Abstract:

The aim of the research was to present and assess the performed marketing activity in selected enterprises. The criteria of this choice was the location in Kuyavian and Pomeranian Voivodeship. The research was performed in fifty enterprises via the direct survey method in 2019 in Kuyavian and Pomeranian Voivodeship. In the research there has been used a survey verified in pilot studies. The researchers paid attention to such components as conducting marketing researches, formulating marketing targets and their connection with marketing instruments and particular marketing tools in the concept of 7P. Taking into consideration lack of access to particular enterprises and their latency, the researchers conducted the assessment in the indirect manner, via the direct survey method with the owner or employees of enterprises.  In relation to that factor, the obtained assessment might be of slightly inflated nature. However, indicating the factors, which are the best and worst assessed might be some kind of indication to optimize the marketing activity. During the process, the researchers noticed some new trends, i.e. the opportunity of performing ecology-promoting activities in the enterprises and their significance for the marketing activity.

The performed analysis confirmed the presumed research hypothesis stating that in the most of enterprises, the marketing activity is performed in a satisfactory manner. As for the product and material evidence there were no negative reviews, which stands for a positive phenomenon and marketing research. The most of the negative reviews referred to such marketing tools as promotion, people and marketing research. In these areas it is highly recommended to implement corrective actions. Simultaneously, most enterprises are interested in introducing ecology-promoting solutions and using them in marketing activities.