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Additional resources for Die marke in der marke : bedeutung und macht des ingredient branding

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Kunden im Industriegütermarketing staatliche Einrichtungen Verwender privatwirtschaftliche Unternehmen öffentliche Institutionen Original Equipment Manufacturer (OEM) Händler Abb. 11. Kunden im Industriegütermarketing 59 Vgl. Homburg/Krohmer (2003): S. 882. 28 2 Grundlagen des Ingredient Branding Die Zulieferindustrie Das Zuliefergeschäft auf dem B2B-Markt unterscheidet sich von anderen gewerblichen Geschäftsbeziehungen (Geschäftstypen) in der Form, dass bei ihm vor allem eine stärkere Kontinuität der Geschäftsbeziehung zwischen Vorproduktehersteller und -nachfrager sowie eine zunehmende Individualität der Leistung für den Kunden im Vordergrund stehen.

13. Relation der Marktteilnehmer Neben der Wettbewerbsintensität kann die Anzahl der Marktteilnehmer in einer Industriebranche ebenfalls einen Aufschluss über das IngredientBranding-Potenzial eines Zulieferprodukts geben. Dies wird vor allem dann begünstigt, wenn besonders viele Vorproduktenachfrager aber nur wenige Lieferanten einer gleichen Komponente in der Branche tätig sind. Je höher demnach die Anzahl der Nachfrager ist und je weniger direkte Wettbewerber ein Zulieferunternehmen hat, desto höher ist die Wahrscheinlichkeit, dass sich der Markenwert einer Zulieferkomponente mit Hilfe von Ingredient Branding steigern lässt.

29 Vgl. ): Erfolgsfaktor Marke, München, S. 263. 30 Vgl. Kotler, Philip; Bliemel, Friedhelm (1999): Marketing-Management. Analyse, Planung, Umsetzung und Steuerung, Stuttgart, S. 862 ff. 1 Begriffsbezeichnung Ingredient Branding wird in Theorie und Praxis oft als Markierung von Komponenten oder Gütern bezeichnet31. Welche Güter jedoch beim Ingredient Branding als Markierungsobjekt infrage kommen und von nun an als InBrands bezeichnet werden, soll durch einen Blick auf die Gütersystematik von Baumgarth und Freter beantwortet werden.

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