By Dennis Herhausen
Dennis Herhausen examines how managers can effectively probe latent wishes and discover destiny wishes of shoppers, categorised as proactive patron orientation. to reply to this query, 3 phases of study are deployed: (1) An exploratory examine investigating various dimensions of proactive purchaser orientation, (2) a quantitative examine investigating outcomes, antecedents, and components that reasonable the consequences of proactive consumer orientation, and (3) a qualitative research investigating situation-specific tips about the way to elevate proactive patron orientation. total, a scientific switch technique is constructed to steer managers that objective to extend their company's proactive patron orientation.
Read or Download Understanding Proactive Customer Orientation: Construct Development and Managerial Implications PDF
Best marketing books
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 idea that of selling and coping with relationships with consumers and different curiosity teams is on the middle of selling this present day. within the educational international, the subject is roofed in precise concerns published by means of quite a few journals (e. g. magazine of the Academy of promoting technological know-how, magazine of Strategic advertising, Psychology & Marketing), and meetings and convention periods on a regular basis speak about some great benefits of the method.
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.
- Direct Marketing in Practice (Chartered Institute of Marketing (Paperback))
- Strategic Relationship Marketing
- Guide to Effective Daytrading
- Marketing fundamentals
- Marketing 2020: Die elf neuen Zielgruppen – wie sie leben, was sie kaufen
Extra info for Understanding Proactive Customer Orientation: Construct Development and Managerial Implications
Example text
1007/978-3-8349-6891-3_2, © Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011 14 Martin 2000). These requirements and attributes determine the way in which superior performance is achieved through distinctive resources that competitors are unable to reproduce (Bharadwaj, Varadarajan, and Fahy 1993; Hunt and Lambe 2000). However, strategic resources have only a potential value, and realizing this potential requires strategic actions (Ketchen et al. 2007). , Homburg et al. 2007; Hult et al.
2007). Apart from Li et al. (2008), all other authors miss to incorporate a measure for strategic action in their studies. 4. Missing Antecedents: None of the existing studies incorporate any antecedents for proactive customer orientation in their framework. Thus, it lacks insights of how managers may increase the proactive customer orientation of their firm. In conclusion there are many gaps in the existing research that limit the validity of the studies. Besides missing relationships to central constructs, they are also related to a too narrow understanding of proactive customer orientation.
2007). 2 Responsive and Proactive Market Orientation Grounded in the resource-based view, Kohli and Jaworski (1990) and Narver and Slater (1990) were among the first to articulate a theory of market orientation. They defined market orientation as "the organizationwide generation of market intelligence 15 pertaining to current and future customer needs, dissemination of the intelligence across departments, and organizationwide responsiveness to it" (Kohli and Jaworski 1990, p. 6), and customer orientation as "the sufficient understanding of one's target buyers to be able to create superior value for them continuously" (Narver and Slater 1990, p.