Die Gestaltung einer erfolgreichen Neukundenakquise. Eine Erarbeitung psychologischer Ansätze auf Basis eines Fallbeispiels
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Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Unternehmensgründung, Start-ups, Businesspläne, Note: 2,0, Hochschule der Wirtschaft für Management, Sprache: Deutsch, Abstract: Als Grundlage für diese Arbeit dient ein fiktives Fallbeispiel, in dem Linda sich zusammen mit fünf Freundinnen selbstständig macht, um ein Unternehmen in Form einer Werbeagentur zu gründen. Im Rahmen dieser Seminararbeit soll eine ökonomische Herausforderung zunächst identifiziert und dann gezielt durch die Erarbeitung psychologischer Theorien gelöst werden. Als ökonomische Herausforderung wurde insbesondere die Neukundenakquise erkannt, auf die sich im Rahmen dieser Arbeit fokussiert wird. Die Bedürfnistheorie nach Maslow ist durch eine hierarchische Anordnung der Bedürfnisse gekennzeichnet, deren Erfüllung erst durch das Erreichen der jeweils darunterliegenden Stufe ermöglicht wird. Durch den Einsatz dieser Theorie kann ein leichter und kostengünstiger Einstieg in die Analyse der Motivation potenzieller Kunden gelingen. Das Elaboration-Likelihood-Modell stellt eine Theorie zur Informationsverarbeitung dar, durch deren Beeinflussung hinsichtlich der Informationstiefe und der Art der Verarbeitung eine Einstellungsänderung erzielt werden kann. Die Ergebnisse dieser Arbeit zeigen, dass sowohl der Einsatz der Bedürfnispyramide als auch der Einsatz des Elaboration-Likelihood-Modells Linda bei einer zielgerichteten und effizienten Kundenakquise unterstützen können. Indem Linda gezielt die Motive potenzieller Kunden anspricht und eine direkte persönliche Relevanz zur Kognition über den zentralen Weg der Verarbeitung entwickelt, erhöht sie die Chancen auf eine Neukundengewinnung durch eine gesteigerte Werbewirkung.
• Author(s): Clear | James • Publisher: Penguin • Publisher Imprint: Penguin Random House • Subject: General Books
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Rich Dad Poor Dad: What the Rich Teach Their Kids about Money That the Poor and Middle Class Do Not!
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