Der Markt für mobile Telekommunikation und Implikationen für das Marketing der Netzbetreiber
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Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: AbbildungsverzeichnisIV AbkürzungsverzeichnisV 1.Einführung1 1.1Problemstellung1 1.2Einführung in den Themenbereich2 1.3Gang der Untersuchung5 2.Mobile Telekommunikation als Objekt des Marketing7 2.1Abgrenzung des Objektbereichs7 2.1.1Begriffstheoretische Grundlegung7 2.1.1.1Dienstleistung und Marketing7 2.1.1.2Mobile Telekommunikation9 2.1.2Mobile Telekommunikation als Dienstleistung10 2.2Typisierung des Objektbereichs12 2.2.1Gesamtmarktbetrachtung Telekommunikation12 2.2.2Einordnung des Teilmarktes mobile Telekommunikation12 2.3Mobile Telekommunikation als Kritisches-Masse-System16 2.4Übertragung der Dienstleistungsdimensionen auf mobile Telekommunikation20 3.Analyse des Aktionsrahmens der Netzbetreiber28 3.1Konzepte zur Strukturierung der Unternehmensumwelt28 3.2Ausgewählte Faktoren der globalen Umwelt31 3.2.1Sozio-kulturelle Faktoren31 3.2.2Technologische Faktoren32 3.2.3Ökologische Faktoren36 3.3Ausgewählte Faktoren der Aufgabenumwelt39 3.3.1Nachfrager39 3.3.1.1Bestimmungsfaktoren der Nachfrage nach mobiler Telekommunikation39 3.3.1.2Akzeptanz mobiler Telekommunikation und Prognose für zukünftige Entwicklungspfade42 3.3.1.3Die Segmentierung der Nachfrager46 3.3.2Wettbewerber48 3.3.2.1Strukturelle Betrachtung des wettbewerblichen Umfelds48 3.3.2.2Marktstrukturen und Wettbewerb im Markt für mobile Telekommunikation51 3.3.3Regulatory Groups52 3.3.3.1Gründe für die Liberalisierung und Deregulierung52 3.3.3.2Der zeitliche Ablauf und wesentliche Etappen der Liberalisierung54 3.4Zielsetzungen der Netzbetreiber58 4.Aktionsanalyse der Netzbetreiber60 4.1Akzentuierung ma geblicher Implikationen für den Instrumenteneinsatz60 4.2Leistungspolitik62 4.2.1Aufgaben und Ziele62 4.2.2Leistungspolitische Handlungsalternativen62 4.2.2.1Leistungskomponenten mobiler Telekommunikation62 4.2.2.2Markierungspolitischer Handlungsrahmen65 4.2.3Leistungsspezifische Determinanten der Diffusion m
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