6. Operational aspects of marketing

6.1 Competitive behaviour

Apart from sales price agreements and cartels, now more or less illegal in most countries (but still a constant temptation for interprofessions!), the aggressive era of competitive relations is probably over.

Competitors in a given market are also allies in its development.

Today, all products and services are in competition with all other household expenses: for example, when it comes to taking a vacation, consumers can choose between changing their car and taking it with them, choosing a package holiday, or staying at home to do some DIY. These three options will generate spending that will feed very different sectors. Each consumer sector is therefore in competition not only with its own competitors, but...