PARTICULARITIES CONCERNING THE CREATION AND IMPLEMENTATION OF THE MARKETING MIX IN PUBLIC INSTITUTIONS

The marketing mix is the essential instrument in implementing marketing in the public sector. This paper brings into evidence the particularities of conceiving, elaborating and applying the marketing mix in public institutions. The particularities of the marketing mix that is applied in public institutions are imposed, on one hand, by the role played by the public institution and the place it occupies in the contemporary society and, on the other hand, by the objectives it defines by its marketing strategy. The tactic by which the marketing strategy is applied refers to the optimum combination of at least four controllable variables (service/product, tariff/price, distribution and promotion) accomplished by the public institution. The analysis of the classic marketing mix components – used in the public institution – allows the underlining of the significant aspects that improve the public institution activity, as well as its image in the future.