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Einstellung der Österreicher zum Marketing im Internet

Einstellung der Österreicher zum Marketing im Internet

          
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About the Book

Inhaltsangabe: Einleitung: Die Zahl der mit dem Internet verbundenen PCs wird weiter stark ansteigen und die weltweite Vernetzung zunehmen. Deshalb rückt dieser Bereich auch immer stärker ins Blickfeld der Marketing-Verantwortlichen. Durch das neue Medium wird es möglich eine für Unternehmen sehr interessante Zielgruppe relativ einfach und kostengünstig anzusprechen. Auch kleinere Unternehmen erhalten somit die Chance global tätig zu werden. Allerdings ist gerade in diesem Bereich die genaue Kenntnis der Zielgruppe und deren Bedürfnisse von immenser Bedeutung. Im Internet gelten gewisse Regeln, die auch Unternehmen, die diesen Markt erfolgreich betreten wollen, einhalten müssen. Anderenfalls reagiert die Internetbevölkerung mit Ablehnung und Protesten. Es ist schwierig bis nahezu unmöglich einen ruinierten Ruf wiederherzustellen. Derzeit begehen viele Unternehmen noch Fehler bei ihren Internetauftritten und bei der Ansprache der potentiellen Kunden. Deshalb muss es das Ziel eines Unternehmens sein, durch richtiges Verhalten und durch Kenntnis der Zielgruppe bei eben dieser positiv aufzufallen. Diese Arbeit gibt Aufschluss über die Verhaltensweisen und Ansichten der österreichischen User sowie deren Wünsche an im Internet tätige Unternehmen (Ansprache mittels Werbe-E-Mails, Werbebanner etc.).Die empirische Untersuchung fand in Form eines im Netz platzierten Fragebogens statt, welcher innerhalb eines Monats von 551 Usern beantwortet und retourniert wurde. Neben der deskriptiven Auswertung, die die befragten österreichischen User und deren Gewohnheiten näher beschreibt, werden in dieser Arbeit auch die aus den Theorieteilen generierten Hypothesen mit Hilfe des T-Tests bzw. des Chi-Quadrat-Tests auf ihre Gültigkeit überprüft. Diese Diplomarbeit gibt auch darüber Aufschluss, inwieweit sich User, die mehr als 20 Stunden pro Woche online verbringen, von anderen unterscheiden hinsichtlich ihrer Bereitschaft Waren via Internet zu kaufen. Darüber hinaus scheint es äußerst i


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Product Details
  • ISBN-13: 9783838651101
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 148 mm
  • ISBN-10: 3838651103
  • Publisher Date: 06 Mar 2002
  • Height: 210 mm
  • No of Pages: 216
  • Series Title: German
  • Weight: 290 gr


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Einstellung der Österreicher zum Marketing im Internet
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