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Analyse des Produktlebenszyklus-Konzepts und sein Anwendungsbereich im Marketing

Analyse des Produktlebenszyklus-Konzepts und sein Anwendungsbereich im Marketing

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Allgemeines, Note: 1,3, Hamburger Fern-Hochschule, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: 1 Einleitung Die Produktlebenszyklus-Analyse ist ein Instrument, das entscheidungsrelevante Informationen zur Formulierung von Strategien zur Verfügung stellt (vgl. Simon, Gathen 2002: 232). Der Produktlebenszyklus kann als allgemeines Modell der Umsatz- bzw. Absatzentwicklung von Produkten im Zeitablauf aufgefasst werden. Dieses Modell beruht auf der Überlegung, dass es zwischen dem Leben biologischer Organismen und dem "ökonomischen Leben" von Produkten bestimmte Parallelen gibt. Dem Produktlebenszyklus liegt somit das "biologische Gesetz" vom Werden und Vergehen biologischen Lebens zugrunde, das sich auf "künstliche" Systeme übertragen lässt (vgl. Becker 2006: 723). Die dem Produktlebenszyklus vorgelagerten Systeme sind der Nachfrage- und der Technologielebenszyklus (siehe Abb. 1). Ein Produkt kann als eine von vielen Lösungen zur Befriedigung eines Bedürfnisses angesehen werden. Das sich im Laufe der Zeit ändernde Bedürfnisniveau wird als Nachfragelebenszykluskurve beschrieben. Als Beispiel für ein fortbestehendes Bedürfnis könnte die Steigerung der Rechenleistung von Computern angesehen werden. Ein sich änderndes Bedürfnis wäre im Gegensatz dazu womöglich in dem sich langsam abschwächenden Bedürfnis nach immer leistungsstärkeren Pkws zu sehen. Bedürfnisse werden im zeitlichen Ablauf zusätzlich durch unterschiedliche Technologien befriedigt, wobei jede neue Technologie die Bedürfnisse i. d. R. besser erfüllt, als die vorherige. Jede dieser Technologien folgt einem Kurvenverlauf, nämlich dem Technologielebenszyklus, der für jede einzelne Technologie die Phasen der Einführung, des Wachstums, der Reife und des Rückgangs aufweist. Heutzutage ist das Problem darin zu sehen, dass viele Unternehmen in Märkten mit einem rasanten technologischen Wandel tätig sind und nicht in alle neuen Technologien investieren o


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Product Details
  • ISBN-13: 9783640566532
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 364056653X
  • Publisher Date: 23 Mar 2010
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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