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A Twenty-First Century Guide to Aldersonian Marketing ThoughtA Basic Guide to Market Planning

A Twenty-First Century Guide to Aldersonian Marketing Thought: A Basic Guide to Market Planning Chapter 19 Wroe Alderson Market planning is a race against time. The planning of any future activity is an exercise of foresight on behalf of the persons who are going to engage in that activity. The planner attempts to forecast the future possibilities and to design a program which will maximize the benefits to be obtained from these activities. The time element is especially important in market planning because the market itself has a time dimension. A market is not simply a collection of people or of business firms who may buy our products over some future period. A market grows out of the consuming or producing behavior of these individuals or firms and the way in which our products can fit into these patterns of behavior over a stated operating period. If a given set of prospects do not use our product this year a significant part of our total market has disappeared. The potential market for next year and for subsequent years still lies ahead, but this year’s market is gone forever. What may be even more serious is that the market for next year and thereafter is not as large as it should be because we http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtA Basic Guide to Market Planning

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Alderson, Wroe
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
283 –290
DOI
10.1007/0-387-28181-9_19
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 19 Wroe Alderson Market planning is a race against time. The planning of any future activity is an exercise of foresight on behalf of the persons who are going to engage in that activity. The planner attempts to forecast the future possibilities and to design a program which will maximize the benefits to be obtained from these activities. The time element is especially important in market planning because the market itself has a time dimension. A market is not simply a collection of people or of business firms who may buy our products over some future period. A market grows out of the consuming or producing behavior of these individuals or firms and the way in which our products can fit into these patterns of behavior over a stated operating period. If a given set of prospects do not use our product this year a significant part of our total market has disappeared. The potential market for next year and for subsequent years still lies ahead, but this year’s market is gone forever. What may be even more serious is that the market for next year and thereafter is not as large as it should be because we

Published: Jan 1, 2006

Keywords: Marketing Program; Marketing Organization; Marketing Plan; Terminal Date; Analytical View

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