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About the Book

Inhaltsangabe: Einleitung: Aufgrund einer im Zuge der Globalisierung immer weiter zunehmenden Komplexität und Dynamik des Wettbewerbs müssen Unternehmen verstärkt nach neuen Möglichkeiten suchen, Wettbewerbsvorteile gegenüber Konkurrenten zu erreichen. Von zunehmender Bedeutung sind hierbei neben Qualitäts- und Kostenvorteilen Wettbewerbsfaktoren wie Schnelligkeit bei der Angebotserstellung oder Lieferzeit, Serviceleistungen sowie in besonderem Maße kundenindividuelle Problemlösungen. Im Zusammenhang mit letzteren ist die Kenntnis der sogenannten „Pareto-Regel" von entscheidender Bedeutung, wonach lediglich 20 Prozent aller Kunden für 80 Prozent der Gewinne sorgen, während die restlichen 80 Prozent der Kunden nur verhältnismäßig hohe Kosten verursachen. Wenn diese Regel in der Praxis auch nicht immer genau zutreffen mag, so verdeutlicht sie aber dennoch die Tatsache, daß ein relativ kleiner Teil der Kunden überproportional zum Unternehmensgewinn beiträgt. Für das Unternehmen ist es demzufolge wichtig, die Kundenindividualität abzubilden, um einerseits die gewinnbringenden Kundenbeziehungen zu identifizieren und zu fördern sowie andererseits die Verbindung zu unrentablen Kunden auszumachen und aufzugeben oder so umzugestalten, daß diese ebenfalls gewinnbringend werden. Man spricht in diesem Zusammenhang auch vom Database Marketing, welches ein Marketing auf der Basis individueller Kundendaten ist, die in einer Datenbank gespeichert sind. Mit Hilfe derartiger Datenbänke können Unternehmen ein kundenorientiertes, individuelles Marketing betreiben, welches das Massenmarketing vergangener Zeiten immer mehr ablöst. Dazu muss jedoch zunächst der Wert eines Kunden bekannt sein, den dieser für das Unternehmen besitzt, da nur so die Mittel effizient eingesetzt werden können. Je höher der Wert eines Kunden ist, desto größer sollten die Marketingaufwendungen für diesen sein. Der Kundenwert besitzt dabei eine doppelte Bedeutung, die einerseits den Beitrag eines Kunden zum Unte


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Product Details
  • ISBN-13: 9783838630274
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 95 gr
  • ISBN-10: 3838630270
  • Publisher Date: 30 Apr 2001
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Sub Title: Die Bedeutung für das Marketing-Management sowie Meßansätze
  • Width: 148 mm


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