Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
thatshouldbesubjecttofullcontrol.”
6
Marketingmixincludes
everythingthroughwhichorganisationcanaffectthedemandfor
itsproducts.Thenumerouspossibilitieshereincludefourgroupsof
variablesreferredtoas4P:product,price,place,promotion.
7
J.
AltkornandT.Kramerexpressasimilarviewontheessenceof
marketingmix.thatitis“acombinationoffourbasicelementsof
marketing:product,price,distributionandpromotion,onwhich
everymarketingstrategyisbased.Theseelementsarealsocalled
decisionvariables,becauseacompanycanshapetheirsizediffer-
entlydependingonthemarketsituationandothercircumstances.”
8
Reviewingtheliteratureintheareaofmarketing,youcanal-
sofinddefinitionsofmarketingmixthatdonotspecifythe
numberof“P”elements:“marketingmixisasetofrelatedmar-
ketinginstrumentsthroughwhichtheorganisationinfluencesthe
targetauditorium,tryingtoachievetheassumedmarketgoals.”
9
AccordingtoE.Michalski,marketingmixis“factorsbeingunder
controlofcompanies(variables),whicharecombinedtogetherto
meettheneedsanddesiresoffinalbuyers.”
10
Theauthorempha-
sisesthatatypicalmarketingmixincludesfourelementsofmar-
keting,i.e.product,price,distributionandpromotion.Duringthe
decision-makingprocessinanenterprise,thesecomponentscan
6
T.Sztucki,EncyklopediaMarketingu.Definicje,zasady,metody,War-
szawa1998,p.170.
7
Ibidem,p.141.
8
J.Altkorn,T.Kramer,Leksykonmarketingu,Warszawa1998,p.145.
9
Środkiiformymarketingowegooddziaływanianakonsumentów,ed.
A.Pabian,Częstochowa2008,p.39.
10
E.Michalski,Marketing–podręcznik,Warszawa2004,p.33.
13
