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Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
Figure1.Componentsofthemarketingmix“4P”
Assortment
Quality
Pattern
Features
Brand
Packaging
Services
Warranty
Product
Pricelist
Interestsin
advance
Discounts
Paymentterms
Creditterm
Price
Targetmarket
Distribution
channels
Distributionarea
Choice
Location
Stocks
Transport
Distribution/
Place
Advertising
Salespromotion
Directsales
Directmarketing
Publicrelations
Promotion
Source:ownstudybasedonP.Kotler,Marketing.Podręcznikeuropejski,
Warszawa2002,p.142.
Theconceptofmarketingmixshouldincludesuchanumber
ofelementswiththehelpofwhichthecompanywillbeableto
effectivelyinfluencethemarket.Byusingindividualmarketing
mixinstrumentsandinterrelationshipsbetweenthem,theorgan-
isationwillbeabletoconstructmarketingprogramscharacter-
izedbyefficiencyandeffectivenessintheimplementationof
marketventures.Thelayoutofthemarketingmixshouldbe
tailoredtoindividualproductsandservices,toconsumerson
givenmarketsanddistributionchannels,andmustbecompeti-
tivewithrespecttotheofferofotherenterprisesoperatinginthe
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