DIRECTIONS OF CHANGES IN THE OFFER OF RETAILERS AND THEIR CONSTRAINTS

Abstract

In the study there were presented some basic directions of actions taken by entrepreneurs who are shaping their trade offer basing on the market needs. Directions of this modernization are consumers’ oriented, taking into account both: choosing the marketing--mix elements for the fi rst time and adjusting them to the clients’ remarks. In the study there were also presented some barriers that limit possibilities to adjust the offer of the retailers under research.