The diploma thesis aims to establish the basic principles in the field of motivaion of distribution subjects to buy the products from manufaturer. In the first part there are the principles and ways of motivation described. The thesis is focused on economic and non-economic bonuses. It sets the basic principles in manufacturer -- customer realtionships. In the application part of the thesis we suggest the scheme of customer trade bonuses of imaginary manufacturer and its distributor. There is a framework purchase contract between a manufacturer and distributor suggested.