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Best Ager als Zielgruppe: Welche Möglichkeiten der Kundensegmentierung und zielgruppenspezifischen Ansprache gibt es?

Best Ager als Zielgruppe: Welche Möglichkeiten der Kundensegmentierung und zielgruppenspezifischen Ansprache gibt es?

          
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About the Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität des Saarlandes (IKV), Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Diese Arbeit zeigt auf, was die Kundengruppe der "Best Ager" ausmacht, wie sie sich definiert und weshalb sie sich von den anderen Konsumenten differenziert. Insbesondere wird auf den Bereich der Kundensegmentierung eingegangen und erläutert, welche Möglichkeiten der Segmentierung es in Bezug auf die Best Ager gibt und welchen Nutzen dies für ein werbendes Unternehmen haben kann. Daraus folgt, welche zielgruppenspezifischen Ansprachen Unternehmen erarbeiten können und anwenden sollten, um die Best Ager optimal zu erreichen. Hierfür werden u. a. deduktiv Beispiele aus aktuellen Werbekampagnen in diesen Zusammenhang gestellt und analysiert. Diese Arbeit soll zudem aufzeigen, dass man durch eine richtige und intensive Kundensegmentierung sowie die daraus folgende Zielgruppenan-sprache das Potential der Best Ager bestmöglich explorieren kann. Best Ager - dieser Begriff ist in den letzten Jahren immer häufiger im Bereich des Marketingmanagements aufgetreten. Jene Zielgruppe der Generation 50 plus gilt als eine Konsumentengruppe mit hohem Potential und starker Kaufkraft. Dennoch ist zu erkennen, dass sich viele werbende Unternehmen bisher nicht an diese Konsumentengruppe herangewagt haben und diese gänzlich ignoriert wurden. Doch der weiter steigende Druck der Konkurrenzunternehmen sowie gesättigte Märkte veranlassen immer mehr Unternehmen, sich mit den Best Agern auseinanderzusetzen. Die Bedeutung dieser Konsumenten wächst aufgrund des demographischen Wandels und einer immer älter werdenden Bevölkerung stetig. Dies hat zur Folge, dass die Summe der getätigten Käufe durch diese Personengruppe fortwährend wächst. Es ist jedoch nicht einfach diese Gruppe gezielt anzusprechen, um das monetäre Potential der Best Ager abzurufen. Eine sehr sorgfältige und durchstrukturierte Segmentier


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Product Details
  • ISBN-13: 9783346050649
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 50
  • Spine Width: 3 mm
  • Weight: 77 gr
  • ISBN-10: 3346050645
  • Publisher Date: 31 Jan 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Welche Möglichkeiten der Kundensegmentierung und zielgruppenspezifischen Ansprache gibt es?
  • Width: 148 mm


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Best Ager als Zielgruppe: Welche Möglichkeiten der Kundensegmentierung und zielgruppenspezifischen Ansprache gibt es?
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