Home > Society & social sciences > Education > History of education > Einfluss des Internets auf das Verhalten vermögender Privatkunden bei Banken und die daraus resultierenden Veränderungen für das Marketing
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Einfluss des Internets auf das Verhalten vermögender Privatkunden bei Banken und die daraus resultierenden Veränderungen für das Marketing

Einfluss des Internets auf das Verhalten vermögender Privatkunden bei Banken und die daraus resultierenden Veränderungen für das Marketing

          
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About the Book

Inhaltsangabe: Einleitung: Der Einfluss des Internet auf das Verhalten vermögender Privatkunden bei Banken und die daraus resultierenden Veränderungen für das Marketing werden analysiert. Der vermögende Privatkunde wurde zu diesem Zweck als Person mit einem investierbaren Geldvermögen von mindestens 200.000 DM definiert. Vom 15.09.1999 bis zum 29.10.1999 wurde eine persönliche Befragung unter 168 Personen durch Interviewer der Gesellschaft für Konsumentenforschung durchgeführt. Es hat sich herausgestellt, dass 66 Personen (39%) das Internet nutzen, 34 (20%) es in Zukunft nutzen wollen, und es 68 (41%) ablehnen. Die Internetnutzer wurden nach bestimmten Kriterien wiederum in drei Cluster unterteilt, den "Abwartenden Konservativen" (53%), den "Transaktionsorientierten" (14%) und den "Zukunftsorientierten Anspruchsvollen" (33%). Die im theoretischen Teil diskutierten Maßnahmen zur Ansprache vermögender Privatkunden im Internet werden in der Synthese schließlich auf die gebildeten Cluster bezogen und bewertet. Wie verschaffe ich mir einen schnellen Überblick? Da die Gliederungspunkte "Das Internet" (2.1), "Das Internet bei Banken" (2.2), "Der vermögende Privatkunde bei Banken" (2.3) im wesentlichen die Grundlage für die Hypothesenbildung über das Internetverhalten vermögender Privatkunden (2.4) bilden, können informierte "Praktiker" hierüber hinweggehen. Dem Leser ist es freigestellt, die Herleitung der Hypothesen unter dem Gliederungspunkt 2.4 nachzuvollziehen, da sie in komprimierterer Form im empirischen Teil wieder aufgegriffen werden. Eine Übersicht über die Hypothesen ist dem Anhang B auf den Seiten 1 bis 3 zu entnehmen. Die Lektüre des Gliederungspunkts 2.5 wird generell empfohlen, da die Marketingziele, so wie die strategische Ausrichtung festgelegt werden, und beschrieben wird, welche Differenzierungsmaßnahmen im Internet für vermögende Privatkunden geeignet erscheinen. Diese Maßnahmen werden bei der Synthese anhand der empirischen Ergebnisse bewertet und s


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Product Details
  • ISBN-13: 9783838623863
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 383862386X
  • Publisher Date: 25 May 2000
  • Height: 210 mm
  • No of Pages: 184
  • Series Title: German
  • Weight: 245 gr


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Einfluss des Internets auf das Verhalten vermögender Privatkunden bei Banken und die daraus resultierenden Veränderungen für das Marketing
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Einfluss des Internets auf das Verhalten vermögender Privatkunden bei Banken und die daraus resultierenden Veränderungen für das Marketing
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