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Internationales Key Account Management. Vergleich zwischen B2B- und B2C-Sektor

Internationales Key Account Management. Vergleich zwischen B2B- und B2C-Sektor


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International Edition


About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,75, Hochschule für angewandte Wissenschaften Landshut, ehem. Fachhochschule Landshut (Fachbereich BW / EBS), Veranstaltung: Internationale Unternehmensführung, Sprache: Deutsch, Abstract: Diese Arbeit setzt sich mit einem der gewichtigsten Vertriebskonzepte der letzten Jahrzehnte auseinander - dem Key Account Management. Die konstante Weiterentwicklung in der Wissenschaft ebenso wie die verstärkte Differenzierung in der Wirtschaft lässt es dabei gegeben erscheinen, das Phänomen Key Account Management und dessen Stoßrichtungen unter seinem zentralen Aspekt zu betrachten: dem Kunden. So sollen mit dem Investitions- bzw. Konsumgüterbereich die wesentlichen Kundengruppen unterschieden, aber auch Gemeinsamkeiten in beiden Märkten aufgezeigt werden. Besonderes Augenmerk soll hierbei auf Fragen der Internationalisierung gerichtet werden. Nach einleitenden Worten, die die Herkunft und Entwicklung des Key Account Managements beschreiben, werden zunächst grundlegende Fragen zur betrieblichen Einordnung und Zielsetzungen des Konzepts beantwortet. Für den Bereich B2C wurden dabei als Unternehmen Konsumgüterhersteller mit Einzelhändlern als Kunden angenommen werden. Dem entgegen stehen für den B2B-Bereich vor allem Hersteller von langlebigen Produkten, die anderen Unternehmen zur Leistungserstellung dienen. Hauptteil der Arbeit bildet jedoch die vergleichende Analyse von Key Account Management im B2B- und B2C-Sektor. Unter sechs Gesichtspunkten werden die Charakteristika der beiden Wirtschaftsbereiche beschrieben und differenziert. Wesentliche Unterschiede ergeben sich dabei aufgrund von Marktstruktur (Massen- vs. Nischenmarkt) und Produkten (einfache Verbrauchsgüter vs. erklärungsbedürftige, langfristige Investitionsgüter), die im weiteren die Differnezierungsmerkmale Internationalität, Käuferverhalten, Preis- und Kommunikationsplotik beeinflussen. Die daraus abgeleiteten Han


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Product Details
  • ISBN-13: 9783638713979
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638713970
  • Publisher Date: 14 Aug 2007
  • Height: 210 mm
  • No of Pages: 34
  • Series Title: German
  • Weight: 109 gr


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