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Marketing-Instrument Verpackung.Grundlagen und Anforderungen an Verpackungen

Marketing-Instrument Verpackung.Grundlagen und Anforderungen an Verpackungen


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About the Book

Akademische Arbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: In dieser Arbeit geht es um die Grundlagen der Verpackung als Marketinginstrument. Es findet eine Abgrenzung der wichtigsten Begriffe statt, die historische Entwicklung der Verpackung wird dargestellt und die Vorteile der Verpackung werden aufgezeigt. Anschließend werden die Anforderungen, die Verpackungen erfüllen sollen, erläutert. In der Literatur existiert keine allgemeingültige Begriffsauffassung für den Terminus Verpackung; eine häufig zitierte und sehr treffende Definition ist folgende: Verpackung wird als vollständig oder teilweise, nach dem Verpackungsprozess feste, relativ leicht zu beseitigende Umhüllung zum Zwecke des Inhalts- und Umweltschutzes, der Lagerungs-, Transport-, Verkaufs- und Verwendungserleichterung verstanden. Oder allgemeiner: Verpackung wird als Sammelbegriff für jegliche Art von Umhüllung eines oder mehrerer Produkte verstanden, unabhängig davon, welche Funktion sie erfüllen soll. Der Begriff Packstoff beinhaltet die Materialien aus denen eine Verpackung hergestellt wird, wie bspw. Karton, Glas oder Kunststoff. Wobei als Packgut das zu verpackende Stück oder Schüttgut gesehen wird. Für die Verständlichkeit im weiteren Verlauf der Arbeit soll an dieser Stelle kurz auf den Lebenszyklus einer Verpackung eingegangen werden. In Analogie zum Lebenszyklus bei Produkten, lässt sich ein Lebenszyklus von Verpackungen definieren: Die erste Phase des Verpackungslebenszyklus ist die Konzeptions- und Herstellungsphase, in dieser erfolgt die Festlegung der einzelnen Faktoren wie Material, Herstellungsprozesse, gewünschte Funktionen und Ziele. Die daran anschließende Phase ist die der Nutzung, worin alle Prozesse der Einführungs- und Betriebsphase subsumiert werden, in denen die Verpackung ihre Funktionen und Aufgaben erfüllt; dabei ist die Zuverlässigkeit der Verpackung von starker Bedeutung. An die Nutzungsphase knüpft die


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Product Details
  • ISBN-13: 9783656922933
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656922934
  • Publisher Date: 18 Jan 2017
  • Height: 210 mm
  • No of Pages: 34
  • Series Title: German
  • Weight: 109 gr


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Marketing-Instrument Verpackung.Grundlagen und Anforderungen an Verpackungen
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