Fonfara, Krzysztof2016-12-262016-12-261986Ruch Prawniczy, Ekonomiczny i Socjologiczny 48, 1986, z. 1, s. 117-1280035-9629http://hdl.handle.net/10593/16801Teh emergence of new products on the international markets the so-called complex construction enterprises — creates specific business conditions for the exporting sellers and buyers and becomes a kind of challenge for the previous concepts of international marketing. The complex construction enterprises are the example of both new technological trends and intentions of exporter to fulfill buyers needs in a complex way, aiming at solving his problems rather than selling goods only. It calls for offering not single products, but sets of products and services forming some unity. The article is designed to re-evaluate concepts of marketing elaborated from the viewpoint of single consummer goods and present the variant concept of functioning of complex construction enterprises. Generalized presentation of those variants can reflect the idea of differentiating relations between the exporter and the buyer of the complex construction enterprises. The problem of differentiation is examined on the level of conception and realization, while the variant analysis is performed in relation to the market specificity, product, and cooperation of exporter and buyer of the complex construction enterprise.polinfo:eu-repo/semantics/openAccessArtykuł