“4P” Versus “STAP”Adapting Modalities in the Medical System

This work was supported by CNCSIS – UEFISCSU, project number 224 PNII – IDEI code ID 793/2007). As the services have distinctive features which differentiate them of the manufactured products, the services marketing is different of the product marketing. Due to the fact that initially they were designated to the marketing goods, the traditional “4P” of the marketing combination (product, price, placement and promotion) have proved to be inappropriate for the services marketing and more for the medical marketing, not addressing to the distinctive characteristics of the services and not taking into consideration the importance of the human element. STAP – service, tariff, access, promotion – is a pretty new term which is due to the fact that the medical institutions have been through the latest organizations of performing the services that applied the modern marketing in their activity. Starting from a constructive research, the paper proposes to realize a research destined to the adaptation of the STAP concept within the medical system.