Exit-Management Book by Andreas Fuss - Bookswagon
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Exit-Management

Exit-Management


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International Edition


About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,4, Duale Hochschule Baden-Württemberg, Ravensburg, früher: Berufsakademie Ravensburg, Sprache: Deutsch, Abstract: In der heutigen Zeit wächst die Bedeutung des Customer Relationship Management (CRM), da die Erwartungen und Bedürfnisse der Kunden sich im Laufe der Kundenbeziehung verändern . Aufgrund zunehmender Homogenität vieler Produkte reagieren Kunden mit steigender Preissensibilität und erhöhten Ansprüchen an das Produkt oder die Dienstleistung. Aus diesem Grund ist ein wertorientiertes Kundenmanagement im Rahmen des CRM wichtig, um das Kundenportfolio - bezogen auf die Ertragskomponente - zu verbessern. Hierbei werden periodenbezogene Kundenerfolgsrechnungen, wie beispielsweise die Kundendeckungsbeitragsrechnung herangezogen, um Kunden nach dem Ertrag für das Unternehmen zu identifizieren und profitable von unprofitablen Kunden zu trennen . Im Endeffekt soll dadurch Kundennähe, Kundenbindung und die Kundenorientierung des Unternehmens erhöht werden. Rentable von unrentablen Kunden zu trennen ist ein Zwischenschritt, um dieses Ziel zu erreichen, da die Bemühungen gegenüber eines Kunden von dessen Ertragsstärke für das Unternehmen abhängt. Daraus lässt sich die Frage ableiten, wie mit unprofitablen Kunden umgegangen werden muss. Das Exit-Management ist eine Möglichkeit, wie diese Kunden ausgegrenzt werden können. Auf der anderen Seite birgt es allerdings auch Risiken, da eine Kundenausgrenzung im Rahmen des viralen Marketings erheblichen Schaden verursachen kann. Aus diesem Grund muss ein Unternehmen ein Konzept entwickeln, um Kundenbeziehungen ohne Ungerechtigkeitsgefühl und Verärgerung der Kunden zu beenden.


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Product Details
  • ISBN-13: 9783656485636
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656485631
  • Publisher Date: 25 Aug 2013
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 95 gr


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