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Senior-Finance: Marketing- und Vertriebskonzept zur Erschließung des strategischen Geschäftsfeldes Senioren am Beispiel der Volksbank Bochum Witten eG

Senior-Finance: Marketing- und Vertriebskonzept zur Erschließung des strategischen Geschäftsfeldes Senioren am Beispiel der Volksbank Bochum Witten eG

          
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About the Book

Inhaltsangabe: Zusammenfassung: „Überalterung der Bevölkerung", „steigende Lebenserwartung", „Bevölkerungsrückgang", „Pillenknick", „alterungsbedingte Nachfrageverschiebungen" - alle diese, zur Zeit häufig erörterten Begriffe, lassen sich zu einer Aussage verdichten: Für die Zukunft wird in Deutschland eine alternde Gesellschaft erwartet. Aktuelle Diskussionen beinhalten Begriffe, wie z.B. „Erbengeneration", „Silver Surfer" oder „Best Ager", die den Wertewandel der Senioren beschreiben. Die sparsame und ängstliche Vorkriegsgeneration wird mehr und mehr von der wohlhabenden, konsumorientierten Generation abgelöst. Gesundheit, gute Einkommens- und Vermögensverhältnisse sowie hohe Kommunikationsbereitschaft sind nur einige Eigenschaften, die diese Generation in sich vereint und die es in dieser Form zuvor nicht gegeben hat. Einzelne Finanzdienstleister konzentrieren sich bereits seit geraumer Zeit auf die zielgerichtete Bearbeitung des Seniorenmarktes. Die Ideal-Versicherung bezeichnet sich z.B. bereits als „der kompetente Versicherungsspezialist für Senioren". Das bisherige Ergebnis lässt sich sehen: „105.000 Verträge hat die Ideal an den alten Mann gebracht. Binnen fünf Jahren. Dieses Jahr sollen es weitere 40.000 sein. Die einzige Zielgruppe, die wächst, sind die Senioren (...) deshalb sind wir so erfolgreich", so Rainer Jacobus von der Ideal-Versicherung. Die aktuelle Kosten- und Ertragsschwäche veranlasst Kreditinstitute über neue Strategien nachzudenken. Sind Senioren jedoch wirklich eine so wichtige Zielgruppe für die Finanzdienstleistungsbranche? - Oder stellen sie ausschließlich eine Marktnische dar, die von der Ideal-Versicherung aktuell sehr erfolgreich bearbeitet wird? Diese Diplomarbeit stellt die Folgen der viel diskutierten „alternden Gesellschaft" am Beispiel einer mittelständischen Genossenschaftsbank im Ruhrgebiet - der Volksbank Bochum Witten eG - dar. Auf Basis von prognostizierten Marktveränderungen - Betrachtungen bis zum Jahr 2020 - und auf


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Product Details
  • ISBN-13: 9783838688701
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 213 gr
  • ISBN-10: 3838688708
  • Publisher Date: 11 Jul 2005
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Sub Title: Marketing- und Vertriebskonzept zur Erschließung des strategischen Geschäftsfeldes Senioren am Beispiel der Volksbank Bochum Witten eG
  • Width: 148 mm


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