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Wahrnehmung und Entscheidungsverhalten im Internet unter Einbeziehung des Marketing

Wahrnehmung und Entscheidungsverhalten im Internet unter Einbeziehung des Marketing

          
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About the Book

Studienarbeit aus dem Jahr 2001 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,3, Fachhochschule Braunschweig / Wolfenbüttel; Standort Wolfenbüttel (Medienmanagement), Sprache: Deutsch, Abstract: A: Einleitung Die dynamische Entwicklung des Internet und seine immense Verbreitung führte in den letzten Jahren zu einer enormen Kommerzialisierung. Die Unternehmen entdecken immer mehr Einsatzmöglichkeiten mittels der neuen Technologie und die Nutzer freuen sich über schnellere Verbindungen, informative und unterhaltsame Seiten inmitten eines wachsenden Angebots. Diese Arbeit soll Aufschluß darüber geben, was das Online -Marketing hinsichtlich seines Bezugs zum traditionellen Marketing ausmacht, welche Einsatzmöglichkeiten zum Tragen kommen und wie die Akzeptanz bei den Nutzern anzusehen ist beziehungsweise, wie die Teilnehmer nach aktuellen Forschungsergebnissen einzuordnen sind. Außerdem soll ein Einblick gewährt werden, was zur effektiven Gestaltung von benutzerfreundlichen Informationsangeboten eine Rolle spielt. Abschließend soll nach einer Zusammenfassung Kriterien einer möglichen Verschmelzung der beiden Medien Fernsehen und Internet Erwähnung finden. B: Wahrnehmungs- und Entscheidungsverhalten unter Einbeziehung des Marketing 1. Konsumentenverhalten Marketing bedeutet die Sicherung von Markterfolgen durch das Ausrichten aller unternehmerischen Aktivitäten auf die Bedürfnisse, Wünsche und die Probleme der Abnehmer. 1 Die richtige Einschätzung des jeweiligen Marktes auf seine Fähigkeit, Umsätze zu erzielen, ist Aufgabe der Marktforschung. Auch das Internet sieht sich auf seinem Weg zum Massenmedium in einem Prozeß zunehmender Kommerzialisierung. Betrug der Umsatz deutscher Online-Werbeträger 1999 noch ca. 50 Millionen DM, so wird für 2002 bereits mit einem Erlös von 450 Millionen DM gerechnet 2. Die treffende Einschätzung des Nutzerverhaltens entscheidet über Erfolg oder Misserfolg aller Marktaktivitäten, Dem Konsument


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Product Details
  • ISBN-13: 9783638716888
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638716880
  • Publisher Date: 05 Sep 2007
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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Wahrnehmung und Entscheidungsverhalten im Internet unter Einbeziehung des Marketing
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