Article’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.
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