Auslösung von Impulskäufen als Marketing(zwischen)ziel
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Inhaltsangabe: Gang der Untersuchung: In der vorliegenden Arbeit geht es um das Konzept und die theoretische Fundierung des Impulskaufs, seine Bedeutung innerhalb der Marketing-Ziele eines Unternehmens sowie die Möglichkeiten, Impulskäufe mittels des Marketing-Instrumentariums zu stimulieren. Zunächst wird über die Konsumentenverhaltenstheorie sowie die Erkenntnisse hinsichtlich der verschiedenen Kaufentscheidungsprozesse an das Thema herangeführt und dabei das psychologische Umfeld des Impulskaufs beleuchtet. Insbesondere wird der Impulskauf von extensiven, limitierten sowie habitualisierten Kaufentscheidungen abgegrenzt und im sich daran anschlie enden Unterabschnitt definiert, wobei auf das unterschiedliche Impulskaufverständnis speziell in der US-amerikanischen gegenüber der deutschen Literatur sowie den immer noch mangelnden Forschungsstand bezüglich dieses Kauftyps eingegangen wird. Der dritte Abschnitt beschäftigt sich mit der Einordnung des Impulskaufs in die Marketing-Zielhierarchie sowie mit der Frage inwieweit das Impulskaufkonzept als Marketing- bzw. Marketingzwischenziel geeignet ist, den Unternehmensoberzielen zu dienen. Hierbei wird in eine Handelssicht sowie eine (Konsumgüter-) Herstellersicht getrennt, um der unterschiedlichen strategischen und operativen Ausrichtungen zwischen Handel und Hersteller Rechnung zu tragen. Der vierte, den Kern der Arbeit darstellende Abschnitt widmet sich intensiv dem Einsatz des Marketing-Instrumentariums bezüglich seines Potentials, Impulskäufe stimulieren zu können. Die im Rahmen der Einzelbetrachtung der Produkt-, Preis-, Distributions- und Kommunikationspolitik gewonnenen Erkenntnisse werden anschlie end in eine Marketingmix-Empfehlung überführt, anhand derer eine bestmögliche Ausrichtung des Produktportfolios an impulsiv und spontan kaufende Verbraucher möglich erscheint. Die Betrachtung erfolgt dabei getrennt in reine Impulsprodukte sowie in andere Produktkategorien, deren Absatz man nichts-destotrotz über d
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