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Markenpositionierung

Markenpositionierung


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About the Book

'Am Anfang steht ein Produkt, eine Dienstleistung, ein Unternehmen, eine Institution oder eine Person. Die Positionierung steht nicht fur das Produkt, sondern fur das, was bei dem Interessenten entsteht.' (Al Ries und Jack Trout) Unternehmen haben erkannt, dass der Aufbau einer Marke unerlasslich ist, um langfristig Erfolge zu erzielen. Der harte Wettbewerb, kaum zu uberblickende Produktvielfalt und austauschbare Produkte erfordern standig neue Strategien. Management, Marketing und Verkauf eines Unternehmens sollten sich deshalb systematisch mit den gesellschaftlichen Veranderungen und Trends befassen, um fur die eigene Marke eine einzigartige, werthaltige und zukunftssichere Marktposition zu schaffen. Zu Beginn der siebziger Jahre wurde erstmals wissenschaftlich aufgezeigt, dass die subjektive Auffassung des Nachfragers von Produkten mit ihren Merkmalen einen erheblichen Einfluss auf das Nachfrageverhalten hat. Mit der Analyse dieses Kriteriums befasst sich die Produktpositionierung, mit deren Thematik sich die folgende Ausarbeitung auseinander setzt. Dabei wird insbesondere am Beispiel NIVEA untersucht, was Positionierung im Marketing bedeutet und welche Rolle sie bei der Entwicklung neuer Produkte spielt. Das erste Kapitel umfasst eine Begriffsdefinition der Positionierung, wie man sie in Wirtschaftslexika und in der freien Online- Enzyklopadie Wikipedia findet. Des weiteren wird eine Unterscheidung zwischen Unternehmens- und Markenpositionierung getroffen und es werden sechs Positionierungsarten anschaulich dargestellt. Das zweite Kapitel widmet sich der Frage, wie die Positionierung im Markt funktioniert. In diesem Abschnitt wird u.a. die entscheidende Stellung der Verbraucher im Prozess der Positionierung umschrieben, als auch drei Strategien fur eine erfolgreiche Positionierung nach Ries und Trout ausfuhrlich erlautert. Im abschliessenden Kapitel wird die Positionierung am Beispiel NIVEA erklart. Die Marke NIVEA wurde als praktisches Beispiel fur diese Arbeit ausgewahlt, weil sie eine der altesten und erfolgreichsten Marken in Deutschland ist. Anhand der geschichtlichen Entwicklung NIVEAS wird versucht, ihre Positionierung im Markt herauszuarbeiten und genauer zu untersuchen. Zudem wird ein kurzes Fazit gezog


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Product Details
  • ISBN-13: 9783638563826
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • ISBN-10: 3638563820
  • Publisher Date: 01 Jan 2006
  • Binding: Digital (delivered electronically)
  • No of Pages: 14


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