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Ambulanter Handel im 21. Jahrhundert. Marketingkonzept für den Remscheider Wochenmarkt

Ambulanter Handel im 21. Jahrhundert. Marketingkonzept für den Remscheider Wochenmarkt

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fontys University of Applied Sciences (Fontys International Business School), Sprache: Deutsch, Abstract: Vorliegende Thesis behandelt die Entwicklung einer Marketingkonzeption für den Remscheider Wochenmarkt. Durch den angestrebten Bedeutungs- und Attraktivitätszuwachs des Marktes sollen städtische Interessen der Wirtschafts- und Imageförderung verfolgt und über eine Steigerung des Kundenaufkommens die Ertragslage der Marktbeschicker verbessert werden. Die Situationsanalyse hat gezeigt, dass Marktbeschicker von einem Imagevorsprung bei Qualität und Frische, schlanken betrieblichen Strukturen, der Nähe zum Kunden (persönlicher Verkauf) und der Einzigartigkeit der Marktatmosphäre profitieren. Unterdes erschwert die geringe Mittelausstattung der Kleinstbetriebe individuelle Werbemaßnahmen und erfordert gemeinschaftlich finanzierte Projekte mit hohem Koordinations- und Abstimmungsbedarf. Durch die entschleunigte altengerechte Verkaufskultur ergeben sich weitere Absatzchancen im demographischen Wandel, während wachsendes Umwelt-, Gesundheits- und Regionalbewusstsein die gebotene Herkunftstransparenz, Nahrungsmittelsicherheit und Naturbelassenheit der Markterzeugnisse in den Fokus der Verbraucher rückt. Schrumpfende Haushaltsgrößen, atypische Beschäftigungsverhältnisse und lose Tagesstrukturen sowie eine wachsende Discount- und Convenience-Mentalität sorgen unterdessen für einen abnehmenden Stellenwert der eigenständigen Nahrungsmittelzubereitung und mindern die Zukunftsfähigkeit des Frischwarenangebotes. Vision und Mission des Marktes bestehen darin, als Kulturgut und attraktives Freiluft-Lebensmittelgeschäft ein Kauferlebnis zu bieten und den urbanen Raum mit dem Umland zu verbinden, um ökonomische, ökologische und soziale Nachhaltigkeit zu fördern (Regionalmarketing). Die Naturbelassenheit der Waren limitiert die Maximierung des Leistungsprogrammes auf das


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Product Details
  • ISBN-13: 9783668311800
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3668311803
  • Publisher Date: 04 Nov 2016
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr


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Ambulanter Handel im 21. Jahrhundert. Marketingkonzept für den Remscheider Wochenmarkt
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Ambulanter Handel im 21. Jahrhundert. Marketingkonzept für den Remscheider Wochenmarkt
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