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"Senioren" als spezifische Zielgruppe im modernen Marketing: Trends, Probleme und Perspektiven

"Senioren" als spezifische Zielgruppe im modernen Marketing: Trends, Probleme und Perspektiven

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule für Technik, Wirtschaft und Kultur Leipzig, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: In Anbetracht der andauernden demografischen Verschiebung entwickelt sich für Unternehmen die Ausrichtung an der Zielgruppe Senioren zum entscheidenden Erfolgsfaktor. Die Auseinandersetzung mit deren Problemen und Ansprüchen ist aufgrund ausgeprägter Unterschiede hinsichtlich der Lebenserfahrung und der biologischen Altersentwicklung eine anspruchsvolle Aufgabe. Ältere legen als firmen- und markentreue Kunden Wert auf klare Kommunikation, privilegierte Kundenbeziehungen sowie Service und Qualität. Zudem verfügen sie über ein hohes finanzielles Potential. Derzeit richten nur wenige Unternehmen ihr Leistungsangebot auf die älter werdende Kundschaft aus. Diese spürt jedoch aufgrund ihrer Erfahrungen und ihres ausgeprägten Urteilsvermögens sehr schnell, wenn ihre individuellen Probleme nicht ernst genommen werden. Als Grundlage für die Entwicklung von Lösungen für diese Probleme sind die aktuell existierenden und recht groben Zielgruppenanalysen nicht ausreichend. Daher ist in jedem einzelnen Unternehmen eine weitergehende und gezielte Marktforschung notwendig. Bei der Entwicklung von Leistungen für ältere Kunden kann der so genannte Age Explorer nützlich sein, durch den die Entwickler ein Bewusstsein und Verständnis für die physische Verfassung der Senioren und die sich daraus ergebenden Probleme ausbilden können. Eine solche Vorgehensweise wird auch zu der Erkenntnis führen, dass das technisch Machbare bei dieser Zielgruppe nicht im Vordergrund steht. Stattdessen müssen Leistungen entwickelt werden, die den individuellen Ansprüchen des Anwenders entsprechen und ihn dabei überzeugen und begeistern. Die Herausforderungen liegen hier im Detail. Einfach und intuitiv zu bedienende Produkte sind genauso wichtig wie eine stressfreie Einkaufsatmosphäre. Große Anforde


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Product Details
  • ISBN-13: 9783638663120
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 104 gr
  • ISBN-10: 3638663124
  • Publisher Date: 30 Sep 2007
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Trends, Probleme und Perspektiven
  • Width: 148 mm


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"Senioren" als spezifische Zielgruppe im modernen Marketing: Trends, Probleme und Perspektiven
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"Senioren" als spezifische Zielgruppe im modernen Marketing: Trends, Probleme und Perspektiven
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