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Preismanagement im Investitionsgtermarketing
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Der Anteil von Investitionsgtern, die sich in der Reifephase befinden, betrgt heute in den alten Bundeslndern mehr als sechzig Prozent. Oft herrscht in diesen Mrkten starker Preisverfall und hoher Kostendruck. Herkmmliche Methoden der Preissetzung und Marktbearbeitung geben angesichts dieser Bedrohung keine befriedigenden Antworten. Nikolaus Poscharsky veranschaulicht, da die Gre Preis gerade im organisationalen Beschaffungsproze mehr als nur eine Kosteninformation fr den Nachfrager beinhaltet. Formale Funktion, Verantwortlichkeit und Kompetenz des Kaufbeteiligten bestimmen dessen individuelles Streben nach Preisinformationen sowie deren Verarbeitung. Wer diese Prozesse erkennt und zu nutzen wei, erschliet sich ein Potential von Wettbewerbsvorteilen.
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