A C T A U N I V E R S I T A T I S L O D Z I E N S I S FO L IA OECONOM ICA 17, 1982
J anusz Z r o b e k *
TY POLO GY OF RURAL AREAS AS ONE OF PR E R E Q U ISIT E S D ETERM IN IN G ORGA N IZA TIO N OF SU PPL Y
W hen analyzing organization of tra d e in ru ra l areas w e should take into account co m plexity and d iffe re n tia tio n of facto rs d e te rm in in g p re -ferences of th e ir in h ab ita n ts in th e field of su p p ly of goods and s e r-vices. These facto rs account fo r diversification of r u ra l areas (in an a g g reg ate approach) from th e po in t of view of consum er needs. In th is connection th e re arises a q u estion — w h e th e r it is possible to d e te rm in e th e d iversification of ru ra l areas in th e field of consum er needs (in a pos-sibly aggregated form ) so as to a d ap t organizational form s of supply to it. Such a possibility is afforded by topology of ru ra l areas p e rfo r-m ed fror-m th e view point of the su p p ly o rganization based on factors dete rm in in g dem and for it. The p ap e r sets fo rth to p e rfo rm such ty p o -
logy-In sp a tia lly d iffe re n tia te d conditions of op eratio n of th e ru ra l tra d e th e po stu lated typology m akes it possible to o b tain key in fo rm atio n for research es on organization of ru ra l m arketing. Selection of spatial u n its possessing a sim ilar s tru c tu re of analyzed v a riab le s provides a g eneral p rere q u isite for fo rm u latio n of solutions concerning m arketing.
1. C H A R A C TER ISTIC FEA TU R ES AND SCO PE OF PER FO RM ED TYPOLOGY The essence of classification of sp atial u n its according to th e ir ty -pes lies in g eneralization of th e ir c h a ra c te ristic featu res. F rom am ong a big n u m b er of fe a tu re s ch aracterizin g th e analyzed phenom enon in each sp atial u n it and w hich — tak e n to g eth e r — account for in d iv id u ali-zation of p a rtic u la r u nits, w e should select a few essential featu res. T h e-se should be th e fe a tu re s w hich, on one hand, provide an insight into th e v e ry essence of th e exam ined phenom enon in each spatial unit,
w hile on th e other han d th e y can be linked in groups of a sim ilar ty p e 1.
To accom plish such a task we should, firs t of all, obtain sets of in te r -n a lly sim ilar regio-ns from th e p o i-n t of view of th e a-nalyzed variab les and w hich a re sim u ltan eo u sly d iffe re n tia te d in rela tio n to one an o th er, and th u s c h a ra c te ristic for th e analyzed p ro p erties. This in tu rn w ill pave th e w ay for d e te rm in a tio n of d efin ite segm ents (types of ru ra l areas) in w hich q u a lita tiv e and q u a n tita tiv e problem s connected w ith th e r u ra l m ark e tin g rem ain sim ila r and in w hich organizational and
technical form s of reta ilin g can be standardized.
M ain economic functions of a given village belong to th e m ost im por-ta n t factors causing d iv ersification of ru ra l areas and shaping th e ir needs. T h a t is due to th e fact th a t th e r u ra l e n v iro n m en t is based on prin cip les of m u tu a l ties b etw e en economic and m ark e tin g functions. The ru ra l tra d e should a d ap t itself, firs t of all, to th e s tru c tu re of eco-nom ic functions. N eeds of in h ab ita n ts of a given region, being shaped by ties and feedbacks occuring b etw een various functions and factors d eriv in g from them , w ill d iffe r according to a given com bination of basic econom ic functions i.e. a g ric u ltu ra l production, im pact of in d u -stry , and to u rist attractio n s.
The c h a ra c te r of our research es calls for securing a su fficien tly big rese a rc h ta rg e t, w hich should re p re s e n t d evelopm ental d iffe re n tia tio n of ru ra l aggregations, d iv ersity of p erfo rm ed functions, e n te rin g of a gi-ven aggregation on th e p a th of in d u stria liz a tio n and u rb an iz atio n (thus a d e p a rtu re from a m ono-functional type) and d iv ersity of conditions and re su lts of these processes in social developm ent of th e r u ra l area. A te rrito ria l u n it of analysis is rep re se n te d b y th e w hole c o u n try d ivi-ded into regions. The coverage of th ese regions is d e te rm in e d by th e s tru c tu re of sta tistic a l d ata, th e m a jo rity of w hich a re p u b lished in th e a d m in istra tiv e province b reak -u p . T his im poses a re q u ire m e n t of p e r-form ing a n in te r-reg io n a l analysis in line w ith division of th e c o u n try into provinces (equal tre a tm e n t of a region and province). A cceptance of a province fo r a basic u n it of an alysis is also due to th e fact th a t m an ag em en t of th e econom y in a sp atial cross-section (and th u s plan n in g and m anagem ent) is c a rrie d out a t a provincial level u n d e r th e p re se n t a d m in istra tiv e system , w hich leads to d e te rm in a tio n of th e m ain fu n c -tions and tasks perfo rm ed by regions in th e w hole econom ic s tru c tu re of th e c o u n try according to th e a d m in istra tiv e d iv is io n 2.
1 See A. S z c z u r , P ro b le m a ty k a typologii g m in w litera tu rze N R D i RF N (P roblem s of Typology of R u ra l C om m unes in L ite ra tu r e of th e GDR a n d FRG), „W ieś i R o ln ictw o ”, No. 1, p. 199.
po-2. METHOD
In o rd er to isolate regions w ith sim ilar d irections of economic spe-cialization and in te n sity of p erfo rm ed functions ch ara c te riz e d by m eans of incom parable indices — it becom es n ecessary to b rin g th em dow n to a com m on eq u iv a len t and apply a m ethod allow ing for clu ste rin g sim i-la r u n its into d efinite aggregations. It is possible to perfo rm such sp a-tial typology by m eans of one of taxonom ic m ethods, w hich allow to change n um erical v alues of fe a tu re s into taxonom ic distances. A ppliction of taxonom ic d istan ces m akes possible division into regions ch a-racterized w ith th e above m entioned properties.
In ou r analysis w e applied J. C zekanow ski’s taxonom ic m ethod of av erag e differen ces consisiting in estim atio n of av erag e differences to d efine a sim ila rity level b etw een regions. It allow s fo r a sy n th e tic dete rm in a tio n of econom ic fe a tu re s of an area, defin itio n of sp atial p ro -files w ith refe re n c e to fu n ctional types, and m u tu a l rela tio n sh ip s b e-tw e e n d iffe re n t econom ic functions p erfo rm ed b y th e r e g io n 3.
The value of average differences w as estim ated according to th e follow ing form ula:
w here:
R — sta n d a rd value of av erag e d ifferences b etw een all fea tu re s of th e com pared p a ir of u n its (provinces) described by consecutive nu m b ers 1 and 2 (sum m ary taxonom ic d istance b etw een firs t and second province). R is estim a ted consecutively fo r all possible p airs of provinces,
a u — absolute value of fe a tu re j in province 1, a2] — absolute v alue of fe a tu re j in province 2,
M a) — a rith m e tic m ean of fe a tu re j e stim ated fo r th e w hole aggrega-tion (all provinces) 4.
zio m u ro zw o ju regionów P o lski w latach 1960— 1970 (A pplication of T axonom ic M ethod in R esearches on D evelo p m en t L evel of P o la n d ’s Regions o v er th e P erio d 1960—1970), „E k o n o m ista” 1975, No. 4, p. 815.
3 A. S z p a n d e r s k i , Z a stosow anie m e to d y p o d o b ie ń stw do rejo n iza cji e k o -n o m icz-n o -ro l-n icze j (A pplicatio-n o f S im ila rity M ethod fo r E co -n o m ic-A g ric u ltu ral R egionization), „R uch P ra w n icz y i E konom iczny” 1960, No. 2, p. 157.
* E stim atio n o f d iffe ren ce s w as p erfo rm ed acco rd in g to th e ir a b so lu te valu es (See: A. F a j f e r e k , R egion e k o n o m iczn y i m e to d y a n a lizy regionalnej (Econo-m ic R egion a n d M ethods of R egional A nalysis), W arszaw a 1966, p. 48 a n d on.
To p re se n t th e sta n d a rd value in p ercen tag e form , R w as m ultip lied by 100. Index R (standardized value of fe a tu re s difference) expresses in percen tag e figure th e degree of d ifference b etw een th e an aly zed ele-m ents. It decreases along w ith increase of siele-m ila rity b etw een eleele-m ents w ith re g a rd to all typological featu res. T axonom ic distances, w hich a re estim ated, a re d e term in ed by d iffe re n tia tio n of th e accepted c h a ra c te ri-stics in th e a rea of individual sp atial units.
A p a rt from selection of typological characteristics, th e w ay of g ro u -ping sp atial u n its according to sim ilarities is of decisive im p ortance for th e analysis. Division of an aggregation into a c e rtain n u m b er of groups ch aracterized w ith in te rn a l sim ila rity w as c a rrie d out on th e basis of th e d e n d rite m ethod. It allow s fo r d e n d ritic ord erin g of th e analyzed te rrito ria l u n its w ith reg a rd to degree of sim ilarities, sim u ltaneously from th e view point of m an y ch aracteristics, and n e x t for division of th e aggregation into some groups of te rrito ria l u n its m ost sim ilar to one a n o th er. In line w ith th e accepted defin itio n „tw o subaggregations of a given aggregation w ill be considered essen tially d iffe re n t if the sh o rte s t distance b etw een a p a ir of points belonging to tw o d iffe re n t su b -aggregations is bigger th a n a c e rta in critical v a lu e ” 5. T he critical p a th w as a rith m e tic m ean estim ated fro m th e sum of th e sh o rte st d istances b etw een objects.
T he accepted p rocedure allow ed to d istin g u ish sev eral te rrito ria l groups in th e c o u n try w ith re g a rd to w hich, due to d iffe re n tia tio n of dem and, th e re m ay be d raw n conclusions about consequences of th is d iffe re n tia tio n for m arketing. The obtained subaggregations (so-called clusters) consist of u n its being m ost sim ilar — closest to one another. I t is, how ever, m ore difficu lt to d e te rm in e m arginal d istan ces to obtain p rovinces being m ost sim ilar to one another. It should be noted h e re th a t th e accepted c riterio n is not ideal. D ivision of th e aggregation according to th em led not o n ly to isolation of several clu sters b u t also pro -duced single objects not included to a n y of them . T hey can be included into p a rtic u la r groups only on th e basis of a rb itra ry decisions. T here w as accepted a p rinciple th a t th ese objects w ould be included in to
5 Z. H e 11 w i g, Z astosow anie m e to d y ta k so n o m iczn e j do typologicznego pod zia łu k r a jó w ze w zg lępod u na poziom ich ro zw o ju oraz zasoby i s tr u k tu r ę w y k w a -lifik o w a n y c h k a d r (A pplication of th e T axonom ic M ethod fo r T ypological D ivision o f C o u n tries according to T h e ir D evelopm ent L evel, R esources an d S tru c -tu r e of Q ualified M anpow er), „P rzeg ląd S ta ty sty c z n y ” 1968, No. 4, p. 314.
IV
aggregation on th e basis of distances from th e n e a re st object (taking also into account nonm easu red factors). A ccordingly th e y w ill be inclu -ded into an aggregation, in w hich one of elem en ts is m ost sim ilar to them . In th is w ay th e re w ill be obtained a re a s sim ilar to one a n o th e r w ith reg a rd to perfo rm ed functions and being hom ogeneous in th em sel-ves and heterogeneous b etw e en one another.
T aking in to account a possibility of occurence of sim ilar distances as a re s u lt of differen ces ensuing fro m d iffe re n t com binations of cha-racteristics, th e obtained re su lts w ill be verified on th e basis of in p u t m ate ria l values of p a rtic u la r c h a ra c te ris tic s 6. T here w ill be also tak e n into account additional v ariables utilized in th e typology, w hich will en rich a co m m en tary on p a rtic u la r provinces w h e n e v e r a need for it m ay arise.
3. IN P U T DATA FO R A N A LY SIS (A P PL IE D V ARIABLES)
T he regionalization w ill be perfo rm ed on th e basis of c a re fu lly cho-sen characteristics, w hich should reflec t in a sy n th e tic m an n e r th e escho-sen- essential co n ten ts of an econom ic region 7. D efinition of c h aracteristics re p re -se n tin g p a rtic u la r functions perfo rm ed by regions is of basic significance for th e perfo rm ed typology. Typological c h a ra c te ristic s to be a n a ly -zed should ch ara c te riz e these functions in a possibly rep re se n ta tiv e m a n n e r w hile th e significance of p a rtic u la r indices for inclusion of sptia l u n its into p a rtic u la r ty p es should be equal. T he n u m b er of a n a-lyzed variab les should not be too big. A p a rt from th e a lre ad y m entioned reasons it m ust be stressed th a t increase in th e ir n u m b er increases also th e d a n g e r of em ploying non-diagnostic c h a ra c te ristic s w hich m ay d i-s to rt rei-se a rc h findingi-s 8.
Selection of c h a ra c te ristic s should be based on sound know ledge of th e problem and accessibility of ap p ro p riate num erical m aterials 9.
C haracteristics selected for th e typology should depict th e level of
6 See R. J e d u t, P ro b le m y po rzą d ko w a n ia i p odziału je d n o ste k te ry to ria l-n y c h p rzy u ży c iu zespołu m etod ta k so l-n o m iczl-n y ch (P ro b lem s of O rd e ril-n g a l-n d Di-vision of T e rrito ria l U n its by M eans of T axonom ic M ethods), A n n ales UMCS, Vol. XXV, p. 191.
7 A. F a j f e r e k, R egion e k o n o m iczn y i m eto d a a n a lizy regionalnej (Econo-m ic R egion an d R egional A nalysis M ethod), W arszaw a 1966, p. 58.
8 т . G r a b i ń s k i , К. Z a j ą c , T a kso n o m iczn e m e to d y o kreślania ja z roz-w o jo roz-w y c h procesóroz-w d em o g ra ficzn y ch (T axonom ic M ethods of D efining D evelop-m e n tal S tages of D eevelop-m ographic Processes), „S tu d ia D eevelop-m ograficzne” 1976, Vol. 43, p. 18.
developm ent of p a rtic u la r functions w ith in a region an d m eet th e basic re q u ire m e n ts posed before research es of th is kind, th a t is th e y should be 10:
— rep re se n ta tiv e for th e ta rg e t and scope of researches; — co rrelated b etw een th em selves to a possibly low degree;
— sp a tia lly d iffe re n tia te d in th e w hole area u n d e r su rv e y and little d iffe re n tia te d in areas of isolated groups;
— stro n g ly co rrelated w ith c h a ra c te ristic s not included in th e ty -pology b u t dep ictin g th e sam e phenom enon.
To solve th e problem s set before th is analysis it becom es indispen-sable to specify — w h a t functions and to w h a t e x te n t a re p erfo rm ed by p a rtic u la r provinces?; and accordingly th e typology of areas w as c a rrie d out by m eans of c h a ra c te ristic s re p re se n tin g th re e basic d ire c -tions of economic developm ent i.e.:
— volum e of s ta te and cooperative p u rch asin g of a g ric u ltu ra l p ro -duce p e r one in h ab ita n t;
— n u m b er of people com m uting to tow ns p e r 1000 in h ab ita n ts; — n u m b er of to u ris t beds p e r 1000 in h ab itan ts.
These m ag n itu d es have b een selected in a w ay allow ing to reflec t d ifferences ensuing from th e fu n ctio n s being developed. T hey a re of g rea t in te re st p rim a rily due to ex istin g rela tio n sh ip s b etw een econo-m y of a given region and d evelopecono-m ent of tra d e . C haracteristics em ployed in th e analysis rev e a l th e essence and c h a ra c te r of problem s th e y a re in ten d ed to describe. H ow ever, th e y a re not so p e rfe c t as to fu lly define developm ent of functions p erfo rm ed by regions, w hich is— on one han d — due to lack of available sta tistic a l d a ta , and — on th e o th e r h a n d — to lack of indices by m eans of w hich it w ould be possible to ex press th ese fu n ctio n s w ith a flaw less precision. A ll th e ch a ra c te ristic s, being of equal im p ortance for th e p erfo rm ed analysis, a re of th e sam e value.
4. R ESEAR CH F IN D IN G S
F o r all th e selected variab les and all a d m in istra tiv e provinces th e re w as com piled an o u tp u t m a trix of taxonom ic d istan ces a n d on its basis a d e n d rite w as estim ated.
10 J. F i e r i с h, Próba zastosow ania metod, ta k so n o m iczn y ch do rejonizacji sy ste m ó w rolniczych w w oj. k r a k o w s k im (An A tte m p t a t A p p lic a tio n of T ax o n o m ic M ethods fo r R egionization of A g ric u ltu ra l S y stem s in C racow A d m in is tra -tiv e P rovince), „M yśl G o spodarcza” 1957, No. 1, p. 75.
T he follow ing reg ro u p in g of regions w as obtained a fte r division of th e d e n d rite:
I — O lsztyn, Koszalin, Szczecin, E lbląg provinces. These areas a re c h a ra c te riz e d w ith a big sh a re of socialized a rab le land, sim ilarities in p e rfo rm e d to u rist functions (in some p a rts th e provinces possess unique to u ris t a ttrac tio n s), and also sim ila r level of in d u strializatio n .
II — Słupsk, Gorzów, Piła, Bydgoszcz, T o ru ń and P oznań provinces. T hese a d m in istra tiv e provinces a re sim ilar as re g a rd s th e level of effects ob tain ed th ro u g h im p lem en tatio n of th e a g ric u ltu ra l function. T h e re can be also observed som e sim ila rity in th e size of individual fa rm s and level of em p lo y m en t of ru ra l a rea in h ab ilita n ts in tow ns (only th e P oznań province show s a h ig h er in d ex here). T he provinces belonging to th is g roup a re also ch ara c te riz e d w ith sim ilarities in d e -v elopm ent of to u rist facilities.
III — W roclaw , Legnica, K alisz, L ublin, P łock and Leszno p ro v in ces. These areas boast a re la tiv e ly stro n g ly developed in d ividual f a r -m ing syste-m . T hey possess also re la tiv e ly stro n g links b etw een villages and in d u strie s (to a sm a lle r e x te n t in th e Płock and Leszno provinces), w hile th e ir to u rist function is r a th e r insignificant.
IV — Zielona Góra, Opole, W ałbrzych and G dańsk a d m in istra tiv e provinces. T hey a re ch ara c te riz e d w ith s tro n g ly developed individual farm s (even d e sp ite th e fact th a t th e y do n ot belong to th e biggest farm s in th e country), a sim ilar sh a re of socialized land (distinct su p re -m acy of th e G dańsk province). W ith in these provinces th e re a re e ith e r one or tw o flo u rish in g in d u stria l c e n tres em ploying in h ab ita n ts of v illa -ges. These provinces possess, m oreover, regions w hich are la rg e ly u tili-zed for to u rist and rec re atio n purposes (to a sm a lle r e x te n t in th e Opole province).
V — C entral, eastern , and so u th e a st te rrito rie s form th e m ost n u -m erous clu ster, grouping over tw e n ty a d -m in istra tiv e provinces (they a re in alp h ab etical order: Bielsko Podlaskie, B iałystok, Chełm , C iecha-nów, Częstochow a, K ielce, K onin, K raków , Łom ża, O strołęka, P io tków, P rzem y śl, Radom , Rzeszów, Siedlce, Sieradz, S kierniew ice, T a r-nobrzeg, T arnów , W rocław , Zamość). T hey p e rfo rm an a g ric u ltu ra l fu n ctio n (w ith a decisive su p rem acy of in d ividual farm s) b u t th e y do n ot p erform , to a n y la rg e r degree, a to u ris t fu n ctio n (w ith th e exception of th e K raków and K ielce provinces). A p a rt from th e above m entioned sim ilarities these a re a s a re c h aracterized w ith som e d iffe re n tia tio n . As w e m ove south, th e sp littin g up of th e a g ra ria n s tru c tu re grow s along w ith ties b etw een th e ru ra l population and in d u stry . T h a t becom es especially pronounced if w e com pare poorly in d u strialized provinces such as Łom ża and Ciechanów w ith o th e r provinces included into th is
group on th e basis of th e biggest sim ila rity e.g. Rzeszów and K raków . VI — The m ost in d u strialized provinces a re those of W arszaw a, Łódź, and K atow ice. T hey a re d istin c tly d iffe re n t from th e o th e r provinces and th e y also d iffe r b etw een them . T hey have been grouped to g e th e r according to th e principle of th e biggest sim ila rity alth o u g h th e y a re d iffe re n tia te d in th e sp h ere of th e to u rist function as p erform ed by them (it is best developed in th e W arszaw a province) or th e a g ric u ltu ra l function (the K atow ice province app ears to be c le a rly d iffe re n t from th e o th er provinces, as th e ru ra l population living h e re is m ost loosely connected w ith th e a g ric u ltu ra l work).
VII — P rovinces of K rosno, Je le n ia Góra and Bielsk Podlaski. T hey are ch aracterized w ith a re la tiv e ly big developm ent of th e to u rist fu n c -tion, alth o u g h th e y perfo rm th e rem ain in g functions to vario u s degrees. And th u s th e Je le n ia G óra province show s predom inance of a g ric u ltu -re, w hile in d u stry is m ost developed in th e Bielsk P odlaski province. V III — P rovinces of Now y Sącz and Suw ałki. This grouping m ay be questioned most. A lthough these provinces show th e biggest sim ilarities, th e y sim u ltan eo u sly d iffe r b etw een them . The sim ila rity re su lts from stro n g developm ent of th e to u rist function w hich is h e re perfo rm ed by th e w hole area of each province and not only by some regions (this accounts for biggest differences b etw een th ese tw o provinces and th e rem ain in g ones). The N ow y Sącz province possesses stro n g ties w ith in d u stria l c en tres of neighbouring provinces. It also possesses its ow n in d u stria l facilities. The a g ric u ltu ra l function is poorly developed here. In these resp ects this province d iffers from th e S uw ałki province, w hich a p a rt from th e to u rist function perfo rm s also th e a g ric u ltu ra l function show ing one of th e low est indices of in d u strializatio n in Poland. T a-king into account th e specific ch a ra c te ristic s of the tw o provinces, th e S uw ałki province could be included in group I and th e Now y Sącz p ro -vince to group VII, th u s em phasizing th e ir differences. It was, how ever, considered necessary to c a rry out the typology on th e basis of consistent observance of th e fixed c riteria , and accordingly th e y w e re tre a te d as a se p ara te area.
5. FIN A L REM ARKS
T he com pleted typology provides a basis allow ing to d e te rm in e con-d itions of tra con-d e operation in a given province ancon-d of con-d ifferences b etw een p a rtic u la r provinces. The ru ra l areas a re re la tiv e ly stro n g ly d iffe re n -tia te d as reg a rd s th e functions perfo rm ed by them . This leads to d e ep er seg m entation of dem and for m ark e tin g services. T he processes occuring h e re call for ad ap ta tio n of tra d e to sp a tia lly d iffe re n tia te d dem and. In
this situ a tio n it ap p ears necessary to c o u n ter a tre n d to w ard s m a in ta i-ning the te rrito ria l cohesion of segm ents or red u cin g th e n u m b er of segm ents to a c e rtain m inim um or m axim um in o rd er to achieve th e operational effectiveness expressed th ro u g h effectiveness in th e econo-m ic activity. Such s tru c tu re econo-m ay prove especially d an g erous in con-d itions of th e m onopolistic position of a com pany, th e m an ag em en t of w hich in ten d s to provide tra d e services for some p a rt of th e populatio n by m eans of tra d e u n its exclusively from th e point of view ef e n su -rin g th e econom ic p ro fita b ility or o p e ra tio n s n .
The m ain problem is how to use th e d istinguished segm ents in th e s tra te g y of tra d e com panies. P e rh ap s th e m ost im p o rta n t im plication for th e m ark e tin g m anagem ent is th e fact th a t consum er req u irem e n ts a re n ot stable in tim e and conseq u en tly th e p rac tic a l prin cip les w hich a re developed in re la tio n to ta rg e t m a rk e t segm ents m ay ap p e ar to be less ad ap ted in th e fu tu re . Decisions based on such p rin cip les m ay fail to b ring th e expected benefits. It calls for d iffe re n tia tio n of guidelines concerning m odification of th e tra d e n e tw o rk due to th e fac t th a t be-nefits d eriv ed from th e p re se n t ch a ra c te ristic s of segm ents a re changing in tim e as a re s u lt of in sta b ility of segm ents 12.
P ro p e r d elim itatio n of areas possesing a sim ila r form of functions allow s to d e te rm in e th e in te rn a l conditions of tra d e a c tiv ity w ith in these a re a s and m a te ria l and financial m eans needed to im prove th is activity. I t co stitu tes also one of basic c rite ria in allocating economic task s to be accom plished by tra d e as w ell as in specifying th e h ie ra rc h y of d
eclared needs. Typology of areas perfo rm in g d iffe re n t functions c reates p re -req u isites fo r a tra d e policy w hich takes account of te rrito ria l d iffe-rences. I t also paves to w ay fo r f u rth e r rese a rc h e s on d ifferences betw een these areas encom passing a n u m b er of o th e r facto rs being a ffe c te d by th e perfo rm ed function.
W ithin the fram ew o rk of th e d istinguished types of regions in a con-secutive stage of th e m a rk e t typology (division into m a rk e t segm ents) th e re a re tak e n into account f u rth e r c rite ria being m ore closely connec-ted w ith th e offered a sso rtm e n t and based on d e te rm in a tio n of m ore in d ividual ch a ra c te ristic s of a given population of buyers. T his w ill allow to o u tlin e directions of f u rth e r developm ent of m ark e tin g se rv i-ces in ru ra l areas and elab o rate a stra te g y based on th e level of d ev e-lo p m en t and d iffe re n tia tio n of dem and am ong in h ab ita n ts of villages.
11 See V. M a h a j a n, A. K. J a i n , A p proach to N o r m a tiv e S eg m e n ta tio n , „ J o u rn a l of M a rk e tin g R e se a rc h ” A u g u st 1978, p. 338.
1! See A. S h o m a, M anagem ent and C onsum ers in Era o f S ta g fla tio n , „ J o u r-n a l of M a rk e tir-n g " J u ly 1978, No. 3, p. 52.
J a n u sz Z ro b ek
TY PO LO G IA OBSZARÓW W IE JS K IC H JA K O JED N A Z PR ZESŁA N EK O R G A N IZA C JI ZA O PA TR ZEN IA
O dm ienność p rze strzen n y c h w a ru n k ó w d ziałalności h a n d lu w iejskiego zm usza do sz u k an ia m ożliw ości w y k az an ia zróżnicow ania obszarów w iejsk ic h w z a k resie p o trzeb ich m ieszkańców w odniesieniu do obsługi hand lo w ej. W celu u k az a n ia d y w e rsy fik a c ji w si w ty m z a k resie w y k o rz y sta n o typologię obszarów w iejsk ic h o p a rtą o głów ne fu n k c je gospodarcze. Założono, że w zależności od k o m b in a cji po d staw o w y ch fu n k c ji gospodarczych w d an y m reg io n ie tj. p ro d u k c ji rolniczej, o d -d ziały w a n ia przem y słu oraz w alo ró w tu ry sty c zn y c h , ró żn e są p o trzeb y m ieszkań-ców k sz ta łtu ją c e się pod w p ły w em pow iązań i sprzężeń zw ro tn y c h zachodzących pom iędzy różnym i fu n k cja m i. O k re śle n ie se g m en tacji zap o trzeb o w a n ia z p u n k tu w id ze n ia istn iejący c h w spółzależności m iędzy ekon o m ik ą reg io n u a rozw ojem h a n d lu posłuży u sta le n iu k ie ru n k ó w dalszego ro zw o ju o rg an iz acji za o p atrz en ia te re n ó w w iejsk ich , w y p ra c o w a n iu s tra te g ii d ziała n ia o p a rte j n a sto p n iu ro zw o ju i zróżnicow ania zap o trzeb o w a n ia m ieszkańców wsi.
