Market volume

In microeconomics and business administration, market volume is understood to be the actual sales volume or the actual turnover of all market participants together on a specific market within a specific period of time .

General

The specialist literature does not use the term content consistently. Günter Wöhe defines the market volume as realized sales volume . The economists Richard Köhler , Klaus Brockhoff , Robert Nieschlag , and Heribert Meffert follow the same view . In particular, in American literature to differentiate between market size and market potential not made, both hot English market potential . A differentiation between the two market data is necessary, however, since otherwise the economic key figure of market saturation cannot be determined. In unsaturated markets, the market volume only exhausts part of the market potential. In order to eliminate price effects, it usually makes sense to choose the sales volume as a measure of the market volume.

Market volume indicators

The market volume belongs in the research of the most important market data. It forms the basis for determining market share and is a measure of market size . The market share for a product can be aggregated regionally , internationally or as a world market share . So that led in 2014 USA on the recorded music market worldwide by market share (sales in euros) with 32.7%, followed by Japan (17.6%), Germany (9.4%) and the UK (8.9%). In addition to this segmentation according to regional markets, the market volume can also be examined demographically, for example its distribution to specific target groups .

The market volume results nationally by determining the domestic production taking into account imports and exports :

${\displaystyle {\text{Marktvolumen}}={\text{Produktion}}+{\text{Importe}}-{\text{Exporte}}}$

If there are also foreign suppliers on the domestic market, the import quota can be determined:

${\displaystyle {\text{Importquote}}={\frac {\text{Import}}{\text{Marktvolumen}}}\ \cdot 100\,\%}$

The import quota is high if the domestic market is unable to alleviate the import pressure for economic reasons (e.g. low number of domestic suppliers, pressure to upgrade , price differentials or a lack of patents / licenses / concessions ).

The sum of all market shares of the providers results in the market volume:

${\displaystyle {\text{Marktanteil}}={\frac {\text{Umsatzvolumen eines Anbieters}}{\text{Marktvolumen}}}\ \cdot 100\,\%}$

A saturated market is when the market volume roughly corresponds to the market potential. A market is unsaturated when the market volume is significantly lower than the market potential.

${\displaystyle {\text{Marktsättigung}}={\frac {\text{Marktvolumen}}{\text{Marktpotenzial}}}\ \cdot 100\,\%}$

An unsaturated market has growth potential. They have to be exhausted with marketing tools.

A market clearing is used when the amount of supply and amount of demand balance each other out; there is a market equilibrium :

${\displaystyle {\mbox{Angebotsmenge}}={\mbox{Nachfragemenge}}}$

Market development

Changes in the market volume over time provide indications of market development . Time series over several years suggest a growth market , mature market , shrinking market or cyclical market close.

Individual evidence

1. ↑ Günter Wöhe, Introduction to General Business Administration , 25th edition, 2013, p. 378
2. ↑ Richard Köhler, in: Waldemar Wittmann / Werner Kern (eds.), Concise Dictionary of Business Administration , 1993, p. 89
3. ↑ Klaus Brockhoff, Marktsättigung , in: Bruno Tietz / Richard Köhler / Joachim Zentes (eds.), Concise Dictionary of Marketing , 1995, Sp. 1795
4. ^ Robert Nieschlag / Erwin Dichtl / ​​Hans Hörschgen, Marketing , 1997, p. 35
5. ↑ Heribert Meffert, Marketing: Basics of market-oriented corporate management , 1998, p. 165
6. ^ Paul E. Green / Donal S. Tull, Research for Marketing Decisions , 1988, p. 648
7. ↑ statista. The statistics portal, music industry: Share of sales of the five most important sound carrier markets on the world market in the years 2002 to 2014, accessed on May 9, 2015
8. ↑ Rolf Böhm / Cornel Müller / Claude Siegenthaler / Christoph Spahr / Michael Ulrich / Sven Wenger, The company from the perspective of business informatics , 2001, p. 74