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The Marketing Services on the Furniture Market

Author

Listed:
  • Flaviu MEGHISAN
  • Georgeta - Madalina MEGHISAN

    (University of Pitesti, Pitesti, Romania
    University of Craiova, Craiova, Romania)

Abstract

The distribution of furniture has seen profound changes leading to accelerations of the dynamics of the competition environment, these changes being influenced, among other things, by the diversification of offer comprising new services. Today it seems essential to consider the distribution of furniture as an “industry that creates utility”. Indeed, the consumer is analyzed not only as a function of product characteristics, but as a set of utilities and advantages that distributions propose in their strategies of associated services. The services appear, in the same time, as variables which are applied by the distributor in his strategy to differentiate themselves and as utilities associated to the product, utilities which the consumer - as “problem-solver” - integrates in his decision making process. The consumer buys not just a simple product (furniture), but a global product which includes a sum of jointed attributes and utilities (proximity, product line, point of sale concept, information, warranty, etc.). This paper analyzes the services offer from the distribution of furniture as a method to solve the problems of furniture buyer. From this perspective the paper takes into consideration the various profiles of buying behavior, makes a critical analysis of the structure of services involved, defines a new structure of services based on the phases of buying behavior process.

Suggested Citation

  • Flaviu MEGHISAN & Georgeta - Madalina MEGHISAN, 2007. "The Marketing Services on the Furniture Market," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 5(1), pages 89-98, November.
  • Handle: RePEc:aio:manmar:v:5:y:2007:i:1:p:89-98
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    More about this item

    Keywords

    furniture distribution; marketing of services; buyer behaviour;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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