The aim of the paper is to discuss the interrelationships between collective consumption and the market, and the influence of collective consumption on the market and marketing research. In the detailed analysis the author discusses the influence of collective consumption on the size of demand, growth in savings, increase of demand and the shaping of market equilibrium. Analysing these problems from the macroeconomic point of view, the author forms a thesis of a possible inflationary effect of collective consumption. In the further part of the paper the author analyses the influence of development of collective consumption on changes in the commodity structure of demand, and in demand of particular social groups. The paper presents also preliminary results of researches conducted in this field. Finally the author points at the inevitable development of social consumption and at the indispensable directions of researches and changes in marketing strategy and policy in this field.
In the late sixties, the commercial and financial situation of USEGO, largest consumer cooperative of Switzerland, had become extremely critical. The Marketing Department of Allgemeine Treuhand AG, Zurich, was charged to elaborate a new marketing strategy to be carried out by the new management of USEGO. The presentation of the USEGO-case, unusual and dramatic in itself, at the ESOMAR-seminar will stress the importance of marketing informations on which decisions in an extremely difficult situation were based, the conclusions reached and the results achieved.
After defining the concept of distribution and its place in marketing the author has presented the role of trade in Poland's economy. Then he discusses the channels of distribution, structure and organisation of retail and wholesale trade as well as basic directions of trade policy. We witness a rapid process of concentration and integration as well as modernisation of trade. In the further part of the paper conditions of distribution system functioning have been reviewed and characterised. The reforms introduced in the distribution system aim at increasing the enterprise adaptability to market situations, simplification (rationalisation) of distribution channels and creating premises for employing the active marketing strategy.
The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their testing and eventual selection, up to the launch of the product into a market of which the company had no experience.
To summarise, one must look again at Table I when diversifying and expanding in the health care field. Look at the total market, consider all products and services and especially services. Look at highly specialised fields such as life support systems and look at health care facilities in addition to products and services. Over the past 10 years the health care industry has been perhaps the most dramatic growth market in the world and we think it will continue to be so. There are dramatic breakthroughs coming in many fields such as immunology, radiology, life support systems and services. We hope that your companies will be privileged to take advantage of these opportunities.
My paper deals with the development of a much discussed shop type in Germany and its influence on marketing strategy. The latter may be defined as the "selection of the target group towards whom the effort of the firm will be devoted and development of a marketing mix. "
The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.
The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.
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.