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Potential des Gender-Marketings in der Produktdifferenzierung

Potential des Gender-Marketings in der Produktdifferenzierung

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,7, Hochschule für nachhaltige Entwicklung Eberswalde (FH), Veranstaltung: Konsumgütermarketing, Sprache: Deutsch, Abstract: Deutschland ist mit 82 Millionen Einwohnern nicht nur mit Abstand der größte Verbrauchermarkt Europas, sondern er gilt auch als einer der wettbewerbsintensivsten. Die Konkurrenz in den verschiedenen Produktsegmenten ist entsprechend hoch, sodass diese sich im Prinzip fast ausschließlich über den Preis differenzieren. Um auf dem Konsumgütermarkt eine besondere Stellung einzunehmen, ohne die Strategie der Preisführerschaft verfolgen zu müssen, gilt es sich von der Konkurrenz durch andere, am besten einzigartige, Merkmale abzuheben. Vorbei sind die Zeiten der Massenwerbung als es galt möglichst viele potenzielle Käufer und Käuferinnen mit einer Werbekampagne zu erreichen. Für die heutige Marktbearbeitung gilt es den Markt in immer kleinere Zielgruppeneinheiten aufzuteilen, um potentielle Käufer bedürfnisgerechter anzusprechen und dadurch die Marke bzw. das Produkt erfolgreicher zu vermarkten. Doch viele Unternehmen berücksichtigen nicht, dass sich aufgrund der gestiegenen Transparenz über Angebote und Preise über das Internet, aber auch durch den gesellschaftlichen Wandel, das Kaufverhalten in den letzten Jahren stark verändert hat. Und nicht nur das Kaufverhalten, auch die Interessen der Konsumenten haben sich im Konsumgüterbereich gewandelt. Über Jahrzehnte hinweg haben Unternehmen Produkte entwickelt, denen sie einfach das Etikett Männer- oder Frauenprodukt gegeben haben. Dementsprechend waren Werbungen für Waschmittel, Kosmetikprodukte und Modeaccessiores ausschließlich auf Frauen und Werbungen für Autos, hochprozentigen Alkohol und Elektrowerkzeuge ausschließlich auf die Zielgruppe Mann ausgerichtet. Das reicht heute allerdings nicht mehr aus. Der Großteil der Frauen geht heutzutage einer bezahlten Erwerbstätigkeit nach, bei der sie die Möglichkeit


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Product Details
  • ISBN-13: 9783656904731
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656904731
  • Publisher Date: 05 Mar 2015
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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