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50+ Marketing - Werbestrategien

50+ Marketing - Werbestrategien

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 95%, Fachhochschule Kufstein Tirol, Veranstaltung: Wissenschaftliches Arbeiten, Sprache: Deutsch, Abstract: Es ist allgemein bekannt, dass die Bevölkerungsgruppe, die über 50 Jahre alt ist, von Jahr zu Jahr wächst. Momentan sind ca. 30 % der Bevölkerung über 50 Jahre alt. Jedoch wird diese Tatsache von den Unternehmen ausgeblendet beziehungsweise nicht wahrgenommen obwohl diese Bevölkerungsgruppe einen attraktiven Markt darstellt. Es ist statistisch erwiesen, dass die 50+ Generation eine Kaufkraft von 40 % bis zu 45 % besitzt. (ausgehend von der nationalen Kaufkraft) Jedoch werden ca. 95 % des Werbeetats für Zielgruppen, die unter 50 Jahre alt sind, ausgegeben. Die Zielgruppe 50+ wird in den nächsten Jahren noch interessanter werden. Die Anzahl der Frauen, die eine zweite Pension zum Haushaltseinkommen beitragen, wird sich erhöhen. Des weiteren tragen andauernde Pensionserhöhungen dazu bei, dass die Generation 50+ mehr Geld zu Verfügung hat. Die momentane Generation 50+ setzt sich aus der Baby Boom Generation, die von 1946 bis 1964 andauerte, zusammen. Seit 1. Januar 1996 überschreiten die Baby Boomer die 50 Jahre Grenze. Die Menschen die in dieser Zeit aufwuchsen haben eine andere mentale Einstellung zum Konsum als Menschen, wie ihre Eltern zum Beispiel, die in der Nachkriegszeit aufwuchsen. Sie leben in einer Zeit, in der sich der Lebensstandard ständig verbesserte und Geld für Konsumgüter ausgegeben wurde. Diese Genration ist im Gegensatz zu ihren Eltern nicht mehr häuslich und auf Sparen eingestellt. Wenn diese Tatsache von Unternehmen, egal welcher Branche angehörend, anerkannt wird, kann man mit passender Marktbearbeitung die Umsatzerlöse erhöhen. Unter passender Marktbearbeitung versteht man neben angepasster Werbestrategien auch angepasstes Produktdesign. Spezifiziertes Marketing ist der Weg zum Ziel. Die Vereinigten Staaten sind


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Product Details
  • ISBN-13: 9783656231592
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 54 gr
  • ISBN-10: 3656231591
  • Publisher Date: 10 Jul 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm


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