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Eventually,product,price,distribution,andpromotionwere
adoptedas“4P”,andthemixoftheseinstrumentswascalled
marketingmix.P.Kotlerwrites:“itisnotimportantwhether“P”
isfour,six,tenorfifteen;itisratherimportantwhichmodelwill
bemosthelpfulwhenpreparingthemarketingstrategy.Theway
theeconomistsusetwomainconceptsasthebasisforanalysis,
namelytheconceptsofsupplyanddemand,somarketingspe-
cialistsperceive“P”asasetofinstrumentsthatcanbeused
whencreatingmarketingplans”
16
Modernmarketingmixoper-
atesontheprincipleoffullintegrationofallmixinstruments
marketingtoachievetheintendedeffectsonthetargetmarket.
1.2.Marketingmixstructure
Whenconsideringmarketingmix,itcanbeobservedthatthe
commonfeatureofthedefinitionspresentedisthestructure
comprisingfourcomponents,theso-called“4P”.Atypicalmar-
ketingmixstructure,4P,wasproposedbyJ.McCarthyinthe
1960s.
17
Eachofthese“P”includesseveralactivities,whichare
presentedinFigure1.
16
P.Kotler,Kotleromarketingu.Jakkreowaćiopanowywaćrynki,Kra-
ków1999,p.134.
17
Idem,P.Kotlerodpowiadanapytanianatematmarketingu,Poznań
2004,p.69.
16
