By Chris Rice; Chartered Institute of Marketing
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Unternehmenskommunikation : Kommunikationsmanagement aus Sicht der Unternehmensführung
Auf der foundation interdisziplinärer Erkenntnisse wird ein einheitlicher Begriffsrahmen und ein Steuerungsmodell für das Kommunikationsmanagement entwickelt. Daran anschließend stellen führende Autoren des Gebietes wichtige Teilbereiche und Aufgabenstellungen der Unternehmenskommunikation vor. Ziel ist eine Zusammenführung wichtiger Positionen zum Thema Kommunikationsmanagement, die die Marketingsicht, die kommunikationswissenschaftliche PR-Sicht sowie neue Ansätze eines Stakeholder Managements einschließt.
The concept that of promoting and coping with relationships with buyers and different curiosity teams is on the center of selling this day. within the educational global, the subject is roofed in certain concerns published by means of various journals (e. g. magazine of the Academy of selling technological know-how, magazine of Strategic advertising, Psychology & Marketing), and meetings and convention periods frequently speak about the benefits of the technique.
Über den Erfolg eines Produkts entscheiden die Käufer – und der verantwortliche Produktmanager. Dieser kämpft dabei an mehreren Fronten: Er muss mit sinkenden Budgets immer mehr Produkte in immer kürzerer Zeit einführen und betreuen. Gleichzeitig muss er eine Fülle von Anforderungen aus den internen Abteilungen koordinieren.
Der persönliche Verkauf kann mehr als "nur" verkaufen: Er kommuniziert darüber hinaus die unternehmerischen (Mehr-)Werte und schafft eine differenzierende Positionierung in den Köpfen der Kunden. Lars Binckebanck zeigt, dass von den Instrumenten des Marketing-Mix der persönliche Verkauf den Markenwert im B2B-Geschäft am stärksten beeinflusst, und identifiziert unterschiedliche Verkaufsstile, die mit spezifischen Markenwirkungen einhergehen.
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Additional resources for Understanding customers
Sample text
It is also likely that a much wider range of criteria will be used to judge ‘good value’. These criteria could include: Price/Discounts Technical advantage and advancement ⎫ Quality ⎟ After-sales service and maintenance ⎬ Reliability and continuity of supply ⎟ Back-up advisory services ⎭ Credit facilities offered Note: the ranking of these factors will vary from situation to situation In addition, the decision could be influenced by other historical relationships between the two organizations – misbilling, difficulty in communication, personal friction or personality clashes in the past can be held in some sort of ‘corporate memory’ and militate against the errant supplier.
Think – What are you going to do? The answer that you give to that question is likely to depend on your decoding of the verb ‘scan’. Many people (certainly most managers and students) decode it to mean ‘have a quick look through’, ‘cast an eye over the main headings’, or ‘get a rough idea of what it is about’. However, the Concise Oxford Dictionary defines the verb ‘to scan’ as: ‘to look intently at all parts successively’ (among other meanings) so if the sender intends the message to mean ‘study carefully’ and the receiver interprets the message as ‘cast a quick eye over’ (or vice versa) we have poor communication in the sense that the perceptions of the sender and the receiver do not coincide.
Another phenomenon is closure – the tendency of people to perceive incomplete objects as complete, to close up or fill in gaps in sensory inputs and to view asymmetric and unbalanced stimuli as symmetric and balanced. Marketers have used the idea of closure in such classic advertising messages as ‘Schh… You know who’, which has worked well for the Schweppes organization for many years. The observer completes the message on behalf of the advertiser, thus involving mental processing or elaboration which, in turn, is likely to imprint the message.