Využívanie nástroja podpory predaja vo vybranom podnikateľskom subjekte

Martina Slobodová

Bachelor's thesis

Use of the sales promotion tool in the chosen bussiness subject

Abstract:

SLOBODOVA, Martina: Utilization of sales promotion instrument in chosen enterprise entity. Evaluation of chosen sales promotion instrument utilization in SLOVNAFT company. [Bachelor dissertation] / Martina Slobodova. – Bankovni institut vysoka skola Praha. zahranicna vysoka skola Banska Bystrica; Katedra ekonomie a financí. – Couch: Ing. Patrik Rovný, PhD. – Qualification degree: Bachelor. – Date of dissertation submission: 2009-04-30 Banská Bystrica: BIVS, 2009. 65 p. The main theme of this bachelor is analysis of loyalty programme utilization as sales promotion instrument at SLOVNAFT fuel station network. This work is divided into 4 chapters and contains 5 pictures and a summary sheet. In the first chapter author introduces the fundamentals of marketing communication. The description of four politics used in marketing is followed by detailed specification of marketing communication. Chapter 2 is being focused on analyses of SLOVNAFT loyalty programme, it´s condition, basic characteristics and strenghts. The third chapter gathers and evaluates knowledges about competitive loyalty programmes and comparison of them based on selected criterias. A separate chapter is dedicated to suggestions and recommendations of SLOVNAFT loyalty program innovations based on outputs from loyalty programmes comparison.

Abstract:

SLOBODOVA, Martina: Vyuzivanie nastroja podpory predaja vo vybranom podnikatelskom subjekte. Zhodnotenie urovne vybraneho nastroja podpory predaja v spolocnosti SLOVNAFT. [Bakalarska prcca] / Martina Slobodova. – Bankovni institut vysoka skola Praha. zahranicna vysoka skola Banska Bystrica; Katedra ekonomie a financi. – Veduci prace: Ing. Patrik Rovny, PhD. – Stupen odbornej kvalifikacie: Bakalar. – Datum odovzdania prace: 2006-04-30 Banska Bystrica: BIVS, 2009. 65 s. Hlavnou temou bakalarskej prace je analyza vyuzitia vyuzitia vernostneho systemu ako nastroja podpory predaja v sieti cerpacích stanic SLOVNAFT. Praca je rozdelena na 4 kapitoly a obsahuje 5 obrazkov a 1 tabulku. Autor v prvej kapitole priblizuje podstatu marketingovej komunikacie. Vymedzuje styri politiky vyuzivane v ramci marketingu s detailnejsim zameranem na marketingovu strategiu. V kapitole 2 sa venuje analyze vernostneho systemu v spolocnosti SLOVNAFT, jeho podmienkam, zakladnym charakteristikam a vyhodam. Tretia kapitola obsahuje poznatky o konkurencných vernostnych systemoch ako aj ich zakladne porovnanie na zaklade stanovenych kriterii. Osobitnu kapitolu venuje navrhom a odporúcaniam inovacii vernostneho systemu spolocnosti SLOVNAFT na zaklade vystupov z porovnania vernostnych systemov.

Keywords

Marketingova komunikacia, Podpora predaja, Vernostny system, Lojalita zakaznika, Klub BONUS, SMART klub, Club Premio

Language used: Slovak

Date on which the thesis was submitted / produced: 16. 6. 2009

Thesis defence

• Date of defence: 19. 6. 2009
• Supervisor: Ing. Patrik Rovný, PhD.
• Reader: Doc. Mária Hasprová

Banking Institute/College of Banking

Banking Institute/College of Banking SK

Bachelor programme / field:
Banking / Legal Administration in Undertaking