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By Michael Baumbach, Alexander Titus Stampfl

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Produktpolitik 33 Business-Support Die Leistungsebene Business-Support fasst alle After Sales-Leistungen zusammen, die über den Produkt-Support hinausgehen und sich auf die optimale Nutzung der Primärleistung beziehen. Dazu gehören Anwenderberatungen, Kundenschulungen, Betreiberverträge und die Vermietung von Primärprodukten. Bei Betreiberverträgen und Vermietung schnüren die Anbieter aus Primärprodukten, After SalesLeistungen, Finanz- und Versicherungsleistungen ein umfassendes Gesamtpaket (Bundling).

B. Airlines). Solution-Provider Der Leistungsumfang von Solution-Providern ist hoch, weil sie sich auf den Business-Support (Leistungsebene 4) konzentrieren. Dieser Anbietertyp gestaltet sein Leistungsangebot so, dass sich die Kunden auf die Nutzung der Primärgüter konzentrieren können. Hierbei ist eine hohe Kundenintegration möglich und erforderlich. 38 After Sales Marketing ➽ Xerox (,,The Document Company") ist ein typischer Solution-Provider. Das Unternehmen stellt nicht nur die Kopiergeräte und den Instandhaltungsservice, sondern auch den erforderlichen Toner und das Papier für die Kunden bereit.

Solche Leistungspakete können aus Primärleistungen kombiniert mit Services oder nur aus Services bestehen. Anbieter von Leistungspaketen sollten die darin enthaltenen Leistungen und vor allem deren Nutzen herausstreichen. Im Optimalfall ergänzen sich die Leistungen so, dass sich für die Kunden ein größerer gemeinsamer Gesamtnutzen ergibt, z. B. weniger Koordination und Administration für den Kunden bei einem pauschal verrechneten Servicevertrag, der Ersatzteile und Instandhaltungsarbeiten bündelt.

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