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Pay what you want - Zahle was du willst: Einsatzmöglichkeiten und Erfolgsanalyse

Pay what you want - Zahle was du willst: Einsatzmöglichkeiten und Erfolgsanalyse

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fachhochschule Worms, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: In Zeiten zunehmenden Wettbewerbs und immer kürzer werdenden Produktlebenszyklen ist es für Unternehmen schwieriger geworden, sich klar von anderen Marktteilnehmern abzugrenzen. Marktanteile werden in vielen Branchen über den Preis entschieden. In Märkten mit starkem Wettbewerbsdruck kalkulieren Unternehmen bereits heute am Rande des Einkaufspreises und reizen ihren Marketingetat vollständig aus, um ihren kalkulierten Preis durch das Erreichen der kritischen Kundenanzahl in die Gewinnzone zu hieven. Dabei wird der Preis meist unter Berücksichtigung gängiger Markforschungsmethoden schlussendlich einseitig vom Verkäufer festgelegt. Diesem Ansatz steht der partizipative Preismechanismus Pay-What-You-Want (PWYW) diametral entgegen. Anders als dem Kunden festgelegte Preise für alle Produkte zu diktieren, die er höchstens durch geschicktes Verhandeln drücken kann, setzt PWYW beim Kunden an und lässt diesen als Preisgestalter agieren. Damit überlässt der Verkäufer dem Käufer die volle Preiskontrolle und vertraut auf die faire Bepreisung durch den Kunden. Der Verkäufer akzeptiert dabei alle Preise zwischen null und unendlich. Die Seminararbeit zeigt auf, dass dieses ungewöhnliche Preismodell erfolgreich genutzt werden kann und von einigen positiven Effekten begleitet wird. Eine signifikante Erhöhung der Neukundenzahl als auch Umsatzsteigerungen sind unter PWYW Bedingungen möglich und können zusätzlich den Bekanntheitsgrad der Marke erhöhen. Neben diesen ökonomischen Effekten führt der Einsatz von PWYW aber auch zu einer höheren Zufriedenheit beim Kunden, da dieser in der Preisbestimmung autark agieren kann. Der erfolgreiche Einsatz von PWYW hängt maßgeblich von den Produktcharakteristika, dem Vertriebskanal und den Marketingmaßnahmen ab. Diese Arbeit analysiert anhand wissenschaftlicher Studien,


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Product Details
  • ISBN-13: 9783640924622
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 109 gr
  • ISBN-10: 3640924622
  • Publisher Date: 26 May 2011
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Sub Title: Einsatzmöglichkeiten und Erfolgsanalyse
  • Width: 148 mm


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