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samearea.Themarketingmixconstructionprogramshouldcon-
siderthefollowingprinciples:
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−“marketinginstrumentsformingthesystemmustbejoint-
lyanalysed,designedandused,
−designingtheuseofasetofmarketinginstrumentsshould
precedethecommencementofproductionorwholesale
andretailpurchaseoffinishedproductsandbeusedto
verifytheeconomicintentandtoprepareafullprogramof
productintroductionandcirculationonthemarket,
−buildingmarketingmixelementsshouldstartwiththeprod-
uct,andthendesignitsprice,distribution,andpromotion,
−definingonemarketingmixinstrumentaffectstheother,
whichmeanstheneedforinternalcomplianceandmutual
coordinationoftheentiresystem,
−marketingmixisdevelopedinahighlyindividualized
mannerforeachproduct,typeofbuyerandmarketseg-
mentdependingontheabsorptivepowerofthemarketand
thestrengthofthecompetitors'influence.”
Marketingmixhasasignificantimpactonthecompany's
successonthemarketbecauseitdoesnotsettheorganisation
solelyforsalesbuthelpstoidentifytheneedsandexpectations
ofbuyers.Thisisanimportanthelpinrelationtothemodern
marketinwhichconsumerscanfreelyandwithoutmajorobsta-
clesdecidewhatproducttobuy,atwhatpriceandfromwhich
supplierorproducer.Marketingmixcontainsacomprehensive
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T.Sztucki,Marketingwpytaniach,odpowiedziach,Warszawa1998,
p.46–47.
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