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Herausforderungen und Gestaltungsansätze des Key Account Managements innerhalb der strategischen Marktbearbeitung: Theoretische Betrachtung der Thematik

Herausforderungen und Gestaltungsansätze des Key Account Managements innerhalb der strategischen Marktbearbeitung: Theoretische Betrachtung der Thematik

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Unternehmensgründung, Start-ups, Businesspläne, Note: 1,3, Leibniz Akademie Hannover - Berufsakademie Hannover, Sprache: Deutsch, Abstract: Die heutigen Absatzmärkte hochentwickelter Länder sind weitestgehend gesättigt und Produkte lassen sich immer leichter austauschen. Produkte zu einem akzeptablen Preis, die zudem noch eine Qualität vorweisen, werden heutzutage als selbstverständlich angesehen, so dass mögliche Differenzierungen von den Produkten des Wettbewerbs zukünftig ausschließlich über die Aspekte der Zusatzleistungen, in Form von diversifizierten Dienstleistungen o.ä., möglich sind. Mögliche Absatzsteigerungen oder gar der Gewinn von Marktanteilen lassen sich auf den heutigen Absatzmärkten vielmals nur noch durch Preis- und Leistungswettkämpfe ermöglichen, die dazu führen, dass das bestehende Preisgefüge einbricht und viele Unternehmen aufgrund zu hoher Verluste kapitulieren müssen. Dies wird durch eine immer größere Unberechenbarkeit der Kunden zunehmend verstärkt, da jene auf mehr Alternativen zurückgreifen können, als es noch vor geraumer Zeit der Fall war. Für Unternehmen ist es daher wichtig, die Aufmerksamkeit bestehender und potentieller Kunden kontinuierlich auf einem hohen Niveau zu halten, so dass etwaige Versuche eines Wechsels zu möglichen Wettbewerbern gezielt entgegengewirkt werden kann. Um dies zu realisieren, steigen die Ausgaben, in Form von Vertriebs- und Marketingkosten, in Relation zu den Faktoren Umsatz und Ertrag meist durchweg überproportional. Wodurch oftmals die Deckungsbeiträge einbrechen und die Unternehmen in Folge dessen vermehrt zu rigorosen Kosteneinsparungsmaßnahmen zurück greifen müssen, die sich vor allem durch Rationalisierungsprogramme im Bereich des Personals deutlich machen. Aufgrund zunehmender globalisierter Strukturen innerhalb der Wirtschaft steigt folglich auch die Internationalisierung der Marketingmaßnahmen und der Vertriebswege, so dass zwangsläufig untersc


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Product Details
  • ISBN-13: 9783668023260
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 38
  • Series Title: German
  • Sub Title: Theoretische Betrachtung der Thematik
  • Width: 148 mm
  • ISBN-10: 3668023263
  • Publisher Date: 11 Aug 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 63 gr


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Herausforderungen und Gestaltungsansätze des Key Account Managements innerhalb der strategischen Marktbearbeitung: Theoretische Betrachtung der Thematik
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Herausforderungen und Gestaltungsansätze des Key Account Managements innerhalb der strategischen Marktbearbeitung: Theoretische Betrachtung der Thematik
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