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Key Account Manager und ihre Schlüsselfunktion im Vertrieb

Key Account Manager und ihre Schlüsselfunktion im Vertrieb


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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Beschaffung, Produktion, Logistik, Note: 1,7, Fachhochschule Erfurt, Veranstaltung: Vertrieb, Sprache: Deutsch, Abstract: Die historische Entwicklung des Key Account Managements ist durch vier Phasen gekennzeichnet. Beginnend mit der Entwicklungsphase in den 1960er Jahren über die Professionalisierung seit den 1980er Jahren, die Internationalisierung in den 1990er Jahren und abschließend durch die Spezialisierung bis heute. Die deutsche Handelslandschaft der letzten Jahrzehnte ist durch rasche Veränderungsprozesse gekennzeichnet. Seit den 1970er Jahren kommt es in Deutschland zu Konzentrations- und Fusionsprozessen. Um einen Ausgleich zur Nachfragemacht des Handels zu schaffen, reagierten Lieferanten mit strukturellen Veränderungen auf diese Entwicklung. Dies führte zur Geburtsstunde des Key Account Managements im Konsumgüterbereich. Mit der sich verändernden Kundenstruktur gewinnt das Pareto-Prinzip an Bedeutung, was bedeutet, dass die Abhängigkeit der Hersteller von wenigen unabdingbaren Kunden, den sogenannten Schlüsselkunden, steigt. Projiziert auf das KAM-Konzept sind 20% der Kunden eines Unternehmens für 80% des Umsatzes verantwortlich. Weiterhin steigen die Ansprüche und Erwartungen der besagten Kunden. Umfassende wirtschaftliche Problemlösungen, wie auch individuelle Beratungs- und Logistikleistungen werden neben dem Verkauf des Produktes gefordert. Es ist für den Erfolg eines Unternehmens wichtig, den Schlüsselkunden besondere Aufmerksamkeit zu schenken. Verantwortliche Manager erkannten, dass Kundengruppen einen wesentlichen Bestandteil der Unternehmung darstellen. Verkäufer müssen demnach zu Beratern mit umfangreichen Produkt-, Branchen-, und Unternehmenskenntnissen avancieren, zu sogenannten Key Account Managern. Der folgende Beitrag soll einen Einblick in die Funktion des KAM im Vertrieb geben. Dazu wird eine Abgrenzung zum klassischen Verkäufer aufgezeigt und des Weiteren über Auswahlkriterien u


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Product Details
  • ISBN-13: 9783668201750
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 104 gr
  • ISBN-10: 3668201757
  • Publisher Date: 06 May 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm

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