Funktionen und Ziele der Kommunikationspolitik und die Bedeutung von Kultur
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Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 1,7, Hochschule Heilbronn Technik Wirtschaft Informatik (Campus Schw bisch Hall), Sprache: Deutsch, Abstract: Ich besch ftige mich im Rahmen dieser Seminararbeit daher mit der Kommunikationspolitik (auch Marketingkommunikation genannt) - arbeite ihre Funktionen und Ziele heraus und erl utere zum Abschluss die Bedeutung der Kultur innerhalb der Marketingkommunikation. "Die einzige M glichkeit, Menschen zu motivieren, ist die Kommunikation". Dieses, aus unbekannter Quelle stammende und auf den ersten Blick einleuchtende Zitat verdeutlicht sehr gut, welch eine wichtige Rolle die Kommunikation spielt. Vor allem als Unternehmen ist es daher von gro er Bedeutung, sich mit dem Thema Kommunikation ausgiebig zu befassen. Nicht nur auf dem nationalen Markt ist die Kommunikationspolitik wichtig. Gerade im internationalen Marketing kommt der Kommunikation eine gro e Bedeutung zu. Allgemein stellt sich bei jedem der vier Teile des Marketing-Mix die Frage, wie man einen maximalen Nutzen mit m glichst geringem Kapitalaufwand erzielen kann. Hier kommt zum Beispiel oft die Frage auf, in wie weit man die Werbung international standardisieren sollte. Einerseits bringt eine hohe Standardisierung ein erhebliches Kostensenkungspotential mit sich, jedoch zeigt sich durch viele Negativerfahrung, dass dies oft reizvoller erscheint als es letztendlich ist. Ein Unternehmen, das sich mit diesem Thema besch ftigt, muss sich also weitl ufiges Wissen ber die betreffende Kultur aneignen. Ansonsten wird es wom glich mit einer zu hohen Distanz zu den Zielgruppen konfrontiert, was aus nicht erfolgreich standardisierter Werbung resultiert und hohe Opportunit tskosten zur Folge hat.
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