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Beschreibung und Bewertung von Kundenbindungsmaßnahmen. Die Telekom (T-Com)

Beschreibung und Bewertung von Kundenbindungsmaßnahmen. Die Telekom (T-Com)

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Munich Business School, Sprache: Deutsch, Abstract: Die heutige Zeit ist geprägt durch den Wandel vom Verkäufer- zum Käufermarkt. Ein ständig wachsendes Angebot steht einer nahezu stagnierenden, wenn nicht zurückgehenden Nachfrage in einem von starkem Wettbewerb geprägten Marktumfeld gegenüber. Produkte und Dienstleistungen werden einander immer ähnlicher und für jedes Unternehmen stellt es eine enorme Herausforderung dar, ein Alleinstellungsmerkmal zu finden, um sich von der Konkurrenz abheben zu können. Ein weiteres Merkmal, das die marktpolitische Gegenwart bestimmt ist der, im letzten Jahrtausend vollzogene Wandel von der Industrie- zur Informationsgesellschaft. Diese Veränderung bringt den Trend mit sich, dass Kunden öfter und schneller den Anbieter wechseln und das für sich günstigste Angebot, vor allem durch die vom Internet herbei gefügte Markttransparenz und direkte Vergleichbarkeit der Produkte suchen. Unternehmen haben vor dem Hintergrund eben genannter Entwicklungen den Vorteil der Kundenorientierung gegenüber der Produktorientierung entdeckt. Differenzierung erfolgt zunehmend nicht mehr vorrangig durch Preis und Qualität eines Produktes, sondern über eine persönliche Kundenansprache. Bei der Renaissance des "Tante-Emma-Prinzips" steht die Ansprache und Betreuung des Kunden wieder im Mittelpunkt des Transaktionsprozesses. Hier kommt das Customer Relationship Management (CRM) ins Spiel. Diese Arbeit soll die Kundenbindungsmaßnahmen der Telekomsparte T-Com untersuchen, analysieren und deren Effizienz vor dem Hintergrund der gegenwärtigen Marktsituation und der Marktstellung des Unternehmens bewerten. Die vorliegende Arbeit beginnt mit der Darstellung, Beschreibung und Bewertung von Kundenbindungsmaßnahmen in der Theorie. Welche Maßnahmen gibt es? Wie wirken sie? Was sind ihre Vor- und Nachteile? Im Folgenden wird auf das Unternehmen de


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Product Details
  • ISBN-13: 9783638742375
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 54
  • Series Title: German
  • Weight: 82 gr
  • ISBN-10: 3638742377
  • Publisher Date: 18 Aug 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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