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Käuferverhalten am Beispiel eines Industriegutes

Käuferverhalten am Beispiel eines Industriegutes

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich Ingenieurwissenschaften - Wirtschaftsingenieurwesen, Note: 1,7, Fachhochschule Münster (Institut für technische Betriebswirtschaft), Veranstaltung: Betriebliche Grundfunktionen allgemeine BWL, Sprache: Deutsch, Abstract: Die Reihe von Besonderheiten die eine eigenständige Betrachtungsweise des Industriegütermarketing rechtfertigen, wird hier zum aktuellen Anlaß genommen, um speziell auf das Käuferverhalten bei Industriegütern einzugehen. Zunehmend bestimmen in der Automobilzulieferindustrie das Schlagwort Systemlieferant das Geschehen. Erfolgreich am Markt ist, wer innovative, leistungsfähige und dem Kundenwunsch entsprechende Systeme liefert. Aktuell ist ein Trend zu beobachten, der weg von Teil/ Komponentensystemen hin zur Lieferung von Komplettfahrzeugs geht. Deshalb ist es notwendig zu untersuchen, welche zusätzliche Leistungen (Service, ...) das Käuferverhalten bei Industriegütern beeinflussen. Vergleiche zu Käuferverhalten bei Konsumgüter können dabei wichtige Erkenntnisse liefern. Dem Leser soll im Verlaufe dieser Ausarbeitung der Begriff des Industriegutes / Investitionsgutes nähergebracht und erläutert werden. Weiterhin soll eine genaue Begriffsdefinition des Käuferverhaltens erfolgen. Die Ausarbeitung wird sich auf ein aktuelles Beispiel aus der Automobilzulieferindustrie beziehen. Anhand dieses Beispiels soll das Käuferverhalten beim Kauf eines Industriegutes untersucht werden. Eine Gegenüberstellung von theoretischen Ansätzen und dem aktuellen Beispiel aus der Praxis soll ein weiterer wesentlicher Aspekt dieser Arbeit sein. Ein weiteres Ziel ist es die Unterschiede, und damit die Rechtfertigung für eine eigenständige Betrachtungsweise zu Konsumgütern in Bezug auf das Kaufverhalten der Kunden darzustellen Die Ausarbeitung beginnt mit einer Darstellung des Unternehmens und des Industriegutes anhand dessen das Käuferverhalten an einem praktischen Beispiel verdeutlicht werden soll. Im weiteren erfolgt eine


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Product Details
  • ISBN-13: 9783638824668
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638824667
  • Publisher Date: 02 Nov 2007
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr


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