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Wie Man Kunden Bindet. Zusammenhange Von Kundenorientierung, Kundenzufriedenheit Und Kundenbindung

Wie Man Kunden Bindet. Zusammenhange Von Kundenorientierung, Kundenzufriedenheit Und Kundenbindung

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,6, Fachhochschule Brandenburg (DDA Berlin), Veranstaltung: Marketing/Kommunikationswirtin (FH), 30 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Bedingt durch ökonomische, technologische, politische und gesellschaftliche Faktoren hat sich im Marketingverständnis vieler Unternehmen in den letzten Jahrzehnten eine Veränderung vom Transaktionsmarketing zum Beziehungsmanagement vollzogen. Der Wandel von steigenden Verkäufer- zu stagnierenden oder kaum wachsenden Käufermärkten und die daraus folgende Intensivierung des Wettbewerbs auf vielen Märkten, haben bei den meisten Unternehmen zu einer strategischen Neuorientierung geführt. Vor einiger Zeit stand noch die Gewinnung von Neukunden im Mittelpunkt, doch durch die zunehmende Austauschbarkeit von Produkten oder Dienstleistungen und die zunehmende Erschwernis der Neukundenakquisition wurden verstärkt Konzepte, wie das Beziehungsmarketing bzw. Relationship Marketing, zum Diskussionsgegenstand in Theorie und Praxis. Schlagwörter wie "Mehr Kundennähe und -zufriedenheit," "Intensivierung und Pflege der Kundenbeziehungen" oder "Sicherung der Kundenbindung" treten seit einigen Jahren anstelle des klassischen, instrumentell ausgerichteten Transaktionsmarketings in den Mittelpunkt. Durch diesen Sachverhalt verschob sich der Fokus von einer Produkt- zu einer Kundenorientierung. Das aktuelle Ziel von Unternehmen ist es, Kunden dauerhaft an ihre Produkte oder Dienstleistungen zu binden. Mit der Marktsättigung einher geht auch die Werbesättigung des Verbrauchers, der nur einen Bruchteil von den verfügbaren Informationen aufnehmen kann. Es ist auch eine Individualisierung des Konsumentenverhaltens zu erkennen, die zum Entstehen verschiedenartiger Zielgruppen beiträgt. Diese Veränderungen führten u.a. zu einer Umorientierung des Massenmarketings in die Richtung des Relationship Marketings. D


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Product Details
  • ISBN-13: 9783638665742
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3638665747
  • Publisher Date: 16 Jul 2007
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Weight: 163 gr


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