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Aktivierung bei Dienstleistungen by Sommerfeld, Manuel

Aktivierung bei Dienstleistungen

by Manuel Sommerfeld
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Book cover type: Paperback
  • ISBN13: 9783640288403
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Schmalkalden, ehem. Fachhochschule Schmalkalden, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: In dieser Arbeit wird untersucht wie es einem Dienstleistungsunternehmen gelingt potentielle Kunden zu aktivieren und die Aufmerksamkeit der möglichen Kunden auf sich zu ziehen. Hierdurch soll die Wahrscheinlichkeit gesteigert werden, dass der mögliche zum tatsächlichen Kunden wird. Des Weiteren wird veranschaulicht wie Individuen Informationen aufnehmen und welche Rolle die Aktivierung dabei spielt. Im ersten theoretischen Teil wird der Ausgangspunkt der psychischen Erklärungskonstrukte des Konsumentenverhaltens, die Aktivierung, erläutert. Neben den theoretischen Grund-lagen aus der Psychologie und Neurophysiologie werden auch die verschieden Arten der Aktivierung in diesem Kapitel erörtert. Zudem wird der Kaufentscheidungsprozess und die Informationsaufnahme im Hinblick auf die Aktivierung näher untersucht. Anschlie end wird dargestellt was Dienstleistungen sind, welche Besonderheiten bei ihnen auftreten und wie die Dienstleistungserstellung vonstatten geht. Im Hauptteil wird au erdem gezeigt wie sich die Besonderheiten der Dienstleistungen auf die Aktivierung auswirken. Was muss der Dienstleistungsanbieter beachten? Welche Werbereize kann er einsetzen und wie gelingt es ihm die Aufmerksamkeit des Kunden so zu lenken, dass dieser speziell sein Leistungsangebot nutzen möchte? Ebenso werden die Dienstleistungsbesonderheiten im Hinblick auf die Aktivierung bei der Informationsaufnahme betrachtet.

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