As Akquise and/or acquisition (of frz. l'acquis - the acquisition) all measures of the customer production are designated by personal sales talks in the context direct sales.

Kaltakquise

K. is so far no business relations existed the Erstansprache of a potenziellen customer to that. Opposite private customers cold calls so mentioned are forbidden after the law against the mean competition (UWG) and may take place only with express permission of the customer.

The acquisition of business customers should be always seen as process, in which several speech forms (personal like mediale) are involved.

The result of all acquisition measures is called akquisitorisches Potenzial. Thus Erich good mountain refers to the connection between the enterprise and the preferences of certain customer groups in the sense of an attraction, their height different possibilities of the price-political behavior (price structuring) offers (Erich good mountain 1973, P. 238). The akquisitorische Potenzial is called also Goodwill, image or attractiveness of a product and/or an enterprise. This is of great importance for the marking of competition relations, since achievements are estimated as heterogeneous if the potenziellen customers preferences in material, temporal, personal or local regard to have.

Methods of the acquisition

Push methods

• Forwarding of advertisement and/or invitations to advertising meetings by letter post or E-Mail
• Speech on open road (with advertising material)
• Speech of visitors
• unasked representative's visits in the B-ton-B-market
• Attendance of private households according to telephone date agreement

Pull methods

Web-oriented:

• Choice stamping seeds and concise Internet address
• Entry in search machines
• Left on sides of manufacturers, federations, etc.
• On-line advertisement (advertising banner) and

Advertisement in traditional media

• Advertisements in regional and supraregional newspapers and magazines
• Flyer actions
• Poster advertising
• Radio advertising, television and screen advertising

Literature

• Erich good mountain 1973

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