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Commodity Marketing – Eine Einführung

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Commodity Marketing

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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Authors and Affiliations

  1. Lehrstuhl für Marketing und Internationalen Handel, Fakultät fär Wirtschaftswissenschaften, insbesondere Internationale Ressourcenwirtschaft, Technische, Universität Bergakademie Freiberg, Lessingstr. 45, 09599, Freiberg, Deutschland

    Prof. Dr. Margit Enke

  2. Fachgebiet Marketing, Fakultät für Wirtschaftswissenschaften und Medien, Technische Universität Ilmenau, Helmholtzplatz 3 (Oeconomicum), 98693, Ilmenau, Deutschland

    Prof. Dr. Anja Geigenmüller

  3. Juniorprofessur für Betriebswirtschaftslehre, insbesondere Marketing Intelligence, Fakultät Sozial- und Wirtschaftswissenschaften, Otto-Friedrich-Universität Bamberg, Feldkirchenstraße 21, 96052, Bamberg, Deutschland

    Prof. Dr. Alexander Leischnig

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  1. Prof. Dr. Margit Enke
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  2. Prof. Dr. Anja Geigenmüller
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Editors and Affiliations

  1. Lehrstuhl für Marketing und Internationalen Handel, Technische Universität Bergakademie Freiberg, Freiberg, Germany

    Margit Enke

  2. Fachgebiet Marketing, Technische Universität Ilmenau, Ilmenau, Germany

    Anja Geigenmüller

  3. Juniorprofessur für BWL, insb. Marketing Intelligence, Otto-Friedrich-Universität Bamberg, Bamberg, Germany

    Alexander Leischnig

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Enke, M., Geigenmüller, A., Leischnig, A. (2014). Commodity Marketing – Eine Einführung. In: Enke, M., Geigenmüller, A., Leischnig, A. (eds) Commodity Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02925-8_1

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