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2020, vol. 6, br. 3, str. 7-32
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Uloga i značaj dilera (prodavca) na tržištu automobila u Republici Srbiji
The role and importance of dealers (sellers) for the automobile market in Serbia
Sažetak
Automobili su naisofisticiraniji masovno proizvedeni proizvodi i rezultat su dugogodišnjih istraživanja i razvoja. Zbog takve prirode, tehnološki razvoj automobila je, uopšte, nepredvidljiv. Čak i kada ispunjavaju očekivanja, prihvaćenost od strane potrošača varira od jednog tržišta do drugog. Tržišta potrošnih dobara se sastoje od kupaca koji žele da troše ili imaju određene koristi od kupljenog proizvora i koji ne kupuju proizvod u cilju stvaranja profita, kao glavog cilja, već radi zadovoljenja sopsvenih potreba. Uloga dilera u automobilskoj industriji ima sve veći značaj na obim proizvodnje tako i na modele automobila. Bez njihovog prisustva postavlja se pitanje plasmana proizvoda, cene proizvoda kao i marketinških aktivnosti. Strategija samog proizvođača odnosno dilera je od izuzetnog znatača, kako preduzeće stvara vrednost i na koji način ostvaruje konkurentsku prednost dok izvori troškovne prednosti zavise od strukture date industrije. Takođe, od ključnog značaja za auto industnju je i lanac snabdevanja rezervnim delovima. Cena je strategijska i taktična promenljiva kojom se utiče na ostvarenje obima prodaje. Cilj rada predstavlja ispitivanje značaja uloge dilera za tržište automobila u Srbiji.
Abstract
Cars are the most sophisticated mass-produced products and are the result of years of research and development. Due to this nature, the technological development of cars is, in general, unpredictable. Even when they meet expectations, consumer acceptance varies from one market to the next. Consumer markets consist of customers who want to spend or benefit from a purchased product and who do not buy the product for profit, as the main goal, but to meet their needs. The role of dealers in the automotive industry is of increasing importance to both production volume and car models. Without their presence, there is the question of product placement, product pricing, and marketing activities. The strategy of the manufacturer or dealer himself is of the utmost importance, as the company creates value and how it achieves a competitive advantage, while the cost advantage sources depend on the structure of the given industry. Also crucial for the auto industry is the supply chain of spare parts. Price is a strategic and tactical variable that influences sales volume.
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