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| Author: | Dubrovski, D. |
| Title: | The important of the service component of a product |
| Journal: | Nase gospodarstvo
1995 : VOL. 41:5-6, p. 533-540 |
| Index terms: | |
| Freeterms: | products, structure, services, marketing value chain |
| Language: | slv |
| Abstract: | A consumer does not purchase the totality of the product's physical components but above all, its use the function in order to meet his/her needs, the solving of a problem etc.For this reaon, the product present the entity of both tangible and intangible components, which mean meeting the customer's needs or desires or the solving of a problem.It should, therefore, be discussed globally, taking into consideration a technical and marketing or hardware and software component.Nowadays, the product as such includes the service in the form of the so called intangible components.As the products are becoming more and more personalized, differentiated and complex , the intangible i.e. the service part, is gaining in its importance.Thus the product is no more the result of (only) a production phase of the business process but it is formed in the so called value of the marketing chain, which is built not only inside the company but also outside it, i.o. on the market.The increasing role of services in the entire product (supply, supply package) requires changes in at least seven branches of the companies' operations, which can be defined as: restructuring of the business proccss; new competition areas; command of the service part of the value chain; marketing function as the integral function in a company; adjustment of the marketing mix, larger emphasis, on the human resource management; rapid company's reaction. |
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