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knowandunderstandthecustomersowellthataproductorservice
adaptstoitand...sellsitself.”
3
Marketingconceptshavecontinuouslyevolvedovertheyears.
Phenomenaoccurringinthemacroeconomicenvironmenthave
asignificantimpactontransformationsinmarketing,e.g.along
withmacroeconomicchanges,thebehaviourofbuyersisundergo-
ingchanges,andthisleadstochangesinmarketingitself.
4
Marketingmix,asacomponentofmarketing,hasasignificant
impactonsocio-economicphenomenaoccurringonthemarketof
goodsandservices.Therichmarketinginstrumentsthatmakeup
themarketingmixenableenterprisestocreatemarketingprograms
targetedatmarketparticipants.Theuseofawidespectrumofmar-
ketingtoolsalsoallowstodefinestrategiesforimpactingtarget
auditoriums.Marketingmixisdefinedas“asetofcontrollable
tacticalmarketinginstruments,whichcompositionispreparedby
thecompanyinordertoachievetheintendedreactiononthetarget
market.”
5
Marketingmixisacomprehensivesystemoftangible
andintangibleelementsandfactorsaffectingthemarketandbuyers
controlledbytheenterprise;theyarecharacterizedbyvarying
strengthandeffectivenessofexertingthedesiredinfluenceaswell
asvaryingdegreesofflexibilityinshapingandchanging,which
makesmarketingmixanextremelyimportantimpactinstrument
3
P.Kotler,G.Armstrong,J.Saunders,V.Wong,Marketing.Podręcznik
europejski,Warszawa2002,p.39.
4
P.Kotler,H.Kartajaya,I.Setiawan,Marketing3.0,Warszawa2010,
pp.11–12.
5
P.Kotler,G.Armstrong,J.Saunders,V.Wong,Marketing.Podręcznik,
p.141.
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