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An important part of modern marketing is marketing communication. Nowadays, it is necessary to produce a good product or service so that it is attractive to consumers. The current consumer is a demanding consumer. Shopping is a daily matter of our lives and customers can choose from a wide range of shopping venues with a variety of goods and services. Every day we meet with various product information, news, which we later compare, select and buy. This whole process is related to consumer purchasing decisions. There is a great struggle for every consumer on the Slovak market. If we do not win the customer, then our competitor will get it. The main point is to be able to listen to customers and satisfy their needs and requirements. E-commerce is one of the dominant forms of marketing today that can influence and change shopping decisions and consumer purchasing behavior. The aim of the paper is a theoretical e-commerce processing and purchasing process, as well as an analysis of the impact of e-commerce on purchasing decisions of modern consumers. [ABSTRACT FROM AUTHOR]

Online advertising is a tool of marketing communication that is constantly evolving and development is constantly changing in approaches and forms that affect today's consumers. Nowadays, attention has turned to the consumer and his individuality. In online advertising, the focus is on speed, flexibility, creativity and differentiation from the competition. Online advertising is an integral part of e-commerce in Slovakia and the world. Online advertising is intended to serve consumers and is supported by consumers in a sense. The aim of the paper is to elaborate theoretical concepts in the field of online advertising and e-commerce, as well as to analyze the impact of online advertising on consumer buying behavior in e-commerce. [ABSTRACT FROM AUTHOR]

Recently, advertising and new forms of internet advertising are among the most popular tools to influence buyers. It is the most visible and most discussed form of marketing communication. Advertising has the ability to influence the creation and change of needs, demand, but also consumer interests and habits. Just as advertising can affect consumers' buying behaviour, advertising can also discourage it. The objective of the contribution is the theoretical processing of the research problems in the field of advertising and internet marketing, as well as the analysis of the impact of advertising, social networks and other selected new marketing trends affecting the purchasing behaviour of a Slovak consumer in the automotive industry. The obtained primary data were processed in the statistical program and the Chi-quadrate and Mann-Whitney U tests were used to confirm or reject the hypotheses. The survey was composed of consumers living in the eastern region of Slovakia. The results of our research show that there are no statistically significant differences in the impact of automobile company advertising on consumers depending on their gender. The second examined hypothesis has not been confirmed and points out that there are no statistically significant differences in the impact of automobile company profiles on social networks on consumers depending on their age. The results of our research can be beneficial to several target groups. The results can serve as a source of information and as a basis for decision-making and selection of effective and competitive forms of promotion that would influence purchasing decisions, the purchasing behaviour of consumers and the academic community in the form of backgrounds and ideas for further scientific research within the subject matter. [ABSTRACT FROM AUTHOR]

Marketing activities and their utilisation are inevitable part of almost all companies operating in current high competitive market. If the company wants to be successful and sell their goods and services, it needs to be visible for its potential customers. To support demand and product offer the implementation of tools of marketing and communication mix is important. Tourism sector is no exception. The main aim of the article was to focus and point out the marketing tools and activities that are used by tourist information centres even they are generally not private establishments, but the one from the public sphere. Even though their activities are more than important to increase the tourism movement and attract more and more visitors or tourists to see the potential of the town or of the region. Presented paper brings analysis results as well as overview of marketing activities at the example of tourism information centres or tourist information boards in chosen country. In this case it was Slovak republic. The research was carried out on the basis of a questionnaire as main tool. Through the mathematical and statistical methods the results of the survey were evaluated to reach the main aim of the paper. Conclusion brings the cognition that the tourist information centres are pushed to be active in case they want to support tourism development especially in smaller towns. Their portfolio of activities should be as wide as possible if they want to be successful. [ABSTRACT FROM AUTHOR]

Internet and Internet marketing are currently the most used and most effective promotion tools, as well as tools of attracting new consumers in any area of business. In the current strongly saturated market it is also necessary to constantly develop innovative changes and create new markets that encourage consumers to purchase behaviour. Determinant of success is to understand the requirements and desires of consumers and be able to assume their future expectations. An important starting point for understanding the purchasing decisions and purchasing behaviour of consumers is the psychological level of consumer behaviour. Internet and Internet marketing influence the thinking and feelings of consumers in some extent and thus motivate them to purchase. Every company, whether in the field of selling products or services on the market wants to be successful and make due profit, without which using the Internet and Internet marketing is not possible. The present paper reports a theoretical summary and the results of research on the use of Internet marketing in terms of Slovak consumers. The research results were processed on the basis of selected statistical methods. The end of the article refers to knowledge that the Internet and Internet marketing greatly influence purchasing decisions and purchasing behaviour of Slovak consumers in any area that is the reason why they are more and more used. [ABSTRACT FROM AUTHOR]

An indispensable part of any organization operating under market economy conditions is its promotion. Marketing and promotion do not only apply in the business environment, but are also part of the non-business environment. Similarly to other facilities operating on the Slovak market, healthcare facilities use 'a variety of marketing communication tools' to promote and present themselves. The use of selected marketing communication tools to promote offered services to healthcare facilities in the Slovak Republic can attract and discourage potential clients. The paper focuses on the theoretical basics of marketing and marketing communication of medical facilities. The objective of the article is to analyse the perception of selected marketing communications tools of healthcare facilities operating in the Prešov region from the customer's point of view. [ABSTRACT FROM AUTHOR]

Organization that wants to succeed in the present market must monitor and evaluate the competition, adapt its range of products and services to market changes and reach as large number of consumers as possible. Product policy is a necessary and important part of the management and marketing of each company. The aim of the paper is the theoretical processing of the product policy and product strategy and product strategy of selected international company in terms of Slovak consumers. The present paper reports a theoretical summary and the results of research on the use of Internet marketing in terms of Slovak consumers. The research results were processed on the basis of selected statistical methods. The paper emphasizes the importance of product policy of the company operating in a competitive market. It brings the cognition that the quality of products is more important and more competitive factor than price. [ABSTRACT FROM AUTHOR]

Modern experienced society calls for new ideas and projects that are implemented to ordinary life and its activities. There is no difference in tourism. Through developing new products, regional visits can be supported and bring new tourists to it. Paper brings theoretical overview of regional development based on innovation implementation. The main purpose of the paper is to point to the necessity of innovation implication while developing the region. It points out the theory of regional development with combination of innovation management. The paper shows real examples of chosen regions and their successful strategies and projects. The paper analysis was made by using the desk and field research method. By visiting different new models, it brought wider view of their operating and bases. The obtained data were complemented by using documentary method. Theoretical part of the paper brings theory of regional development through scientific literature abstraction. The paper brings empirical insight about how the innovation can be implemented to the region. It shows how new different strategies can support the visitors to participate to tourism in the area. It mentions that the innovations and marketing are more than needed in modern and fast developing society. [ABSTRACT FROM AUTHOR]

Communication in tourism sphere is very important. We can say that communication affects tourism as it is. Informational technology in recent years hit every area of business and influenced the use of marketing tools in the field of tourism as well. In the era of information society the information have character of power supply. Internet communication is essential to the success of any company, organization, destinations, but also of each individual. Timely and relevant information help to obtain a significant competitive advantage. Time savings of electronic communication, customer responsiveness and use of complex services delivers time and cost advantages. Paper focuses on use of the chosen possibilities in virtual market of small and mediumsized enterprises in tourism from the perspective of the consumer. The aim of this paper is to point out the possibility of the impact of the Internet and social networks on the purchasing behaviour of Slovak consumers in tourism sphere. The research was carried out on the basis of a questionnaire as main tools. The selection of respondents was nonrandom and focused to Slovak respondents as consumers in mentioned sphere. To detect differences among multiple groups' comparisons more statistical methods were used. Internet and social networks are the most recent period an essential part of small and medium enterprises in tourism, but also for consumers. The competitiveness of SMEs in the field of tourism in Slovak as well as the world market grows very fast. For this reason the internet and social networking in tourism plays very important role. Internet and social networks can equally affect buying behaviour and purchasing decisions of consumers in tourism. [ABSTRACT FROM AUTHOR]

Technical-technological environment became very strong environment in recent years. It significantly affects and influences life in a globalized world as well as in tourism sphere. There can be found many factors within this environment. They bring new technologies, therefore new products and new market opportunities when considering tourism as important economic facilitator in the global economy. Due to a modern technologies disposition and rapid exchange of information and deciding of customers, strengthens the role of e-marketing. The need of reliable online bookings is growing and they are close the forwarded and related to online reviews. Online reputation has become a significant and important element influencing the decisions of future tourists. The article deals with the perception of reviews in tourism and taking them to account, before any travel. Key segments in which the survey was conducted were mainly youngsters. Choosing youngsters was important due to their predominant use of elements and means of technical and technological environment. Thus, the survey participated mainly in the so-called, Generation X ",so those who are born from the year 1991 to 2000. Currently they are well known for their dependence on smart technologies and up to surveys they are more confidential to information, which is precisely through them or which they find on internet. For the realization of the survey method was used questionnaire survey, which based on more questions focused its attention on the track reviews for tourism. Three of them were used for the purpose of this paper. The main objective of the survey and of the contribution is to identify, describe and evaluate the perceptions reviews mainly by youngsters segment in tourism sphere. [ABSTRACT FROM AUTHOR]