tailieunhanh - THE MARKETING SERVICES ON THE FURNITURE MARKET

Furniture layout design falls under the umbrella of space planning, a sub-field of interior design that deals with the allocation of spatial resources [Kilmer and Kilmer 1992; Kubba 2003; Pile 2007; Karlen 2009]. To identify guidelines for furniture layout we have consulted manuals on furniture layout [Talbott 1999;Ward 1999; Sharp 2008] and have interviewed four professional designers who specialize in arranging furniture. An effective furniture layout must address both functional and vi- sual criteria. The functional criteria evaluate how well the layout supports the human activities that take place in the space, such as conversation, rest, or movement. The visual criteria concern the perception of the layout as a visual composition. This. | THE MARKETING SERVICES ON THE FURNITURE MARKET Lecturer PhD Flaviu MEGHIẸAN University of Piteẹti PhD Student Georgeta - Mădălina MEGHIẸAN University of Craiova 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. Keywords furniture s distribution marketing of services buyer behavior Introduction The distribution of furniture is based on few strategic variables that accompany the product. These variables result from the organization of distribution channel and from the nature of consumer-product relationship. These variables are related to The dominant position of distribution Poor identification of the product due to a small number of brands The .