THE VALIDITY OF THE FEATURES OF THE OFFER FOR CLIENTS IN THE SPHERE OF SALES MARKETING - THE ASSESSMENT OF DAIRY COOPERATIVES FROM SWIETOKRZYSKIE PROVINCE

The features of the offer are important for customers, and the knowledge of their validity is extremely important for every kind of enterprise, including cooperatives, especially in the turbulent environment. Every decision before it will be implemented must be adapted to the environment, also to turbulent one, taking into account features of the offer, which clients consider to be important. Therefore, the aim of the article is an analysis of the features of the offer in the sphere of sales marketing, which according to managers of dairy cooperatives from Swietokrzyskie Province are for clients important, and have an influence on clients` value. The research of the validity of the features of the offer in the sphere of sales marketing was conducted on the sample of 50% of dairy cooperatives from Swietokrzyskie Province in Poland by using an interview questionnaire. Cooperatives` representatives were asked to indicate features of the offer that, in their opinion, have an influence on value of such clients as: consumers, companies-users (gastronomy), wholesalers, independent retail grocery stores, large retail chains, local retail chains, intermediary agents in food trade, other dairies, and other institutional purchasers. The features that the representatives had to indicate include: the individualization of the offer, the price of the product, the range of pre-,peri-, and after-sales services, the price of pre-, peri-, and after-sales services, the payment terms, the crediting of purchases, the special sales conditions (discounts), the promotional prices, the novelty prices, advertisement, the loyalty programs, the consumer promotion (e.g. samples, coupons, contests, lotteries, gifts, etc.), public relations, publicity, and the availability of information about the offer / product.