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Verbrauchermotivation und Consumer Resistance: Gründe für Konsumverweigerung und deren Bewältigung

Verbrauchermotivation und Consumer Resistance: Gründe für Konsumverweigerung und deren Bewältigung

          
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About the Book

Inhaltsangabe: Einleitung: Wie ermittelt man die Bedürfnisse und Wünsche der Kundschaft? Wie erforscht man den Markt effektiv? Wie sieht erfolgreiches Marketing aus, wie überzeugt man den Kunden von den eigenen Produkten? Wie kann man als Unternehmen im Wettbewerb langfristig bestehen? Im Wirtschaftsstudium sollen all jene Instrumente vermittelt werden, die man für das erfolgreiche Betreiben eines Unternehmens benötigt. Das Ziel eines Unternehmens ist, durch das Verkaufen der Leistungen und Waren die eigenen Fixkosten sowie die bei der Produktion entstehenden variablen Kosten zu decken und zusätzlich den kalkulierten Gewinnaufschlag zu erzielen. Gewinnmaximierung und Wachstum gelten häufig als Voraussetzungen für die Wettbewerbsfähigkeit, und sollen einer Unternehmung dabei helfen den Marktanteil zu sichern oder zu erhöhen. Doch was passiert, wenn die wohl überlegten und kostenintensiven Marketingmaßnahmen den Kunden gar nicht mehr erreichen? Wenn die zahlreichen Werbebotschaften nicht wahrgenommen werden, oder schlimmer: bewusst nicht beachtet werden? Was passiert, wenn der Kunde eine Abneigung gegen das angebotene Produkt entwickelt, oder gegen das Unternehmen an sich - und daraufhin seinen Konsum verringert oder einstellt? All die Bemühungen im Wettbewerb zu bestehen und die Produkte abzusetzen stoßen an Grenzen, wenn der Konsument seiner Pflicht - nämlich der des Konsums - nicht mehr nachkommen möchte. Denn der mündige, kritische Verbraucher hat viele Optionen: nicht nur in Bezug auf Produkte, Unternehmen und Branchen, sondern gerade auch die des Konsumverzichts. In zunehmendem Maße wird daher von fehlender Treue der Kundschaft gesprochen und von ihrem Wankelmut - aber auch von wachsendem Widerstand gegen die Marketingmaßnahmen und einer Überforderung des Kunden durch ständig wechselnde und größer werdende Angebote und damit einhergehende Verwirrung des Konsumenten. Gang der Untersuchung: Diese Diplomarbeit hat deshalb die so bezeichnete Consumer Resista


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Product Details
  • ISBN-13: 9783838698892
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 195 gr
  • ISBN-10: 3838698894
  • Publisher Date: 06 Oct 2006
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Sub Title: Gründe für Konsumverweigerung und deren Bewältigung
  • Width: 148 mm


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