The Usage of Cognitive Maps in the Comparison of Marketing Mix of Railway Passenger Transport

摘要

The transport company that decides to enter the transport market in passenger transport usually has defined its business objectives. However, the objectives are flexibly changing under the influence of the development of the transport market. Because it is a dynamic system, it is necessary to comprehensively evaluate the marketing mix, not only the competition. The comparison and use of cognitive maps, which the article is dealing with, are effective instruments. By comparing the various instruments of marketing mix of railway passenger carriers in the Slovak Republic a cognitive map is formed, which graphically illustrates the causal link of marketing instruments of all carriers in the Slovak Republic.