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Ethno-Marketing für türkische Migranten in Deutschland. Analyse und Befragung der Zielgruppe

Ethno-Marketing für türkische Migranten in Deutschland. Analyse und Befragung der Zielgruppe

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Wirtschaftspolitik, Note: 2,0, Hochschule Bremen, Sprache: Deutsch, Abstract: Ziel dieser Thesis ist es, eine einfache "Einführung in Ethno-Marketing" zu geben. Dem Leser wird theoretisches Fachwissen aus den Bereichen "Kultur und Marketing" vermittelt, um ihm ein Gespür für die Sensibilität der türkischen ethnischen Minderheit zu verschaffen. Darauf folgen die marketingrelevanten Angaben, welche die Bedeutung sowie Charakteristika der Menschen mit türkischer Herkunft aufzeigen sollen. Die Befragung bezieht sich auf die Kulturelemente "Symbole." Mesut Özil spielt bei den türkischen Migranten eine bedeutende Rolle. Er hat Kritiker und Sympathisanten, untersucht wurde jedoch, wie viele türkische Migranten das deutsche Nationaltrikot von Mesut Özil kaufen würden. Seit ein paar Jahren ist Globalisierung das Zauberwort für viele Unternehmen. Der tägliche Konkurrenzkampf zwischen den Unternehmen ermöglicht neue Absatzwege. Unternehmen drängen auf den Weltmarkt und versuchen, ihre Produkte in möglichst vielen Ländern an den Konsumenten zu bringen. Internationales Marketing und interkulturelle Kommunikation gehören zu den Marketingstrategien der Unternehmen. Der Ehrgeiz, mit der Globalisierung Schritt zu halten, hatte teilweise zur Folge, dass die Tatsache, dass im eigenen Land eine große Anzahl von Menschen aus anderen Kulturen leben, vernachlässigt wurde. Jedoch entwickelte sich Deutschland bekanntlich zum Einwanderungsland und die ethnischen Gruppen weckten, wenn auch schleppend, das Interesse der Unternehmen in Deutschland. Die Zahl der deutschen Unternehmen steigt, welche ihre Marketingstrategien immer mehr an die türkische Zielgruppe ausrichten und deren kulturspezifische Bedürfnisse und Anforderungen ernsthaft wahrnehmen. Volkswagen, Daimler-Chrysler, Deutsche Bank, etc sind nur einige dieser Unternehmen, die den Mut zeigten, an diese Zielgruppe heranzutreten. Die türkischen Migranten stellen die absolute Mehrhe


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Product Details
  • ISBN-13: 9783668152656
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668152659
  • Publisher Date: 18 Feb 2016
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr

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