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Pozycja Rzeczywista i postulowana rola na rynku polskich nabywców końcowych(Instytut Badań Rynku, Konsumpcji i Koniunktur, 2014) Baruk, Agnieszka IzabelaArticle’s goal: the main research goal of this article was identification and analysis of the real market role played by Polish final buyers and their expectations in this regard. Research approach: to achieve the main goal, the author used the analysis of findings of primary surveys conducted by the questionnaire method. Basic research findings: based on the findings of primary surveys, the author drew the conclusion of very limited real market role of respondents treated by offerers like tolerated customers or in a worse way. At the same time, respondents’ expectations related to their market role were bigger. The visible marketing gap exists which makes it impossible to build the marketing partnership between final buyers and offerers. Practical implications: results of the analysis of the real market role of customers and their expectations in this scope should direct offerers’ marketing activities what is the key factor of implementation of the assumptions of the holistic marketing orientation. Social implications: the knowledge about the existing mentioned gap makes it possible for offerers to manage efficiently and effectively the relations with final buyers as well as to shape properly and use their marketing potential in the favourable way for both sides.Pozycja Changes of Polish Customers’ Attitudes Towards Non-Ethical Activities of Food Producers(Instytut Badań Rynku, Konsumpcji i Koniunktur, 2014) Baruk, Agnieszka IzabelaArticle’s goal: to identify and carry out a comparative analysis of the changes that occurred in opinions and attitudes of Polish final customers towards unfair activities addressed to them by food producers in the years 2010-2012. Those activities were divided into 3 groups: related to the product, its packaging and advertising. Research approach: striving to achieve the main goal, the author used the analysis of findings of primary surveys, inclusive of the comparative analysis considering the time factor. Basic research findings: based on the findings of primary surveys the author drew the conclusion of a definite growth of the respondents’ radical attitudes in case of product-related activities, what indicates an increase in their sensitivity to such stimuli. At the same time, there took place an apparent growth in the respondents’ tolerance towards controversial activities related to packaging many of which were not any longer considered by a significant part of people as non-ethical, though still more than half of respondents coined most of those activities as unethical. Practical implications: results of the analysis of the changes taking place in the final customers’ opinions and attitudes should direct producers’ activities what is indispensable for implementation of the assumptions of the modern marketing orientation. Social implications: the emphasised in the article divergence between the postulated in the subject literature partner-like approach to customers and the actual behaviour demonstrated by manufacturers, which is aggravated by their non-ethical actions, precludes joint achievement of aims, as it is not then possible to establish a marketing commonwealth of market partners comprising the offerer and customers.