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Cross Channel Marketing. Sein Einfluss auf die Rolle des Verkäufers im stationären Handel

Cross Channel Marketing. Sein Einfluss auf die Rolle des Verkäufers im stationären Handel

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Technische Universität Chemnitz, Sprache: Deutsch, Abstract: Die Handels- und Vertriebsstrukturen der Zukunft werden nur wenig mit denen des zwanzigsten Jahrhunderts gemein haben. Technologische Fortschritte, verändertes Konsumverhalten und rasante Entwicklungen der Vertriebslandschaften werden die Märkte nachhaltig verändern und prägen. Neue Absatzkanäle werden in bestehende Märkte integriert und führen zu veränderten Marktformen und Marketingstrategien. Gewachsene Systeme werden außer Kraft gesetzt und traditionelle Marktteilnehmer vor neue Herausforderungen gestellt. Immer mehr Unternehmen verkaufen ihre Produkte und Dienstleistungen auf verschiedenen Vertriebskanälen. Die Verzahnung von On- und Offline-Kanälen führt zu einer erhöhten Komplexität und es hat den Anschein, dass sich der Handel immer mehr in das Internet und Online-Kanäle verlagert. Hierbei stellt sich die Frage wie die Rolle des Verkäufers im stationären Handel zukünftig sein wird, welche Anforderungen an ihn gestellt werden und ob er in Zukunft überhaupt noch benötigt wird. Die vorliegende Arbeit gibt einen Überblick über die Entwicklung hin zum Cross Channel Marketing und geht dabei speziell auf die Rolle des Verkäufers im stationären Handel ein. Zu Beginn der Arbeit werden Grundprinzipien verschiedener Vertriebsansätze vorgestellt und es wird aufgezeigt, wie diese Grundprinzipien mit zunehmenden Reifegrad vom Multiple- Channel-Retailing bis zum No-Line-Handel kombiniert werden. Im Anschluss daran wird betrachtet wie neue Technologien das Konsumverhalten verändern und welchen Einfluss dies auf den Handel im Allgemeinen und den stationären Handel im Speziellen hat. Weiterhin werden die Auswirkungen auf die Rolle des Verkäufers im stationären Handel herausgearbeitet. Neue Anforderungen an die zukünftige Rolle und zukünftigen Aufgaben des Verkäufer werden benannt und thematisiert.


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Product Details
  • ISBN-13: 9783668267237
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668267235
  • Publisher Date: 17 Aug 2016
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 104 gr


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Cross Channel Marketing. Sein Einfluss auf die Rolle des Verkäufers im stationären Handel
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