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Kommunikationsstrategien im Marketing für die Zielgruppe 50plus: Dargestellt am Beispiel der Automobilbranche

Kommunikationsstrategien im Marketing für die Zielgruppe 50plus: Dargestellt am Beispiel der Automobilbranche

          
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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für angewandte Wissenschaften Anhalt in Köthen, Sprache: Deutsch, Abstract: "Unter allen europäischen Staaten ist Deutschland die Gesellschaft, die am schnellsten altert", so die 49-jährige Bundesfamilienministerin Ursula von der Leyen. Sinkende Geburtenraten sowie eine steigende Lebenserwartung haben dazu geführt, dass sich die Bevölkerung in nur wenigen Jahren zum ersten Mal aus mehr älteren als jüngeren Menschen zusammensetzen wird. Die über 50-Jährigen werden dann die größte Bevölkerungsgruppe darstellen. Da in Deutschland die Population nicht mehr wächst, fällt die Alterung dramatischer aus als in anderen Ländern. Dies stellt auch die deutsche Wirtschaft vor völlig neue Herausforderungen. Zwar sind die Potenziale des 50plus-Marktes oftmals bereits erkannt, diese jedoch auszuschöpfen, scheint keine leichte Aufgabe. Die ausgeprägte Heterogenität in der Zielgruppe, deren hohe Ansprüche sowie die Befürchtung der Unternehmen durch die Thematisierung des Alters bei jüngeren Zielgruppen negative Reaktionen hervorzurufen und somit Imageverluste einhergehend mit Umsatzeinbußen hinnehmen zu müssen, verzögern nach wie vor die Erschließung dieses lukrativen Marktsegmentes. Der "Weg des geringsten Widerstandes" wird daher bis heute häufig bevorzugt und trotz des eindeutigen demographischen Trends die Fokussierung von Marketingaktivitäten auf jüngere Zielgruppen beibehalten. Ziel dieser Arbeit ist es, auf Grundlage soziodemographischer und psychographischer Merkmale die Bedeutung der Zielgruppe 50plus im Marketing sowie deren Anforderungen an Kommunikationsstrategien aufzuzeigen, um dementsprechende Maßnahmen und Handlungsempfehlungen ableiten zu können. Am Beispiel des Automobilmarktes werden zudem die Unterschiede in der Wirkung fernsehmedialer werbepolitischer Maßnahmen zwischen der Generation 50plus und jüngeren Zielgruppen untersucht sowie relevante Einflu


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Product Details
  • ISBN-13: 9783640361601
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Sub Title: Dargestellt am Beispiel der Automobilbranche
  • Width: 148 mm
  • ISBN-10: 3640361601
  • Publisher Date: 30 Jun 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 199 gr


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