Nationale Unterschiede im Informationsverhalten einkaufsentscheidender Fachleute
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Nationale Unterschiede im Informationsverhalten einkaufsentscheidender Fachleute

Nationale Unterschiede im Informationsverhalten einkaufsentscheidender Fachleute


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About the Book

Inhaltsangabe: Einleitung: Auch wenn ein erheblicher Teil der deutschen Ausfuhr innerhalb des europäischen Binnenmarktes verbleibt, so kann man trotzdem noch von einer hohen internationalen Verflechtung der deutschen Wirtschaft sprechen. Die 1992 erzielten 26,5% Exportanteil des verarbeitenden Gewerbes reduzieren sich in etwa auf die Hälfte, wenn man nur noch den Export außerhalb des Binnenmarktes betrachtet. Der Weltmarktanteil deutscher Güterexporte, der sich 1991 mit 11,4 errechnetet, wird auch entsprechend reduziert werden müssen - denkt man europäisch. Aber auch bei Berücksichtigung der entsprechend revidierten Zahlen, hängt nach wie vor jeder zweite Arbeitsplatz in unserem Land von den Verkäufen ab, die wir außerhalb unserer Landesgrenzen zustande bringen. Unter diesen außerhalb Deutschlands verkauften Gütern nehmen nach Angaben des statistischen Bundesamtes die Erzeugnisse der Investitionsgüterindustrie mit großem Vorsprung den ersten Platz ein; sie machten 1992 57% des deutschen Exports aus. Aus der Sicht des Marketings werden jedoch Investitionsgüter als Leistungen angesehen, die von Industriebetrieben oder Organisationen beschafft werden, also nicht von privaten Endverbrauchern. Es gibt Autoren, die bei einer solchen Betrachtungsweise den Anteil der Investitionsgüter auf 89% der deutschen Ausfuhr schätzen. Die primäre Zielgruppe der Absatzbemühungen im Export sind daher die einkaufsentscheidenden Fachleute der Abnehmerbetriebe. Sie steuern und beeinflussen durch ihre Rolle und Funktion den Beschaffungsprozeß der Organisationen. Das Verhalten dieser Personen im Kaufentscheidungsgremium wird wiederum in einem nicht unwesentlichen Maße durch ihr Informationsverhalten determiniert. Um jedoch den Entscheidungsprozeß in einer Organisation optimal beeinflussen zu können, ist es unerläßlich, dieses organisationale Verhalten, insbesondere das Informationsverhalten der einkaufsentscheidenden Fachleute zu kennen. In Deutschland hat Strothmann erstmalig 1972 mit sei


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Product Details
  • ISBN-13: 9783838633053
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838633059
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Weight: 240 gr


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