Die Bestimmung von Preis- und Mengenprämien mittels Choice based Conjoint
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Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universit�t Hamburg (Institut f�r Handel und Marketing), Veranstaltung: Seminar Pr�ferenzmessung, Sprache: Deutsch, Abstract: Die Choice based Conjoint Analyse ist ein relativ neuer Conjoint Ansatz. Es handelt es sich hierbei um einen multivariaten Untersuchungsansatz, der versucht, den Zusammenhang zwischen der Gesamtbeurteilung von Konzepten und den sie definierenden Eigenschaften zu bestimmen. In dieser Arbeit wird untersucht, wie Preis- und Mengenpr�mien mit Hilfe einer Choice based Conjoint Analyse ermittelt werden k�nnen. Die Ermittlung von Preis- und Mengenpr�mien ist in sofern notwendig, als dass Marken sp�testens seit den 80er Jahren einen erheblichen Anteil am Wert eines Unternehmens ausmachen. Aus diesem Grund steht die Marke eines Produktes seitdem im Vordergrund unternehmensstrategischer �berlegungen, da sie einen wesentlichen Bestandteil f�r die Gewinnmaximierung und die Sicherung von Wettbewerbsvorteilen darstellt. Vor diesem Hintergrund stellt sich f�r das Marketing-Management eines Unternehmens die Frage nach den Bestimmungsfaktoren des Markenwerts, welcher den monet�ren Wert angibt, den ein Unternehmen oder eine Marke durch Investitionen in die Kommunikations- und Produktpolitik aufgebaut hat. Die Choice based Conjoint Analyse ist f�r die Bestimmung der Komponenten dieses Markenwerts ein geeignetes Instrument, da sie die Effekte produktpolitischer Planungen und Vorhaben in einem vollst�ndig kontrollierbaren Laborexperiment �berpr�fen kann. Die Interessenschwerpunkte bei der Nutzung der Choice based Conjoint Analyse liegen dabei auf der Bewertung neuer Produkte bzw. Konzepte, der Wettbewerbsanalyse, der Preisgestaltung, der Marktsegmentierung und der Repositionierung von Produkten.
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