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Standardisierung vs. Differenzierung in der internationalen Markt- und Konsumforschung

Standardisierung vs. Differenzierung in der internationalen Markt- und Konsumforschung

          
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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,75, Hamburger Universität für Wirtschaft und Politik (ehem. Hochschule für Wirtschaft und Politik), Veranstaltung: Marketing III, Sprache: Deutsch, Abstract: Aufgrund der Globalisierung der Märkte sowie aufgrund der Notwendigkeit zu Realisation von Kostendegressions- und Erfahrungskurveneffekten, werden die Unternehmungen veranlasst ihre Aktivitäten global auszurichten und ihre Produkte weltweit anzubieten. Die Vorteile eines einheitlichen Erscheinungsbildes des Unternehmens sowie die Existenz anderer Global Player und nicht zuletzt der zu erwartende Markenwert, fördern den Aufbau und die Pflege sogenannter Global Brands. Viele Unternehmungen haben daher eine Mischstrategie entwickelt, die sowohl standardisierte als auch differenzierte Elemente beinhaltet. Marketingtheorie und Marketingpraxis stehen damit vor einer sehr schwierigen und komplexen Problemlage, die sowohl an die Grundlagen des Managements der Unternehmungen rührt, als auch an die zentralen Erklärungsmuster der Marketingtheorie. Dieses Diellemma, Standardisierung oder Differenzierung, ist somit zu einer Grundsatzfrage des internationalen Marketing geworden. Vor diesem Hintergrund liegt die Aufgabe dieser Arbeit in der lückenlosen Erfassung der Standardisierung- vs. Differenzierungsproblematik. Im Weiteren soll auf die einzelnen Marketing-Instrumente und -Prozesse und ihr Standardisierungspotential eingegangen werden. Es folgt zusätzlich eine kurze Gegenüberstellung der Vor- und Nachteile dieser Strategien. Die Ausführungen werden durch einige praktische Beispiele unterstrichen sowie die Anforderungen der beiden Strategien an die internationale Marktforschungen kurz skizziert. In der Zusammenfassung folgt die Betrachtung der Ergebnisse und eine kurze Prognose für die zukünftige Entwicklung.


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Product Details
  • ISBN-13: 9783638713467
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638713466
  • Publisher Date: 01 Oct 2007
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 59 gr


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