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Bedeutung und Führung von Marken auf Industriegütermärkten

Bedeutung und Führung von Marken auf Industriegütermärkten

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Ludwigshafen am Rhein, Veranstaltung: Industriegütermarketing, Sprache: Deutsch, Abstract: Das Markenmanagement gilt als eine zentrale Größe der Unternehmensführung. Die in Anhang 1 dargestellten Ergebnisse einer vom Institut für Marketing durchgeführte Befragung, in der 73 Marketingwissenschaftler und 186 Top-Manager zum Stellenwert der Markenpolitik im Rahmen der marktorientierten Unternehmensführung befragt wurden, veranschaulicht dies (Meffert 2002, S. 4). Einen weiteren Beleg für den Stellenwert des Markenmanagements bildet der Markenwert, der als Indikator zur Messung des Erfolges bzw. des Erfolgspotentials einer Marke gilt (Esch, 2005, S. 44). In der jüngeren Vergangenheit trat der Markenwert vorwiegend im Zuge von Unternehmensübernahmen und -zusammenschlüsse in Erscheinung, bei denen die gezahlten Summen die Unternehmensaktiva bei weitem überstiegen haben. Bei der Übernahme von Rowntree Mackintosh durch Nestlé wurde beispielsweise das Dreifache des notierten Börsenwertes gezahlt (Haedrich, 2003, S. 182). Dieser gezahlte Goodwill-Betrag ist nicht alleine auf Patente, Lizenzen oder ähnliches zurückzuführen, sondern gilt zum größten Teil der akquirierten Marke. Kapferer hab diesen Status der Marke hervor, indem er sie als "das wichtigste Kapital des Unternehmens" bezeichnet (Kapferer, 1992, S. 9). Eine Studie von PWC und Sattler (2001), wonach Marken branchenübergreifend durchschnittlich 56 Prozent des Unternehmenswertes ausmachen belegt dies (PriceWaterhouse Coopers, 2001). Die hohe Bedeutung des Markenmanagements ist hierbei eng mit dem Konsumgüterbereich verbunden. Im Gegensatz dazu wurde der Markenpolitik im Industriegüterbereich lange Zeit nur eine geringe Aufmerksamkeit geschenkt. Laut der Produktionsgüterstudie von Krämer (1993) galt der Markenpolitik im B2B-Bereich nur ein Budgetanteil von rund 5 Prozent am Marketing-Mix (Krämer, 1993, S.


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Product Details
  • ISBN-13: 9783640776979
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640776976
  • Publisher Date: 15 Dec 2010
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 95 gr


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