Benchmarking im Marketing Book by Christine Look
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Benchmarking im Marketing

Benchmarking im Marketing


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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Abbildungsverzeichnis Tabellenverzeichnis Teil I: Theoretische Grundlagen und Konzeption eines Leitfadens 1.Einleitung 2.Charakterisierung des Benchmarking 2.1Inhaltliche Bestimmung 2.2Arten des Benchmarking 2.2.1Die drei Grundarten 2.2.2Internes Benchmarking 2.2.3Externes Benchmarking 2.2.4Funktionales Benchmarking 2.2.5Sonderformen des Benchmarking 2.3Begriffliche Abgrenzung 2.4Benchmarking als Marketing-Werkzeug 2.4.1Verbesserungspotentiale 2.4.2Aufgaben des Benchmarking-Prozesses im Marketing 2.4.3Schwierigkeiten von Benchmarking im Marketing 3.Der Benchmarking-Prozeß 3.1Gesamtüberblick über den Prozeß 3.2Bestimmung des Benchmarking-Objektes 3.3Bildung des Benchmarking-Teams 3.4Auswahl der Benchmarking-Partner 3.4.1Die drei Prozeßschritte 3.4.2Die Informationsquellen 3.5Festlegung der Untersuchungsmethode 3.5.1Die Quantifizierbarkeit als Entscheidungsgrundlage 3.5.2Die interne und externe Analyse für quantifizierbare Objekte 3.5.3Die interne und externe Analyse über Dritte 3.6Auswertung und Ermittlung der „Best Practices" 3.7Erarbeitung eines Konzepts zur Umsetzung der Erkenntnisse 3.8Entwicklung und Implementierung von Aktionsplänen 3.9Erfolgskontrolle 4.Zusammenfassung und Ausblick Teil II: Die Durchführung einer Benchmarking-Studie in der Praxis am Beispiel der Blaupunkt Werke GmbH 1.Einleitung 2.Blaupunkt - ein Geschäftsbereich der Bosch-Gruppe 2.1Eckdaten der Bosch-Gruppe 2.2Der Unternehmensbereich Kraftfahrzeugausrüstung 2.3Kraftfahrzeugausrüstung 7 - Blaupunkt-Werke GmbH 3.Die Bestimmung des Benchmarking-Objektes 3.1Die Grobselektion anhand einer Stärken/Schwächen-Analyse 3.2Analyse der Marketing-Mix-Instrumente 3.2.1Die Systematik der Analyse 3.2.2Die Sicht der Verbraucher 3.2.2.1Segmentierung und Beschreibung der Zielgruppen 3.2.2.2Identifikation und Gewichtung der „Key Buying Factors" 3.2.2.3Der Erfüllungsgrad der „Key Buying Factors" 3.2.2.3.1Erstel


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Product Details
  • ISBN-13: 9783838634326
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 245 gr
  • ISBN-10: 3838634322
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 142
  • Series Title: German
  • Sub Title: Theoretische Grundlagen, Konzeption eines Leitfadens und praktische Anwendung
  • Width: 148 mm


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