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Notwendigkeit von Vertriebs- und Marketingmaßnahmen im Internet in der Automobilbranche

Notwendigkeit von Vertriebs- und Marketingmaßnahmen im Internet in der Automobilbranche

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3,00, Hochschule Heilbronn, ehem. Fachhochschule Heilbronn (Hochschule Heilbronn Campus Schwäbisch Hall), Sprache: Deutsch, Abstract: Andreas Neubauer: Verschiedenste Marketing- und Vertriebsaktivitäten können durch das Internet umgesetzt werden. Die Möglichkeiten sind vielfach nutzbar, jedoch sind Nutzen und Aufwand schwer vorauszusehen. Veränderte Verhaltensweisen der potenziellen Kunden und ein sich stark veränderter Markt durch das Internet sollen analysiert und mit bestehenden Vertriebs- und Marketingkonzepten verglichen werden. Bei Investitionen in nur wenige Werbe- und Vertriebskanäle oder bereits bestehenden, werden möglicherweise Chancen anderer verpasst. Eine breite Streuung wiederum würde immense Kosten mit sich bringen. Daher ist das Verhältnis zwischen Notwendigkeit und Nutzen einzelner Möglichkeiten abzuwägen. Steigende Absatzzahlen werden Vertriebsaktivitäten im Internet nachgesagt. Die direkte Übernahme in das Onlinegeschäft ist nicht ohne eine Digitalisierung möglich. Eine Digitalisierung von Vertriebs- und Marketingkonzepten ist notwendig. Traditionelle Vertriebsstrukturen überschneiden sich mit den modernen und zusätzlich erreichen überregionale Wettbewerber durch das Internet auch den regionalen Kunden. Am Beispiel des Onlinevertriebs in Kombination mit den Möglichkeiten des Onlinemarketings soll der spekulative Wert von Onlineaktivitäten analysiert werden. Da diese Aktivitäten langfristig vorzunehmen sind, ist eine besondere Abwägung über einen andauernden Zeitraum notwendig. Der Wert bestimmter Aktivitäten soll in dieser Arbeit untersucht werden. Theoretisches Potenzial welches das Internet und dessen Möglichkeiten bietet soll als Maßstab für den Nutzen gelten. Das Internet ist ein visuelles Medium, daher sind visuelle Aktivitäten in dieser wissenschaftlichen Betrachtung vorrangig. Für eine komplementäre Nutzung des Internets mit den bestehenden


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Product Details
  • ISBN-13: 9783656828822
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 145 gr
  • ISBN-10: 3656828822
  • Publisher Date: 31 Oct 2014
  • Height: 210 mm
  • No of Pages: 104
  • Spine Width: 6 mm
  • Width: 148 mm


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Notwendigkeit von Vertriebs- und Marketingmaßnahmen im Internet in der Automobilbranche
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