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References1. Agriculture and Rural Development. School Milk Scheme. ( 24.3.2011) Availableonline at http://ec.europa.eu/agriculture/markets/milk/schoolmilk/index_en.htm2. Danone company. ( 21.2.2011) Avaliable online at : www.danone.sk3. Euromonitor International. The concept of milk production and dairy industry inthe Slovak Republic (22.1.2010) Avaliable online athttp://www.euromonitor.com/dairy-in-slovakia/report4. Euromonitor International. Dairy in Slovakia. ( 21.2.2010) Avaliable online athttp://www.euromonitor.com/dairy-in-slovakia/report5. KUBICOVÁ, Ľubica. 2007. Income situation and purchasing behaviour of theinhabitants on the food market in the Slovak Republik. In: Proceedings of theinternational scientific conference Agrarian Perspectives XVI. European trends inagriculture and rural development.Prague:CZU, 2007. p. 1-9 . ISBN 978-80-213-1675-1.6. KUBICOVÁ, Ľubica - KÁDEKOVÁ, Zdenka. 2010. Comparison of Consumptionon the Food Market between Slovakia and Austria. In Delhi Business Review,Vol. 11, 2010, No.2. p. 47-60. ISSN 0972-222X7. KRETTER, A. - ŠIMO, D. - NAGYOVÁ, Ľ. - VICEN, M. 2008. Marketing. Nitra:SPU, 2008. s. 262-269. ISBN: 978-80-552-0134-4.8. KRÍŽOVÁ, Silvia. 2009: Selected food verticals and their impact on prices of foodproducts. In:Agricultural Economics. Vol. 55. No.2. p. 94-101. ISSN 0139-570X.9. NAGYOVÁ, Ľudmila – KÁDEKOVÁ, Zdenka – ROVNÝ, Patrik. 2010. Shoppingenvironment and shopping atmosphere. In: HORSKÁ, Elena - NAGYOVÁ,Ľudmila - ROVNÝ, Patrik. a kolektív: 2010. Merchandising aevent marketing foragricultural products. Nitra : SUA, 2010, 329 p. ISBN: 978-80-552-0469-710. SUPEKOVÁ, Soňa - NAGYOVÁ, Ľudmila - KÁDEKOVÁ, Zdenka a.i. 2010. EUquality policy: application in the conditions of the EU and Slovakia. In: 11thinternational conference. International scienticic days 2010. "Global economy:Challenges and perspectives" May 26-28, 2010, Nitra. in Nitra : Slovak Universityof Agriculture, 2010. p.126. ISBN: 978-80-552-0386-711. Statistical Office of the Slovak Republic . ( 21.2.2011) Avaliable online at :www.statistics.sk12. KUBICOVÁ, Ľubica 2008. Consumer demand for food. Nitra: SUA Monograph,2008. p.85. ISBN: 978-80-552-0092-713. VICEN, Michal –KUBICOVÁ, Ľubica- MINÁROVÁ Martina. 2009. Strategicmarketing. Nitra : SPU v Nitre, 2009. 220 p. ISBN 978-80-552-0179-5SummaryChoosing an effective marketing strategy is essential and key factor of thecompanies´ success when introducing the new product. Usually the effective marketingstrategy means implementing of marketing mix in the practise. Danone company realizesthat to attract the attention of the customers and wide society is possible only byimplementing of carefully chosen tools of marketing communication policy and combine89
them in the best possible way with the only aim to introduce the new product to thecustomers and make them to buy this new product. The company developed a project"Available Activia“ pointing at the reasonable price of the Activia products. With theperfect concept Danone wanted to attack the competition and bring yogurt withscientifically proven probiotic effects to the attention of the general public. In order tomeet those objectives Danone developed a marketing strategy, consisting of productpolicy, price policy, distribution policy and communication policy while the promotionwas based on the most powerful tool of communication policy – advertising on TV, inthe other media and internet.Contact AddressIng. Ľubica Kubicová, PhD.Slovak University of Agriculture, Faculty of Economics and Management, Departmentof marketing, Tr.A.Hlinku 2, 94976 Nitra, Slovakiae-mail: lubica.kubicova@fem.uniag.skIng. Zdenka KádekováSlovak University of Agriculture, Faculty of Economics and Management, Departmentof Marketing, Tr.A.Hlinku 2, 94976 Nitra, Slovakiae-mail: zdenka_kadekova@yahoo.com90
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5/54Zeszyty NaukoweSzko³y G³ówne
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RADA PROGRAMOWABogdan Klepacki (SGG
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Rizovová Beáta, Gašparíkov Vero
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Według średniego wariantu szacunk
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Kluczowa dla zrozumienia możliwoś
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Deklaracji w zakresie praw politycz
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ezpieczeństwa żywnościowego powi
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zbóż drastyczne wzrosły z dużym
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11. Międzynarodowy Pakt Praw Gospo
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Figure 1. Structure of sales area s
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Figure 3. Structure of retail sales
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etail sector is also particularly i
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• modernity - the introduction of
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time, place and form. Trade respons
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The retailer must sometimes very qu
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equipped with a pretty clear sign t
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them. Also, very often the wrong wa
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liquidated. Currently, fruit and ve
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5 (54) 2011Jarosław GołębiewskiZ
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Page 41 and 42: koszty połączeń internetowych or
Page 43 and 44: on ewoluować z poziomu taktycznego
Page 45 and 46: Rysunek 1. Model 3iUczciwość mark
Page 47 and 48: produkcji, system informacyjny, sys
Page 49 and 50: hiperkonkurencja, problemy środowi
Page 51 and 52: 5 (54) 2011Ing. Katarína Kleinová
Page 53 and 54: Why is it important to have a good
Page 55 and 56: oles in international relations, tr
Page 57 and 58: Scheme 2 Do you think that the inha
Page 59 and 60: REFERENCES[1] GfK USA. 2011. The An
Page 61 and 62: potrzeba przetrwanie skutków globa
Page 63 and 64: Rysunek 2. Liczba zakładów ubezpi
Page 65 and 66: Wzrastający udział w rynku stanow
Page 67 and 68: W 2002 r. poprzez placówki bankowe
Page 69 and 70: Portugalii, czy Włoch, gdzie udzia
Page 71 and 72: companies from the Polish Financial
Page 73 and 74: The increase in advertising expendi
Page 75 and 76: memo ability ads an advertisement b
Page 77 and 78: the sales can be find out from the
Page 79 and 80: 5 (54) 2011Ľubica Kubicová, Zdenk
Page 81 and 82: Graph 1: Consumption of Milk and Da
Page 83 and 84: Graph 3: Consumption of Yoghurt per
Page 85 and 86: On the basis of the income elastici
Page 87 and 88: Producers of Activia Sweet Strawber
Page 89: ConclusionWhen the new product come
Page 93 and 94: "The integration of business practi
Page 95 and 96: DJSI indexes belong to the world's
Page 97 and 98: space for staff training in this ar
Page 99 and 100: Policy to the community:11. Does yo
Page 101 and 102: SummarySocial responsibility and et
Page 103 and 104: prowadzi do zwiększenia bieżącej
Page 105 and 106: ozwijające się wskazują na wyst
Page 107 and 108: wykorzystanych w dalszej części o
Page 109 and 110: Tabl. 1. Wyniki oszacowania paramet
Page 111 and 112: 8 16,4 83,6 24,1 75,910 22,1 77,9 2
Page 113 and 114: Z kolei, uwzględniając współczy
Page 115 and 116: Literatura1. Diamond P.: National d
Page 117 and 118: - przemysł spożywczy,- handel i d
Page 119 and 120: żywnościowego nie należy bowiem
Page 121 and 122: wpływ na swoje towary. Rolnik musi
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Page 125 and 126: Specyfika marketingu w agrobiznesie
Page 127 and 128: maksymalizację zysku, na pragnieni
Page 129 and 130: dóbr i usług wybranym klientom w
Page 131 and 132: 14. Pilarczyk B., Nestorowicz R., M
Page 133 and 134: Fibres from sunflower stems are use
Page 135 and 136: the incoming world economic crisis,
Page 137 and 138: Tab 4 Break-event points of sunflow
Page 139 and 140: 5 (54) 2011Beáta Rizovová, Veroni
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CostsImportance ofmedia withincommu
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4 TABLE 3. TOP 10 ADVERTISERS AND T
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Own surveyFor processing the proble
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Following chart 3 give a review of
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Information about authorsIng. Veron
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27 also agreed to further cut direc
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In new EU budget perspective for th
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Table 2 shows agrarian commodities
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Contact AddressIng. Patrik Rovný,
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welcomed by agrarian producers with
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they receive until December and in
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Table 1 Structure of agricultural e
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the year 2004 the change in the lev
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3 Total liquidity (L3)Analysis of l
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make effort for its development and
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5 (54) 2011Dušan ŠimoForeign trad
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the sales network of food chains an
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Table 3 shows the significantly inc
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5 (54) 2011Dariusz StrzębickiSelli
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• monetary value of agricultural
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Figure 2. The website of the citrus
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service, to reduce promotional cost
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• USDA Never Ever Three - means t
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quality. The products offered on th
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Many of these electronic commerce B
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commodities the market also offers
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• thanks to the electronic market
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delivery points. The warehouses are
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10. Stone J.: Local farmers sell pr
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- Means to finance the start of com
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of investment in EUR is 132 776 and
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Table no. 3 Overview of suitable fi
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Slovakia lags behind not only the c
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The main sources of information in
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5 (54) 2011Marián TóthImpact of C
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ResultsTaking into account the comp
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possible and the importance of subs
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Figure 3Profit/hectare of agricultu
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