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Efficient Consumer Response by Körber, Claudia

Efficient Consumer Response

by Claudia Körber
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Book cover type: Paperback
  • ISBN13: 9783638779531
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Production & Operations Management

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Beschaffung, Produktion, Logistik, Note: keine, Hochschule f�r Technik, Wirtschaft und Gestaltung Konstanz, Veranstaltung: Vorlesung Logistik, Sprache: Deutsch, Abstract: In der heutigen Situation m�ssen sich die H�ndler als auch die Hersteller mit neuen Gegebenheiten auseinandersetzen. Denn in den westlichen Industrienationen findet man auch auf Grund der r�ckl�ufiger Kaufkraft und den komplexen sozialen Problemen keine positiven Zukunftsaussichten vor. Vor allem der klassische Einzelhandel ist von diesen Problemen betroffen. Er wird mit neuen Angebotsformen, neuen Vertriebskan�len und neuen Medien konfrontiert. Dadurch werden besonders diesem Sektor Marktanteile abgenommen. Vor allem die j�ngere Bev�lkerung stellt f�r den Einzelhandel ein Problem dar, denn diese sind sehr zug�nglich f�r neue Verkaufswege (wie zum Beispiel Home Shopping und Delivery, Electronic Commerce). Die Verkaufswege der Zukunft?! Daher sollten sowohl Hersteller als auch H�ndler sich auf kooperative Strategien einlassen, um im Wettbewerb bestehen zu k�nnen. Somit scheint kooperative Wertsch�pfung der einzige Ausweg zu sein. Alte Verhaltensweisen m�ssen �berwunden werden. Meist findet ein Machtkampf zwischen Hersteller und H�ndler statt. Der Verk�ufer versucht einen m�glichst hohen Preis zu erzielen und der Eink�ufer versucht den Preis nat�rlich zu dr�cken. Wo bleibt der Kunde bei diesem "Spiel"? Dieser wird zun�chst vernachl�ssigt. Doch Wachstum ist nur dann m�glich, wenn die Treue und das Vertrauen des Kunden gewonnen wird. Daher m�ssen die Produkte und alles damit im Zusammenhang stehende auf den Kunden ausgerichtet werden. Es sollten Strategien gew�hlt werden, die das Wachstum, Potentialerschlie ung sowie kooperative Vermarktung als Ziel verfolgen. Dadurch werden innovative H�ndler-Hersteller Verbindung eine gr� ere Erfolgschance haben als Einzelk�mpfer, die auf kurzfristige Kostensenkungsma nahmen aus sind.

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