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5. Wie kann man Key Accounts identifizieren und segmentieren

  • 2023
  • OriginalPaper
  • Chapter
Published in:
Author
Roberto Capone
Published in
Key Account Management, kompakt
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Die Definition und Segmentierung von Großkunden und/oder potentiellen Großkunden ist immer eine intensive und oft diskussionsfreudige Angelegenheit. Grundsätzlich stehen wirtschaftliche Faktoren im Fokus, wie Umsatz, Absatz, Deckungsbeitrag oder gar Profitabilität. Es kann aber auch, und das ist möglicherweise die smarte Art der zielorientierte Kundensegmentierung nach Potential segmentiert werden. An dieser Stelle trifft der Vertrieb wieder ganz eng auf das Thema Marketing, verbunden mit der Frage des Potentialausschöpfungsgrades bei einem meiner aktuellen Großkunden und den Stärken und Schwächen, die mein Produkt, meine Dienstleistung im Vergleich zu meinem direkten Wettbewerber (bei meinem betrachteten Großkunden) hat.

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previous chapter Unique Selling Proposition im Key Account Management
next chapter Sales Development
Title
Wie kann man Key Accounts identifizieren und segmentieren
Author
Roberto Capone
Copyright Year
2023
Book
Key Account Management, kompakt

Print ISBN: 978-3-658-42921-8

Electronic ISBN: 978-3-658-42922-5

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-42922-5_5

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