Contenu du sommaire : La distribution

SUMMARY It 1; desirable to develop <é theory of the distribution of goods dealini with the specific aspects of commercial activity economic theory very often assumes that the producer is in direct relationship with the consumer Trade does not only perform the material transmission of goods it also influences price formation and contributes to social welfare The paper deals with few aspects of these problems The theory of the commercial firm must take into account cost structure ratio of fixed to variable costs) which differs according to levels wholesale or retail and to size of firms the specific features of demand for commercial services analysed according bo proximity of sales locations and the various requirements of buyers The confrontation of the aggregate distribution costs should be precised it is still insufficient for an appraisal of the contribution of the distribution structure to social welfare it is necessary to evaluate the conditions under which trade activities are perfomed in relation to consumers and producers and under which they influence the vertical price structure thus largely determining the flexibility or rigidity of market adaptations

SUMMARY The dream of rational distribution affords an opportunity to bring for ward the theoretical difficulties that are met Iwhen trying to define the optimum commercial structure If any kind of policy tending to shape through authoritative measures the machinery of distribution is dismissed there remains to determine the alterations that are to be effected in the present state of things and the means for it The present state of distribution in France as shown by statistical data calls the public poiwers into action They must give an incentive to compe tition between various forms of trade and make it less imperfect for instance by giving to tradesmen the means of better knowledge of market conditions

SUMMARY Having recalled that trade hiid in France relinquished tl dynamie aud motor role it should normally play the author stresses tliat reorientation of trade would require that the problems of distribution be considered within the framework of general economic policy Trade must be forced to tahe over the functions which it must carry out and change its mentality new climate must be set The requisites of such commercial policy are singled out and the author reviews the step taken by the government to act in various fields information standardisation taxation and credit and to counter restrictive policies He then points out the new trends in private enterprise market research better liaison with the producers and stresses that small-scale trade structural feature of economy must be carried along witli trade general in the quest of progress

Marketing research is still young science in the United States. The author définies it as the critical examination and analysis of quantitative and qualitative data and materials in order to seek for or to develop basic principles pertaining to the whole field of marketing i.e to the processes and fonctions by which goods and services move form points of production to points of intermediate and ultimate use Marketing research being one of the behavioral sciences its methods are those of the behavioral disciplines It uses especially the following types of scientific methods analogy case method statistical method formal or informal experimental method econometrics historical method contempo raneous analysis and geographical method Some of the most important amongst the questions treated by marketing research are those of product design branding and advertising standardi sation and simplification patent rights distribution storage prices orga nisation of the iirm competition Marketing research is conducted either by internal agencies i.e research departements attached to individual firms or by external agencies which may be marketing research companies chambers of commerce magazines radio stations or governmental federal state or local agencies or pro fessional societies or scientific institutes

Questionnaires returned by tradesmen in Brittany supplied 14 sets of answers from retailers and wholesalers The investigation permitted the dratwing of conclusions in two fields the policy of the firms and the special features of distribution The study of the general policy of tlie firms implied interpreting the behaviour of the tradesmen and comparing it with that of industrialists with reference to capital borrowing purposes of activity maximum or nor mal profits etc. and utilization of factors especially of labor The study of the special features of distribution furnished element about the efficacy of the purchase policy and information role the patterns and degrees of competition the viscosity of distribution Pespito the somewhat limited scope of soine interpretations the usefulness of such research combining theoretical analysis and comparison with the facts was proved

It has appeared timely to disentangle few traits of trade structure by means of regional survey carried out in four départements of north-eastern France Meurthe-et-Moselle Meuse Moselle Vosges The study of the dis tribution of shops in the various branches food doting etc.) commercial density number of shops per 10.000 inhabitants and the distribution of the volume of sales has shown that there exist many constant relationships and that commercial structures are fairly similar despite the diversity of the four départements considered Such investigations appear to be useful in various ways they permit more precise definitions of commercial super abundance they help in town and country planning tasks they draiw attention to the interplay of economic and sociological factors