Gebiedsanalyse als hulpmiddel van de afzetpolitiek

Summary

The regional aspect is important for a great number of marketing problems because it is closely connected with many other aspects. Owing to differences in economic and social structure — connected in many cases with, for example, the size of turnover — a direct comparison of selling results in different regions is usually of little value in giving information about the effectivity of marketing-efforts. It is therefore advisable to try to eliminate out of the data to be studied, the influence of differences in socio-economic structure. This elimination opens the way for studying the effect of other marketing factors. It will often be found that these other factors are more apt to be influenced by theentrepreneur than factors resulting from special features in socio-economic structure.

The author is of opinion that a considerable number of socio-economic variables (thirteen in all), chosen in order to characterize geographical regions, can be reduced to four main factors,viz. urbanization, industrialization, size of the family, and increase of population. Marketing data, in case one wishes to analyse such data regionally, should be corrected on account of these four factors, for differences in socio-economic structure.