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Einfluss der Individualisierung und Personalisierung auf die Segmentierung von Konsumgütern

Einfluss der Individualisierung und Personalisierung auf die Segmentierung von Konsumgütern

          
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About the Book

Inhaltsangabe: Einleitung: Jede Farbe, die sie wollen, so lange sie schwarz ist - diese Strategie der Ford Werke funktionierte, bis Konsumenten eine Alternative hatten. Diese Aussage dient als Einleitung in die vorliegende Arbeit. Denn: unterschiedliche Konsumenten haben unterschiedliche Einstellungen und Vorlieben. Diese Erkenntnis ist nicht neu. Neu ist der Eindruck, dass diese unterschiedlichen Einstellungen und Vorlieben sich bei jedem einzelnen Konsumenten je nach Situation anscheinend verändern können: Es ist die Rede vom hybriden Konsumenten und seiner zunehmenden Individualisierung. Auch der Markt unterliegt Veränderungen: Kürzere Produktlebenszyklen, verstärkter Wettbewerb, eine zunehmende Globalisierung etc. sind Stichworte der heutigen Zeit und gelten als unbestritten. Ausgangspunkt der vorliegenden Arbeit ist das klassische Konsumgütermarketing. Dieses ist heute aufgrund veränderter Bedingungen mit neuen Herausforderungen konfrontiert. Veränderungen wie der individualisierte Verbraucher, die Fragmentierung von Zielgruppen und der technologischer Fortschritt führen zu Effizienzverlusten innerhalb der Marketingkommunikation. Erfolgreiche Produktplanung und verbesserte Kommunikationsformen stellen einen wichtigen Erfolgsfaktor für die Zukunft eines Unternehmens dar. Die gezielte Zuwendung zum Verbraucher ist dabei eine Grundvoraussetzung, um Wettbewerbsvorteile zu realisieren. Eine sinnvolle Zielgruppenabgrenzung gewinnt demnach im heutigen Markt zunehmend an Bedeutung. Herkömmliche Ansätze der Marktsegmentierung verlieren an Einfluss - die klassischen Unterscheidungen sind in der heutigen Markt- und Umfeldsituation nicht mehr zielführend. Es scheint notwendig, Zielgruppen - über die traditionellen soziodemographischen und psychographischen Merkmale hinaus - präziser zu klassifizieren. Untersuchungsgegenstand ist die Auseinandersetzung mit der Frage, ob klassische Segmentierungsstrategien aufgrund veränderter Präferenzen und Einstellungen der Konsument


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Product Details
  • ISBN-13: 9783838660547
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838660544
  • Publisher Date: 06 Nov 2002
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr


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