Der persönliche Verkauf als Instrument der Markenführung im Business-to-Business-Bereich
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Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Freie Universität Berlin, Sprache: Deutsch, Abstract: Das Markenmanagement konzentrierte sich lange Zeit fast ausschlie lich auf die Wirkungen beim Endverbraucher im Business-to-Consumer-Bereich (B2C). In den vergangenen Jahren wurden jedoch sowohl in der Praxis als auch in der Wissenschaft Markenkonzepte für den B2B-Bereich (Business-to-Business) entwickelt. Die Gründe für die hohe und steigende Relevanz von B2B-Marken sind vielfältig: Die zunehmende Homogenisierung von Produkten und Leistungen, der Trend zu komplexen und erklärungsbedürftigen Leistungsbündeln und nicht zuletzt der steigende Preisdruck stellen einige der wichtigsten Gründe dar. Angesichts dieser Entwicklungen haben Unternehmen ein verstärktes Interesse daran, sich durch markenpolitische Ma nahmen in der Wahrnehmung ihrer gewerblichen Abnehmer zu positionieren, um eine besondere Akzeptanz für ihre Angebote aufzubauen und somit Wettbewerbsvorteile zu erzielen. Infolgedessen besteht gro er Bedarf an erfolgversprechenden Strategien und Instrumenten der Markenführung. Im Rahmen einer erfolgreichen Markenführung müssen nicht nur die Markenpositionierung geplant und die Markenstrategie festgelegt werden, sondern auch geeignete Marketinginstrumente und Kommunikationsstrukturen geschaffen werden, um die Marke nachhaltig im Bewusstsein der Nachfrager zu verankern. In der Literatur ist unstrittig, dass im B2B-Bereich, der durch wiederholten Direktkontakt mit dem Kunden geprägt ist, die Wahrnehmung und Beurteilung einer Marke besonders stark von persönlichen Faktoren abhängt. Der persönliche Kontakt gilt daher als eines der wirkungsvollsten Instrumente der Markenkommunikation. In der Literatur fehlt jedoch noch eine eindeutige Erklärung, wie der Transfer vom Verkäuferimage auf die Unternehmensmarke in der Wahrnehmung der Kunden erfolgt. Die Grundannahme dieser Arbeit ist, dass der persönliche Verkauf ein Imag
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