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Produktpolitik in der Telekommunikation

Produktpolitik in der Telekommunikation

          
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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: A.Einleitung1 B.Wissenschaftliche Grundlagen einer innovativen Produktpolitik3 I.Produktpolitische Entscheidungsmöglichkeiten3 1.Produktinnovation3 2.Produktvariation4 3.Produktdifferenzierung5 4.Produkteliminierung5 II.Produktinnovation als zentrale Aufgabe auf dynamischen Märkten5 1.Notwendigkeit der Aktualisierung der Angebotspalette5 2.Prozeßmodell der Produktinnovation7 3.Innovationsmanagement8 4.Besondere Aspekte des Dienstleistungssektors11 III. Entwicklung produktpolitischer Aktivitäten auf liberalisierten Märkten13 1.Fehlende wettbewerbliche Anreize im öffentlichen Monopol14 2.Entstehung oligopolistischer Strukturen nach Öffnung eines Marktes15 3.Vom Versorgungsdenken zur aktiven Kundenorientierung16 4.Erforschung des Konsumentenverhaltens als Grundlage17 5.Marktorientierung ehemaliger Monopolisten18 6.Chancen für neue Wettbewerber20 IV.Interdependenzen von Produkt- und Preispolitik21 1.Erforderliche Abstimmung der Maßnahmen im Marketing-Mix21 2.Produktbezogene Ursachen einer Preiskampf-Situation22 3.Möglichkeiten der Schaffung eines preispolitischen Spielraums23 a.Produktinnovation23 b.Qualitative Positionierung 24 C.Produktpolitische Gestaltungsoptionen im deutschen Telekommunikationsmarkt25 I.Liberalisierung des Festnetz-Privatkundenmarktes 199825 1.Begriffliche Abgrenzung und Strukturierung des liberalisierten Bereiches der Telekommunikation25 2.Veränderung der rechtlichen Rahmenbedingungen für Sprachvermittlungsdienste27 3.Zielsetzungen des Gesetzgebers28 II.Analyse der bisherigen Entwicklung29 1.Entstehung einer wettbewerbsfähigen Angebotspalette der Deutschen Telekom AG in den Jahren vor 199829 2.Starke Fokussierung auf den Preis als direkte Reaktion auf die Marktöffnung31 3.Erste Anzeichen für ein Ende des Preiskampfes33 4.Kriterien der Konsumenten34 III. Mehrwertdienste als entscheidendes produktpolitisches Konzept zum Erreichen von Wettbewerbsvorteilen36 1.Z


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Product Details
  • ISBN-13: 9783838634616
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838634616
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 104 gr


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