2.2. The concept of marketing theory and its evolution…………… 28
2.3. Holistic marketing concept.......................................................
34
2.4. The concept of innovative marketing........................................ 40
2.5. The structure of marketing elements and the concept of
marketing mix...........................................................................
43
Questions for control and discussion........................................
47
CHAPTER 3. MARKETING ENVIRONMENT......................................... 48 3.1. Marketing environment and its components............................. 48
3.2. Microenvironment:
companies,
suppliers,
customers,
intermediaries, and competitors................................................
49
3.3. Macro-environment: demographic environment, economic
environment,
natural
environment
and
technological
environment..............................................................................
54
3.4. Political and cultural environment……………………………
59
Questions for control and discussion.......................................
67
CHAPTER 4. RESEARCH OF CONSUMER AND BUSINESS BEHAVIOR OF BUYERS..................................................... 69 4.1. A model of consumer behavior. Factors influencing consumer
behavior....................................................................................
69
4.2. The buyer's decision-making process during the purchase
period........................................................................................
80
4.3. Business markets and customer behavior in business................ 85
Questions for control and discussion........................................
91
