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Figure 3. Structure of retail sales in 2009Source: own analysis based on "The Internal Market in 2009", GUS, Warsaw 2010. p.34.Wholesale trade plays an important role in the Polish domestic trade. It is activein98% implemented by the private sector. In the structure of the share of wholesale salesof food and soft drinks accounted for13.5%, alcoholic beverages - 3.5%, while non-foodproducts - 83.0%. It is a reflection of the needs reported by the retail trade, where thestructure is also dominated by sales of non-food sales.Table 2. Wholesale trade enterprises by groups of goods in 2009 in million zł.Specification Total Food and softdrinksAlcoholicbeveragesNon-foodgoodsTotal 759 814,3 102 465,1 26 677,5 630 671,8382 456,2 48 189,5 16 828,1 317 438,6employingthan 49moreSource: own analysis based on "The Internal Market in 2009", GUS, Warsaw 2010. p. 442. Marketing mix in the retail tradeMarketing activities used in trade are different from the concept of marketingmix 4P. One of the main components of commercial marketing is the image of theretailer, in which image is composed of specially selected set of marketing instruments.In the retail marketing elements of the composition is also referred to as themerchandising mix, which in a narrower sense, relates to interior design shop (visualmerchandising), or involves exposure of goods and assortment management.20