Commodity Marketing: Strategies, Concepts, and Cases

421 Pages·2022·11.35 MB·English

by  Margit Enke, Anja Geigenmüller, Alexander Leischnig

Management for Professionals
Margit Enke
Anja Geigenmüller
Alexander Leischnig Editors
Commodity
Marketing
Strategies, Concepts, and Cases
Management for Professionals
The Springer series Management for Professionals comprises high-level business
and management books for executives. The authors are experienced business
professionals and renowned professors who combine scientific background, best
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(cid:129) (cid:129)
Margit Enke Anja Geigenmüller
Alexander Leischnig
Editors
Commodity Marketing
Strategies, Concepts, and Cases
Editors
MargitEnke AnjaGeigenmüller
TUBergakademieFreiberg TUIlmenau
Freiberg,Germany Ilmenau,Germany
AlexanderLeischnig
TUBergakademieFreiberg
Freiberg,Germany
ISSN2192-8096 ISSN2192-810X (electronic)
ManagementforProfessionals
ISBN978-3-030-90656-6 ISBN978-3-030-90657-3 (eBook)
https://doi.org/10.1007/978-3-030-90657-3
Translation from the German language edition: “Commodity Marketing” by Margit Enke et al.,
# Springer Fachmedien Wiesbaden 2014. Published by Springer Gabler, Wiesbaden. All Rights
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Preface
Manymarketshavebecomeincreasinglychallengingenvironmentsforcompanies.
One of the challenges that various companies face and that has a major impact on
different stakeholders within and outside of companies is the “commodity trap.”
This trap refers to a situation in which companies lose their differentiated position
andcompetitiveedgeandbecomealike.Differentfactorscontributetothissituation,
and escaping the commodity trap often takes major efforts. Manufacturers and
service providers therefore have to develop and implement clever strategies to
preventorcounteractcommoditization.
The book Commodity Marketing aims to provide guidance in this regard. It
explains key concepts and processes, discusses different strategies and tools, and
illustratestheimplementationofcommoditymarketinginspecificcontexts.Assuch,
it provides a theoretical foundation on the one hand, while offering interesting
practitionerinsightsontheotherhand.Thebookisbasedonapreviouspublication
thathasbeenpublishedinGermanlanguageinthreeeditionsinthepastfewyears.
Wethankalltheauthorswhohavecontributedchapterstothisvolumeaswellasto
pastvolumes.
The book Commodity Marketing illuminates the topic commodity marketing
from multiple perspectives and in diverse settings. Taken together, the chapters
provide a comprehensive overview which allows interested readers to explore
different facets of commodity marketing. The book may serve as a textbook for
students who want to learn about commodities, commoditization, and
de-commoditization. It may also be of interest for executives in companies, whose
offeringincludescommoditiesorproductsandservicesthatgraduallytransforminto
commodities.
Overall, the intention of this book is to offer insights into important areas of
commoditymarketingandtoprovideimpetusforadialogueonthetopic.
FreibergandIlmenau,Germany MargitEnke
AnjaGeigenmüller
AlexanderLeischnig
v
Contents
PartI FundamentalsofCommodityMarketing
CommodityMarketing:AnIntroductionintoKeyConcepts
andProcesses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
MargitEnke,AnjaGeigenmüller,andAlexanderLeischnig
CommodityDifferentiation:ACross-IndustryApproach. . . . . . . . . . . . 21
BoasBamberger,ChristianHomburg,MatthiasStaritz,andStephan
Bingemer
CommoditiesintheServiceSector:ParticularitiesandImplications
forMarketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
ManfredBruhnandAnjaZimmermann
PartII CommodityMarketingStrategiesandTools
CommodityPricing:Fast,Simple,Intelligent. . . . . . . . . . . . . . . . . . . . . 73
AndreaMaessen,BertSebastianStrasmann,andJanHaemer
PriceNegotiationsinCommodityMarkets. . . . . . . . . . . . . . . . . . . . . . . 85
MarkusVoethandUtaHerbst
ABehavioralApproachtoPricinginCommodityMarkets:Dual
ProcessingofPriceswithinandaroundWillingness-to-PayRanges. . . . 105
FlorianDostandRobertWilken
PriceKnowledgeandPriceExpectations:TheirRoleforCustomer
RelationshipMarketingofTelecommunicationsProviders. . . . . . . . . . . 119
DoreénPick
OnPriceRolesandBudgetBranding. . . . . . . . . . . . . . . . . . . . . . . . . . . 141
BjörnIvens,BrigitteMüller,SteffenWölfl,andAlexanderLeischnig
CustomerParticipationandCommodityMarketing. . . . . . . . . . . . . . . . 153
FrankJacobandThomasAichner
vviiii
viii Contents
AnEconomicViewonGroupBuyingasMarketingApproach
forCommodities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
AndreasKlein
CommoditiesandCustomerLoyalty:SquaringoftheCircle?. . . . . . . . 185
PeterBillen,TilmannRaff,andCraigThorrold
UpdatesontheConnectionBetweenCustomerRelationship
ManagementandCommoditization. . . . . . . . . . . . . . . . . . . . . . . . . . . . 215
GustavoMartinez-LiraandMartinReimann
CustomerEngagementasanApproachtoDe-Commoditisation. . . . . . . 237
AnnaNauenandMargitEnke
OnBecomingMarketOrientedinaCommodityMarket:Aligning
InternalOperationalCapabilitieswithCustomerNeeds. . . . . . . . . . . . . 255
VictoriaL.CrittendenandWilliamF.Crittenden
DifferentiatingtheIndifferent:DealingwithCommoditization
ParadoxThroughInnovation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
SabrinaC.Thornton
AConfigurationalPerspectiveonBrandRelevanceinCommodity
Markets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
AlexanderLeischnigandAnjaGeigenmüller
InfluencerMarketingasaCounterstrategytotheCommoditization
ofMarketingCommunications:ABibliometricAnalysis. . . . . . . . . . . . 293
MandyPickandMarkoSarstedt
PartIII CommodityMarketinginSpecificContexts
AnInternationalPerspectiveonCommodityMarketing. . . . . . . . . . . . . 331
MichaelR.CzinkotaandMargitEnke
Non-price-RelatedDe-commoditization:AnExploratoryStudy
intheRefractoriesIndustry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349
AnjaGeigenmüllerandChristosG.Aneziris
CRMintheEnergyMarket:CustomerRelationshipManagement
inCommodityIndustriesUsingtheExampleofanEnergyService
Provider. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 365
ManuelaKünzelandLutzLohse
IlluminatingOrganizationalProcessesBehindtheRising
PhenomenonofIndustryCommoditization. . .. . . . . . . . .. . . . . . . . .. . 391
IsabelLuther
De-commoditizationinB2BMarkets:ACommunicationPerspective. . . 413
AnjaGeigenmüllerandElisabethKuhn
Part I
Fundamentals of Commodity Marketing
Commodity Marketing: An Introduction
into Key Concepts and Processes
Margit Enke, Anja Geigenmüller, and Alexander Leischnig
1 Introduction
Positioning offerings and differentiating them from those of competitors are key
tasks of marketing. For a particular category of products and services, namely
commodities, these tasks create special challenges. Commodities are commonly
referredtoasproductsandservicesinacategorythatareperceivedaslargelysimilar.
Typicalexamplesofcommoditiesincludeconsumergoods(e.g.papertissues,fruits
orvegetables),industrialgoods(e.g.chemicals,bulkmaterialormetals)andservices
(e.g.logisticsandtransportationservices,carrentalservicesorcallcentres).
Amajorchallengeforcompaniesoperatingincommoditymarketsisthecreation
and communication of a unique selling proposition to differentiate offerings from
thoseofrivalsinthemarket.Inadditiontomarketingcommodities,commoditization
requirescompaniestothwarttheerosionofcompetitiveadvantages.Commoditiza-
tion transforms products and services with a clear positioning and differentiation
fromcompetitionintocommodities,thusincreasingtheriskthatcompaniesgetstuck
in a “commodity trap”. Commoditization implies that products and services lose
ThischapterwasoriginallypublishedinGermanasEnke,M.,Geigenmüller,A.,&Leischnig,
A.(2014).CommodityMarketing—EineEinführung,InM.Enke,A.Geigenmüller,&A.
Leischnig(eds.),CommodityMarketing.SpringerGabler,Wiesbaden.Translatedandupdatedwith
permission.
M.Enke·A.Leischnig(*)
TUBergakademieFreiberg,Freiberg,Germany
e-mail:[email protected];[email protected]
A.Geigenmüller
TUIlmenau,Ilmenau,Germany
e-mail:[email protected]
#TheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerlandAG2022 3
M.Enkeetal.(eds.),CommodityMarketing,ManagementforProfessionals,
https://doi.org/10.1007/978-3-030-90657-3_1