EVOLUTION OF THE MARKETING CONCEPT,MARKETING MIX –„MIX OF COMPONENTS“ OR A SET OF ACTIONS

This article explores the development of in a historical perspective, focusing on the stages of evolution of concept and characteristic features.The home of is the United States. At the beginning of this century was introduced as a scientific discipline in some of the most renowned American universities. In a short time, gains wide popularity in business circles, as a result of which even before. World War I, many of the largest US companies create specialized units in their management structure. In Western Europe, the principles of in business management began to be applied in the 1950s. At this time, the economies of most of the countries in the region had already been restored, as a result of which the domestic is transformed from a producer's market into a consumer This draws the attention of business organizations to the and its subjects in order to overcome the problems associated with the realization of the goods. From its emergence to the present day, has undergone a complex evolution. With the development of marketing, it is necessary to apply five concepts, which are based on the fact that the main goal of the activity is to provide a balance between several types of interests. According to F. Kotler, four factors have to be taken into account when making decisions: the needs of the consumer, his interests, the interests of the organization and the interests of society. In this context, there are five alternative concepts on the basis of which commercial and non-commercial organizations carry out their activities: production, product, commercial, marketing, social. Concepts can be applied alone or combined, depending on the specific business objectives. A special place in this analysis is dedicated to the concept of marketing-mix, the name refers to the complex that summarizes all the elements and activities that can be used to lead active in organizations. In the literature, the content of the term marketing is referred to as P. This name derives from the English words - product, place, price, promotion, which represent the four elements of the mix. Each of these elements forms the relevant policy of the organization aimed at impacting the market. All the mix elements form the policy toolkit. We distinguish between the following types of policy: product policy, pricing policy, distribution policy, communication policy.