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عمومی::
گسترش بازار
Selling in several markets (market spreading) reduces the risk associated with declining sales and profits in any one market.
In con- trast, a strategy of market spreading is characterized by a fast rate of growth in the number of markets served at the early stages of expansion.
A market spreading strategy is characterized by allocating marketing resources over a large number of markets in an attempt to reduce risks of concentrating resources and to exploit the economics of flexibility, for example, to provide export growth by market development.
In most cases an explicit choice between market concentration and market spreading is not feasible to reach, because the balancing between various situational factors often leads to strategic decisions in between.
The rationale for market spreading is based on the weaknesses of market concentration.
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