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Verkaufstätigkeiten und ihre psychologischen Aspekte im B2B-Vertrieb von Investitionsgütern by Veresová, Eva

Verkaufstätigkeiten und ihre psychologischen Aspekte im B2B-Vertrieb von Investitionsgütern

by Eva Veresová
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Book cover type: Paperback
  • ISBN13: 9783668379213
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 58
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Management

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: Ausgezeichnet 1.0, Fachhochschule des bfi Wien GmbH (Technisches Vertriebsmanagement), Veranstaltung: Technisches Vertriebsmanagement, Sprache: Deutsch, Abstract: Die Bachelorarbeit soll die Verkaufstätigkeiten im B2B-Vertrieb von Investitionsgütern analysieren und die psychologischen Aspekte des Verkaufs bestimmen. Das Geschäft im Investitionsgüterbereich erfolgt durch den persönlichen Verkauf und aus diesem Grund wird der Schwerpunkt auf den operativen Vertrieb aus der Sicht des Verkäufers gelegt. In der heutigen Zeit sind Unternehmen mit einer hohen Veränderungsdynamik der Märkte konfrontiert. Die wesentlichen Veränderungen im Investitionsgüterbereich betreffen vor allem die Anforderungen an die Vertriebs- und Marketingstrategien und die Erfolgsfaktoren im Verkaufsprozess. Dies hängt insbesondere mit den veränderten Kundenbedürfnissen und der steigenden Wettbewerbsintensität zusammen. Früher standen technische Lösungen und die Qualität im Fokus des Kundeninteresses. Heutzutage werden weitere Faktoren wie beispielsweise die Lieferzeit, die sogenannte "Total Cost of Ownership", die Qualität der Zusammenarbeit und der Service für die KundInnen vorausgesetzt. Diese Situation ist mit gro en Herausforderungen für Unternehmen im Investitionsgüterbereich verbunden. Die klassischen Instrumente des Konsumgütermarketings gelten hier nicht, weil die Investitionsgüter sehr komplex und aufwändig sind. Marketing in diesem Bereich bedeutet vor allem die wirklichen Kundenbedürfnisse herauszufinden und die Kundenanforderungen an die Investitionsgüter unter Berücksichtigung des Verwendungszwecks zu bestimmen - und nachfolgend die entsprechenden Güter zu einem akzeptablen Preis zu produzieren und anzubieten. Das Angebot orientiert sich im Allgemeinen nicht an einen anonymen Massenmarkt, wie es im Konsumgüterbereich üblich ist, sondern an einzelnen KundInnen. Der Verkauf von

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