Report of the years' work for the years 1963-1964.
The role of ESOMAR, therefore, is to be the focal point of pioneers, those who have the faith and the enthusiasm to examine thoroughly their method a within a group of individuals who are ardent propagandist of market research in those national societies which serve the aims of the users of market research or in international gatherings.
The role of ESOMAR, therefore, is to be the focal point of pioneers, those who have the faith and the enthusiasm to examine thoroughly their method a within a group of individuals who are ardent propagandist of market research in those national societies which serve the aims of the users of market research or in international gatherings. Whilst ESOMAR unites the elite of specialists in market research, this should not he regarded as the only fruit of its endeavours. We must also multiply the means of communication, give a wider circulation to our actions, further touch the world outside ourselves so that the dough of which we are the ferment rises in the best possible conditions.
The support ESOMAR could give to the I.M.F. is considerable. In fact ESOMAR is the European platform where the best specialists meet, those who want to discuss their ideas with their foreign colleagues and who want to share them with them. The I.M.F. has realised this well, as it has given a large space on its council and its committees to members of ESOMAR. Let us, therefore, face together the parallel development of our organisations and the activities within ESOMAR. The I.M.F. and the national societies, let us advise each other, let us help each other to build a common edifice.
The support ESOMAR could give to the I.M.F. is considerable. In fact ESOMAR is the European platform where the best specialists meet, those who want to discuss their ideas with their foreign colleagues and who want to share them with them. The I.M.F. has realised this well, as it has given a large space on its council and its committees to members of ESOMAR. Let us, therefore, face together the parallel development of our organisations and the activities within ESOMAR. The I.M.F. and the national societies, let us advise each other, let us help each other to build a common edifice.
Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media should be used to deliver them. Most of the published work in this area has appeared within the last three years, and there is every reason to believe that a great deal of the work which has been, or is being done, has never been publicly described. The few examples referred to in this paper are intended to illustrate some of the kinds of work which is being done.
Marketing research is perhaps 50 years old. But almost all the pre-war surveys were concerned with domestic consumers and not with industrial customers. Although there is little doubt that some research inquiries into industrial markets were undertaken in Britain before 1939, it cannot really he said that industrial marketing research as a separate management tool emerged anywhere in Europe until after the 1939-45 war. The development of industrial marketing research in Europe can he viewed at three levels; the individual firm, the agency and government.
Marketing of consumer goods has undergone important changes in most European countries in the past ten years and this evolution has not yet come to an end. New selling methods and new types of business firms in retailing and wholesaling, ever increasing marketing costs for industry, concentration of business companies, as well as growing competition abroad and at home, are some of the reasons which focus interest of company managers on a problem which has been neglected a good deal in the past : the managerial approach to analysis and evaluation of channels of distribution used so far or to he used in the future by the company in order to market more effectively its products . The channel of distribution is a firm's direct connecting line with the market, its only way to reach the customer or consumer. The efficiency of this channel and its different links, its strength and length in comparison with other possible choices are decisive for the company's marketing strategy and its success. Apart from comparatively few studies on channels of distribution made by market research institutes for their business clients, not much has been undertaken to analyse channels from the point of view of the business firm. General economic surveys on channels of distribution in various branches of industry and product groups, however, have been established to a larger extent and they often present excellent and valuable material which for a business firm too is of interest. But these analyses are not sufficiently detailed and are naturally lacking certain information which the company manager needs to decide his selection of channels as a basis for his marketing policy. The general statistical picture presented in these studies is only one part of analysing a given channel. The marketing policy and techniques of the links of such a channel as well as the cost and profit comparison are further important points of consideration.