrete subject, real use of marketing mix and its evaluation. The subject of choice is a non-profit organization providing social services. Its marketing mix is different and expanded by tools related to this sphere. Basic 4P (Product, Price, Place, Promotion) are amended by tools People, Physical environment and Partnership. Usage details of individual tools are acquired by studying internal documents and publicly accessible informations. The results arising from marketing mix usage in chosen subject and from satisfaction survey of individual users are stated in the conclusion. Based on it is disproved assumption that if individual areas of marketing mix will be analyzed, the tools that dont get enough attention will be found and improved towards company goals