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Introduction
Theobservedincreaseinconsumptionandrelatedboostin
demandforfoodproducts,mainlyinrich,developedanddevel-
opingcountries,forcesenterprisestoincreasetheproductionof
variousgoods,includingfoodproducts.Theprevailingconsum-
erismresultsinasituationwherefoodcompaniesproducemore
andmoreproductstomeetgrowingdemand,whichinturncre-
atesopportunitiesforenterprisestoincreasesalesandmarket
shares.Takingadvantageoftheemergingmarketopportunities
entailsthenecessitytoproperlyprepareenterprisestoeffective-
lymeetgrowingdemand.Inconnectionwiththeabove,market-
inginstrumentsreferredtoasthemarketingmixacquiresignifi-
cance.
Theconceptofmarketingmixinfoodindustryenterprisesis
oneofthemostimportantthematicblocksofmarketing.Inaddi-
tiontoresearchingandanalysingthemarketingenvironment,
selectingtargetmarketsandmanagingmarketingactivitiesin
foodindustryenterprises,marketingmixisthemainareaof
businessactivityintheresearchedentities.Marketingmix,also
calledthemarketingcompositionorinshort“4P”includesthe
product,price,distributionandpromotionmix,wherethelast
