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"Einfach mal was anderes wollen! Ein Marketingratgeber zum Umgang mit Variety Seeking im Konsumentenverhalten by Dölle, Annika

"Einfach mal was anderes wollen! Ein Marketingratgeber zum Umgang mit Variety Seeking im Konsumentenverhalten

by Annika Dölle
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Book cover type: Paperback
  • ISBN13: 9783959345309
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 116
  • Original Price: GBP 43.99
  • Language: German
  • Edition: N/A
  • Item Weight: 214 grams
  • BISAC Subject(s): Marketing / General

"Einfach mal was anderes wollen!" - Dieses Abwechslungsbedürfnis hat gro en Einfluss auf das Verhalten einiger Konsumenten. Denn, um dieses Bedürfnis zu befriedigen, vollziehen auch zufriedene Konsumenten einen Produkt- und/oder Markenwechsel. Dieses Verhalten wird als "Variety Seeking" bezeichnet. Das Phänomen kann den Übergang von Kundenzufriedenheit zu Kundenbindung unterbrechen. Die Zufriedenheit der Konsumenten ist also im Fall von Variety Seekern eine notwendige, aber keine hinreichende Bedingung für Kundenbindung. Nur wie kann ein Unternehmen dennoch Variety Seeker binden? Durch die Befriedigung ihres Abwechslungsbedürfnisses! Die aktuelle Literatur zu dieser Thematik fungiert jedoch nicht als praxisnaher Marketingratgeber. Hier liegt ein gro es Versäumnis, denn gerade der negative Zusammenhang zwischen Variety Seeking und der Kundenbindung ist von höchster Relevanz für den Unternehmenserfolg. Das Buch ist ein erster Schritt, um dieses Versäumnis zu reduzieren. Es schlägt eine Brücke zwischen den bisherigen theoretischen Implikationen und einer praktischen Umsetzung. Dies wird durch eine detaillierte Produkt und- Zielgruppenanalyse und vor allem durch die ausführliche Überprüfung von stimulierenden Marketingma nahmen gewährleistet. Die Überprüfung wird an den erfolgreichen Vorgehensweisen der Marken "Jägermeister" und "AXE" verdeutlicht. Das Ende des Buches besteht aus einem differenzierten Erkenntniszuwachs, der explizit die Sichtweise von Marketingabteilungen berücksichtigt.

Annika Dölle, B.A., wurde 1991 in Coesfeld geboren. Ihr Bachelorstudium im Studiengang Kommunikationsmanagement an der Hochschule Osnabrück schloss die Autorin im Jahre 2013 mit dem akademischen Grad Bachelor of Arts erfolgreich ab. Bereits während des Studiums sammelte die Autorin praktische Erfahrungen in den Bereichen Marketing und Öffentlichkeitsarbeit. Fasziniert vom Bereich der Marktforschung begann sie 2013 ihr Masterstudium im Bereich Markt- und Medienforschung an der Fachhochschule Köln, das sie voraussichtlich im Sommer 2015 abschließen wird.

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