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Flat maximum Principle und Budgetallokation unter Berücksichtigung verzögerter Werbeeffekte und Unsicherheit

Flat maximum Principle und Budgetallokation unter Berücksichtigung verzögerter Werbeeffekte und Unsicherheit

          
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About the Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Christian-Albrechts-Universität Kiel (Innovation, Neue Medien und Marketing), Sprache: Deutsch, Abstract: Nach den Befunden einer Vielzahl empirischer Untersuchungen der Praxis gilt als allgemein akzeptiertes Grundprinzip der Wirtschaftswissenschaft, dass eine positive Wirkung auf den Absatz der Produkte von Unternehmen zu beobachten ist, wenn diese den Markt mit Hilfe der zur Verfügung stehenden marketingpolitischen Instrumente penetrieren. Neben Preis und Produktqualität ist dabei die Verkaufsförderung eine der wichtigsten Möglichkeiten, die Nachfrage zu steuern (Benz 1981, S. 1). Die Nachfrage beeinflusst die abgesetzte Menge, aus der sich Umsatz und Kosten ergeben. Das Ziel der Marketing-Planung ist es, die Marketingbudgets so festzusetzen, dass der Gewinn des Unternehmens maximiert wird. Neben der Festlegung des für das Geschäftsjahr einzusetzenden Gesamtbudgets steht dessen Verteilung auf verschiedene Allokationseinheiten, wie z.B. Produkte oder Submärkte, zur Erreichung des Unternehmerziels im Mittelpunkt der unternehmerischen Marketingentscheidungen (Edler 1966, S. 2). Aus dem Budgetierungsverhalten in der Praxis lässt sich allerdings der offensichtlich vorherrschende Irrtum vermuten, dass die Höhe des Gesamtbudgets die wichtigste Entscheidung sei (Mantrala/Sinha/Zoltners 1992, S. 162). Die Variation der absoluten Höhe des Budgets um das Maximum hat nur geringe Auswirkungen auf die Deckungsbeiträge und somit auf den Gewinn (Tull/Wood/Duhan/Gillpatrick/Robertson/Helgeson 1986). Hingegen übt die optimale Verteilung eines fixen Budgets auf Produkte oder Marktsegmente einen größeren Hebel auf den Gewinn aus als die Veränderung des Gesamtbudgets (Doyle/Saunders 1990). Empirische Studien zum Entscheidungsverhalten von Unternehmen haben gezeigt, dass die Festlegung bzw. die Allokation der Budgets in der Praxis zum Großteil unzureichend methodisch gestützt erfolgt


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Product Details
  • ISBN-13: 9783656149002
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656149003
  • Publisher Date: 13 Mar 2012
  • Height: 210 mm
  • No of Pages: 122
  • Series Title: German
  • Weight: 168 gr


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