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 LIA OECONOM ICA 17, 1982
Teodor K ra m er *, L e sze k Ż a b iński **
SY STEM S OF STEERIN G TH E M ARKET AND IT S CH AN NELS
P roblem s of d istrib u tio n and especially fu nctioning of th e so-called m a rk e t channels (d istrib u tio n channels) w e re till re c e n tly la rg e ly b y -p a s s e d b y m ark etin g , w hich w as focussing its a tte n tio n on -problem s of th e p ro d u ct stra te g y and prom otion system s. W ith o u t going a n y d e e p e r into causes of re c e n tly enhanced in te re s t ta k e n in th is sp h ere of a c tiv ity by W e ste rn com panies, w e shall point out h e re th e reasons accounting fo r increased in te re s t ta k e n also in P o lan d in d istrib u tio n problem s. U nstable eq u ilib riu m in a n u m b er of b ra n c h m ark e ts, o ften - tim e changing into deep predom inance of d em an d over su p p ly (despite lau n ch in g of num erous in te rv en tio n s aim ed a t increasing supply) consoli-d a te consoli-d a conviction am ong a p a rt of econom ic p racticio n ers th a t it is n ecessary to o rie n ta te th e econom y a n d its socio-econom ic s tra te g y at d istrib u tio n (co n trary to p ro d u ct or consum er o rientation) as a leading political and econom ic d irectiv e 1. W hile tre a tin g th e d istrib u tio n sp h ere as a b o ttle-n e c k of th e rep ro d u c tio n process, a tte m p ts are m ade a t in creasing its effectiveness th ro u g h ratio n aliz a tio n of fu n ctio n in g of d i-s trib u tio n ch an n eli-s form ing an o rg anizational m a c ro i-stru c tu re of th e m ark e t. T hese a re ju st som e of th e m easu res being tak en . T hey togeth e r rep re s e n t a new m a rk e t concept co n stitu tin g a stage b etw e en p ro -d u ctio n a n -d m ark e tin g o rie n tatio n of m a rk e t p a rtic ip a n ts ’ behaviour. H ow ever, th e w ay in w hich m a rk e t problem s are solved is d iffe re n t fro m th a t applied by both th e selling strateg ies. M ark et p a rtic ip a n ts im p lem en tin g d istrib u tio n concept of th e m a rk e t proceed fro m an assu m p tio n th a t p ro d uction com panies tu r n o ut p ro d u cts corresponding
** Dr, I n s titu te of F a rk e tin g , A cadem y of E conom ics W rocław <Poland). <Poland).
** D r, In stitu te of M ark etin g , A cadem y of Econom ics W rocław (Poland).
1 See I. R u t k o w s k i , W. W r z o s e k , M a rketin g o w a stra teg ia sp rze d a ży (M ark etin g S elling S trateg y ), W arszaw a 1970. ‘
W hat conditions w ould th e m ark e t ste e rin g system have to fulfil to prom ote innovations?
The econom ic lite ra tu re lists th e follow ing indispensable p rere q u isite s of system s type:
1. existence of e x te rn a l p ressu re in rela tio n to com panies, house- -holds etc.,
2. extension in th e economic calculus system of th e effects accounting period (application of g e n e ra lly m ore lo n g -term o rie n tatio n in a c tiv ity of an economic organization), w hich w ill allow to include into th e cal-culus both costs of risk -ta k in g w hich innovations alw ays involve and m ake possible d e te rm in a tio n of effects of innovations and creation of p ro p er safeguards ag ain st risk,
3. linking of w age system (including special incentives for innova-tors) w ith rea l progress in m anagem ent effectiveness,
4. prom otion of such principles of m a rk e t rela tio n s and fixing of prices and m argins th a t innovations in products, th e ir d istrib u tio n and prom otion system s w ould b ring econom ic justificatio n of in v esto rs’ be-nefits, and w h a t is m ore, force th em to seek new innovations 8.
2. PR E SE N T (DIRECT) M ANAGEM ENT SYSTEM O F M ARKET AND ITS CHANNELS
We shall now list basic fe a tu re s of th e m a rk e t channel being im por-ta n t from th e point of view of bu y ers segm ents (in te rm ed ia te and end users) and w hich a re su b m itte d to influence e x e rted by econom ic u n its on th e m anagem ent system of th e m a rk e t and its channels. T hese are: I. S up p ly conditions, and especially: 1) ty p e of stores, 2) location of tra d e netw o rk , 3) form s of selling, 4) ad ditional services;
II. V ertical system s of m a rk e t channels, and especially 1) n u m b er of rea l levels of p ro ducts flow, 2) n u m b er of in fo rm atio n flow links;
III. H orizontal system of channels in cluding 1) n u m b er of m a rk e t p a rticip a n ts a t a given level of goods tu rn o v e r, 2) p ro d uction profile of producers, 3) tra d e profiles of tra d e com panies, 4) o rganization of trad e, inform ative, banking and financial services connected w ith p ro ducts flow;
IV. M ark et lead er and dom inance of a m a rk e t channel;
V. D iversification degrees of m ark e t channels launched by a com
pa8 J. P a j e s t k a , D ete rm in a n ty p ostępu a c z y n n ik i i w spółzależności ro zw o -ju społeczno-gospodarczego k r a -ju (D e te rm in an ts of P ro g ress v ersu s F a c to rs and C o rrela tio n s in Socio-Econom ic D evelopm ent of th e C ountry), W arszaw a 1974, pp. 218—219.
ny, and especially 1) of d istrib u tio n channels, 2) in fo rm ativ e and fin a n -cial c h a n n e ls 9.
T he above m entioned fe a tu re s of m a rk e t ch an n els ex ist and function o b jectiv ely reg ard less of th e m a rk e t ste e rin g system and applied in s tru -m en ts of -m anage-m ent, w hile th e econo-m y’s and -m a rk e t -m an ag e-m en t sy stem , besides th e s ta te of econom ic a n d m a rk e t eq u ilib riu m , d e te rm
i-nes th e c h a ra c te r of p a rtic u la r elem en ts of m a rk e t channels.
In conditions of m a rk e t d isequilibrium , w h ere th e m a rk e t functions a s an elem en t of forced economic g ro w th policy, th e C e n tre applies th e follow ing m odels of steering:
1) S teerin g of th e m a rk e t th ro u g h goods allocation,
2) S te erin g of th e m a rk e t th ro u g h co n tro l of w ages and incom es w ith a given level and s tru c tu re of supply,
3) S te erin g of th e m a rk e t th ro u g h form ation of level and s tru c tu re ‘ of supply w ith a given (controlled) level of w ages and incomes.
S teerin g of th e m ark e t th ro u g h goods allocation im plies suspension of th e co n su m er’s freedom of choice and negligence of all p referen ces o f individual b u y e rs and consum ers as w ell as tra d e links. In such m a
r-k e t th e p ro d uction profiles of m an u fa ctu rin g com panies, volum e and s tru c tu re of su p p ly of consum er a rticle s a re d e te rm in e d exclusively by th e c e n tre and changed on th e basis of its a rb itra ry decisions. The fu n ctio n in g of th is m a rk e t is accom panied by prom otion of d iffe re n t form s of social consum ption and th e ir considerable expansion giving rise to num erous n o n -m a rk e t d istrib u tio n ch an n els fo r p ro d u cts and services.
S teerin g of th e m a rk e t th ro u g h w age and incom e co n tro l w ith a gi-v e n legi-vel and s tru c tu re of su p p ly allow s to balance th e p o ten tia l d e-m and and th e p lanned su p p ly alth o u g h th a t is possible only a t th e p lan d ra ftin g stage (static approach) and it does not afford such possibility a t th e im p lem e n ta tio n stage (dynam ic approach). T h a t is so because w age system s a re only loosely connected w ith th e c u rre n t su p p ly of consum er goods, and th e w age flow does not re fle c t q u a n tita tiv e and s tr u c tu r a l changes occuring w ith in it. The m ark e t ste e rin g on th e p a rt of th e C e n tre is p erfo rm ed by se p ara te influencing of each m a rk e t ele-m en t w ith no a tte n tio n paid to feedbacks b etw een these eleele-m ents.
S teerin g of th e m a rk e t th ro u g h form ation of th e level and s tr u c tu -re of su p p ly w ith a given (controlled) level of w ages and incom es is
9 T he ab o v e m entioned elem en ts of a m a rk e t c h a n n el w e re an aly zed by T. J a w o r s k a in th e a rtic le S eg m e n ta cja r y n k u a organizacja ka n a łó w d y -str y b u c ji (M arket S eg m e n tatio n a n d O rg a n iz atio n of D i-strib u tio n C hannels), „R oczniki In s ty tu tu H a n d lu W ew nętrznego i U sług” 1977, No. 4, p. 49.
th e m ost com m only applied m ethod in conditions of m a rk e t diseq u ili-brium . M anipulation of d em and m ainly th ro u g h su p p ly w ith th e w ell know n ru le s of th e se lle r’s m a rk e t dim inishes th e scope of selection and produces a gap b etw een p referen ces of bu y ers and activities of p ro -ducers. W hile applying th is m ethod it is sim u ltan eo u sly assum ed th a t continuous im p rovem ent of th e production level accom panied by in v a -ria b ility of th e rem ain in g m a rk e t elem en ts w ill „ u ltim a te ly ” lead to th e m a rk e t equilibrium . H ence appeals to increase m a rk e to rie n te d p ro -duction, u tilization of reserves, and p a ra lle l hope th a t new ly lau n ch ed production capacities w ill „ fin a lly ” allow to solve problem s of e q u ilib riu m in p a rtic u la r ilib ran c h m ark ets. T h ere a re also a d h e re n ts of g ra -d ual (in stages) solution of th e eq u ilib riu m problem b y in tro -d u c tio n of new production capacities m ean t fo r consecutive m a rk e t segm ents. S till th e experience of th e past y e a rs and of o th e r socialist c o u n tries shows th a t a tte m p ts a t reg ain in g m a rk e t eq u ilib riu m th ro u g h m an ip u -latio n of only one m a rk e t elem en t (supply) do not lead to th e desired objective d esp ite tre m an d o u s e ffo rt of th e w hole e c o n o m y 10.
T he above discussed m ethods of d ire c t m a rk e t ste e rin g e ith e r com -p lete ly by-pass or m ake only v e ry sm all -provisions for m an i-p u latio n of d istrib u tio n channels. T hey tre a t d istrib u tio n channels as som ething existing or th e y form th em in a w ay optim ally facilitating cen tral allo-cation of p ro d u cts and services in lin e w ith prin cip le of m axim um com fort of th e u n it possessing th e p ro d u ct a t its disposal w ith o u t tak in g into consideration th e social costs of tra d e functioning. In th is d is trib u -tion system m a rk e t channels include also n o n -tra d e links such as e.g. w o rk estab lishm ents, a d m in istra tiv e bodies of re sid e n tial d istricts, so-cial and tra d e union com m ittees etc. In such a situ a tio n tra d e lin k s p e rfo rm exclusively technical functions of selling p ro ducts and services on th e basis of d istrib u tio n and allocation lists, coupons etc. No m en tio n is m ade of p u rp o sefu l fo rm atio n of tra d e netw o rk , provision of ad d i-tional services, d iffe re n tia te d form s of selling etc. M arketing c h a n n els are, to a m ax im u m degree, uniform ized an d extended. T here a re b ro -k en n a tu ra l ties b etw e en lin-ks of goods flow and in fo rm atio n lin -k s in itia tin g th is flow. M ovem ent of goods is perfo rm ed by m eans of tra d e channels of w holesale and reta ilin g b u t decisions concerning th e flow a re in itia ted not by com panies b u t by th e ir su p erio r u n its (am algam a-tions of producers, provincial a u th o ritie s an d even m inistries). A p a rt from th a t and, firs t of all, in situ a tio n s of acute shortages of su p p ly in relatio n to d em and th e re arises a tre n d to w a rd s com pensating for th ese shortages in „black ” m a rk e t ch an n els — em ploying new m iddlem en
and reg ain in g th e eq u ilib riu m price b u t a t a v e ry h ig h level. W idth of d istrib u tio n ch an n els (m easured only by th e n u m b er of m iddlem en in a given tra d e link) m ay grow excessively in rela tio n to rea l needs of buyers.
The m a rk e t ste e red by m eans of n o n -price (and non-econom ic) tools m ust, out of necessity, be ch ara c te riz e d w ith a com plex and ex te n d e d in tim e flow of goods and m a rk e t inform ation. T h a t is due to th e fact th a t all in fo rm ativ e im pulses m eet in th e C e n tre and from th is place th e re is se n t ex ecu tiv e in fo rm atio n to pro d u cers or tra d e and service com panies. This in fo rm atio n system is not only g re a tly com plicated and poorly a d ap tab le b u t also v e ry expensive as it involves big n u m b ers of em ployees. It biggest draw back, how ever, is th e fac t th a t it ham p ers feedbacks b etw een m a rk e t needs and pro d u cers decisions, as th e in fo r-m atio n flow ro u te fror-m consur-m ers to th e C e n tre and fror-m th e C en tre to th e p ro d u cer is too long. In th e w hole in fo rm atio n process th e re p a r-ticip ates th e provincial level of m an ag em en t w hich seldom reflec ts th e actu a l regional needs of buyers. Secondly, com panies th e pro d u ctio n of w hich is m ark e t-o rie n te d , o b taining binding in fo rm atio n from th e C en-tre as reg a rd s th e volum e and s tru c tu re of production, a re not able to respond e lastically to changes occuring in p a rtic u la r lin k s of m a rk e t channels.
Sum m ing up th is p a rt of ou r analysis w e should s ta te th a t d ire c t system of ste e rin g th e m a rk e t and its channels is h ig h ly inneffective. It isolates p a rtic u la r links of th ese channels su b m ittin g th e m to sectional ste e rin g from outside (the C entre). It e n su res a su p p ly d icta te in each phase of goods flow u n d e rm in in g principles of econom ic calculus of buyers. In practice it com pletely h am p ers seg m en tatio n of b u y e rs from th e view point of d iffe re n tia tio n degree of th e ir needs. It is inelastic and d ep riv ed of econom ic in stru m e n ts allow ing for rap id reg ain in g of eq u ilib riu m in p a rtic u la r m a rk e ts and in th e ir d istrib u tio n channels. O peratin g on n o n -re se rv e basis it elim inates a possibility of m aking spontaneous innovations in p a rtic u la r lin k s of m a rk e t channels.
3. B A SIC CO N D ITIO NS AND C O N STR UC TIO N O U TLIN E OF IN TEG R A TED STE E R IN G SYSTEM O F TH E M A RK ET
AND ITS CHANNELS
C onstruction of an in te g ra te d ste e rin g system of th e m a rk e t and its ch an n els req u ires fu lfilm e n t of som e conditions. A m ong th em is a b a -sic p o stu la te rep re sen te d by th e b u y e r’s m a rk e t as a concept of
socio--econom ic policy of th e C en tre along w ith its im m anent c rite ria such as e.g. eq u ilib riu m of fu n d am e n ta l balances on th e n atio n al econom y scale (e.g. finance, em ploym ent, raw m ate ria ls and m aterials, processing ca-pacities balances etc.), red u ctio n of a stra in e d ra te of econom ic g ro w th to its rea l possibilities, provision of a d e fin ite system of reserv es (being s tru c tu ra lly and to ta lly ad ap ted to needs of econom ic u n its and th e ir su p erio r units), em ploym ent of th e prin cip le of application of d iffe re n -tia te d m anagem ent in stru m e n ts in ste e rin g th e m a rk e t and its channels. M eans rem ain in g a t th e disposal of th e m a rk e t policy m ay be d ivi-ded into th re e m ain groups corresponding to applied in stru m e n ts:
1) of th e plan, 2) of th e m ark et, 3) of d ire c t regulation. It is assum ed h e re th a t th e w eight of p a rtic u la r com ponents in th e overal m a rk e t policy is v ariab le and d ep e n d en t upon m any factors including am ong others: p erfection of th e p lan in stru m e n ts, skill in using th e m a rk e t m echanism by th e C entre, and effectiveness of th e applied in stru m e n ts of d ire c t regulation. T he scope of application of p a rtic u la r com ponents of th e m a rk e t policy depends also on fea tu re s of p a rtic u la r m a rk e t u n its and d iffe re n tia tio n of b ran c h m ark ets. T hus e.g. a point of con-ta c t w ith th e in d ividual p easan t farm in g im poses a re q u ire m e n t of w i-der application of m ark e t m echanism s and sm a lle r application of plan m echanism s and directives. In tu rn , e.g. form ation of th e m otoring m a r-ket m ay be larg ely c a rrie d out by m eans of plan in stru m e n ts and, to a d efin ite degree, m a rk e t in stru m e n ts. A sim plified set of basic in s tru -m ents of -m a rk e t policy is p rese n ted in T able 1.
The p lan in stru m e n ts m ust ex d efinitione p lay an im p o rta n t role in th e c e n tra lly p lan n e d econom y. Conclusions re su ltin g from th e plan for th e m a rk e t policy a re each tim e included into th e consum ption plan approved for a given tim e horizon. One of th e m ain ta rg e ts of th e m a r-k e t policy is im p lem en tatio n of th e consum ption p lan envisaged by long- -te rm plans of economic developm ent. E ffectiveness of im p lem en tatio n of th is objective co n stitu te s one of c rite ria of assessm ent of effectiveness of the m a rk e t policy in stru m e n ts. It can be sim u ltaneously noted th a t w ith p lan n in g in stru ctio n s contained in th e consum ption p lan th e m a r-ket policy w ould be o b taining m ain in fo rm atio n fro m th e m a rk e t and in te rn a tio n a l com parisons. It is know n a t th e sam e tim e th a t conclusions resu ltin g from th e p lan fo r th e c u rre n t m a rk e t policy cannot be ex clu -sively im plem ented by m eans of th e p lan in stru m e n ts. It is necessary to em ploy a set of co m p lem en tary in stru m e n ts, th a t is such w hich includes both th e plan in stru m en ts, m a rk e t m echanism s, directiv es and prohibitions. A pplication of incom plete set of th e m a rk e t policy in s tru -m en ts does not g u a ra n tee achieve-m ent of desired objectives. T h a t is testified by findings of research es on changes in th e consum ption m
o-del over th e period 1970— 1976. T h ey prove th a t in th e period u n d e r su rv e y changes in th e consum ption sp h ere corresponded to changes in th e previous period. A re la tiv e ly high increase of incom es and red u ctio n of w orking tim e did not b rin g ab o u t a n y bigger tra n sfo rm a tio n s in th e p o p u latio n ’s life style and in its consum er e x p e n d itu re u . S im ila rly th e re w as m ain tain ed despite d y nam ic g ro w th of incom es — big d iffe re n -tia tio n of consum ption in sp a-tial approach. D evelopm ent tre n d of m a r-k e t process, w hich did n o t correspond to th e p lan provisions, w as a d e-riv a tiv e of in active m a rk e t policy d u rin g th is period.
T he m a rk e t m echanism rep re se n ts a basic in stru m e n t of th e m a rk e t policy. In th is field th e m a rk e t policy is based on th e ex isting s ta te of th e m a rk e t and it utilizes th e discovered re g u la ritie s p re se n t in th e m ark e t. Of essential im p o rtan ce for th e m a rk e t policy is know ledge ab o u t in te rn a l feed-backs occuring b etw een p a rtic u la r m a rk e t elem ents as m ark e tin g process can be resp e c tiv e ly shaped on th e ir basis. T here a re a t lea st tw o w ays of m a rk e t m an ip u latio n . T he sim plest one is d i-re c t i-reg u la tio n of th e m a rk e t th ro u g h a p p ro p ria te sy stem of d ii-rectiv es and bans affecting th e final stage of th e m a rk e t s tru c tu re and d e p ri-ving m a rk e t su b jects of freedom of choice, in cluding also freedom of choice of d istrib u tio n channels. In th is system th e re a re not respected a n y m a rk e t law s, w hich w hen op eratin g in a d isto rte d sy stem of m a r-k e t relatio n s can d isto rt th e p ro p e r s tru c tu re of th e m arr-k e t. F u ll possibilities of u tilizin g th e m a rk e t m echanism arise w ith in d ire ct m a n ip u la tio n of in itia l phases of th e m a rk e t s tru c tu re by m eans of e n v iro n m en ta l elem ents. The in te rn a l s tru c tu re of th e m a rk e t rem a in s u n c h a n -ged w hile a n e tw o rk of in te rn a l feedbacks b etw een m a rk e t elem ents is preserved.
In Table 1 th e re is m ade an a tte m p t a t com pilation of basic in s tru -m en ts in th e in te g rate d syste-m of -m a rk e t steering. A pplying th e set of m a rk e t ch an n el fe a tu re s w e a re b rie fly discussing below th e ir re la tio n s-hips w ith in stru m e n ts of m a rk e t ste e rin g w hich correspond to th e m and shape them . S up p ly conditions, com posing th e su p p ly system and ex i-sting at p a rtic u la r levels of th e goods flow, m ay re s u lt from guidelines, p a tte rn s, p rogram m es and p lan s of consum ption and m a rk e tin g (supply) p rep a re d in a sm a lle r or bigger d etail by economic su b jects of h ierarchic, th re e -le v e l m a rk e t ste e rin g system (the C e n tre — in te rm e d ia te m an ag em e n t levels — d ire c t em a rk e t particip an ts). A se p a ra te pro b leem is r e -p rese n ted h e re by th e m ark e t influence, and es-pecially by influence
u M. P o h o r i 11 e, M odel ko n su m p cji w Polsce. R y n e k i k o n su m p cja u) go-spodarce so c ja listyc zn ej (C onsum ption M odel in P olan d , in M a rk e t a n d C on-su m p tio n in S ocialist Econom y), „P ra c e N aukow e AE w e W ro cław iu ” 1975, No. 73.
e x e rte d by consum er needs, on one hand, and p ro fita b ility c rite ria of com pany functioning, on th e o th e r h an d , on fo rm atio n of th e above m en-tioned p lan n in g and pro g ram m in g in stru m e n ts.
V ertical system s of m a rk e t ch an n els a re cre a te d and fu n ctio n both u n d e r influence of d ire c t reg u la tio n of th e C e n tre and in te rm e d ia te level of economic m anagem ent (organizational s tru c tu re s of th e m ark et) and on th e basis of assessm ent of th e ir fu nctioning effectiveness. T his assessm ent re su lts from stip u latio n s of th e com pany economic and financial system and conditions of im p lem en tatio n of p a rtic u la r m a rk e -tin g un d ertak in g s. H istorically and econom ically d e te rm in e d p a tte rn s of consum er b ehaviour m ay e x e rt q u ite a big influence on th e m a rk e t chan n el stru c tu re .
H orizontal system s of m a rk e t c h an n els m u st be, to a larg e e x te n t, shaped in lin e w ith re q u ire m e n ts posed by m ark e tin g an d its prom o-tion system s (adjusted to specific fea tu re s of b ran ch m arkets). This po-s tu la te re fe rpo-s p rim a rily to profilepo-s of econom ic a c tiv ity of in d u po-stria l and tra d e com panies, tra d e service, inform ation, and financial o rg an i-zations. Com panies d irected by m a rk e t req u irem e n ts, re q u ire m e n ts of th e ir ow n p ro fitab ility , a n d tak in g in to account social p refe re n c e s r e -p rese n ted by th e C e n tre — w ould in d e-p e n d e n tly d e te rm in e th e sco-pe of th e ir activity. A p o w erful im pact on th e ir d e te rm in a tio n w ould have to be rese rv ed fo r gen eral econom ic an d financial conditions of a c tiv i-ties of com panies as w ell as for p refe re n c e s of th e C e n tre expressed th ro u g h ap p lication of p ro p e r fin an cial in stru m e n ts (e.g. in te re s t ra te fo r credits, ta x a tio n system , h a rd c u rre n c y policy of th e C entre). T he n u m b er of p a rtic ip a n ts in a given lin k of th e m a rk e t channel is — in tu r n — d e te rm in e d by c e n tra lly defined organizational m a c ro stru c tu re s of the m ark e t, accepted prin cip les of co-operation b etw een p a rtic ip a n ts of a ch an n el lin k as w ell as th e a u th o ritie s delegated to th e com pany in th e field of association, estab lish m e n t of jo in t v e n tu re s or lau n c h in g of economic v e n tu re s (e.g. jo in t purchases, jo in t m a rk e t analysis etc.).
In th e d ire c tiv e system of m a rk e t ste e rin g a fu n ctio n of th e lea d e r in a given b ran c h m a rk e t or b ra n c h -sp a tia l m a rk e t is p erfo rm ed by c e n tra lly selected in d u stria l or tra d e com panies, w hile th e c h a ra c te r of production itself, ties w ith a re a s of raw m ate ria ls and m ate ria ls d e li-veries or sales m a rk e ts p lay a secondary role. These facto rs becom e pro m in en t in co n struction of in te g ra te d system of ste e rin g th e m ark e t p a rticip a n ts w hich assum es big independence of com panies. A signifi-c an t and p erh ap s do m in an t role m u st be th e n played by esignifi-conom isignifi-c in stru m e n ts stim u la tin g in te g ratio n processes and also d e te rm in in g th e kind of „o p tim u m ” of in te g ratio n fu n ctio n s of th e m a rk e t lea d e r such as: incom es of com panies and conditions of o b taining them , p rice and
B asic in s tru m e n ts o f m a rk e t policy
Planning and programming instruments Economic and market instruments direct regulationInstruments of
Steering instruments at disposal o f the centre: Council of Ministers, Planning Commission, Ministries, Central economic units, Na-tional Bank of Poland...
Pattern, programme and plan of consumption
Problem programmes, plans of consumption — and production development
Branch and department produc-tion and marketing plans Spatial plans of the country’s economic development
Synthetic and executive financial plans
Central level balances
Instruments of financial, budget, credit,' capital and foreign currency policy
Population’s incomes and wages Incomes of economic units Prices and margins
Supply and demand systems Export — import
Preferences (subsidies, exemptions) of budget, credit, and wage type Direct regulation of prices, wages, incomes, limits, restrictions Directives, bans, limits of supply Legal system of marketing and production
Consumer protection and education Organization of production, consumption and trade spheres
Instruments at disposal of intermediate management level associations and unions of producers, regional authorities
Regional, branch and problem consumption patterns
Regional, branch and problem segments of consumption, marke-ting and production plans
Regional plans of spatial economic development
Regional segments of financial plans
Supply and demand factors in regional and branch approach Regional consumption balances Negotiation (branch and local market)
Prices
Instruments of financial policy in regions
Branch and regional management directives
Opinions and postulates of social organizations
Instruments at disposal of market participants
Economic-financial system of companies
Elements of problem planning Marketing plans Marketing market analysis product strategy promotion systems distribution systems
Conferences of workers’ self-go- vemment
Store committees, opinions and postulates of social organizations Contacts o f companies with environment S y ste m s of S te e ri n g th e M a rk e t an d Its C h a n n e ls
m arg in system affecting sh iftin g of some production and tra d in g fu n c -tions b etw e en th e p roducer and th e tra d e u nit, e x p o rt— im p o rt rights. D iversification degree of m a rk e t ch an n els launched by com panies is d e te rm in e d by g eneral econom ic and financial conditions, w hich — in tu rn — d e te rm in e th e „optim um lev e l” of ch an n els diversification, re q u ire m e n ts of prom otion and d istrib u tio n stra te g y m aking provisions fo r a lre ad y ex isting p a tte rn s of b u y e rs ’ beh av io u r as w ell as respective regional p referen ces of in h ab ita n ts a n d th e ir regional re p re se n ta tiv e boards.
T eodor K ra m er, L esze k Ż a b iń ski
SYSTEM STER OW A NIA R Y N K IEM I JE G O K A NA ŁA M I
W a rty k u le au to rz y sk o n c en tro w ali sw o ją uw agę n ad system em za rząd z an ia i d y stry b u c ji jako p o d staw o w ej d e te rm in a n ty k an a łó w ry n k o w y ch . P ro b le m te n zw iązany je st im m a n e n tn ie z sy stem em ste ro w a n ia ry n k ie m i jego k an a ła m i.
A utorzy z ap reze n to w ali k ry te ria oceny sp raw n o śc i ste ro w a n ia ry n k ie m i je -go k a n a ła m i o raz w y o d ręb n ili p o d staw o w e cechy k a n a łu ryn k o w eg o (z p u n k tu w id zen ia segm entów nabyw ców ), k tó re są p rzed m io tem o d d ziały w ań ze stro n y podm iotów systemu) ste ro w a n ia ry n k ie m i jego k an a ła m i.
W końcow ej części a rty k u łu p o d ję to p ró b ę zestaw ien ia po d staw o w y ch in s tru -m en tó w p la n u , ry n k u i re g u la c ji b ezp o śred n iej w proponow any-m , z in teg ro w a-n y m sy stem ie ste ro w a a-n ia ry a-n k ie m i jego k aa-n a ła m i.
