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Qualitäts- Und Werbestrategien Bei Qualitätsunsicherheit Der Konsumenten

Qualitäts- Und Werbestrategien Bei Qualitätsunsicherheit Der Konsumenten

          
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About the Book

Die vorliegende Arbeit basiert auf der Erfahrung, daß Konsumenten in vielen Fällen zu einer vollständigen und zutreffenden Beurteilung von Produktqualitäten vor Kauf nicht kommen und die Kaufentscheidung so bei Qualitätsunsicherheit treffen. Entscheidungen bei Unsicherheit können sich als, falsch' erweisen. Wird etwa für einen einzelnen Konsu- menten die ursprünglich hohe Qualitätserwartung durch gemachte ungünstige Erfah- rungen nach unten korrigiert, so ist ein Wiederkauf in der nächsten Periode weniger wahrscheinlich als im Fall einer bestätigten Qualitätserwartung oder gar im Fall einer positiven, Überraschung'. Über alle tatsächlichen oder potentiellen Käufer aggregiert läßt sich sagen: die durchschnittliche Qualitätserwartung im Markt - vom Verfasser, Reputation' genannt - entwickelt sich in der Zeit ceteris pari bus je nach den gemachten Erfahrungen und bestimmt jeweils den Produktabsatz der Periode. In diesem Sinne sieht der Verfasser sehr einleuchtend eine Dynamik des Kaufverhaltens durch die Dynamik der Qualitätserwartung begründet. Das Entscheidungsproblem des Herstellers wird deutlich, indem die ceteris-paribus- Prämisse aufgehoben wird: Die betrachtete Unternehmung kann zum einen durch ihre Qualitätspolitik und zum andern durch ihre Werbepolitik auf die Qualitätserwartung eines Zeitpunkts und damit auf den Kaufprozeß insgesamt Einfluß nehmen. Wie diese Einflußnahme erfolgen soll, ist ein Problem, dem in der Marketing-Praxis vor allem der Markenartikler höchste Relevanz zukommt. Indem die Reputation im Zeitablauf als dynamischer Prozeß (, Reputationsdynamik') abgebildet wird, steht auch für eine dem Unternehmensziel entsprechende periodische Festlegung der Werbung und der Produktqualität jeweils ein Vektor zu erwarten, dessen Elemente miteinander verknüpft sind. Die gemeinten zeitpunktübergreifenden Ent- scheidungen nennt der Verfasser, Strategien'.


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Product Details
  • ISBN-13: 9783409136129
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1986 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Width: 170 mm
  • ISBN-10: 3409136126
  • Publisher Date: 01 Jan 1986
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 256
  • Series Title: Beiträge Zur Betriebswirtschaftlichen Forschung
  • Weight: 444 gr


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