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The Role And Importance Of Dealers (Sellers) For The Automobile Market In Serbia

Sanja Jelenković[1], Aleksandar Brzaković[2], Branko Mihailović[3]
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Paper Received: 12.09.2020..
Paper Accepted: 27.11.2020.
DOI: 10.5937/Oditor2003007J

Review

UDC:
339.187:[338.45:629.33(497.11)
347.712
EAT: D40, L62

Summary:

Cars are the most sophisticated mass-produced products and are the result of
years of research and development. Due to this nature, the technological
development of cars is, in general, unpredictable. Even when they meet
expectations, consumer acceptance varies from one market to the next.
Consumer markets consist of customers who want to spend or benefit from a
purchased product and who do not buy the product for profit, as the main goal,
but to meet their needs. The role of dealers in the automotive industry is of
increasing importance to both production volume and car models. Without their
presence, there is the question of product placement, product pricing, and
marketing activities.

The strategy of the manufacturer or dealer himself is of the
utmost importance, as the company creates value and how it achieves a
competitive advantage, while the cost advantage sources depend on the
structure of the given industry. Also crucial for the auto industry is the supply
chain of spare parts. Price is a strategic and tactical variable that influences
sales volume.

Key words: cars, dealers, price, market, consumer

[1]PhD candidate Sanja Jelenković, MA, University Business Academy in Novi Sad, Faculty of applied management, economics and finance in Belgrade, R. Serbia, E-mail: sanja.jelenkovic8@gmail.com
[2]Assistant Professor, PhD Aleksandar Brzaković, University Business Academy in Novi Sad, Faculty of applied management, economics and finance in Belgrade, R. Serbia, E-mail: aleksandar.brzakovic@mef.edu.rs
[3]Associate professor, senior research associate, PhD Branko Mihailović University Business Academy in Novi Sad, Faculty of applied management, economics and finance in Belgrade, R. Serbia, E-mail: branko.mihailovic@mef.edu.rs