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Möglichkeiten und Risiken einer Hochpreisstrategie als Qualitätsindikator beim Kunden. Betrachtung im Falle Porsche

Möglichkeiten und Risiken einer Hochpreisstrategie als Qualitätsindikator beim Kunden. Betrachtung im Falle Porsche

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Stuttgart, Sprache: Deutsch, Abstract: Diverse im Alltag gebräuchliche Phrasen wie "Qualität hat Ihren Preis", lassen eine Beziehung zwischen Qualität und Preis erkennen. Häufig unabhängig von persönlichen Präferenzen und monetären Voraussetzungen ist dies ein wichtiges und immerwährendes Thema. Der Kunde erwartet beim Kauf eines Produktes eine zum Preis äquivalente Qualität. Im Umkehrschluss bedeutet dies eine erhöhte Erwartungshaltung bezüglich des Preises bei der Suche qualitativ hochwertiger Güter. Damit kann man dem Preis eine Informationsfunktion zuordnen. Eine Erklärung warum eine Hochpreisstrategie funktioniert ist, dass der Kunde das eigene Risiko stets geringhalten möchte. Hierbei nutzt er die Informationsfunktion des Preises. Eine Hochpreisstrategie kann somit ein Werkzeug sein, um den Kunden auch von der Qualität zu überzeugen und ihn zum Kauf zu bringen, obwohl er wenig bis gar nichts über das Produkt weiß. Für ein Unternehmen ergeben sich hierbei jedoch Risiken, die bewältigt und Möglichkeiten, die ausgenutzt werden müssen. Als Basis der Arbeit ist es wichtig die Begriffe Qualität und Preis grundlegend zu differenzieren. Danach werde ich den Preis marketingtheoretisch einordnen und diverse Beispiele für Preisstrategien - auch die Hochpreisstrategie - geben. Die Hochpreisstrategie werde ich dann in Beziehung zur Informationsfunktion und der Qualität eines Gutes setzten und die daraus resultierenden Möglichkeiten und Risiken beleuchten. Zuletzt werde ich den Sachverhalt mit Porsche vergleichen und eigene Schlüsse ziehen.


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Product Details
  • ISBN-13: 9783668853157
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668853150
  • Publisher Date: 06 Dec 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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