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Das Konstrukt Markenloyalität vor dem Hintergrund unterschiedlicher Zielgruppen: Theoretische Fundierung, empirische Befunde und Implikationen für das Marketing

Das Konstrukt Markenloyalität vor dem Hintergrund unterschiedlicher Zielgruppen: Theoretische Fundierung, empirische Befunde und Implikationen für das Marketing

          
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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Technische Universität Chemnitz (Lehrstuhl für Marketing und Handelsbetriebslehre), Veranstaltung: Marketing Seminar, 23 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Angesichts eines immer intensiveren Wettbewerbs und zunehmender Sättigungstendenzen auf Märkten gewinnt die langfristige Sicherung von Umsatz- und Marktanteilen als Marketingziel bei den meisten Unternehmen an Relevanz. Vor diesem Hintergrund werden sich immer mehr Firmen bewusst, dass es bei weitem mehr kostet, einen neuen Kunden zu akquirieren, als einen bestehenden Kunden langfristig zu binden und dessen Potential auszuschöpfen. Gemäß Reichheld und Sasser lässt sich der Jahresgewinn bis zu 85 % steigern, wenn die Kundenabwanderung um nur 5 % reduziert wird. Die Kundenbindung zu erhöhen, gestaltet sich jedoch oft als schwierig, da Produkte und Marken unterschiedlicher Warengruppen von Konsumenten oft als austauschbar wahrgenommen werden. Als Ursache dafür wird angesehen, dass Produkte auf gesättigten Märkten weitgehend homogen erscheinen und sich zudem die kommunikativen Auftritte der Marken nicht signifikant voneinander abgrenzen. Eine Möglichkeit dieser Entwicklung zu begegnen, stellt der Aufbau einer langfristigen loyalen Beziehung zwischen Marke und Konsument dar, die auf einer emotionalen Verbundenheit basiert und sich in Folge des Wiederkaufs der Marke schließlich auch finanziell für das Unternehmen auszahlt. Ziel dieser vorliegenden Ausarbeitung ist es, das Konstrukt Markenloyalität aus theoretischer Sicht zu beleuchten, Besonderheiten hinsichtlich altersspezifischer Zielgruppen zu untersuchen und daraus Empfehlungen für das Marketing abzuleiten. Ein Überblick der theoretischen Erkenntnisse, die bislang zur Markenloyalität existieren, erfolgt zunächst im zweiten Kapitel. Im Zuge dessen wird ausgehend von unterschiedlichen Ansätzen zur Erklär


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Product Details
  • ISBN-13: 9783640253456
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3640253450
  • Publisher Date: 27 Jan 2009
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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Das Konstrukt Markenloyalität vor dem Hintergrund unterschiedlicher Zielgruppen: Theoretische Fundierung, empirische Befunde und Implikationen für das Marketing
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Das Konstrukt Markenloyalität vor dem Hintergrund unterschiedlicher Zielgruppen: Theoretische Fundierung, empirische Befunde und Implikationen für das Marketing
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