O'Reilly logo

Stockfotografie by Robert Kneschke

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

QSM
pql`hclqldo^cfb
fåíÉêîáÉïë=ãáí=~åÇÉêÉå=píçÅâÑçíçÖê~ÑÉåh~éáíÉä=PN
bë=ÖáÄí=îáÉäÉ=tÉÖÉI=òìã=wáÉä=òì=ÖÉä~åÖÉåK=a~ãáí=åáÅÜí=áããÉê=åìê=áÅÜ=òì=tçêí
âçããÉI= ëçåÇÉêå= ~ìÅÜ= ~åÇÉêÉ= píçÅâÑçíçÖê~ÑÉåI= ÇáÉ= ëÉáí= i®åÖÉêÉã= áå= ÇÉê
_ê~åÅÜÉ=~âíáî=ëáåÇI=òÉáÖÉå=âååÉåI=ï~ë=áÜåÉå=ïáÅÜíáÖ=áëí=ìåÇ=ï~ë=ëáÉ=îáÉäJ
äÉáÅÜí= ~åÇÉêë= ã~ÅÜÉå= ~äë= áÅÜI= Ü~ÄÉ= áÅÜ= îáÉê= îÉêëÅÜáÉÇÉåÉ= píçÅâÑçíçÖê~ÑÉå
ìã=Éáå=fåíÉêîáÉï=ÖÉÄÉíÉåK
aÉå=ÉêëíÉå=qÉáä=ÇÉê=fåíÉêîáÉïë=Ü~ÄÉ=áÅÜ=OMNO=ÖÉÑÜêíI=Ñê=ÇáÉëÉ=kÉì~ìÑä~ÖÉ
Ü~ÄÉ= áÅÜ= áã= pÉéíÉãÄÉê= OMNR= ~ääÉå= åçÅÜ= ã~ä= ÉáåáÖÉ= òìë®íòäáÅÜÉ= cê~ÖÉå
ÖÉëíÉääíI=ìã=ÇáÉ=båíïáÅâäìåÖ=ÇÉê=äÉíòíÉå=g~ÜêÉ=ÄÉíê~ÅÜíÉå=òì=âååÉåK
PNKN ^okb=qo^rqj^kk=EhwbklkF
e~ääç=^êåÉI=ëíÉää=ÇáÅÜ=ÇçÅÜ=ÄáííÉ=âìêò=îçê=KKK
jÉáå=ÊêáÅÜíáÖÉêÂ=k~ãÉ=áëí=^êåÉ=qê~ìíã~ååI=~ÄÉê=áå= Ç Éê=píçÅâJtÉäí=~ÖáÉêÉ=áÅÜ
ìåíÉê= ÇÉã= håëíäÉêå~ãÉå= ÊhòÉåçåÂK= aÉå= â~åå= âÉáå= jÉåëÅÜ= êáÅÜíáÖ= ~ìëJ
ëéêÉÅÜÉåI=Ç~ÜÉê=ÑçäÖí= Éê= åáÅÜí= ìåÄÉÇáåÖí= ÇÉå= bãéÑÉÜäìåÖÉå= ~å= ÉáåÉ= ÖìíÉ
j~êâÉK=bê=áëí=~ÄÉê=Öìí=ÉáåÖÉÑÜêíI=~äëç=ÄäÉáÄÉ=áÅÜ=Ç~ÄÉáK
Abbildung 31.1
Arne Trautmann
fÅÜ= Äáå= PU= g~ÜêÉ= ~äí= ìåÇ= oÉÅÜíë~åï~äí= ãáí= ÇÉã= Ó= áêÖÉåÇïáÉ= é~ëëÉåÇÉå= Ó
q®íáÖâÉáíëëÅÜïÉêéìåâí= rêÜÉÄÉêJ= ìåÇ= jÉÇáÉåêÉÅÜí= áå= ÉáåÉê= ~åÖÉëÉÜÉåÉå
jåÅÜåÉê=h~åòäÉáK=fÅÜ=ëÅÜêÉáÄÉ=~Ä=ìåÇ=~å=~ìÅÜ=àìêáëíáëÅÜÉ=c~ÅÜÄÅÜÉêI=Ü~äíÉ
sçêíê®ÖÉ=ìåÇ=ÜÉäÑÉ=ÄÉá=ÇÉê=^ìëÄáäÇìåÖ=îçå=fehJÖÉéêÑíÉå=jÉÇáÉåÄÉê~íÉêåK=
jÉáå= ÇÉêòÉáíáÖÉê= tçÜåçêí= áëí= ÇáÉ= Ä~óÉêáëÅÜÉ= i~åÇÉëÜ~ìéíëí~ÇíI= áÅÜ= êÉáëÉ
~ÄÉê= ~ìÅÜ= ÖÉêå= ìåÇ= ìåíÉêåÉÜãÉ= îçê= ~ääÉã= ä®åÖÉêÉ= ^ÄëíÉÅÜÉê= å~ÅÜ= ^ëáÉå
ìåÇ=^Ñêáâ~K=
QSN
pql`hclqldo^cfb
^êåÉ=qê~ìíã~åå=EhòÉåçåF= PNKN
Abbildung 31.2
Einer der Bestseller von
Kzenon: Beachten Sie die
Farbwahl und den univer-
sellen Hintergrund ohne
Ortsbezug.
(© kzenon/fotolia)
táÉ=Äáëí=Çì=òìê=cçíçÖê~ÑáÉ=ÖÉåÉêÉää=ÖÉâçããÉå\
a~ë=ï~ê=äÉíòíäáÅÜ=êÉáåÉ=qÉÅÜåáâÄÉÖÉáëíÉêìåÖK=fÅÜ=Ñ~åÇ=h~ãÉê~ë=ÉáåÑ~ÅÜ=Ñ~ëòáJ
åáÉêÉåÇK=aáÖáí~äÉ= îÉêëíÉÜí= ëáÅÜK= báåÉ= ~å~äçÖÉ= h~ãÉê~= Ü~ííÉ=áÅÜ=åáÉ=ìåÇ=áÅÜ
Ç~êÑ= ãáí= ÖÉïáëëÉã= píçäò= ë~ÖÉåI= Ç~ëë= áÅÜ= åáÉ= îÉêëí~åÇÉå= Ü~ÄÉI= ïáÉ= ã~å
ÉáåÉå=cáäã=ïÉÅÜëÉäí=çÇÉê=ï~êìã=ã~å=ïçÅÜÉåä~åÖ=~ìÑ=Éáå=_áäÇ=ï~êíÉå=ëçääK
táÉ=ìåÇ=ï~åå=Ü~ëí=Çì=îçå=ÇÉê=píçÅâÑçíçÖê~ÑáÉ=ÉêÑ~ÜêÉå\
fÅÜ=Ü~ÄÉ=áå=ÇÉå=ÑêÜÉå=OMMMÉêJg~ÜêÉå=îçå=Ç Éê=_ê~åÅÜÉ= ÉêÑ~ÜêÉåK=^äë=^åï~äí
îÉêíê~í= áÅÜ= Ç~ã~äë= òïÉá= ^ÖÉåíìêÉåK= t~ë= ÇáÉ= Ç~= ã~ÅÜíÉåI= Ñ~åÇ= áÅÜ= ~äë
dÉëÅÜ®ÑíëãçÇÉää= Ö~åò= ëé~ååÉåÇI= ÇáÉ= _áäÇÉê= ï~êÉå= ëç= ä~ä~K= fÅÜ= Ü~ííÉ= Ç~ë
ÇêáåÖÉåÇÉ=dÉÑÜäI=Ç~ë=~ìÅÜ=òì=âååÉåK=pç=ï~ê=Ç~ë=Ç~åå=à~=~ìÅÜK
t~ë=ï~êÉå=ÇÉáåÉ=ÉêëíÉå=dÉÇ~åâÉå=ìåÇ=báåÇêÅâÉI=Äáë= Ç ì=ÇáÅÜ=ÉåíëÅÜáÉÇÉå
Ü~ëíI=ÉÄÉåÑ~ääë=cçíçë=ÄÉê=^ÖÉåíìêÉå=òì=îÉêâ~ìÑÉå\
hÉáåÉK=fÅÜ=Ü~ííÉ=Ç~=âÉáåÉ=p~ããäìåÖëJ=çÇÉê=lêáÉåíáÉêìåÖëéÜ~ëÉK=sçê=píçÅâ
Ü~ÄÉÅÜáÅÜíçíçÖê~ÑáÉêíáÉäãÉÜê~ÄÉÅÜáÅÜáíÉê=cçíçÖê~ÑáÉáí
ÇÉã=wáÉä=ÄÉëÅÜ®ÑíáÖíI=_áäÇÉê=òì=îÉêâ~ìÑÉåK=aÉëÜ~äÄ=Ö~Ä=Éë=~ìÅÜ=âÉáåÉå=ÖÉáëJ
íáÖÉå=_~ää~ëíI=ÇÉå=áÅÜ=Ü®ííÉ=ÄÉê=_çêÇ=ïÉêÑÉå=ãëëÉåK=aáÉ=hìäíìêâ®ãéÑÉ=ìã
píçÅâ=áã=^ääÖÉãÉáåÉå=ìåÇ=jáÅêçëíçÅâ=áã=_ÉëçåÇÉêÉå=ÑáåÇÉ=áÅÜ=ëÉäíë~ãK
QSO
pql`hclqldo^cfb
fåíÉêîáÉïë=ãáí=~åÇÉêÉå=píçÅâÑçíçÖê~ÑÉåh~éáíÉä=PN
táÉ=îáÉäÉ=_áäÇ~ÖÉåíìêÉå=ÄÉäáÉÑÉêëí=Çì=êÉÖÉäã® áÖ\
jáí= k~ÅÜÇêìÅâ= ëáåÇ= Éë= ÑåÑI= ÄÉá= ïÉáíÉêÉå= ÑåÑ= ä~ÇÉ= áÅÜ= åáÅÜí= áåâêÉãÉåíÉää
ÜçÅÜI= òáÉÜÉ= ~ÄÉêI= ïÉåå= ëáÅÜ= ÖÉåÖÉåÇ= _áäÇÉê= ~åÖÉë~ããÉäí= Ü~ÄÉåI= ÇáÉ
p~ããäìåÖ=~ìÅÜ=ÜáÉê=å~ÅÜK
pÉáí=ï~åå=ÄÉäáÉÑÉêëí=Çì=ÇáÉëÉI=ï~êìã=ìåÇ=ï~êìã=åáÅÜí=ÉáåÉ=Éñâäìëáî\
aáÉ=ÊÄáÖ=ÑçìêÂ=_áäÇ~ÖÉåíìêÉå=Ecçíçäá~I=ápíçÅâI=pÜìííÉêëíçÅâ=ìåÇ=aêÉ~ãëíáãÉK
^åãÉêâìåÖ=ÇK^KF=ÄÉäáÉÑÉêÉ=áÅÜ=ÉáÖÉåíäáÅÜ= ëÉáí=ãÉáåÉå=^åÑ®åÖÉå=áå=ÇÉê=píçÅâJ
ÑçíçÖê~ÑáÉI=~äëç=ëÉáí=OMMTK=pÉáí=ÇáÉëÉê=wÉáí=Ü~ÄÉ=áÅÜ=áããÉê=ïáÉÇÉ ê=ÄÉê=Ç~ë
qÜÉã~=bñâäìëáîáí®í=å~ÅÜÖÉÇ~ÅÜíK=bë=ëáåÇ=áã=tÉëÉåíäáÅÜÉå=ÇêÉá=§ÄÉêäÉÖìåJ
ÖÉåI=ÇáÉ=ãáÅÜ=Äáë=Ç~íç=Ç~îçå=~ÄÖÉÜ~äíÉå=Ü~ÄÉåW
NK gÉÇÉÉê=^ÖÉåíìêÉå=ãáíáåÉã=bñâäìëáîáí®íëéêçÖê~ãã~íëáëÉíòí=ãáåJ
ÇÉëíÉåë=Éáåã~ä=ÖÉëÅÜ~ÑÑíI=ëáÅÜ=ïáêâäáÅÜ=ëç=ìåÉåÇäáÅÜ=ëÅÜïçÑäáÖ=ÖÉÖÉåÄÉê
ÇÉå=hçåíêáÄìíçêÉå=òì=îÉêÜ~äíÉåI=Ç~ëë=áÅÜ=ãáÅÜ=Ñê~ÖÉI=çÄ=áÅÜ=îçå=ëç=ÉáåÉã
ìåÄÉêÉÅÜÉåÄ~êÉå= m~êíåÉê= ~ìÑ= dÉÇÉáÜ= ìåÇ= sÉêÇÉêÄ= ~ÄÜ®åÖÉå= ãÅÜíÉ
çÇÉê=çÄ=Éë=åáÅÜí=ëáååîçääÉê=áëíI=Ç~ë=oáëáâç=ÜáÉê=òì=ëíêÉìÉåK
OK sáÉäÉ=ÇÉê=^ÖÉåíìêÉåI=ÇáÉ=Ñê=bñâäìëáîáí®í=áåÑê~ÖÉ=âçããÉåI=êÉÅÜåÉå=áå=rpJ
açää~ê=~ÄK=eáÉê=Ü®ííÉ=áÅÜI=ï®êÉ=áÅÜ=ÉñâäìëáîI=Éáå=ÉêÜÉÄäáÅÜÉë=tÉÅÜëÉäâìêëêáJ
ëáâç=òì=íê~ÖÉåK=aÉêòÉáí=â~åå=áÅÜ=Ç~ë=íÉáäïÉáëÉ=ãáí=báåâçããÉå=áå=bìêç=ìåÇ
mÑìåÇ=~ìÑÑ~åÖÉåK
PK a~=áÅÜ=áåòïáëÅÜÉå=ëÅÜçå=êÉÅÜí=ä~åÖÉ=Ç~ÄÉá=Äáå=ìåÇ=~ääÉ=^ÖÉåíìêÉå=ÇáÉ=_áäJ
ÇÉê=àÉÇÉê=~åÇÉêÉå=^ÖÉåíìê=ÄÉê=pìÄJiáòÉåòîÉêÉáåÄ~êìåÖÉå=îÉêíêÉáÄíI=Äáå
áÅÜ=ïçÜä=Ö~ê=åáÅÜí=ãÉÜê=áå=ÇÉê=i~ÖÉI=ãÉáå=mçêíÑçäáç=Êë~ìÄÉêÂ=ÖÉåìÖ=Ñê
ÉáåÉ=bñâäìëáîáí®íì=ÄÉâçããÉåK=a~ë=qÜÉã~~íáÅÜ~ãáíÉáå=éê~âíáëÅÜ
ïçÜä=çÜåÉÜáå=ÉêäÉÇáÖíK
Abbildung 31.3
Manchmal ist jedoch
genau der Lokalbezug das
Verkaufsargument, wenn er
nur idealtypisch genug ist.
(© kzenon/fotolia)
QSP
pql`hclqldo^cfb
^êåÉ=qê~ìíã~åå=EhòÉåçåF= PNKN
t~ë=Ü~ëí=Çì=ëÉáí=_ÉÖáåå=ÄÉá=ÇÉå=_áäÇ~ÖÉåíìêÉå=ÉêêÉáÅÜí\
pÉáí=áÅÜ=Ç~ÄÉá=ÄáåI=Ü~ÄÉ=áÅÜ=Éíï~=ÉáåÉ=Ü~äÄÉ =jáääáçå=iáòÉåòÉå=îÉêâ~ìÑíK=a~ë=áëí
êÉÅÜí=çêÇÉåíäáÅÜK=rêëéêåÖäáÅÜ=ï çääíÉ=áÅÜ=ÖÉåìÖ=dÉäÇ=îÉêÇáÉåÉåI=ìã=ãáê=~ääÉ
ÇêÉá=g~ÜêÉ=ÉáåÉ= åÉìÉ= h~ãÉê~= äÉáëíÉå= òì= âååÉåK= aáÉëÉê= mä~å= áëí= ÇìêÅÜ~ìë
ÄÉêÉêÑääíK
tÉäÅÜÉ=jçíáîÉ=îçå=Çáê=îÉêâ~ìÑÉå=ëáÅÜ=~ã=ÄÉëíÉå\
fåëÖÉë~ãí=îÉêâ~ìÑÉå=ëáÅÜ=ÄÉá=ãáê=ëÉÜê=Öìí=_áäÇÉê=~ìë=ÇÉå=_ÉêÉáÅÜÉå=c~ãáäáÉI
péçêí=ìåÇ=cêÉáòÉáí=ëçïáÉ=_ÉêìÑëÄáäÇÉêK=iÉíòíäáÅÜ=Öä~ìÄÉ=áÅÜ=~ÄÉêI=Ç~ëë=ëáÅÜ=Ñê
àÉÇÉå=hçåíêáÄìíçê=ÇáÉ=jçíáîÉ=~ã=ÄÉëíÉå=îÉêâ~ìÑÉåI=ÄÉá=ÇÉåÉå=Éê=eÉêòÄäìí=áå
ÇáÉ=^êÄÉáí=ëíÉÅâí=ìåÇ=ÄÉá=ÇÉåÉå=Éê=ÉáåÑ~ÅÜ=Öìí=áëíK
táÉ=áëí=ÇÉáå=tçêâÑäçï=îçå=ÇÉê=fÇÉÉ=Äáë=òìã=ÜçÅÜÖÉä~ÇÉåÉå=_áäÇ\
fÅÜ=Ü~ÄÉ=ÉáåÉå=êÉä~íáî=ëíêáâíÉå=mêçòÉëëI=ÇÉê=ëáÅÜ=ÉáåÑ~ÅÜ=~ìë=ÇÉê=k~íìê=ÇÉê
p~ÅÜÉ=ÉêÖáÄíK
tÉåå=áÅÜ=ÉáåÉ=fÇÉÉ=ÉåíïáÅâÉäí=Ü~ÄÉI=ëìÅÜÉ=áÅÜ=ãáê=içÅ~íáçåI=jçÇÉääÉI=sáë~=ìåÇ
mêçéë=EoÉèìáëáíÉåX=^åãÉêâìåÖ=ÇK^KF=òìë~ããÉåK=aáÉ=fÇÉÉI=lêíI=wÉáíI=báåòÉäÜÉáJ
íÉå=òìã=iççâ=ìåÇ=~ääÉë=tÉáíÉêÉ=Ñ~ëëÉ=áÅÜ=áå=ÉáåÉã=pâêáéí=òìë~ããÉåI=Ç~ë=áÅÜ
~ìÅÜ=ÇÉå=_ÉíÉáäáÖíÉå=ëÅÜáÅâÉK=a~ë=áëí=îáÉääÉáÅÜí=~ìÅÜ=ÇáÉ=e~ìéíë~ÅÜÉW=lÜåÉ
pâêáéí=ëÜççíÉ=áÅÜ=åáÅÜíI=ïÉáä=Éë=âÉáåÉ=ÄÉêÉÅÜÉåÄ~êÉå=bêÖÉÄåáëëÉ=ÄêáåÖíK
a~ë=ÉáÖÉåíäáÅÜÉ=pÜççíÉå=áëí=Ç~åå=ÊåìêÂ=åçÅÜ=Éáå=^Ä~êÄÉáíÉå=ÇÉë=pâêáéíë=ìåÇ
ã~ÅÜí=Éíï~=NMB=ÇÉê=ÉáÖÉåíäáÅÜÉå=q®íáÖâÉáí=~ìëK=a~ë=áëí=ÇÉê=dêìåÇI=ï~êìã
áÅÜ=ãáÅÜ=~ìÅÜ=åáÅÜí=~äë=cçíçÖê~Ñ=ÄÉòÉáÅÜåÉW=fÅÜ=Äáå=âÉáåÉêK
k~ÅÜ= ÇÉã= pÜççíáåÖ= ãëëÉå= ÇáÉ= _áäÇÉê= áÇÉåíáÑáòáÉêí= ïÉêÇÉåI=ÇáÉ= ÄÉ~êÄÉáíÉí
ïÉêÇÉå= ëçääÉåK= a~òì= Äê~ìÅÜí= Éë= ÉáåÉ= íÉÅÜåáëÅÜÉ= ìåÇ= ÉáåÉ= ÖÉëí~äíÉêáëÅÜÉ
hçåíêçääÉK=^ ìë=ÇÉã=ÖÉÑìåÇÉåÉå=pÉí=ÉåíïáÅâäÉ=áÅÜ=òïÉá=çÇÉê=ÇêÉá=máäçíÄáäÇÉê
âçãéäÉíí=ÇìêÅÜ=Äáë=òìã=Ñáå~äÉå=mêçÇìâí=ìåÇ=ÇáëâìíáÉêÉ=ÇÉå=iççâ= ãáí=~ääÉå
_ÉíÉáäáÖíÉå=ìåÇ=å~íêäáÅÜ=~ìÅÜ=ãÉáåÉã=_áäÇÄÉ~êÄÉáíÉêK=tÉåå=~ääÉ=ÉáåîÉêëí~åJ
ÇÉå=ëáåÇI=ÉêÜ®äí=ãÉáå=_áäÇÄÉ~êÄÉáíÉê=Ç~ë= pÉí=ìåÇ=âããÉêí=ëáÅÜ=ìã=Ç~ë=ïÉáJ
íÉêÉ=e~åÇäáåÖK
pçÄ~äÇ=ÇáÉ= _áäÇÉê=òìêÅââçããÉåI=ãëëÉå=ëáÉ=îÉêëÅÜä~ÖïçêíÉí=ïÉêÇÉåK=a~ë
é~ëëáÉêí=Éêëí=ã~ä=áå=ÉáåÉã=tçêÇJcáäÉI=Ç~=ã~å=åìê=ÜáÉê=ÉáåÉå=ëáÅÜÉêÉå=péÉääJ
ÅÜÉÅâ= Ü~íK= tÉåå= Ç~ë= hÉóïçêÇJpÉí= ëíÉÜíI= ïáêÇ= ÇáÉ= ÉåÖäáëÅÜÉ= sÉêëáçå= ~äë
fmq`Ja~íÉå=áã=_áäÇ=îÉê~åâÉêíK=aáÉ=a~íÉå=~äë=ëçäÅÜÉ=ïÉêÇÉå=ë~ãí=_áäÇëÅÜäëJ
ëÉäåìããÉê=åçÅÜ=áå=ÉáåÉã=bñÅÉäJpÜÉÉí=ÖÉë~ããÉäíK
a~å~ÅÜ=ÄÉÖáååí=ÇÉê=réäç~ÇK=eáÉê=ÖáÄí=Éë=Éáå=âäÉáåÉë=iç~ÇJ_~ä~åÅáåÖI=ÇKÜKI
áÅÜ=îÉêëìÅÜÉI=åáÅÜí=ãáí=ÖêçÉå=mÉ~âë=òì=ä~ÇÉåI=ëçåÇÉêå=ÇáÉ=réäç~Çë=Ü~äÄJ
ïÉÖë= ÖäÉáÅÜÑêãáÖ= òì= îÉêíÉáäÉåI= ëç= Ç~ëë= àÉÇÉ= tçÅÜÉ=ÉáåÉ=®ÜåäáÅÜÉ=^åò~Üä
îçå=_áäÇÉêå=òì=ÇÉå=^ÖÉåíìêÉå=ÖÉÜíK=^ÄÖÉëÉÜÉå=Ç~îçå= Ä áå=áÅÜ=ÜáÉê=éê~Öã~J
íáëÅÜK=sáÉäÉ=ÇÉê=çêíÜçÇçñÉå=dä~ìÄÉåëë®íòÉ=EÊÄÉá=^ÖÉåíìê=u=ãìëë=ã~å=
aáÉåëí~Ö=ÑêÉáÖÉëÅÜ~äíÉí=ïÉêÇÉåI=ïÉåå=ã~å=îáÉä=îÉêâ~ìÑÉå=ïáääÂ=ÉíÅKF=Ü~äíÉ=áÅÜ
QSQ
pql`hclqldo^cfb
fåíÉêîáÉïë=ãáí=~åÇÉêÉå=píçÅâÑçíçÖê~ÑÉåh~éáíÉä=PN
Ñê=bëçíÉêáâK=táÅÜíáÖ=ëáåÇ=å~ÅÜ=ãÉáåÉê=bêÑ~ÜêìåÖ=î áÉä=ãÉÜê=hçåëí~åò=ìåÇ=Ó
~Ä=ìåÇ=~å=ÄÉá=åáÅÜí=å~ÅÜîçääòáÉÜÄ~êÉå=^ÄäÉÜåìåÖÉå=Ó=~ìÅÜ=mÉåÉíê~åòK
jáí=ïÉäÅÜÉê=qÉÅÜåáâ=Eh~ãÉê~I=e~êÇï~êÉI=pçÑíï~êÉF=~êÄÉáíÉëí=Çì\
fã= jçãÉåí= ~êÄÉáíÉ= áÅÜ= ãáí= ÉáåÉê= `~åçå= Naë= jâ= fff= ë~ãí=cÉëíÄêÉååïÉáíÉå
EOQLRMLNMMLPMM= ããFK= fÅÜ= îÉêïÉåÇÉ= âÉáåÉ= wççãëI= Ç~Ñê= ëáåÇ= ÇáÉ= íÉÅÜåáJ
ëÅÜÉå=^åëéêÅÜÉ=ÇÉê=^ÖÉåíìêÉå=ÉáåÑ~ÅÜ=òì=ÜçÅÜK
tÉáíÉêÜáå=åìíòÉ=áÅÜ=ÖÉêå=ÉáåÉ=_çïÉåëJ_äáíò~åä~ÖÉI=ÇáÉ=~ìÅÜ=ãçÄáä=áëíK=a~ë
wÉìÖëíÉÅÜíÉä~ëíÄ~ê I=ïáêÇ=~ìÅÜ~ä~ëëIáééí=~ã=píê~åÇãIáêÇåÉê
p~ìå~ÉâçÅÜíÇÉêÉá=JOMø=`ê~ìÉå=íáÉÑÖÉÑêçêÉå=ìåÇ=ãìêêí=ÇÉååçÅÜ=åáÅÜíK
a~òì=ÖáÄí=Éë=îáÉä=häÉáåâê~ã=ìåÇ=Éáå=ÖêçÉë=ìåÇ=òì=ëÅÜåÉääÉë=^ìíç=Ó=ï~ë=îÉêJ
ãìíäáÅÜ=ÇÉê=ïáÅÜíáÖëíÉ=qÉáä=ÇÉê=^ìëêëíìåÖ=áëíK
a~êÑ=ÉáåÉ=sáë~=òìê=^ìëêëíìåÖ=ò®ÜäÉå\=lÜåÉ=ÇáÉ=ÖÉÜí=Éë=àÉÇÉåÑ~ääë=åáÅÜíK
tÉåå= ëáÅÜ= `~åçå= ã~ä= ÄÉèìÉãÉå= ëçääíÉI= ÉáåÉ= k~ÅÜÑçäÖÉêáå= ÇÉê= aë= fff= ãáí
ãÉÜê=jÉÖ~éáñÉäå=òì=ÄêáåÖÉåI=Ç~åå=ïÉêÇÉ=áÅÜ=~ìÑ=ÇáÉ=ìãëíÉáÖÉåW=píçÅâéêçJ
ÇìòÉåíÉå=Äê~ìÅÜÉå=à~=^ìÑäëìåÖI~=ÇáÉ=dê∏≈É=ÇÉê=a~íÉáÉå=ãáí=áÜêÉã=EéçíÉåJ
òáÉääÉåF=sÉêÇáÉåëí=âçêêÉäáÉêíK
pçÑíï~êÉëÉáíáÖ=îÉêïÉåÇÉ=áÅÜ=iáÖÜíêççã=ìåÇ=m ÜçíçëÜçé=~ìÑ=ÇÉã=m`K=a~òì
ëÉÜÉ=áÅÜ=~ìÅÜ=âÉáåÉ=ëáååîçääÉ=^äíÉêå~íáîÉK=bë=ÖáÄí=òï~ê=ÉáåÉ=oÉáÜÉ=îçå=ÇÉìíJ
äáÅÜ=ÖåëíáÖÉêÉå=mêçÖê~ããÉå=Ó=ÇáÉ=ëáåÇ=íÉáäïÉáëÉ=~ìÅÜ=ëÉÜê=ÅÜ~êã~åíI=âåJ
åÉå=~ÄÉê=~ääÉë~ãí=â~ìã=ÉáåÉå=eÉ~îóJaìíóJpíçÅâJtçêâÑäçï=~ÄÄáäÇÉåK=fåíÉêJ
Éëë~åíÉêïÉáëÉ=áëí=ã~å=Ç~ãáí=~ìÑ=ÇáÉ=Ñíï~êÉ=îáÉä=ãÉÜê=ÑÉëíÖÉäÉÖí=~äë=Éíï~
~ìÑ=ÇáÉ=áããÉê=ïáÉÇÉê=ÇáëâìíáÉêíÉå=h~ãÉê~ëóëíÉãÉW=lÄ=ã~å=ãáí=`~åçå=çÇÉê
káâçå=ÑçíçÖê~ÑáÉêíI=áëí=ëÅÜäáÅÜí=ìåÇ=ÉêÖêÉáÑÉåÇ=áêêÉäÉî~åíK=lÄ=ã~å=mÜçíçëÜçé
Ü~í=çÇÉê=åáÅÜíI=Ç~ÖÉÖÉå=ëÅÜçåK
Abbildung 31.4
Klassische Business-
Situationen verkaufen
sich immer.
(© kzenon/fotolia)

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required