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Seniorenmarketing. Die vernachlässigte Zielgruppe der über 50 Jährigen: Hilfestellung durch die Segmentierung und daraus abgeleitete Anforderungen an die kommunikative Ansprache im Wachstumsmarkt der Senioren

Seniorenmarketing. Die vernachlässigte Zielgruppe der über 50 Jährigen: Hilfestellung durch die Segmentierung und daraus abgeleitete Anforderungen an die kommunikative Ansprache im Wachstumsmarkt der Senioren

          
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About the Book

Wissenschaftlicher Aufsatz aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: Die Publikation umfasst Wissenswertes über den Wachstumsmarkt der Senioren und ihrem Konsumentenverhalten sowie über den Zusammenhang zwischen der Segmentierung und der daraus resultierenden Notwendigkeit Kommunikationsmaßnahmen zielgruppenadäquat auszurichten. In Deutschland ist seit einigen Jahrzehnten ein demografischer Wandel zu verzeichnen, dies hat zur Folge, dass der Anteil von Personen über 50 Jahren konstant steigt. Die Altersgruppe der über 50 Jährigen verfügt im Bundesdurchschnitt über ein hohes Einkommen, welches zu einem wesentlichen Teil für Konsumausgaben verwendet wird. Bisher wurde die Zielgruppe der über 50 Jährigen stark vernachlässigt. Nur wenige Erhebungen konzentrierten sich auf das seniorige Klientel. Die Begriffsbezeichnungen für diese Altersgruppe sind nahezu unermesslich. In einigen Unternehmen fangen "Best Ager" bereits ab einem Alter von 45 Jahren an und erstrecken sich über "Very Best Ager", "Silver Ager" etc., zunehmend weniger wird der Begriff der "Senioren" verwendet, da dieser Begriffsbezeichnung etwas Negatives -im Sinne von "alt", "wenig agil" und "undynamisch" anhaftet, somit Eigenschaften, die auf die heutigen über 50 Jährigen nicht zutreffen. Basierend auf der zunehmenden Anzahl der Zielpersonen ist seitens der Unternehmen eine intensive Beschäftigung mit den Bedürfnissen, Kaufmotiven und Anforderungen der Zielgruppe von Relevanz, damit eine wirksame Ansprache der Zielgruppe erfolgen kann.


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Product Details
  • ISBN-13: 9783668336131
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 45 gr
  • ISBN-10: 366833613X
  • Publisher Date: 08 Nov 2016
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Sub Title: Hilfestellung durch die Segmentierung und daraus abgeleitete Anforderungen an die kommunikative Ansprache im Wachstumsmarkt der Senioren
  • Width: 148 mm


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Seniorenmarketing. Die vernachlässigte Zielgruppe der über 50 Jährigen: Hilfestellung durch die Segmentierung und daraus abgeleitete Anforderungen an die kommunikative Ansprache im Wachstumsmarkt der Senioren
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Seniorenmarketing. Die vernachlässigte Zielgruppe der über 50 Jährigen: Hilfestellung durch die Segmentierung und daraus abgeleitete Anforderungen an die kommunikative Ansprache im Wachstumsmarkt der Senioren
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Seniorenmarketing. Die vernachlässigte Zielgruppe der über 50 Jährigen: Hilfestellung durch die Segmentierung und daraus abgeleitete Anforderungen an die kommunikative Ansprache im Wachstumsmarkt der Senioren

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