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Wie soll zeitgemäßes jugendspezifisches Marketing betrieben werden?

Wie soll zeitgemäßes jugendspezifisches Marketing betrieben werden?


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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: Die milliardenschwere Kaufkraft der jungen Zielgruppe ist in den letzten Jahren kontinuierlich gewachsen, wodurch sich ein noch stärkeres Interesse der Unternehmen herausbildete, um diese Zielgruppe frühzeitig und langfristig zu binden. Laut dem Marktforschungsinstitut "Iconkids & Youth" wurden für das Jahr 2012 circa 23,7 Milliarden Euro Ausgaben der 6 bis 19 Jährigen prognostiziert, welche im Vergleich zum Vorjahr um 1,4 Milliarden Euro gestiegen sind. Für die Unternehmen und dem damit verbundenen Marketing ist nicht nur die immense Kaufkraft der Zielgruppe von Bedeutung, sondern auch die Charakteristik der Jugendlichen selbst. Der Jugendmarkt zeichnet sich insbesondere durch seine starke Heterogenität und der dynamischen Entwicklungen in Hinsicht auf die zahlreichen Veränderungen, die in der Jugendphase stattfinden, aus. Folglich stehen die Unternehmen vor einer schwierigen und komplexen Aufgabe, welche von vielen Unsicherheiten gegenüber dem zu bearbeitenden Marktsegment geprägt ist. In diesem Zusammenhang stellt sich die Frage: Wie soll zeitgemäßes jugendspezifisches Marketing betrieben werden? In der nachfolgenden Arbeit wird diese Frage diskutiert. Zu Beginn erfolgt eine Differenzierung des Jugendbegriffs. Anschließend werden Besonderheiten der Jugendlichen als Zielgruppe aufgezeigt und daraufhin das Konsumverhalten sowie Markenbewusstsein näher analysiert. Folglich erschließen sich im Marketing-Mix verschiedene Strategien welche durch anschauliche gegenwärtige Beispiele verdeutlicht werden. Abschließend werden derzeitige Branchenkonzepte unterschiedlicher Unternehmen präsentiert und das Thema wird mit einem Fazit zusammengefasst. Im Rückblick zeigt sich, dass es in allen historischen Epochen und Kulturen schon unterschiedliche Anschauungen und Klassifikationen von Jugendlichen und Jugendkulturen gab.


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Product Details
  • ISBN-13: 9783668567214
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Weight: 122 gr
  • ISBN-10: 3668567212
  • Publisher Date: 20 Nov 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Branchenkonzepte unterschiedlicher Unternehmen und Analyse der Marketingstrategien
  • Width: 148 mm


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Wie soll zeitgemäßes jugendspezifisches Marketing betrieben werden?
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Wie soll zeitgemäßes jugendspezifisches Marketing betrieben werden?
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