Abstract:

One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is examining some of the most important variables which influence the market trends of fast moving consumer goods. We developed a partial model, that explains the market trends by calculating the effectiveness of the most important marketing variables on the basis of empirical data, i.e. advertising, mediamix, pricing, changes in prices, promotions activities, distribution and changes in distribution.