Home > Business & Economics > Economics > Marktsegmentierung Bei Investitionsgütern: Analyse Und Typologie Des Industriellen Einkaufsverhaltens ALS Grundlage Der Marketingplanung
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Marktsegmentierung Bei Investitionsgütern: Analyse Und Typologie Des Industriellen Einkaufsverhaltens ALS Grundlage Der Marketingplanung

Marktsegmentierung Bei Investitionsgütern: Analyse Und Typologie Des Industriellen Einkaufsverhaltens ALS Grundlage Der Marketingplanung

          
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About the Book

Die Kunden- und Abnehmerorientierung als zentraler Bestandteil des Marketing- Managements setzt notwendig die detaillierte Analyse des Kauferverhaltens voraus. Mit einer deutlichen zeitlichen Verzogerung gegentiber dem "klassischen" Bereich des Konsumgtitermarketing kann man seit einigen Jahren eine Umsetzung und Diskussion des Marketing-Management-Konzepts auch flir das Marketing von Investitionsgtitern feststellen. Damit einher geht eine verhaltenswissenschaftliche Analyse, ErkHirung und Modellierung des "industriellen" Einkaufsverhaltens. Die Ansatzpunkte sind da- bei zum Teil sehr unterschiedlich. Die vorliegende Arbeit befa£t sich mit der Frage, ob und mit welcher Aussagege- nauigkeit man Typen bzw. typische Auspragungen des industriellen Einkaufsverhal- tens unterscheiden und gegeneinander abgrenzen kann. Wesentlich ist in diesem Zusammenhang, ob das jeweilige Kaufverhalten durch einige wenige EinfluBgroBen dominant bestimmt wird, so daB man das Kaufverhalten anhand der Auspragung seiner "wesentlichen" EinfluBgroBen erkUiren und prognostizieren kann. Gesucht werden also EinfluBgroBen bzw. Merkmale der Entscheidungstrager, die eine Indika- torfunktion flir das industrielle Kaufverhalten besitzen und die eine Typologisierung und Segmentierung dieses Verhaltens ermoglichen. Diese zunachst verhaltenswissen- schaftliche Problemstellung ermlt eine unmittelbare praktische Relevanz und einen Management-Bezug, wenn man sie dem generellen unternehmerischen Ziel zuordnet, einen Markt moglichst okonomisch und gezielt zu bearbeiten. Hier namlich stellt sich die Frage, ob die einzelnen potentiellen Abnehmer (Industriebetriebe mit den kauf- entscheidenden Personen) sich beim Einkauf derart heterogen verhalten (u. a. Defi- nition der Bedarfssituation, Etwartungen gegentiber der Problemlosung und deren Anbieter, Bewertungskriterien), daB der Anbieter von Investitionsgtitern den Gesamt- markt besser nur partiell und/oder differenziert bearbeiten sollte.


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Product Details
  • ISBN-13: 9783409367714
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1977 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Weight: 345 gr
  • ISBN-10: 3409367713
  • Publisher Date: 01 Jan 1977
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 208
  • Series Title: Unternehmensführung Und Marketing
  • Sub Title: Analyse Und Typologie Des Industriellen Einkaufsverhaltens ALS Grundlage Der Marketingplanung
  • Width: 170 mm


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