Artikel

De bepaling van de optimale marktstrategie

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Abstract

The determination of the optimal market strategy - This paper will be devoted to a brief account of difficulties, which a consumer goods producer has to face by working out his optimal market strategy. An attempt is made to prove that the producer besides the selling price has other instruments for influencing the sales volume of his consumer goods. This is of great importance because the possibility of varying the selling price is limited by the strength of the market positions of the competing firms. The formulation of the producer’s optimal market strategy demands an analysis of the various elements of the notion “marketing”, such as : (i) marketing plan; (ii) the firm’s actual market position; (iii) the marketing instruments; (iv) the economic result; (v) the marketing budget; (vi) the marketing assets and (vii) the development of the firm’s market position. It will be assumed that : (i) the formulation of the producer’s optimal market strategy is primarily based on the best combination of the marketing instruments; (ii) within a given marketing budget the firm will try to combine its marketing instruments in such a way that its market position is strengthened.

How to Cite:

Missorten, W., (1966) “De bepaling van de optimale marktstrategie”, Tijdschrift voor Sociale Wetenschappen 11(1), 66–81. doi: https://doi.org/10.21825/tvsw.95741