Differenzierte Zielgruppenauswahl und Beziehungsaufbau im Medienbereich
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Differenzierte Zielgruppenauswahl und Beziehungsaufbau im Medienbereich

Differenzierte Zielgruppenauswahl und Beziehungsaufbau im Medienbereich


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About the Book

Inhaltsangabe: Einleitung: Die Postreformen I und II haben auf dem deutschen Telekommunikationsmarkt schon zu weitreichenden Veränderungen geführt. Entscheidend wird sich jedoch die Postreform III auf den Wettbewerb innerhalb der Telekommunikationsbranche auswirken: Der Markt für Telekommunikationsdienste wird vollständig liberalisiert. Die Deutsche Telekom AG (DTAG) wird ab dem 01.01.1998 ihre Monopolstellung verlieren und es werden sogenannte "neue Diensteanbieter" bzw. "alternative Carrier" oder "alternative Netzbetreiber" auf den Markt drängen. Dies bedeutet, daß sich die Nachfrager nach Telekommunikationsdiensten zwischen mehreren Anbietern entscheiden können bzw. müssen. Die kommende Situation wird deutlich: Der ehemalige Monopolist DTAG wird zukünftig mit den neuen Diensteanbietern im Wettbewerb um den Kunden stehen. Dabei sind die Anfangsvoraussetzungen des etablierten und der neuen Marktteilnehmer grundverschieden: Die DTAG wird versuchen, ihre Marktanteile zu verteidigen, während die neuen Anbieter das Ziel haben, ihr Marktanteile abzunehmen. Mit anderen Worten: Es geht um den privaten und professionellen Kunden und damit um seine zukünftige Auswahl des Telekommunikationsdiensteanbieters. Zunächst stehen die beiden "Parteien" jedoch vor unterschiedlichen Problemen: Die DTAG muß ihr Image als schwerfällige, kundenunfreundliche Behörde ablegen. Sie muß erkennen, daß der Markt nicht aus "Abnehmern", sondern aus Kunden besteht, die unterschiedliche Ansprüche haben und auch individuell behandelt werden wollen. Die Überwindung dieses Marketing-Timelags wird für die Deutsche Telekom AG zu einem entscheidenden Erfolgsfaktor. Nichtmarktgerechte Preisstrukturen, beschränkte Produkt- und Diensteangebote und das damit verbundene Image der Kundenferne sind im kommenden Wettbewerb nicht länger durchhaltbar, da sich der Verkäufermarkt binnen kurzer Zeit zu einem Käufermarkt wandeln wird und deshalb die Schaffung von Kundenzufriedenheit als Schlüsselfaktor für eine d


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Product Details
  • ISBN-13: 9783838612102
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 199 gr
  • ISBN-10: 3838612108
  • Publisher Date: 29 Dec 1998
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Insbesondere Telekommunikationsdienste
  • Width: 148 mm


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Differenzierte Zielgruppenauswahl und Beziehungsaufbau im Medienbereich
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