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Kundenorientierte Arbeitsablaufplanung im Vertrieb als marketingstrategisches Problem by Feistel, Matthias

Kundenorientierte Arbeitsablaufplanung im Vertrieb als marketingstrategisches Problem

by Matthias Feistel
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Book cover type: Paperback
  • ISBN13: 9783867463058
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 124
  • Original Price: GBP 54.5
  • Language: German
  • Edition: N/A
  • Item Weight: 173 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 1999 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, Universität Hamburg, Sprache: Deutsch, Abstract: Beginnend etwa ab Mitte der sechziger Jahre haben sich grundlegende Marktstrukturveränderungen vollzogen, die inzwischen nahezu alle Branchen bzw. Märkte erfa t haben: die Wandlung von sog. Verkäufermärkten zu Käufermärkten. Dies brachte eine Schwerpunktverlagerung im Zielsystem der Unternehmen mit sich. Verkäufermärkte weisen oft eine Korrelation von hohen Kapazitätsauslastungen und Gewinn auf, Käufermärkte brachten jedoch ein gänzlich neues Käuferverhalten hervor. Aufgrund der gro en Auswahlmöglichkeiten können die Nachfrager das aus ihrer Sicht beste Angebot auswählen. Dadurch stellt eine konsequente Kundenorientierung die zentrale Voraussetzung für den Unternehmenserfolg dar und die betriebswirtschaftlichen Kriterien Qualität, Zeit (inkl. Flexibilität) und Kosten haben sich zu entscheidenden wettbewerbsstrategischen Parametern entwickelt. Des Weiteren bewirken globale Datennetze sowie die Leistungssteigerung, Miniaturisierung und Verbreitung moderner Informations- und Kommunikationstechnologien bedeutende Veränderungen. Es zeichnen sich neue Formen der Gestaltung von betrieblichen Prozessen mittels dieser Technologien ab. Andererseits stehen der Kundenorientierung neue Kommunikations- sowie Distributionskonzepte offen, die durch die weltweite Transparenz jedoch auch zunehmenden Wettbewerb bedeuten.

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