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Einfluss von Kundenbindung auf Mundwerbung by Stegmann, Markus

Einfluss von Kundenbindung auf Mundwerbung

by Markus Stegmann
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Book cover type: Paperback
  • ISBN13: 9783640571048
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Bauhaus-Universit�t Weimar, Veranstaltung: Customer Relationshop Management (CRM), Sprache: Deutsch, Abstract: Tagt�glich treffen wir Kaufentscheidungen mit denen wir zufrieden oder unzufrieden sind. Und ebenfalls jeden Tag berichten wir Freunden, Arbeitskollegen oder Familienmitgliedern von unserem Konsum und den damit einher gegangenen Erfahrungen. Wir empfehlen ein Produkt welches auch einem Freund gefallen k�nnte, loben den Service eines H�ndler, monieren Unzuverl�ssigkeit oder Fehlerhaftigkeit und befinden uns damit, ohne uns dessen bewusst zu sein, bereits im Konstrukt der Mundwerbung. Der us-amerikanische Durchschnitt beispielsweise spricht 56 mal in der Woche �ber Marken. Knapp 50% dieser Konversationen beziehen sich auf Themen, die durch klassische Marketing- und PR-Instrumente initiiert wurden. Um auch die andere H�lfte zu erreichen investierte die Industrie 2006 981 Millionen US-Dollar und damit knapp 36% mehr als noch im Jahr zuvor, womit laut einer Studie des Marktforschungsunternehmens PQ Media der Bereich des Marketing der sich mit Word-of-Mouth (WOM) besch�ftigt zu den am schnellsten Wachsenden der Werbe-und Marketingsegmente geh�rt. In dieser Arbeit sollen zun�chst Variablen untersucht werden, welche einen nachgewiesenen Effekt auf die Mundwerbung aus�ben. In einem n�chsten Schritt werden anhand der gewonnenen Erkenntnisse m�gliche Effekte der Kundenbindung auf die Mundwerbung diskutiert und beleuchtet.

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