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Kundenbeziehungsmanagement by Wötzel, Dana

Kundenbeziehungsmanagement

by Dana Wötzel , Andreas Freijs
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Book cover type: Paperback
  • ISBN13: 9783640827510
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, FOM Hochschule f�r Oekonomie & Management gemeinn�tzige GmbH, Frankfurt fr�her Fachhochschule, Sprache: Deutsch, Abstract: 1 EINLEITUNG 1.1 Kundenbeziehungsmanagement - Abgrenzung und Entwicklung Kundenbeziehungsmanagement - CRM: "Customer Relationship Management" definiert die Neuorientierung vom funktionalen, klassischen Marketing, das produktorientiert ist und sich auf die Kundenakquisition konzentriert, hin zum �bergreifenden, ganzheitlichen Marketing, das auf die Beziehungen zwischen Unternehmen und Kunden fokussiert ist. Sein Kerngedanke ist die Steigerung des Unternehmens- und Kundenwerts durch das systematische Management der existierenden Kunden." (Rapp, R. (2005), S. 40) Seit einiger Zeit wird der Wandel vom Verk�ufermarkt hin zum K�ufermarkt immer weiter vorangetrieben. Die Unternehmen sehen sich mehr und mehr ges�ttigten M�rkten gegen�ber. Versch�rft wird diese Situation u.a. durch das Hinzukommen ausl�ndischer Wettbewerber, nicht zuletzt verursacht durch die stetig wachsende Globalisierung; auch die durch Produkt- und Preisportalen im Internet geschaffene Markttransparenz erh�ht diesen Druck. Wo fr�her noch ein gro er Unterschied zwischen hochqualitativen, nationalen Markenherstellern und billigen Importg�tern aus Fernost bestand, sind heute f�r den Kunden kaum noch gr� ere qualitative Unterschiede feststellbar. Die Produktqualit�t ist zur Selbstverst�ndlichkeit geworden und komparative Konkurrenzvorteile verschwinden immer weiter. Neben dem Wandel auf dem Markt vollzieht sich auch eine �nderung des Konsumentenverhaltens. Durch den besser informierten Kunden lassen sich die Konsumenten schlechter segmentieren als in der Vergangenheit. Die Gr�nde liegen in der zunehmenden Fragmentierung der Gesellschaft und an der Entwicklung hin zum indifferenten Verbraucher. Ein Kunde kann heute nicht mehr eindeutig als Premiumkunde klassifiziert werden, da di

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