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Marketing ist uralt und daher (ganz) einfach

Marketing ist uralt und daher (ganz) einfach

          
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About the Book

Wissenschaftlicher Aufsatz aus dem Jahr 2013 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Sprache: Deutsch, Abstract: Marketing ist uralt und daher (ganz) einfach Wenn von Marketing die Rede ist, sind die Empfehlungen der Profis in den Beiträgen und in der Literatur fast immer die gleichen: - Zielformulierung - Analyse des Marktes und der Wettbewerber - Analyse der eigenen Ressourcen - Analysenbilanz - Erarbeitung von möglichen Differenzierungen bzw. Nischenangeboten - Gewichtung und Auswahl der erarbeiteten Lösungsmöglichkeit(en) - Bestimmung der Zielgruppe - Zielformulierung zur Alleinstellung - Auswahl und Bestimmung der Maßnahme(n) - Etc. Diese Vorgehensweise und alle Varianten, die es dazu gibt, haben vier entscheidende Fehler: 1. Die eigenen Ressourcen und Möglichkeiten und nicht die Wünsche der Kunden stehen im Mittelpunkt der Überlegungen. 2. Sie erfordern einen hohen Arbeitsaufwand und oft das Know-how externer Berater. 3. Diese methodische, universitäre Vorgehensweise ist für Kleinbetriebe ungeeignet. Sie wurde für Großbetriebe entwickelt die (inter-)national tätig sind. 4. Die Kunden, die das kaufen sollen, werden oft gar nicht gefragt. Damit wird diese Methode zum Glücksspiel. Wenn man Glück hat, gefällt das neue Angebot den Kunden. Wenn man Pech hat, interessiert es ihn wenig oder gar nicht. So sind auch die vielen Flops zu erklären. Egal, ob man bereits ein (kleines) Unternehmen hat oder eine Firma gründen will, wenn den Kunden das Angebot bzw. die Leistung nicht gefällt, ist alle Mühe vergebens. Vielen Existenzgründern und Selbständigen fällt es schwer, daran zu denken, dass man auf Dauer nur Erfolg haben kann, wenn die Zufriedenheit des Kunden im Mittelpunkt steht. Wer sein Unternehmen nach der Vorgabe: "Was ist das Beste für meinen Betrieb und mich" ausrichtet, wird im Normalfall nicht überleben. Wer dagegen die größtmögliche Zufriedenheit seiner Kunden anstrebt, kann, wie das folgende Beis


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Product Details
  • ISBN-13: 9783656467472
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3656467471
  • Publisher Date: 05 Aug 2013
  • Height: 254 mm
  • No of Pages: 12
  • Series Title: German
  • Weight: 41 gr


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