Attraktivität des Internetvertriebs von Apple Computern in Deutschland mit Blick auf Österreich und die Schweiz
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Inhaltsangabe: Gang der Untersuchung: Die Diplomarbeit gibt einen Überblick über die Faktoren, die den Internetmarkt in Deutschland kennzeichnen. Aufgrund aktueller Analysen (z. T. erst Anfang '99 veröffentlicht) wird die Internetnutzerschaft und die in Ihr enthaltenen Zielgruppen (nach dem GfK-Online-Monitor von Gruner +Jahr) qualitativ und quantitativ beschrieben. In einem weiterem Kapitel wird auf die juristischen Konsequenzen und Besonderheiten des Marketingmixes beim Internetvertrieb eingegangen. Anhand der Firma Apple Deutschland GmbH wird exemplarisch die Durchführung einer Konkurrenzanalyse vorgeführt in dem auch ein Schema zur Einordnung der Konkurrenz in Kommerzialisierungsgrade entwickelt wird. Der letzte Teil stellt die eigene Meinung des Autors und ein firmenspeziefisches Fazit dar. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Die Geschichte des Internet und Electronic-Commerce1 2.Das Internet als Marktplatz3 2.1Der Markt3 2.1.1Primär- und Sekundärmaterial4 2.2Die Nutzer6 2.2.1Der Profi9 2.2.2Der News-Freak10 2.2.3Der Praktiker11 2.2.4Der Gameboy11 2.2.5Der Klicker12 2.2.6Entwicklung der verschiedenen Nutzertypen12 2.2.7Kaufverhalten im Internet12 2.3Juristische Aspekte des Marktplatzes Internet14 2.3.1Realisierung des Verbraucherschutzes14 2.3.2AGBs15 2.3.3Haustür-Widerrufsgesetz16 2.3.4Preisangabenverordnung17 2.3.5Authentifizierung17 2.3.6Urheberrechte18 2.3.7Domains und Markenrecht19 2.3.8internationale Rechtsprobleme19 2.3.8.1Zölle19 2.3.8.2internationale Haftung19 2.3.9Vertragsschlüsse im Internet20 2.3.10Bezahlung im Internet20 2.4Das Marketingmix24 2.4.1Produktpolitik24 2.4.2Kontrahierungspolitik25 2.4.3Distribution26 2.4.4Kommunikationspolitik26 2.4.5.Einschub: Kundenbindung durch Internet-Communities28 2.4.6Controlling31 2.4.6.1Page Impressions (Seitenabrufe)- 31 2.4.6.2AdImpressions32 2.4.6.3Ad Clicks32 2.4.6.4Visits33 2.4.6.5Responsequote33 3.Wettbewerberanalyse34 3.1Definition des Begriffs Konkurrenz
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