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Abstract
The study attempts to analyze the impact of marketing on improving the competitiveness of organic
products from the point of view of suppliers and customers. Studies have shown that marketing activities
are not fully adapted to the requirements and expectations of consumers. Both groups of respondents have
different ideas about marketing of organic products. On the one hand, consumers declared that for them
the most important element of marketing is the price that is too high and thus affects the level of purchased
organic products. On the other hand seller, unaware of the need for Markdown, thought it tastings are the
most effective form of promotion of their products. Communication is needed between the supplier and the
recipient of this type of product range, marketing efforts to be effective. The prerequisite is to know the
expectations and preferences of consumers and lead marketing strategy oriented customer.