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Marketingstrategien in der Automobilindustrie: Eine anwendungsorientierte Analyse der Konzeption und deren Umsetzung im Marketing-Mix

Marketingstrategien in der Automobilindustrie: Eine anwendungsorientierte Analyse der Konzeption und deren Umsetzung im Marketing-Mix

          
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About the Book

Inhaltsangabe: Problemstellung: Die internationale Automobilindustrie durchlebt im Augenblick eine Phase starker Veränderungen. Zunehmender Wettbewerbsdruck durch eine Ausweitung der Produktportfolios der Fahrzeughersteller (OEMs), das verstärkte Drängen asiatischer Konkurrenten auf den europäischen und nordamerikanischen Markt und die Erschließung und Besetzung immer neuer Nischen stehen dabei auf der einen Seite. Daneben führt eine wachsende Preissensitivität bei den Käufern von Automobilen in den meisten Fahrzeugklassen zu sinkenden Margen der Produzenten. Hinzu kommen höhere Anforderungen an die ökologische Verträglichkeit von PKW seitens der Kunden und vor allem auch seitens der Regierungen in den Triade-Märkten Westeuropa, USA und Japan. Durch die Erforschung und Entwicklung von neuen Technologien versuchen die OEMs, die Zahlungsbereitschaft der Kunden aufrecht zu erhalten und den gesetzlichen Bestimmungen gerecht zu werden. In diesem Umfeld kommt dem Strategischen Marketing der Automobilhersteller eine besondere Bedeutung zu. Die systematische Ausrichtung der Unternehmensziele auf Konsumenten- beziehungsweise Kundenbedürfnisse wird immer mehr zu einem kritischen Faktor, um den langfristigen Unternehmenserfolg zu sichern. Hierbei ist es allerdings überraschend, dass der Marketingstrategie zu Gunsten der im Automobilsektor traditionell dominanten Funktionalstrategien der Bereiche Forschung und Entwicklung (F&E), Produktion und Beschaffung nicht mehr Beachtung geschenkt wird. Die vorliegende Arbeit beschreibt einen idealtypischen Prozess der Entwicklung einer Marketingstrategie - von der Konzeption bis zur Umsetzung im Marketing-Mix - auf dem Gebiet der internationalen Automobilhersteller und stellt dadurch die Wichtigkeit einer strukturierten und ganzheitlichen Marketingstrategie für den langfristigen Unternehmenserfolg heraus. In dem auf diese Einleitung folgenden zweiten Kapitel werden das Strategische Management und das Strategische Marketing näher betra


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Product Details
  • ISBN-13: 9783838687131
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 199 gr
  • ISBN-10: 3838687132
  • Publisher Date: 27 Apr 2005
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Sub Title: Eine anwendungsorientierte Analyse der Konzeption und deren Umsetzung im Marketing-Mix
  • Width: 148 mm


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Marketingstrategien in der Automobilindustrie: Eine anwendungsorientierte Analyse der Konzeption und deren Umsetzung im Marketing-Mix
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Marketingstrategien in der Automobilindustrie: Eine anwendungsorientierte Analyse der Konzeption und deren Umsetzung im Marketing-Mix
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