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Ethnic Marketing: Ausländer in der Bundesrepublik Deutschland als Zielgruppe des Konsumgütermarkteting

Ethnic Marketing: Ausländer in der Bundesrepublik Deutschland als Zielgruppe des Konsumgütermarkteting

          
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About the Book

Inhaltsangabe: Einleitung: Ein wesentliches Ziel aller Marketing-Bemühungen ist die Stiftung eines möglichst großen Nutzens für die Verbraucher. Nun gibt es aber weder den noch die Verbraucher, sondern Menschen, die sich in vielfältiger Weise voneinander unterscheiden. Da ein Unternehmen seine Marketing-Maßnahmen allerdings weder auf eine anonyme Masse noch auf jeden einzelnen Konsument abstellen kann, muss es einen Mittelweg beschreiten und sich an den Bedürfnissen einzelner Schichten, Gruppen oder Segmente orientieren. In der heutigen Wohlstandsgesellschaft sind die grundlegenden Bedürfnisse jedoch befriedigt, höhere Bedürfnisse nach sensueller Anregung, Selbstverwirklichung und emotionalen Erlebnissen stehen dagegen im Vordergrunde. Die funktionalen Produkteigenschaften verlieren zunehmend an Bedeutung und die Produktqualität erfüllt weitgehend die Erwartungen der Konsumenten. Weil Marktpotential und Marktvolumen eng zusammen liegen, kommt es zu gesättigten Märkten, die durch Verdrängungswettbewerb und stagnierende Nachfrage gekennzeichnet sind. Die Herausbildung „marktnaher" Zielgruppen bereitet den Marktforschern zunehmend Schwierigkeiten. Grund dafür ist der sog. „neue Konsument", der sich immer vielfältiger, widersprüchlicher, unberechenbarer und individualistischer entwickelt. Dies führte in den letzten Jahren zu einer Weiterentwicklung des Zielgruppenpluralismus, der sich in einer kaum noch überschaubaren Zahl von neuen Verbrauchertypen wie z.B. Yuppies, Ultras, Dinks etc. niederschlägt. Für das Marketing der Konsumgüterindustrie bedeutet dies, sich an die veränderte Kundenstruktur und an die veränderten Konsumgewohnheiten anzupassen. „Individual Marketing" scheint die Lösung, d.h. Eingehen auf kleinere Zielgruppen. Auf eine genaue Markterfassung und eine leistungsfähige Marktsegmentierung muß dabei besonderen Wert gelegt werden. Gang der Untersuchung: Die Zielsetzung der vorliegenden Arbeit besteht nun darin, einen Beitrag zum individualisierten Marke


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Product Details
  • ISBN-13: 9783838604350
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 195 gr
  • ISBN-10: 3838604350
  • Publisher Date: 31 Aug 1997
  • Height: 210 mm
  • No of Pages: 142
  • Series Title: German
  • Sub Title: Ausländer in der Bundesrepublik Deutschland als Zielgruppe des Konsumgütermarkteting
  • Width: 148 mm


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