Aufgaben eines Key Account Managers by Kai Borstendorfer
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Aufgaben eines Key Account Managers

Aufgaben eines Key Account Managers


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About the Book

Studienarbeit aus dem Jahr 2000 im Fachbereich BWL - Handel und Distribution, Hochschule Heilbronn, ehem. Fachhochschule Heilbronn, Sprache: Deutsch, Abstract: 1. Einleitung Das Key Account Management wurde in den 70-iger Jahren zum ersten Mal eingesetzt. Zu diesem Zeitpunkt war dieses Management System alleine darauf ausgerichtet, der Einkaufsmacht des Kunden stand halten zu können. Nur große Firmen wie z.B. Dr. Oetker oder General Foods hatten den Mut, ihre Kunden mit Key Account Managern zu betreuen. Anfangs fand das KAM also nur Anwendung im Lebensmittelhandel. Grund für die Umstellung der Kundenbetreuung war die zunehmende Umsatzkonzentration im Handel. Man sah sich gezwungen, der Einkaufsmacht der Kunden, ein System gegenüber zu stellen, dass in der Lage war, die Interessen der Industrie bestmöglichst zu vertreten und somit auch gewinnbringende Geschäfte abzuschließen. Im Laufe der Zeit wurde das KAM immer populärer und ist heute ein weltweit verbreitetes Mittel zur Kundenbindung und -betreuung. Immer mehr kleine und mittlere Investitionsgüterhersteller besannen sich auf diese neue Variante der Betreuung ihrer Kunde. Besonders für jene Kunden, welche vom normalen Vertrieb strategisch nicht ausreichend betreut werden konnten, bot das KAM eine Vielzahl von Möglichkeiten. Die heutigen Aufgaben eines KA-Managers liegen jedoch nicht mehr nur darin, dem Einkauf des Kunden Paroli bieten zu können, sondern auch, dem Kunden als Partner zur Seite zu stehen. Für den Key Account Manager ist es wichtig, den Kunden dazu zu bringen, sich so zu verhalten, dass die s trategischen Ziele des eigenen Unternehmens erfüllt werden können. Er muss dem Key Account durch die Erfahrungen des eigenen Unternehmens, einen wirtschaftlichen Vorteil verschaffen und so eine Steigerung des Erfolgs beim Kunden initiieren. Der KA-Manager sollte also nicht nur den Fokus auf das Verkaufen legen, sondern auch darauf, den Kunden zu betreuen und zu beraten und ihm dadurch einen Vorteil zu versc


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Product Details
  • ISBN-13: 9783656233244
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3656233241
  • Publisher Date: 20 Jul 2012
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 95 gr


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