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Nachhaltiges Marketing. Wie beeinflussen Unternehmen unser Konsumverhalten?

Nachhaltiges Marketing. Wie beeinflussen Unternehmen unser Konsumverhalten?

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,5, Otto-Friedrich-Universität Bamberg, Sprache: Deutsch, Abstract: In dieser Hausarbeit soll gezeigt werden, wie es zur Kaufentscheidung kommt, welche Faktoren diese beeinflussen (nach S-O-R Modell) und wie Unternehmen mit innovativen Produktentwicklungsprozessen im Wettbewerb zu bestehen versuchen. Erfolgreiche Unternehmen wissen, dass Bedürfnisse ein bewegliches Ziel sind. Kein Unternehmen, egal wie bekannt es für seine Marketingstrategien ist, kann sich auf den Lorbeeren ausruhen. Jeder muss stetig neues entwickeln, um mit sich ändernden Kundenprofilen und Märkten Schritt zu halten. Deshalb investieren Unternehmen Milliarden Euro z.B. in der Autoindustrie, um den eventuell nächsten Entwicklungsschritt nicht zu verpassen. Der Absatz orientiert sich an den Bedürfnissen der Kunden, weshalb kundenorientiertes Marketing betrieben wird. Dieses Marketing wird auch Nachfrageorientiertes Marketing genannt, bei dem es intensiv um die Befriedigung der Bedürfnisse geht. Dazu ist es wichtig, genau zu wissen, welche Zielgruppe mit einem Produkt erreicht werden soll. Jede Konsumentscheidung, die wir treffen, ist die Antwort auf ein Problem. Natürlich unterscheiden sich Art und Umfang jedes einzelnen Problems voneinander, unsere Bedürfnisse reichen von einfachen physiologischen Notwendigkeiten wie Durst zu stillen bis zu stark abstrakten interkulturelle oder ästhetischen Entscheidungen, wie die Wahl einer Universität oder der richtigen Kleidung für das anstehende Konzert.


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Product Details
  • ISBN-13: 9783668911390
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 18
  • Spine Width: 1 mm
  • Width: 140 mm
  • ISBN-10: 3668911398
  • Publisher Date: 29 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 36 gr


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