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Marketing für Männer. Geschichte, Entwicklung, internationaler Vergleich

Marketing für Männer. Geschichte, Entwicklung, internationaler Vergleich

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Technische Universität Berlin (Fachbereich Marketing), Sprache: Deutsch, Abstract: In dieser Arbeit werden Erkenntnisse zum Konsumverhalten der Geschlechter gegenüber gestellt. Frauen und Männer zeigen bezogen auf den Konsum situationsabhängig verschiedene Verhaltensweisen. Vertiefend wird dabei auf das Männermarketing eingegangen. Im Folgenden wird dargestellt, dass die Differenzierung nach dem Geschlecht und das damit verbundene geschlechtsspezifische Marketing zu einer zielgruppengerechten Ansprache führen. Des Weiteren soll gezeigt werden, wie die Marketing-Industrie auf die geschlechtsbedingten Unterschiede sowohl biologischer als auch sozialer Art eingeht. Der gesellschaftliche Wandel führte zu einem anderen Rollenverhalten. Besonders die Emanzipation der Frau brach alte Rollenmuster auf. Der Mann verlor seine Position als alleinige Entscheidungsperson in der Partnerschaft. Dies bedingte ebenfalls eine Veränderung im Konsumverhalten und in der Einflussnahme auf Kaufentscheidungen. Bei den Männern vollzog sich ebenfalls ein Wertewandel. Die früher homogene Zielgruppe Mann wird zunehmend heterogener. Beispielsweise erhalten Bereiche, die vormals als weiblich galten für viele neue Männertypen einen höheren Stellenwert. Diese Veränderungen stellen neue Bedingungen und Anforderungen an ein individueller gestaltetes Marketing, dass eine spezielle Ausrichtung auf die jeweilige Zielgruppe verlangt. Folglich muss eine Anpassung der einzelnen Marketinginstrumente an die jeweiligen Bedürfnisse der Männer stattfinden. Um diese Anforderungen zu erfüllen, ist eine Untersuchung der relevanten Einflussgrößen auf den Konsum notwendig. In dieser Arbeit werden deshalb die Besonderheiten des Konsumverhaltens des Mannes aufgezeigt und Konsequenzen für das Marketing dargestellt.


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Product Details
  • ISBN-13: 9783638718738
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3638718735
  • Publisher Date: 02 Aug 2007
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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