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Marketing für Zielgruppe der Best Ager: Konzeption von Reiseangeboten

Marketing für Zielgruppe der Best Ager: Konzeption von Reiseangeboten

          
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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule Bochum, Sprache: Deutsch, Abstract: Je älter Menschen werden, desto größer wird das Spektrum ihrer Erfahrungen und Verhaltensweisen. Daher ist es für das Marketing wichtig, sich den Bedürfnissen der Senioren zu widmen und daraus differenzierte Konzepte zu entwickeln. Somit lautet die Frage: Wie können Hersteller, Handel und Dienstleistungsunternehmen die Zielgruppe der Senioren erfolgreich mit ihren Produkten und Dienstleistungen ansprechen und als langfristigen Kundenstamm gewinnen und binden? Dieser Frage soll im Folgenden vor allem auf die Tourismusbranche bezogen nachgegangen werden. Ziel dieser Arbeit ist es, die Zielgruppe der Senioren für den Tourismus zu untersuchen und Besonderheiten aus Sicht der Reiseveranstalter herauszuarbeiten. Es soll deutlich gemacht werden, aus welchen Gründen diese Zielgruppe besonders für den Tourismus wichtig ist. Des Weiteren sollen Ansätze gegeben werden, die die Wirtschaft umsetzen kann, um in Zeiten der demographischen Entwicklung von den "Best Agern" zu profitieren. Sowohl eine zielgerechte Ansprache durch die Kommunikationspolitik als auch eine gut durchdachte Gestaltung der Angebote ist zwingend notwendig. Um diese Aspekte erfolgreich gestalten zu können wird die heterogene Zielgruppe hinsichtlich ihrer Verhaltensweisen genauer untersucht.


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Product Details
  • ISBN-13: 9783656216056
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 48
  • Series Title: German
  • Sub Title: Konzeption von Reiseangeboten
  • Width: 148 mm
  • ISBN-10: 3656216053
  • Publisher Date: 15 Jun 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 72 gr


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