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2 2019

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The Value of the Product as an Essence in Market Activity : Example from Passenger Aviation

Antczak Stefan

Zeszyty Naukowe Akademii Sztuki Wojennej

2019

nr 3(116)

46--61

In the article, on the example of a civil passenger plane used in transport air services, the essence of the value of a marketing product in market activity was presented. In order to answer the question regarding the assessment of the value of a passenger plane, as a marketing product, by two parties - carriers and producers - the method of comparative analysis of available source data on basic technical and operational parameters of the selected civilian passenger aircraft models manufactured and delivered to the aviation market by the corporation Boeing.

Market Management in Market Activity

Antczak Stefan

Zeszyty Naukowe Akademii Sztuki Wojennej

2019

nr 1(114)

37--52

The article points to the social aspects of marketing in the market activity of business entities. It results in the processual character of management in the exchange of products (values) between two sides of the market (demand and supply), which consists of two market groups (two groups of people). It is these groups of people that are the subject of management, including those involved in the implementation of its basic functions, necessary for the implementation of the objectives of market activity. This subjective character of management was presented in selected economic entities.