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2021, vol. 10, iss. 19, pp. 70-79
Models of communication between producers and consumers
Visoka poslovna škola strukovnih studija, Čačak

emailmreccmilanv.soskic@gmail.com
Keywords: producer; consumer
Abstract
The manufacturers' position in today's increasingly competitive market is very challenging, as shown by the fact that each product has its substitute from other manufacturers. Consumers benefit from competition since it allows them to select the product from the most suitable manufacturer while also raising the issue of whether the product substitute is better or worse than the product to which the customer is accustomed. In such a situation, the manufacturers' position in the market is unenviable because they are forced to cater to each customer's needs and continuously monitor their competitors. The above issues can be resolved by direct communication with customers. The fact that the manufacturers must place their products in the domestic market mainly through intermediaries, i.e. retailers and in the international markets through wholesalers and retailers, makes their business operations much more difficult. The already complicated way of doing business must not be viewed as a mere sale; instead, it can be enhanced by utilizing the sales chain (manufacturer, wholesaler, retailer, consumer) for the flow of information in the opposite direction (consumer, retailer, wholesaler, manufacturer), to retain consumers and increase product sales. We can use the sales chain for the information flow from the market if everybody involved in it feels the need for good, reliable, and quality information that will be adopted by the manufacturer and all sale participants, with an overarching goal to increase profits.
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article language: Serbian
document type: Review Paper
DOI: 10.5937/EkoIzazov2119070S
received: 05/05/2021
accepted: 07/07/2021
published in SCIndeks: 15/10/2021
Creative Commons License 4.0

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