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Pomen storitvene sestavine izdelkaDubrovski, DragoPotrošnik ne kupuje skupka fizičnih komponent izdelka, temveč predvsem njegovo uporabnost, funkcijo, zadovoljitev svojih potreb, rešitev nastalega problema ipd., zato je izdelek celota tako ... otipljivih kakor tudi neotipljivih sestavin, ki pomenijo zadovoljitev potrošnikovih potreb in želja oz. rešitev problema. Zato ga je potrebno obravnavati kompleksno, upoštevajoč njegovo tehnično in marketinško oz. hardversko in softversko sestavino. Izdelek danes že sam po sebi vsebinsko zajema storitev v obliki t.i. neotipljive komponente. S tem ko postajajo izdelki vse bolj individualizirani (personificirani), diferencirani in kompleksni, odpade vedno večji delež na neotipljivi, storitveni del. Izdelek potemtakem ni več rezultat (zgolj) proizvodne faze poslovnega procesa, temveč se oblikuje v t.i. marketinški verigi vrednosti, ki se gradi ne samo znotraj podjetja, ampak tudi zunaj njega, na trgu. Naraščajoča vloga storitev v celovitem izdelku (ponudbi, ponudbenem paketu) zahteva spremembe na vsaj sedmih področjih poslovanja podjetih, ki jih lahko opredelimo kot: - prestrukturiranje poslovnega procesa, - nova področja konkuriranja, - obvladovanje storitvenega dela verige vrednosti, - marketinška funkcija kot integralna funkcija v podjetju, - prilagojenost marketinškega spleta, - večji poudarek upravljanju kadrovskih potencialov, - hitre reakcije podjetja.Source: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (41, št. 5/6, 1995, str. 533-540)Type of material - article, component partPublish date - 1995Language - slovenianCOBISS.SI-ID - 3379996
Author
Dubrovski, Drago
Other authors
Gajšt, Drago
Topics
marketing |
izdelki |
storitve |
potrošnik |
podjetje
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source: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (41, št. 5/6, 1995, str. 533-540)
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Dubrovski, Drago | 14363 |
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