Rola produktu w rynkowej komunikacji symbolicznej

• Autorzy: Adam Sagan

Warianty tytułu

Role of a Product in Symbolic Market Communication

• Języki publikacji: PL

Abstrakty

Scharakteryzowano pojęcie towaru. Wyjaśniono symbolizację produktu tj. określenie produktu poprzez potrzebę którą zaspokaja.

EN

The paper deals with the dual role of products in market communication. Every article occurring on the market can perform two functions at once. On the one hand, it performs an open function connected with the utility value of a product. In this case the marketing effort is connected with the adaptation of the properties and functional characteristics of a product to changing (materializing) needs and desires of a consumer. On the other hand, beside the functional characteristics, a product can represent certain values which are not connected with the technological purpose. In that case it performs hid-den, symbolic functions which influence more severely the process of buying. Thus, the systems of marketing communication should expose, and even create, the symbolic sphere of a product, and subordinate the process of conceptualisation, project-making and promotion of goods to it.(original abstract)

Słowa kluczowe

PL

Produkt; Analiza rynku; Konsument; Marketing-mix

EN

Product; Market analysis; Consumer; Marketing-mix

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1991
• Numer: nr 353
• Strony: 31--41

Twórcy

autor

Adam Sagan

• Akademia Ekonomiczna w Krakowie

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