Vol.1, No 7, 1999 pp. 51 - 55
UDC 658.8.011.1
ON SOME SPECIAL MARKETING CHARACTERISTICS
OF THE MARKET OF AFTER-SALE CONSUMER SERVICES
Petar Banchev, Vanya Dimitrova
"D. A. Tsenov" Svishtov, Bulgaria
Abstract. The accents of the study fall upon the required form of
the contemporary trends of consumer markets development necessary for expanding
the conceptual base of after-sales marketing and its strategic orientation.
A thorough analysis has been made of the after-sales services market as
subject of the study. Identified are the aspects of after-sales consumer
behavior on the market of after-sales services. Some directions and approaches
to market segmentation oriented to after-sales phase are suggested.
POSEBNE MARKETING KARAKTERISTIKE TRŽIŠTA
POSLEPRODAJNIH USLUGA
Naglasak u radu je na savremenim trendovima u vezi neophodnog razvoja tržišta
potrošača, za unapređenje konceptualne osnove posleprodajnog marketinga
i njegove strateške orjentacije. Izvršena je analiza tržišta posleprodajnih
usluga kao objekta istraživanja. Identifikovani su aspekti posleprodajnog
ponašanja potrošača na tržištu posleprodajnih usluga. Predložene su neke
smernice i pristupi segmentaciji tržišta orjentisani ka posleprodajnoj
fazi.
