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Verkaufsflächeninterne Standortplanung by Helmut Dähne

Verkaufsflächeninterne Standortplanung

by Helmut Dähne
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Book cover type: Paperback
  • ISBN13: 9783409342919
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 175
  • Original Price: EUR 51.39
  • Language: German
  • Edition: 1977
  • Item Weight: 304 grams
  • BISAC Subject(s): Economics / General

Modelle der innerbetrieblichen Standortwahl sind bisher vor allem für Industriebetriebe und Läger als Kontakt- und Transportkosten- minimierungsmodelle konzipiert worden. Die Plazierung von Waren im Verkaufsraum des Handelsbetriebes stellt demgegenüber ein absatzpolitisches Problem dar, bei dem der Erlös des Betriebes nicht au er Betracht bleiben kann. Der Verkaufsraum des Handels- betriebes ist der Ort der Übermittlung von Informationen an den Nachfrager, der Ort der Kommunikation zwischen Nachfrager und Betrieb, der Ort der Kaufvereinbarung und -abwicklung. Die räum- liche Darbietung der Waren beeinflu t das Kaufverhalten. Die in der Handelspraxis angewandten Regeln zur Anordnung der Waren im Verkaufsraum haben keine allgemeine Gültigkeit. Es bedarf zur Lösung dieses Problems eines Verfahrens, mit dem die Plazierung der Waren unter Berücksichtigung der jeweiligen Betriebsbedingun- gen - insbesondere des Sortiments, der Raumgestaltung und Lenk- barkeit der Kundenströme - vorgenommen werden kann. Es ist das Verdienst des Verfassers, dieses Anliegen entscheidend gefördert zu haben. Die Absatz- und Erlöswirkungen standortpoliti- scher Entscheidungen im Verkaufsraum des Handelsbetriebes er- fahren eine eingehende Analyse. Es werden die Instrumente bereit- gestellt, um diese Wirkungen der Warenanordnung quantitativ er- fassen zu können. Nach ihren Ursachen unterscheidet der Verfasser dabei verschiedeneArten der Kontakte der Nachfrager mit den Waren- angebotseinheiten. "Plankontakte" sind vom Nachfrager ursprünglich angestrebte Kontakte und beruhen auf Entschlüssen, die bereits vor Betreten des Verkaufsraums gefa t wurden. "Folgekontakte" sind ursprünglich nicht beabsichtigt, werden jedoch durch Plankontakte hervorgerufen, welche die Bedürfnis- und Motivstruktur des Nach- fragers verändern.

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