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Zielgruppe Männer - Besonderheiten, Konzepte, Beispiele

Zielgruppe Männer - Besonderheiten, Konzepte, Beispiele

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2, Fachhochschule Erfurt, Veranstaltung: Ausgewählte aktuelle und innovative Aspekte des Marketingmanagements, Sprache: Deutsch, Abstract: Durch den gesellschaftlichen Wandel hat sich das Konsumverhalten des modernen Menschen und damit auch des Mannes verändert. Zum einen hat die Emanzipation der Frau dazu geführt, dass die alten Rollenmuster nicht mehr gelten. Von dem Mann wird nicht mehr erwartet, dass er allein den Lebensunterhalt verdient. Die Anzahl der berufstätigen Frauen ist enorm gestiegen. Die Rollen sind dadurch neu verteilt worden: wurden die Einkäufe früher in erster Linie von Frauen getätigt, stehen heute immer mehr Männer in den Einkaufsschlangen an der Kasse.1 Zum anderen gibt es weniger verheiratete Paare. Der Trend ist entweder das Single-Leben oder Living apart together. Bei diesem Beziehungsmodell leben die Partner berufsbedingt in unterschiedlichen Städten.2 In beiden Fällen müssen die Männer ihr Leben selbst organisieren. Was bedeutet, dass sie keine Beraterin mehr haben, die ihnen erklärt, welche Socken sie kaufen müssen. Außerdem hat bei den modernen Männern ein Wertewandel stattgefunden. Neben der beruflichen Karriere ist eine funktionierende Partnerschaft für den Mann sehr wichtig. Sein Wohlbefinden gewinnt auch mehr an Bedeutung. Dabei stehen Themen wie Kosmetik, Gesundheit und Fitness immer mehr im Mittelpunkt des Interesses. Diese Veränderungen stellen ganz neue Anforderungen an ein modernes und individuelles Marketing, das sich speziell auf die Zielgruppe der Männer ausrichtet.3 Das bedeutet, dass die einzelnen Marketinginstrumente an die Bedürfnisse der Männer angepasst werden müssen. Um diese Anforderungen zu erfüllen, müssen die spezifischen Konsumeinflussgrößen der Männer bekannt sein. Das Ziel dieser Arbeit ist es aufzuzeigen, welche Besonderheiten das Konsumverhalten des Mannes aufweist. Welcher Unterschied zwischen dem männlichen un


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Product Details
  • ISBN-13: 9783656209126
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 365620912X
  • Publisher Date: 04 Jun 2012
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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