Afsetning

Afsetning is a term used in Norwegian economics to refer to the process and outcome of selling goods and services to consumers. It covers the activities that move products from producers to markets and generate sales, including market research, pricing, promotion, distribution, and sales management. In practice, afsetning sits between production and consumption and is closely tied to marketing and distribution strategy, focusing on converting potential demand into actual purchases.

Key elements of afsetning include distribution channels such as direct sales, wholesalers, retailers, and e-commerce, as well as logistics, channel management, and the organization of the sales force. Decisions about afsetning are influenced by factors like consumer demand, income levels, price sensitivity, competition, seasonality, and macroeconomic conditions. Firms may pursue broad or targeted afsettnings approaches depending on market coverage, control over channels, and strategic goals.

Measurement and planning typically center on sales volume (afsetningsvolum) and sales value (afsetningsverdi), as well as market share and forecast accuracy. Pricing policy, product availability, and promotional activity all affect afsetning outcomes. The term is often contrasted with production or procurement, underscoring the need to align supply with expected demand and to optimize distribution efficiency.

In business practice, afsetning is a core component of marketing strategy. It requires coordination among product development, pricing, distribution, and communications to deliver value to customers while achieving revenue and growth objectives.