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Kundenwertanalyse als Instrument des Customer Relationship Managements

Kundenwertanalyse als Instrument des Customer Relationship Managements

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Customer-Relationship-Management, CRM, Note: 1,0, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Die Globalisierung und die vielen technologischen Entwicklungen der letzten Jahre haben zu einem enormen Wirtschaftswachstum auf internationaler Ebene geführt. Dieses führte auch zu einer starken Veränderung der Märkte. Während in der Nachkriegszeit die Nachfrage der Kunden noch deutlich größer war, als das Angebot und es für die Unternehmen nicht notwendig war, sich auf eine intensive Kundenbindung zu konzentrieren, sieht das heutzutage ganz anders aus. Es gibt kaum noch Märkte, in denen nicht das Angebot deutlich größer ist, als die Nachfrage. Diese Entwicklung führte zu einem enormen Wettbewerbsdruck zwischen den Unternehmen. Altbewährte Marketingstrategien reichen nicht mehr aus, um sich von der Konkurrenz abzugrenzen. Zusätzlich werden einige Märkte von günstigen Produkten aus dem Ausland gerade zu überschwemmt. Die Lösung: Eine Marketingpolitik mit einem Fokus auf der Kundenbindung. Das Ziel ist hierbei, positive Wechselbarrieren zu schaffen und sich somit einen loyalen Kundenstamm aufzubauen. Durch eine hohe Kundenbindung sinkt die Preissensibilität der Kunden und gleichzeitig können unternehmensinterne Kosten durch Synergieeffekte verringert werden. Diesen Ansatz geht das sogenannte Kundenbeziehungsmanagement nach. Doch Marketingbudgets sind begrenzt und die Anzahl der Kunden ist groß. Wie wählt man also die richtigen Kunden aus, um an dieser Stelle nicht zu große Streuungsverluste zu haben? Diese Arbeit geht deshalb der Frage nach, wie der eigene Kundenstamm so segmentiert werden kann, dass das begrenzte Marketingbudget nicht auf unrentable Kunden verschwendet wird. Hierbei trägt die Betrachtung des Kundenwertes eine entscheidende Rolle. Im Folgenden werden deshalb einige gängige Methoden der Kundenwertanalyse betrachtet. Dafür ist es aber wichtig, zuerst den Grundgedanken und Aufbau eines erf


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Product Details
  • ISBN-13: 9783668702875
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 366870287X
  • Publisher Date: 08 Jun 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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