The results presented in the article are signalling and, to a certain degree, are describing diverse views and behaviours of trade enterprises relating to the issue of use of marketing activities to build worth. Worth, first of all, for the client — the most important market entity and, as result, worth of the whole company, essential from the point of view of how other groups of stakeholders are perceived. In principle, in each of the areas of marketing activities being considered, there are detected stronger or weaker biases, in case of trade enterprises, from the general state set forth by declarations of all the entities surveyed.