Abstract

Small and medium-sized companies in the investment goods industry find themselves more and more often confronted with radical changes in the conditions of their business environments. The access to one dimensional growth just by selling physical products is becoming increasingly limited. Traditional means are suffering of a constant loss of effectiveness. But even though it has been shown that there are enormous chances in the area of after-sales services in this industry, small- and medium-sized industrial goods manufacturers obtain only about 25% of their turnover with services, due to an insufficient strategic involvement of this topic. On the basis of a long term perspective and against the background of the discussions on stakeholder integration, strategic business segments and the customer-lifetime-value, this paper focuses on the different possibilities of accessing new market potentials by combining and analyzing the implications of different strategic perspectives on after-sales-services and their effects on the customer-lifetime-value.

Keywords:
After-Sales Services; Investment goods industry; Capital goods; Strategic marketing; Strategic business segment.

Rezumat
Companiile mici i mijlocii din industria investiiilor se confrunt din ce n ce mai des cu schimbri radicale n condiiile mediului de afaceri. Accesul la o cretere dimensional doar prin vnzarea produselor fizice este deja limitat. Metodele tradiionale sufer de o pierdere constant a eficienei. Dar dei a fost artat c sunt sane enorme n domeniul serviciilor post-vnzare n aceast industrie, productorii de bunuri industriale mici i mijlocii obin doar 25% din cifra de afaceri cu servicii, din cauza unei implicri insuficiente. Pe baza unei perspective pe termen lung i pe fundalul unor discuii a integrrii acionarilor, a segmentelor strategice de afaceri i a meninerii clienilor aceast lucrare se concentreaz pe diferitele posibiliti de a accesa noi potenialuri ale pieei prin combinarea i analizarea implicaiilor diferitelor perspective strategice ale serviciilor post-vnzare i efectul lor asupra meninerii clienilor.

Cuvinte cheie:
Servicii post-vnzare; Bunuri capitale; Marketing strategic; Segmentul strategic de afaceri