SummaryThe interest in creating a base-line for development patterns of clusters and clusters '

A highly competitive environment is forcing sellers constantly using different marketing tools and strategies to win new clients and thereby increase their profitability. Sales promotion is one of the best tools to attract new customers and retain old ones, including marketing activities by adding more value to the products for a limited period of time in order to stimulate consumer purchases and effectiveness of intermediaries. For the purpose of the study were interviewed 60 men and women, aged 18 to 64 years by detailed a questionnaire. The study confirms that sales promotion is an effective instrument which has a positive direct impact on users purchase behavior. From the answers became clear that all types and instruments of sales promotion performing on consumers as 21% would certainly buy more than 59% of respondents probably would benefit from product promotion. Most frequently used communication channels for achieving information about various promotional activities by the user are the Internet with 82.5% and promotional brochures with 77.2%.

A highly competitive environment is forcing sellers constantly using different marketing tools and strategies to win new clients and thereby increase their profitability. Sales promotion is one of the best tools to attract new customers and retain old ones, including marketing activities by adding more value to the products for a limited period of time in order to stimulate consumer purchases and effectiveness of intermediaries. For the purpose of the study were interviewed 60 men and women, aged 18 to 64 years by detailed a questionnaire. The study confirms that sales promotion is an effective instrument which has a positive direct impact on users purchase behavior. From the answers became clear that all types and instruments of sales promotion performing on consumers as 21% would certainly buy more than 59% of respondents probably would benefit from product promotion. Most frequently used communication channels for achieving information about various promotional activities by the user are the Internet with 82.5% and promotional brochures with 77.2%.

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The planning of marketing activities is one of the main priority of the company . The main task of the author is based on literature review to apply the tool for evaluating marketing planning . On the one hand, this will reveal weaknesses in marketing planning. On the other hand will enable search of additional resources to improve the company's activities. After research and analysis of the data we come to the following conclusions:  marketing planning does not apply in most of the surveyed companies ;  lack basic analytical techniques to assess the level of marketing planning;  in today's dynamic environment, it is absolutely necessary to use modern management techniques and software to support decision-making in marketing planning . We note that the software are quite affordable, easy to use and will quickly increase corporate efficiency.