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Operatives Vertriebscontrolling im schnell verändernden Marktumfeld
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ISBN10: 3656379270
ISBN13: 9783656379270
Publisher: Grin Verlag
Published: Mar 1 2013
Pages: 24
Weight: 0.10
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656379270
Publisher: Grin Verlag
Published: Mar 1 2013
Pages: 24
Weight: 0.10
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: In einem sich immer schneller verändernden Marktumfeld müssen Unternehmen ihre Vertriebsaktivitäten effizient planen und steuern. Aufgrund des Wandels von einem Verkäufermarkt zu einem Käufermarkt steht nicht mehr die Produktion oder das Produkt im Vordergrund, sondern die Kundenbeziehungen. Nur wer seine Vertriebsaktivitäten konsequent auf die Belange des Kunden ausrichtet, kann im Markt bestehen. Es gibt eine Vielzahl an Vertriebsma nahmen und -Aktivitäten, deren Ziel es ist, die Kundenbeziehung zu stärken und das Kundenpotenzial auszubauen. Diese werden auch häufig in den Unternehmen eingesetzt, die Effizienz dieser Ma nahmen wird aber nur selten geprüft. Dabei sind diese Ma nahmen eine Investition in den Kunden und müssen daher genauso sorgfältig geplant und unter Kosten-Nutzen Aspekten analysiert werden, wie eine Investition in eine neue Maschine. Eine Herausforderung, die sich bei der Investition in den Kunden stellt, sind die Erlöse, die nicht kurzfristig und unmittelbar flie en. Es kann eine Zeitverzögerung entstehen, die bei der Erfolgsanalyse einkalkuliert werden muss.1 Da der Vertrieb in der Regel die Schnittstelle zwischen Kunden und Unternehmen bildet, stellt sich hier die Frage, wie die ergriffenen Ma nahmen auf ihre Nutzen und Erfolg hin analysiert werden können. Einen Lösungsansatz für dieses Problem bietet ein Vertriebscontrolling.
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