{"id":504,"date":"2018-12-19T21:48:13","date_gmt":"2018-12-19T21:48:13","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&p=504"},"modified":"2026-06-16T20:09:24","modified_gmt":"2026-06-17T00:09:24","slug":"diligence-methods-to-measure-price-and-price-sensitivity-and-the-opportunity-to-improve-margins","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/de\/insights\/diligence-methods-to-measure-price-and-price-sensitivity-and-the-opportunity-to-improve-margins\/","title":{"rendered":"011: Due-Diligence-Methoden zur Messung von Preis und Preissensitivit\u00e4t sowie die M\u00f6glichkeit zur Margenverbesserung"},"content":{"rendered":"

Die meisten Due-Diligence-Pr\u00fcfungen befragen Vertriebskan\u00e4le und Endkunden, um die Preissensibilit\u00e4t zu ermitteln. Die meisten CIMs (Consumer Impact Managers) enthalten ein Diagramm, das den Grad der Preissensibilit\u00e4t der Kunden aufzeigt und somit Verbesserungspotenziale f\u00fcr die Marge aufzeigt. Sich jedoch allein auf die \u00c4u\u00dferungen oder \u2019Stimmen\u201c der Kunden oder der Vertriebskan\u00e4le zur Preissensibilit\u00e4t zu verlassen, kann zu falschen Schlussfolgerungen im Rahmen der Due-Diligence-Pr\u00fcfung f\u00fchren.<\/p><\/div>\n\n

\n\n

Der beste Weg, sich ein klares Bild von den bestehenden Preisgestaltungsm\u00f6glichkeiten zu verschaffen, besteht darin, ein echtes Verst\u00e4ndnis der drei Schl\u00fcsselfaktoren zu erlangen, die die Preissensibilit\u00e4t beeinflussen:<\/p>\n\n

    \n
  1. Wahrgenommene Differenzierung: <\/strong>Inwieweit nehmen Kunden die Produkte und Dienstleistungen von Target als differenziert wahr? Und inwieweit suchen Kunden aktiv nach Differenzierung? Hinweis: Im Hinblick auf die Preisgestaltung kann \u201csuchen\u201d etwas ganz anderes (und aussagekr\u00e4ftiger) bedeuten als \u201cwertsch\u00e4tzen\u201d.<\/li>\n\n\n\n
  2. Operative Kritikalit\u00e4t des Produkts oder der Dienstleistung:<\/strong> Wie wichtig ist das Produkt oder die Dienstleistung (emotionale Erf\u00fcllung kann genauso wichtig oder sogar wichtiger sein als funktionale Erf\u00fcllung)?<\/li>\n\n\n\n
  3. Wert im Vergleich zu alternativen Ermessensausgabenposten:<\/strong> Die eigentliche Konkurrenz besteht in all den anderen M\u00f6glichkeiten, wie das Budget ausgegeben werden kann (und wird). Wie schneidet diese Ausgabenkategorie im Vergleich zu anderen Priorit\u00e4ten im Haushalt oder im Unternehmen ab? Wie hoch ist der Budgetdruck f\u00fcr diesen Posten im n\u00e4chsten Jahr? In den n\u00e4chsten drei Jahren? Warum gibt es bei diesem Ausgabenposten nicht mehr Spielraum?<\/li>\n<\/ol>\n\n

    Sie m\u00fcssen gr\u00fcndlich recherchieren, d. h. eine ausreichend gro\u00dfe, repr\u00e4sentative Stichprobe der wichtigsten Kundensegmente befragen. Letztendlich l\u00e4sst sich dieses Thema besser durch intensive Gespr\u00e4che mit Kunden erforschen als durch eine Umfrage, die die vermeintliche Gleichg\u00fcltigkeit der Kunden gegen\u00fcber Preis\u00e4nderungen erfassen soll.<\/p>\n\n

    Sie sollten au\u00dferdem die Ergebnisse der Kundenbefragung von Target mit der Kundenbefragung der Wettbewerber von Target vergleichen.<\/p>\n\n

    Wenn Sie die drei oben genannten Faktoren verstehen und anschlie\u00dfend ber\u00fccksichtigen, inwieweit die Marke des Unternehmens Target in Bezug auf verschiedene Entscheidungsfaktoren abschneidet, erhalten Sie ein gutes Gesp\u00fcr daf\u00fcr, welche M\u00f6glichkeiten zur Preisbewegung bestehen und wie Sie diese M\u00f6glichkeiten nutzen k\u00f6nnen.<\/p>\n\n

    Preiserh\u00f6hungen und die Entwicklung einer fundierten, segmentierungs- oder kanalbasierten Produkt- und Preisstrategie geh\u00f6ren selbstverst\u00e4ndlich zu den Punkten, die jeder ber\u00fccksichtigen sollte. Es gibt weitere Aspekte zu pr\u00fcfen (z. B. die durchschnittliche Verkaufspreisentwicklung) und nach der \u00dcbernahme sind weitere Ma\u00dfnahmen erforderlich (z. B. detaillierte quantitative Analysen, Conjoint-Analysen, Kundensegmentierung, Produktpositionierung, Produktstufen usw.), bevor eine ma\u00dfvolle Preiserh\u00f6hung gerechtfertigt ist. Dieser analytische Ansatz erweist sich jedoch als aussagekr\u00e4ftiger als eine einfache Kundenbefragung, die lediglich die Kundenzufriedenheit \u201ctestet\u201d.\u2019 Zahlungsbereitschaft<\/em>.<\/p>","protected":false},"excerpt":{"rendered":"

    Die meisten Due-Diligence-Pr\u00fcfungen im Gesch\u00e4ftsverkehr befragen den Vertriebskanal und die Endkunden, um die Preissensibilit\u00e4t zu ermitteln. Die meisten Customer Impact Manager (CIMs) enthalten ein Diagramm, das den Grad der Preissensibilit\u00e4t der Kunden anzeigt.<\/p>","protected":false},"author":[39],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[80,78,79,81,67],"audience":[],"insight-category":[141],"class_list":["post-504","insight","type-insight","status-publish","hentry","topic-organic-growth-tactics","topic-price","topic-price-sensitivity","topic-pricing-management-strategy","topic-value-development-generation","insight-category-profit-pricing","author-mark-stein"],"yoast_head":"\n011: Diligence Methods to Measure Price and Price Sensitivity, and the Opportunity to Improve Margins - Matters Graph<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mattersgraph.com\/de\/insights\/diligence-methods-to-measure-price-and-price-sensitivity-and-the-opportunity-to-improve-margins\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"011: Diligence Methods to Measure Price and Price Sensitivity, and the Opportunity to Improve Margins - Matters Graph\" \/>\n<meta property=\"og:description\" content=\"Most commercial diligence projects will query the channel and the end-customers to measure price sensitivity. 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