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Kommunikationsinstrumente zur Etablierung von Dienstleistungsmarken am Beispiel eines Lebensmittelgroßhändlers

Kommunikationsinstrumente zur Etablierung von Dienstleistungsmarken am Beispiel eines Lebensmittelgroßhändlers

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, Universität Potsdam (VWA Potsdam), Sprache: Deutsch, Abstract: 1. Einleitung Eine der wichtigsten Lebensgrundlagen für die Menschheit ist die Nahrung. Die Beschaffung im Einzelhandels- bzw. Großhandelsbereich ist heutzutage auch kein großes Problem mehr bei der Vielzahl der Anbieter von Lebensmitteln. In den folgenden Ausführungen wird aber lediglich der Großhandel betrachtet. Mit dem reinem Vertrieb von Lebensmitteln kann man aber als Großhändler auf dem hart umkämpften Markt keine starke Marktposition erschaffen, halten und ausbauen. Vielmehr ist es notwendig geworden, den Kunden als Universaldienstleister auf diesem Gebiet mit Rat und Tat zur Seite zu stehen. Da es aber nicht wie im Lebensmitteleinzelhandel möglich ist, ein greifbares Produkt zu präsentieren, wird die Kommunikation zum zentralen Element für die Durchsetzung von Unternehmenszielen. Mit welchen Problemen ein Lebensmittelgroßhandel im Raum Berlin zu kämpfen hat, sollen die nachfolgenden Ausführungen vermitteln. Sie sollen einen Überblick über die momentane Marktsituation im Lebensmittelgroßhandel und mögliche Lösungsansätze für bessere Positionierung am Markt mit Hilfe der Kommunikation aufzeigen. Nach dieser Einleitung wird in dieser Arbeit zunächst auf das Dienstleistungsmarketing eingegangen. Hier soll zunächst die Situation des Lebensmittelgroßhandels dargestellt werden. Da sich der Lebensmittelgroßhandel mehr und mehr zum Dienstleister entwickelt, werden im zweiten Unterpunkt Inhalt und Besonderheiten des Dienstleistungsmarketing erläutert. Im dritten Kapitel wird das Thema Dienstleistungsmarke behandelt. Nach einer Definition werden im zweiten Unterpunkt Funktionen aus Anbieter- und aus Nachfragersicht und Ziele von Dienstleistungsmarken beschrieben. Im Anschluss an die Besonderheiten von Dienstleistungsmarken wird auf das Image und die Identität einer Dienstleistungsmarke eingegangen.


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Product Details
  • ISBN-13: 9783638955690
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638955699
  • Publisher Date: 01 Jul 2008
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 109 gr


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Kommunikationsinstrumente zur Etablierung von Dienstleistungsmarken am Beispiel eines Lebensmittelgroßhändlers
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Kommunikationsinstrumente zur Etablierung von Dienstleistungsmarken am Beispiel eines Lebensmittelgroßhändlers
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