Final Buyers’ Expectations As The Factor Stimulating Their Marketing Potential

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Published:
Jun 28, 2013
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No. 9(58) (2013)
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Agnieszka Baruk
Politechnika Łódzka, Wydział Organizacji i Zarządzania
Anna Iwanicka
Uniwersytet Przyrodniczy w Lublinie, Wydział Agrobioinżynierii

DOI: https://doi.org/10.22630/PEFIM.2013.9.58.3
Keywords : expectations, final buyers, marketing potential, supplier, marketing partnership
Abstract
In the article the problem of customers’ expectations in the context of stimulating their marketing potential was presented. Defining and analysing the role of these expectations in the process of its forming was the main goal of this article. To gain this goal the following methods were applied: cognitive-critical analyse method in the theoretical part of the article and statistic analyse methods in the empirical part of it based on the results of the field researches. In the article the necessity of satisfying the customers’ expectations and treating them as key marketing partners was underlined. It’s very important because they have valuable marketing potential which should be used in the marketing activities of contemporary producers and retailers. In practise there are many barriers on the road of developing this potential. One of the main barriers is the gap between customers’ expectations and features of marketing offers addressed to them. Its existing breaks chances to create partnership based on common marketing potential.

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Baruk, A., & Iwanicka, A. (2013). Final Buyers’ Expectations As The Factor Stimulating Their Marketing Potential . The Scientific Journal European Policies, Finance and Marketing, (9(58), 45–54. https://doi.org/10.22630/PEFIM.2013.9.58.3
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