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beconsideredtoagreaterorlesserextent,buteachelementisan
inseparablepropertyofmarketingactivities.
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Fromthedefinitionsgiven,itcanbeconcludedthattheclas-
sicmarketingmixhasfourelements.Overtheyears,however,
youcanobservetheevolutionofthecomponentsofthemarket-
ingmix,whichincludedtwelve,eight,sevenandfiveelements.
Table1.Componentsofthemarketingmix–the“12P”,“8P”,“7P”,“5P”
formula
Presentation
Factfinding
andanalysis
Advertising
Distribution
Directsale
Promotion
Packaging
Operation
Product
channel
Service
Brand
Price
12P
Timeandplace
andeducation
Priceandcost
Performance
andquality
Promotion
evidence
Physical
Product
Process
People
8P
–
–
–
–
Serviceproduction
People(Staff)
Promotion
elements
Physical
Product
process
Place
Price
7P
–
–
–
–
–
People(Staff)
Distribution
Promotion
Product
Price
5P
–
–
–
–
–
–
–
Source:ownstudybasedonA.Payne,Marketingusług,Warszawa1997,p.43.;
A.Pukas,Marketingmixusług,in:Marketingusług,ed.A.Styś,Warszawa
2003,pp.54–55;H.Rogers,J.Slinn,Zarządzanieobiektamiturystycznymi,War-
szawa1996,p.83.
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Ibidem,p.33
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