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Gestaltungsformen und Auswirkungen von Preisgarantien by Braun, Thomas

Gestaltungsformen und Auswirkungen von Preisgarantien

by Thomas Braun
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Book cover type: Paperback
  • ISBN13: 9783640890613
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 52
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 82 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Friedrich-Alexander-Universit�t Erlangen-N�rnberg, Veranstaltung: Marketing-Seminar, Sprache: Deutsch, Abstract: Der Lebensmittelh�ndler Rewe wirbt mit dem Slogan "Keiner ist billiger" und auf der Website des Elektronikmarktes Media Markt der Metro AG ist zu lesen: "Ihr Vorteil ist unser Versprechen! Sollten Sie innerhalb von 14 Tagen ein bei uns gekauftes Produkt g�nstiger sehen, erstatten wir Ihnen den Differenzbetrag oder nehmen das Ger�t zur�ck." Solche Versprechen sind gegenw�rtig sehr gel�ufig, um ein Image eines preisg�nstigen H�ndlers zu generieren. Eine g�nstige Preisbeurteilung und ein niedriges Preisimage spielen angesichts besserer Bezugs- und Vergleichsm�glichkeiten der Konsumenten mithilfe des Internets und des globalen Wettbewerbs eine entscheidende Rolle, um sich gegen�ber der Konkurrenz durchzusetzen. Jedoch ist es mitunter sehr kostenintensiv ein g�nstiges Preisimage herzustellen und wird zudem von den Konsumenten nicht immer registriert. Somit ist es n�tig, Ausschreibungen von niedrigen Preisen glaubhaft zu unterst�tzen. Ein hierzu geeignetes Mittel k�nnen Preisgarantien sein, bei denen H�ndler den Kunden versprechen, den g�nstigsten Preis f�r ein Produkt anzubieten. Findet der Kunde das gleiche Produkt zu einem g�nstigeren Preis in einem anderen Gesch�ft, wird der Differenzbetrag erstattet, kostenlose R�ckgabe gew�hrt oder sogar der gefundene Preis nochmals unterboten. In der vorliegenden Arbeit werden verschiedene Gestaltungsm�glichkeiten solcher Garantien differenziert und m�gliche Auswirkungen auf Konsumenten dargestellt. AUFBAU DER ARBEIT Nach grundlegenden Erkl�rungen zur Einordnung von Preisgarantien (PGs) in das Feld der Preispolitik und zur Verbindung mit dem Ansatz des Behaivioral Pricings, werden die in der Forschung mit PGs in Verbindung gebrachten Theorien verdeutlicht (Kap. 2). Kap. 3 hat verschiedene Gestaltungsformen von PGs

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