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Value Pricing

Value Pricing


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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Controlling, Note: 1,5, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Marl früher Fachhochschule, Sprache: Deutsch, Abstract: Anbietende Unternehmen sind gefordert, ihren Kunden Mehrwert zu liefern. Die Kenntnis, worin genau aus Abnehmersicht Wert liegt, erscheint erfolgskritisch. Im Industriegütermarketing sind Forschungsarbeiten hinsichtlich wertorientierter Fragestellungen jedoch bislang begrenzt erfolgt, da dieser Themenbereich häufig in andere Fachgebiete wie z. B. Produktionsmanagement oder Strategisches Management verlagert wurde. Das Konzept des Value-based Pricing (kurz: Value Pricing) wird in Fachbüchern weitaus weniger diskutiert als die traditionellen kosten-, wettbewerbs- bzw. nachfragebezogenen Preisgestaltungsstrategien. In der Fachliteratur dominieren grds. andere Marketinginstrumente, sodass der Preispolitik ohnehin nur untergeordnete Bedeutung zukommt. In einer 1996 durchgeführten Studie fand Malhotra heraus, dass sich bis dato weniger als zwei Prozent aller Artikel in renommierten Marketingzeitschriften dem Thema Preisgestaltung widmeten, wenngleich Diller 1999 der Preispolitik im Zuge einer erweiterten Kundenorientierung einen erhöhten Stellenwert im Marketing-Mix zuschreibt. Nur vergleichsweise wenige Unternehmen scheinen die in der vorhandenen Literatur gegebenen Empfehlungen zu übernehmen, sodass auch in der Praxis eine flächendeckende Umorientierung hin zur wertorientierten Preisbildung noch nicht erfolgt ist. Dies mag darin begründet liegen, dass die intern anfallenden Kosten ebenso wie die Angebotspreise der Wettbewerber einfacher zu ermitteln sind als der aus den Produkteigenschaften erzeugte Wert für die Kunden. Der somit vielfach beigemessene geringe Stellenwert spiegelt allerdings nicht die tatsächliche Bedeutung der Thematik wider. Der in dieser Arbeit in den Kapiteln 3.3.1. und 3.3.2. differenzierte Begriff Wert wird mitunter als etwas beschrieben, wofür ein Ku


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Product Details
  • ISBN-13: 9783668082823
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 90
  • Series Title: German
  • Sub Title: Ein Ansatz für eine verbesserte Preisgestaltung im Industriegüterbereich
  • Width: 148 mm
  • ISBN-10: 3668082820
  • Publisher Date: 06 Nov 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 181 gr


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