Survey shows dive in optimism

9:20am Thursday 30th August 2001

OPTIMISM among marketeers has dived to a record low according to a survey from a marketing institute.

The Summer 2001 Marketing Trends Survey from the Chartered Institute of Marketing (CIM) in Cookham showed experts are expecting growth in sales of just 4.7 per cent even lower than the pessimistic figure of the previous low of 4.9 per cent forecast in the spring survey.

Marketeers, despite revising plans for sales growth downwards, remain uncertain about their chances of achieving even those lower targets.

Ray Perry, CIM director of marketing, believes the results show there is little doubt in the marketing community that an economic slowdown is on the way.

Mr Perry said: "The Summer 2001 Marketing Trends Survey shows lower expectations for sales growth, lower expectations for price increases and a declining level of confidence among the marketing community.

"Even the business service sector, which reported buoyant growth expectations as recently as the spring survey has slashed its expected sales growth."

Mr Perry said he didn't want to see marketeers fall into the trap of talking themselves into recession as he believed that competitive advantage is still there to be seized.

It is not all gloom. A survey of members of the Thames Valley Chamber of Commerce & Industry area committees, including Wycombe and South Bucks, found business leaders confident that the underlying local economy is sound despite warnings of a slowdown ahead.

Jean Charmak, the president of the Thames Valley Chamber said: "While there is concern from manufacturers facing difficulties with the euro exchange rate and tough competition, retailers report trade going well and many in the service sector continue to report fair market conditions."