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Einflußfaktoren des Erfolgs von line extensions im Konsumgütermarketing

Einflußfaktoren des Erfolgs von line extensions im Konsumgütermarketing

          
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About the Book

Inhaltsangabe: Zusammenfassung: Das Ziel dieser Arbeit ist die Ausarbeitung der Einflußfaktoren des Erfolgs von line extensions im Konsumgütermarketing. Einzelmarken wie Hohes C, Ritter Sport, Mars, Nivea-Creme oder Odol prägten bis in die 80er Jahre hinein vorrangig das Erscheinungsbild im Konsumgütermarkt. Nachdem sie ihr optimales Käuferpotential ausgeschöpft hatten, weil der Zenit ihres Lebenszykluses erreicht war, lag es nahe, mit dem Goodwill dieser Einzelmarken durch Übertragung des renommierten Markennamens auf neue Produkte neue Marktpotentiale zu erschließen, so daß letzten Endes aus vielen Monomarken ganze Produktfamilien entstanden. Diese Form der Goodwill-Übertragung wird in der Literatur unter den Begriffen Markentransfer (brand extension), Imagetransfer, Goodwilltransfer oder auch line extension behandelt. Zu Beginn dieser Arbeit erfolgt in Kapitel 2 eine Präsentation der Markenartikelstrategien, innerhalb derer es zu Markennamensübertragungen kommt Darauf aufbauend charakterisiert das Kapitel 3 Wesen und Ziele der line extension. Es werden die Gemeinsamkeiten und Unterschiede zwischen line extension und Markentransfer i.e.S herausgearbeitet, um am Ende eine differenziertere Definition des Begriffs der line extension zu erhalten. Das Kapitel 4 beginnt mit der Untersuchung eher allgemeiner Einflußfaktoren des Erfolgs von line extension. Die Arbeit widmet sich anschließend dem Transferpotential einer Marke, in dem die Suche nach erfolgsträchtigen Transferprodukten behandelt wird. Nachdem in diesem Kapitel auch der Einfluß der Produktgestaltung, -qualität, -positionierung sowie des Handels, der Verbraucher und der Kommunikationpolitik untersucht wird, erfolgt im vorletzten Kapitel 5 eine Aufzählung möglicher Gefahren einer line extension sowie die Vorstellung möglicher Gegenmaßnahmen. Das letzte Kapitel 6 faßt noch einmal die wichtigsten Erfolgsdeterminanten von Produktlinienerweiterungen zusammen. Inhaltsverzeichnis: Inhaltsverzeichnis: Abbildun


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Product Details
  • ISBN-13: 9783838613772
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838613775
  • Publisher Date: 31 Mar 1999
  • Height: 210 mm
  • No of Pages: 74
  • Series Title: German
  • Weight: 109 gr


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