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Kundenfindung - Kundenbindung: Anhand von praktischen Beispielen aus dem Industrie-, Handels- und Dienstleistungssektor

Kundenfindung - Kundenbindung: Anhand von praktischen Beispielen aus dem Industrie-, Handels- und Dienstleistungssektor

          
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About the Book

Inhaltsangabe: Einleitung: Die deutsche Wirtschaft sieht sich seit Jahren einer immer stärker werdenden Internationalisierung des Wettbewerbs bei gleichzeitiger weltweiter Globalisierung der Märkte gegenüber. Nachdem in den vergangenen Jahren bei vielen Unternehmen einschneidende Verbesserungen der Kostenstrukturen, z. B. durch Lean-Management, erreicht wurden, ist jetzt das Kriterium "Kundenorientierung" ein Wettbewerbsfaktor von hoher Bedeutung. Waren die sechziger und siebziger Jahre vom Massenmarketing der Verkäufermärkte geprägt, wird seit den achtziger Jahren die Gruppe der Nachfrager in den Käufermärkten zunehmend in heterogene Zielgruppen mit unterschiedlichen Bedürfnissen eingeteilt, die mit Hilfe von klassischen und modernen Marketinginstrumenten betreut werden. Gegen Ende des letzten Jahrzehnts des zwanzigsten Jahrhunderts stehen die Unternehmen des Industrie-, Handels- und Dienstleistungssektors vor neuen Herausforderungen. Durch neue Mitgliedstaaten vergrößert sich der gemeinsame europäische Markt weiter und die europaweite Deregulierung von nationalen Märkten bringt zusätzlichen Wettbewerb. Der technologische Wandel vollzieht sich in immer kürzeren Zeitabschnitten und neue Kunden können häufig nur noch mit Hilfe der Abwerbung von der Konkurrenz hinzugewonnen werden, welches mit hohen Akquisitionskosten verbunden ist. Güter und Dienstleistungen werden austauschbarer und sollen hohen Qualitätsanforderungen entsprechen (ISO 9000 u. f.). Produzierte Leistungen müssen schneller als in früheren Zeiten verfügbar sein und die Spontanität der Konsumenten verkürzt die Produktlebenszyklen. Der gesellschaftliche Wertewandel mit einer steigenden Geschwindigkeit in der Änderung von Wertestrukturen hat zu einer Individualisierung und einer Abnahme des Gruppendrucks geführt. Heute dient der Konsum überwiegend der individuellen Bedürfnisbefriedigung bei schrumpfenden Bevölkerungszahlen. Das Informationsbedürfnis der zunehmend kritischeren Verbraucher vergrößert sich


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Product Details
  • ISBN-13: 9783838613871
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 217 gr
  • ISBN-10: 3838613872
  • Publisher Date: 01 Apr 1999
  • Height: 210 mm
  • No of Pages: 158
  • Series Title: German
  • Sub Title: Anhand von praktischen Beispielen aus dem Industrie-, Handels- und Dienstleistungssektor
  • Width: 148 mm


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