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Interkulturelle Werbung - Standardisierung Versus Differenzierung: Standardisierung Versus Differenzierung

Interkulturelle Werbung - Standardisierung Versus Differenzierung: Standardisierung Versus Differenzierung


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About the Book

Heutzutage trinken Amerikaner, Deutsche und Japaner ganz selbstverstandlich das gleiche Erfrischungsgetrank und joggen in den gleichen Schuhen. Dabei ist es bei den gegensatzlichen Kulturkreisen alles andere als gewohnlich, dass auf der ganzen Welt der gleiche Hamburger gegessen wird. Die Globalisierung des Wettbewerbs seit den 80er Jahren macht eine internationale Positionierung der Unternehmen moglich. Dazu gehort aber auch entsprechende Werbung, die das Produkt positioniert und es somit zum Erfolgsschlager macht.Kapitel 1.1 stellt zuerst die wirtschaftliche Ausgangssituation dar und das Problem der Werbung im internationalen Bereich. In Kapitel 1.2 wird das Ziel der Arbeit definiert und Kapitel 1.3 gibt einen Uberblick uber den Aufbau und die inhaltliche Abgrenzung des Themas.Insgesamt gelten weltweit 75% aller Markte als gesattigt, was bedeutet, dass das Marktpotential in diesen Bereichen weitgehend ausgeschopft ist. In diesen Markten besteht daher eine verstarkte Konkurrenz und erhohter Verdrangungswettbewerb. Die Produkte sind meist ausgereift und unterscheiden sich kaum noch von Produkten der Konkurrenz. 'Unter diesen Marktbedingungen konnen sich die verschiedenen Anbieter kaum noch auf objektive Produkt- und Leistungsvorteile gegenuber ihrer Konkurrenz berufen.' Daher sind ausgereifte Werbebotschaften notwendig, um das Angebot eines Anbieters von anderen Anbietern abzuheben und sich am Markt zu behaupten - auch international.[...]Durch die Globalisierung der Wirtschaft und den gesattigten Markten steigt der Wettbewerbsdruck. Das wiederum fordert die Internationalisierung der Unternehmen. Der weltweite Export ist von 1972 bis 2000 jahrlich durchschnittlich um 10,6% gestiegen. Dafur ist eine Werbung notwendig, die eine Botschaft an die Abnehmer vermittelt und gleichzeitig fur das Unternehmen wirtschaftlich effektiv ist.Die Arbeit verfolgt das Ziel, die Probleme der Gestaltung interkultureller Werbung aufzuzeigen und zu analysieren. Hierbei konzentriert sich der Schwerpunkt der Arbeit auf die kulturellen Unterschiede zwischen den Landern, da diese haufig zum Scheitern von internationalen Werbekampagnen fuhren. Abschliessend wird abgewogen, ob der Ansatz der Standardisierung oder der Differenzierung die sinnvollere Perspektive fur internationale Werbung darstellt


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Product Details
  • ISBN-13: 9783638496742
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • Sub Title: Standardisierung Versus Differenzierung
  • ISBN-10: 3638496740
  • Publisher Date: 01 Jan 2006
  • Binding: Digital (delivered electronically)
  • No of Pages: 37


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