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2021, vol. 10, iss. 19, pp. 70-79
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Models of communication between producers and consumers
Modeli komunikacije između proizvođača i potrošača
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.
Sažetak
Današnja pozicija proizvodjača je veoma otežana na sve konkuretnijem tržištu što se ogleda u tome da svaki proizvod ima svoje supstitute od strane drugih proizvodjača. Konkurentnost je dobra za potrošače, nudi im mogućnost odabira proizvoda po njemu najprihvatljivijeg proizvodjača, a istovremeno ga dovodi u nedoumicu da li je supstitut proizvoda bolji ili lošiji od onog proizvda na koji je navikao. U ovakvoj situaciji pozicija proizvodjača na tržištu je na nezavidnom nivou jer je doveden u poziciju da brine o potrebama svakog potrošača, a samim tim i da konstantno prati svoju konkurenciju. Gore navedeni problemi se mogu rešavati u direktnoj komunikaciji sa potrošačima. Znajući da proizvodjač svoj proizvod mora plasirati najčešće preko posrednika na domaćem tržištu to jest maloprodaje, a na inostranom preko veleprodaje i maloprodaje što mu jos više otežava poslovanje. Već i onako otežan način poslovanja ne smemo gledati kao puku prodaju već ga možemo poboljšati ako prodajni lanac (proizvodjač, veleprodaja, maloprodaja, potrošač) iskoristimo za protok informacija u obrnutom smeru (potrošač, maloprodaja, veleprodaja, proizvodjač), a sve u cilju da se zadrži potrošač i poveća prodaja proizvoda. Prodajni lanac možemo iskoristi za protok informacija sa tržišta, ako svi u njemu osete potrebu za dobrim, tačnim i kvalitetnim inforamcijama koje će se usvojiti od strane proizvodjača i svih učesnika u prodaji, a sve u cilju povećanja profita.
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