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Extra info for A Review of Marketing Mix: 4Ps or More?

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Der Kunde muB danach zwangsiaufig integriert sein, urn ein nutzenstiftendes Ergebnis zu erzielen. B. Beratung) bis zur spateren Beurteilung hin, womit sich die Bankleistungen deutlich von den Konsum- und lndustriegiitern unterscheiden (vgl. - die Texte im Kilstchen sind die Kundenkontakte). Kundenkontakt bei Industrie- und Konsumglitern: Leistungserstellung -. 1 Konsum - . Beurteilung 1 Nutzung Kundenkontakt bei Bankleistungen I II Leistungs--. 7 Kaufl Absatz Konsum - . Nutzung - . Beurteilung Der Kundenkontakt von Industrie- u.

Produktionsstatte). B. BeratungsprozeB) selbst. Damit stellt der ProzeB der Leistungserstellung hiiufig das Produkt dar, welches fiir den Kunden einen bestimmten Nutzen stiftees Dadureh ermoglieht der prozeBorientierte Ansatz eine umfangreiehere Abgrenzung. B. Fertigstellung einer Masehine), welches als Ergebnis des Prozesses entsteht. Bei der Bank stellt in einigen Fallen die Beratung selbst das Produkt und Endergebnis dar. Die Ergebnisdejinition besitzt fUr die Definition von Banken in jedem Fall Gultigkeit.

189 fT. , 1998, S. 4 fT. 139 vgl. , 1975. 140 vgl. , 1969, S. 31 - 35. 40 Ebenfalls in dieser Zeit wurde im Auftrag der US-amerikanischen Regierung die Untersuchung T ARP (Technical Assistance Research Program) durchgefiihrt. 141 1m Rahmen reprasentativer Studien bemiihte man sich, das BeschwerdeverhaIten der Konsumenten besser zu verstehen. Es zeigte sich, wie erfolgreich ein Untemehmen sein kann, wenn es sich mit unzufriedenen Kunden intensiv auseinandersetzt. In den achtziger Jahren erlebten die wissenschaftlichen Publikationen, die sich mit der Kundenzufriedenheit beschaftigen, einen starken Aufschwung.

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A Review of Marketing Mix: 4Ps or More? by Chai Lee Goi


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