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2014 | OriginalPaper | Chapter

Commodity Marketing – Eine Einführung

Authors : Prof. Dr. Margit Enke, Prof. Dr. Anja Geigenmüller, Prof. Dr. Alexander Leischnig

Published in: Commodity Marketing

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die erfolgreiche Vermarktung von Commodities und die Verhinderung der Commoditisierung etablierter Leistungsangebote stellen für Unternehmen wichtige Aufgaben, aber auch große Herausforderungen dar. Aufbauend auf einer klaren terminologischen Abgrenzung zentraler Begrifflichkeiten des Commodity Marketings zeigt der vorliegende Beitrag auf, welche Faktoren die Commoditisierung von Leistungen begünstigen können. Hierbei werden sowohl unternehmensbezogene als auch kundenbezogene, leistungsbezogene und marktbezogene Größen beleuchtet. Ferner widmet sich der Beitrag Strategien und Maßnahmen, mittels derer Unternehmen der Commoditisierung ihrer Leistungen entgegenwirken können. Diese als De-Commoditisierungsansätze bezeichneten Maßnahmen lassen sich in preisbezogene und nicht-preisbezogene Strategien untergliedern. Der Beitrag schließt mit einer Diskussion von Implikationen für die Wissenschaft und die Unternehmenspraxis.

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Metadata
Title
Commodity Marketing – Eine Einführung
Authors
Prof. Dr. Margit Enke
Prof. Dr. Anja Geigenmüller
Prof. Dr. Alexander Leischnig
Copyright Year
2014
Book
Commodity Marketing

Print ISBN: 978-3-658-02924-1

Electronic ISBN: 978-3-658-02925-8

Copyright Year: 2014

DOI
https://doi.org/10.1007/978-3-658-02925-8_1