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Besonderheiten des Dienstleistungsmarketings. Charakteristika und Systematisierung by Hartrumpf, Andy

Besonderheiten des Dienstleistungsmarketings. Charakteristika und Systematisierung

by Andy Hartrumpf , Lisa Staudigel
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Book cover type: Paperback
  • ISBN13: 9783668037090
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Nürnberg früher Fachhochschule (FOM), Veranstaltung: Marketingtrends & Forschung, Sprache: Deutsch, Abstract: Unter dem Begriff Marketing versteht die Mehrheit der Gesellschaft gewisserma en Verkaufen und Werbung. Gewiss ist diese Reaktion nicht sehr erstaunlich, da wir heutzutage permanent mit Werbespots im Fernsehen, Inseraten in Zeitungen, Posteinwürfen oder Online-Werbung konfrontiert werden. Jedoch geht es bei dem Gedanken an Marketing schon lange nicht mehr nur um die reine Absicht des Verkaufens. Vielmehr handelt es sich um ein Konzept zur Erfüllung von Kundenwünschen, präziser die Bedürfnisse von Kunden zu identifizieren, zu analysieren und darauf aufzubauen, um somit eine dauerhafte Beziehung zu Konsumenten zu schaffen. Marketing soll Produkte schaffen, die sich vielmehr auf der Basis hoher Kundenzufriedenheit selbst vermarkten. Gewöhnlich versteht man unter einem klassischen Markenartikel ein materielles Konsumgut, jedoch dominiert, unter dem Gesichtspunkt der immer mehr einflussnehmenden Entwicklung hin zu einer Dienstleistungsgesellschaft, eine dienstleistungsspezifische Markenpolitik. In den letzten Jahrzehnten hat der Dienstleistungssektor ökonomisch immer mehr an Bedeutung gewonnen, insbesondere anlässlich der wachsenden Wettbewerbsintensität und Sättigung auf den Märkten. Die Konzeption der Produktvermarktung vermag auf eine emotionale Bindung der Kunden ausgelegt sein, d.h. das Produkt für die Kunden erlebbar machen. Jedoch bringt speziell das Konzept des Dienstleistungsmarketings einige Barrieren mit sich, da gerade Dienstleistungen Besonderheiten bei der Vermarktung aufweisen. Denn wie soll ein Produkt im Sinne einer Dienstleistung erlebbar gemacht werden, wenn man es dem Kunden weder zeigen, noch er es anfassen kann. Genau dieser Frage soll in den folgenden Kapiteln auf den Grund

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