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Auswirkungen von Preisaktionen auf das Markenimage eines Herstellers

Auswirkungen von Preisaktionen auf das Markenimage eines Herstellers

          
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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3,0, FernUniversität Hagen, Sprache: Deutsch, Abstract: Im 21. Jahrhundert stehen die Hersteller von Markenartikeln mehr denn je in einem starken Konkurrenzkampf um die Konsumenten. Dabei findet der Wettbewerb nicht mehr nur zwischen den verschiedenen Herstellern, sondern vermehrt auch mit den Handelsmarken der Händler statt. Insbesondere deren Marktanteile nehmen in der Konsumgüterbranche seit Jahren kontinuierlich zu. Am Beispiel einer Artikelgruppe aus dem Bereich Fertiggerichte lässt sich die Entwicklung von Handelsmarken sehr gut aufzeigen. Während im Jahr 2000 der Anteil gelisteter Handelsmarken bei der Betriebsform "Discounter" noch null Prozent betrug, ist dieser auf über 20 % im Jahr 2005 angewachsen. In den Betriebsformen "Supermarkt" und "Verbrauchermarkt" stieg der Anteil gelisteter Handelsmarken im selben Zeitraum von unter zehn Prozent auf ebenfalls über 20 % an. Die Hauptursache für die ansteigende Verbreitung von Handelsmarken liegt in dem Verbot der vertikalen Preisbindung (Artikel 81 EG), welches in Eu-ropa eine rechtliche Regulierung des Marktes darstellt. Dies führt auf der Herstellerseite zur Abschwächung ihrer preispolitischen Maßnahmen und auf der Händlerseite zur Stärkung der preispolitischen Möglichkeiten für ihre Handelsmarken. Der Handel besitzt also durch das Verbot der vertikalen Preisbindung die Preishoheit über das gesamte Sortiment, wodurch er nicht nur die Preise seiner Handelsmarken, sondern auch die Preise der Herstellermarken in seinem Handelsunternehmen selbst festlegen kann. Ein weiterer Erklärungsansatz für die in den letzten Jahren verschobenen Machtverhältnisse zwischen Herstellern und Händlern ist die zunehmende Konzentration im Lebensmittelhandel. Während 1999 die acht großen Handelsunternehmen zusammen noch einen Marktanteil von 70 % aufwiesen, hatten 2011 die vier größten Handelsunternehmen bereits 85 %. Eine Befragun


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Product Details
  • ISBN-13: 9783656557302
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3656557306
  • Publisher Date: 14 Dec 2013
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 109 gr


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Auswirkungen von Preisaktionen auf das Markenimage eines Herstellers
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