Strategia dystrybucji w warunkach zróżnicowania rynku

Abstract

The work deals withth distribution strategy implemented on differentiated markets. Diversification of the market ia a natural procesu accompanying the socio-economic development. However, its rola аs a determinant of the market strategy of enterprises (sellers) is visible almost exlusively In the situation of “pressing". It is for this reason that the experience of highly developed countries has been utilized in this work. On the basis of this experience, there has been performed a typology of market strategies in Chapter One distinguishing among: undifferentiated, innovation, product differentiation, and market segmentation strategies. The undifferentiated strategy is by far the simplest and relatively the cheapest way of activity. Unfortunately, its efectlveness not always matches-that of the remaining strategy types. Especially the socio-economic development, which is ususlly accompanied by: - market diversification, - growth of consumption, - enhanced significance of competition through quality, - shortening of life cycles of products - increased share of marketing costs in fixed costs, - development of modern methods of selling removing ths buyer from the seller, etc.