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Profitabilität und Erfolgsmessung von handelsgerichteter Verkaufsförderung

Profitabilität und Erfolgsmessung von handelsgerichteter Verkaufsförderung

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Helmut-Schmidt-Universität - Universität der Bundeswehr Hamburg, Sprache: Deutsch, Abstract: Bei fast jedem Einkauf werden Konsumenten unmittelbar mit Verkaufsförderung konfrontiert. Eine Vielzahl von Produkten befindet sich im Sonderangebot und wird dementsprechend in Displays präsentiert. Auch wird in Zeitungsanzeigen bzw. -beilagen auf diese Aktionen aufmerksam gemacht. Ebenso zählen beispielsweise Produktzugaben, Warenproben und Gewinnspiele zur Verkaufsförderung. Dabei ist der Zweck der Verkaufsförderung als ein primäres Instrument der Kommunikationspolitik darin zu sehen, dass die Effizienz der eigenen Absatzorgane (verkaufspersonalorientierte Verkaufsförderung) unterstützt und erhöht wird. Zudem soll die Verkaufsförderung dazu dienen, den Verwender bei der Beschaffung und Benutzung der Produkte zu beeinflussen (konsumentenorientierte Verkaufsförderung). Des Weiteren ist eine Effizienzsteigerung der Marketingaktivitäten der Absatzmittler (handelsgerichtete Verkaufsförderung) von Interesse. Diese Arbeit beschäftigt sich mit der Effizienz von handelsgerichteter Verkaufsförderung. Hierzu werden, nach einer Definition und Darstellung der Ebenen von Verkaufsförderung in Kapitel 2, die Instrumente sowie die Absatzwirkungen der handelsgerichteten Verkaufsförderung in Kapitel 3 erläutert. Schließlich wird in diesem Kapitel die konfliktäre Beziehung zwischen Hersteller und Handel kritisch aufgezeigt. Schwerpunkt der Seminararbeit stellt die Profitabilität und die Messung des Erfolges von handelsgerichteter Verkaufsförderung in Kapitel 4 dar. Dabei wird gezeigt, wie die Profitabilität von handelsgerichteter Verkaufsförderung errechnet werden kann. Des Weiteren wird die Messung des Erfolges mit Hilfe der Modelle von Abraham/Lodish 1987 (PROMOTOR) und Blattberg/Levin 1987 näher beleuchtet. Abschließend werden in Kapitel 5 die empirischen Befunde zum Erfolg von handels
About the Author: Patrick Domagalski wurde am 31. August 1980 in Bremen geboren und studierte Betriebswirtschaftslehre, mit den Schwerpunkten Industriebetriebslehre/Technologiemanagement und Marketing, an der Helmut-Schmidt-Universitat in Hamburg. Nach dem Studium wurde er viele Jahre als operativer Offizier an Bord von Fregatten der Deutschen Marine eingesetzt.


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Product Details
  • ISBN-13: 9783638661652
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 38
  • Series Title: German
  • Weight: 63 gr
  • ISBN-10: 3638661652
  • Publisher Date: 28 Jun 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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