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Selektives Demarketing — Management von unprofitablen Kunden

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  • Eva Blömeke

    (Universität Hamburg)

  • Michel Clement

    (Universität Hamburg)

Abstract

Zusammenfassung Insbesondere bei vertraglich-fixierten Kundenbeziehungen ist oftmals ein nicht unerheblicher A nteil der Kundenbasis unprofitabel und liefert somit einen negativen Wertbeitrag zum Gesamtdeckungsbeitrag des U nternehmens. D ieses Kundensegment erfordert ein spezielles M anagement–insbesondere wenn davon auszugehen ist, dass diese Kunden auch in der Zukunft nicht in die Gewinnzone geführt werden können. D ie einzelnen M aßnahmen zur Entbindung unprofitabler Kunden (so genanntes „Demarketing“) variieren dabei nach dem gewünschten A ktivitätslevel des U nternehmens (aktiv versus passiv) und dem angestrebten Beendigungsgrad. Es zeigt sich, dass in der Praxis insbesondere D emarketing-Strategien im Bereich der Produkt- und Preispolitik eingesetzt werden.

Suggested Citation

  • Eva Blömeke & Michel Clement, 2009. "Selektives Demarketing — Management von unprofitablen Kunden," Schmalenbach Journal of Business Research, Springer, vol. 61(7), pages 804-835, November.
    • Handle: RePEc:spr:sjobre:v:61:y:2009:i:7:d:10.1007_bf03373669
    DOI: 10.1007/BF03373669
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    References listed on IDEAS

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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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