FEATURES OF MARKETING OF RELATIONS WITH CLIENTS OF AUTOMOBILE DEALERS

Ksenia V. Brezgina (), Ekaterina A. Antineskul () and Alena V. Popova ()
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Ksenia V. Brezgina: PGNIU
Ekaterina A. Antineskul: PGNIU
Alena V. Popova: PGNIU

Annals of marketing-mba, 2019, vol. 2

Abstract: The issues related to the formation of car dealership policy of relations with customers in the car sales market are considered. It was determined that the directions, technologies and methods of customer relations should be aligned with the trends in the development of the car sales market, as well as patterns of consumer behavior formed with this in mind. Current market trends, due to the proliferation of digitalization processes to a multitude of sales areas, put the need to solve the problems of online connection and offline interaction in sales. It should be borne in mind that the business model of the car sales market is being transformed, where the important trend is not car ownership, but car use. In building effective relationships, the car dealer should identify the main groups of customers and, focusing on their needs and requirements, develop specific targeted marketing programs and interaction strategies.

Keywords: car dealer; car sales market; relationship marketing; customer orientation; customer group behavior patterns. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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