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Kundenmanagement unter besonderer Berücksichtigung des Cross-Selling mit einem Beispiel der Entsorgungsgesellschaft XYmbH

Kundenmanagement unter besonderer Berücksichtigung des Cross-Selling mit einem Beispiel der Entsorgungsgesellschaft XYmbH

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Neuss früher Fachhochschule, Sprache: Deutsch, Abstract: Die Märkte nach dem Zweiten Weltkrieg waren gekennzeichnet durch die Tatsache, dass die Zahl der nachgefragten Güter und Dienstleistungen das tatsächliche Angebot an Gütern und Dienstleistungen überstieg. Aus dieser Situation ergaben sich Vorteile für die Anbieter: es bestand eine relative Sicherheit, dass alle gefertigten Produkte und Dienstleistungen zu einem primär durch den Verkäufer bestimmten Preis abgesetzt werden konnten. Wegen dieses Vorteils, der sich für die Anbieter ergab, wurden die Märkte auch als Verkäufermärkte bezeichnet. Aus dieser Situation heraus orientierten sich die Unternehmensaktivitäten eines Anbieters in erster Linie am Produkt und dessen möglichst zahlreicher Fertigung. Seit Anfang der siebziger Jahre aber hat sich ein Wandel vom Verkäufer- zum Käufermarkt vollzogen: mittlerweile überwiegt das Angebot die Nachfrage und auf der Seite der Nachfrager ist eine Sättigung zu beobachten. Das Verhalten der Nachfrager ist zunehmend unberechenbarer geworden. Außerdem führen Globalisierung und Deregulierung der Märkte dazu, dass die Anbieter sich einem erhöhtem Konkurrenzdruck stellen müssen. Daraus resultierend hat sich auch ihr Verhalten ändern müssen. Am Anfang der Veränderung stand eine stärkere Orientierung ihrer Aktivitäten am Markt. Es wurde u.a. untersucht, wie sich die Unternehmen optimal am relevanten Markt positionieren und welches die relevanten Märkte sind. Anschließend richteten die Anbieter ihre Strategie verstärkt an ihren Wettbewerbern aus. Diese Wettbewerbsorientierung sollte dafür sorgen, dass sich das Unternehmen in der Wahrnehmung des Nachfragers von seinen Konkurrenten positiv abhebt. Eine weitere Entwicklung im Verhalten der Anbieter hat seit Anfang der neunziger Jahre eingesetzt. Die Unternehmen müssen ih


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Product Details
  • ISBN-13: 9783640127030
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 106
  • Series Title: German
  • Weight: 149 gr
  • ISBN-10: 364012703X
  • Publisher Date: 11 Aug 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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Kundenmanagement unter besonderer Berücksichtigung des Cross-Selling mit einem Beispiel der Entsorgungsgesellschaft XYmbH
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