Abstract
On the one hand, the impulse in the case of these interrelations and the proper functioning of any company producing/providing services is represented by the needs and motivation of the customers, these aspects leading to determining their behavior in the process of their acceptance / rejection of the products/services they are provided. On the other hand, the products or services should be tailored according to the requirements of the customers and consumers and they should consider the satisfaction of a set of desires and needs, including the ones expressed by the Maslow's Pyramid of Needs. In order to highlight these multidimensional double-way interrelations, one surely needs, at the same time, to use the marketing sub-function in a case study in symbiosis with the other functions, sub-functions and highlighting tools of the analyzed firm or company. Any purchasing act follows to simultaneous reach more goals, the consumer having to manage between positive motivations and the negative ones, the last category acting as a break. In the double-way interaction, the redirecting of the negative behaviors, along with the improving the supply characteristics are the appropriate ways of winning. A key role in this action is played by the customer loyalty programs which provide a strengthened interrelation and a win-win type beneficial strategy.
Highlights
The practical background of the approach: In this paper, our scientific method is a little and slight different from a usual one
I speak about induction that is, starting from the practical example, to emphasize the traits of the compulsory relationship between the consumer and the firm, mainly based on marketing sub-function, advertising and the folding of the firm’s activity on the customers’ needs and behavior1
This research was conducted on a sample of 100 effective customers, using final users of the firm’s products leading to the following conclusions, being considered, as well, the feedback communication to the firm:
Summary
The practical background of the approach: In this paper, our scientific method is a little and slight different from a usual one. A very useful tool considered in the present analysis was the questionnaire method, appropriate for our purpose, due to the fact that Tess Conex S.A. Company is dealing with spare parts, pieces and auto parts. A typical example for our goal is an entity, a firm from the auto market, cars being the most wanted and useful medium-term products for the modern people. In this situation, the SWOT analysis for the Tess Conex S.A. Company is an edificatory picture for the understanding of what is and what is the functioning and the way to be followed by this firm. *ongoing analysis of the customer satisfaction with the company's products; *responsiveness to their suggestions
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