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Absatzmittlergerichtete Strategien als Ausprägungen von Marktteilnehmerstrategien. Erklärung, Differenzierung und Bewertung

Absatzmittlergerichtete Strategien als Ausprägungen von Marktteilnehmerstrategien. Erklärung, Differenzierung und Bewertung

          
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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Hochschule Fresenius Idstein, Sprache: Deutsch, Abstract: Zielsetzung dieser wissenschaftlichen Arbeit ist die Erklärung, Differenzierung und Bewertung absatzmittlergerichteter Maßnahmen in Bezug auf die Machtverteilung zwischen Hersteller und dem Handel, der Gestaltung der Absatzwege, sowie auf das Verhalten des Erzeugerunternehmens zu Handelsunternehmen. Distributionspolitische Maßnahmen sind gerade für Erzeugerunternehmen, die ihre Produkte hauptsächlich herstellen und nicht ausschließlich selbst vermarkten, von hoher Bedeutung. Aus Herstellersicht war bereits in den 80er Jahren klar, dass der Markterfolg bereits auf der Zwischenstufe vom Händler abhängig ist - nicht erst bei dem Endverbraucher. Des Weiteren ist es durch das veränderte Konsumverhalten und durch instabile Markentreue für Hersteller zunehmend schwieriger, eine langfristige Strategie zu verwirklichen. Da zwischen Hersteller und Handelsunternehmen oftmals zielbedingte Konflikte herrschen, kann eine durchdachte Absatzmittlerstrategie zu einer beidseitigen Zielerreichung führen. Hersteller haben nämlich produktbezogene und Händler eher plattformenorientierte Ziele - doch sie haben auch ein gemeinsames Ziel: die Bedürfnisbefriedigung des Endverbrauchers. Umso wichtiger ist es also, durch dieses Konfliktpotenzial und der hohen Importanz der Händler durch ihre Funktion als "Gatekeeper" (Einflussfaktor, mit wichtiger Position bei Entscheidungsfindungsprozessen), aus Herstellersicht eine sorgfältig durchdachte und geplante Strategiewahl im Hinblick auf distributionspolitische Maßnahmen wie die korrekte Absatzmittlerstrategie zu haben. Wichtig dabei ist zu erwähnen, dass es meist nicht bei einer einzigen Absatzmittlerstrategie bleibt - durch das moderne Konsumverhalten erwarten Kunden, Produkte auf vielen Wegen erwerben zu können (z. B. online auf der Webseite oder im G


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Product Details
  • ISBN-13: 9783346748515
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 3346748510
  • Publisher Date: 28 Sep 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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