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Effekte der Anzahl der guten Verkaufsargumente auf die Kaufabsicht - eine empirische Studie

Effekte der Anzahl der guten Verkaufsargumente auf die Kaufabsicht - eine empirische Studie

          
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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Augsburg (Lehrstuhl für Marketing), Sprache: Deutsch, Abstract: Gute Verkaufsargumente für einzelne Produkte sind aufgrund der momentanen rezessiven wirtschaftlichen Situation und der Konsumzurückhaltung der Konsumenten ein wesentlicher Bestandteil der Verkaufsförderung vieler Unternehmen. Die Konsumenten werden förmlich mit Werbe- und Produktanzeigen überhäuft, sei es mit Hilfe von Produktbeilagen in Zeitschriften respektive Magazinen oder mit Werbespots in TV und Radio. So fahren zur Zeit Elektrofachmärkte wie Saturn oder Makromarkt spezielle Kampagnen, die den Absatz besonders guter und günstiger Produkte fördern sollen. Die Verkaufsargumente und der Preis der jeweiligen Produkte werden innerhalb dieser Kampagnen zusammen mit dem Produktbild den Konsumenten angepriesen. Die guten Verkaufsargumente spielen jedoch - in Werbekampagnen mit beispielsweise dem Motto "Geiz ist geil" steht in erster Linie der günstige Preis im Vordergrund - in einem persönlichen Verkaufsgespräch eine weitaus wichtigere Rolle. Die Verkaufsargumente sollen Eigenschaften der Produkte aufzeigen und dem Konsumenten den persönlichen Produktnutzen verdeutlichen (vgl. Cersovsky 1994, S. 18). Gute Verkaufsargumente sind maßgeblich dafür verantwortlich, das Kaufverhalten des Kunden positiv zu beeinflussen und das Geschäft erfolgreich abzuschließen. Im Rahmen dieser wissenschaftlichen Studie soll mit Hilfe einer geeigneten Methodik überprüft werden, wie sich die Variation der Anzahl der guten Verkaufsargumente auf die Kaufabsicht der Konsumenten auswirkt. In diesem Zusammenhang wird außerdem analysiert, welche Verkaufsargumente des untersuchten Produktes als gut gelten und wie die Quantität der Argumente seitens der Auskunftspersonen eingestuft wird. Die Beantwortung dieser Frage ist sowohl von theoretischem Interesse als auch von praktischer Relevanz. So gibt es in der Fachliteratur


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Product Details
  • ISBN-13: 9783640865161
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640865162
  • Publisher Date: 22 Mar 2011
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 95 gr


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Effekte der Anzahl der guten Verkaufsargumente auf die Kaufabsicht - eine empirische Studie
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