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Investmentfondsmarketing by Scigala, Tobias

Investmentfondsmarketing

by Tobias Scigala
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Book cover type: Paperback
  • ISBN13: 9783838644172
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 64
  • Original Price: USD 79.9
  • Language: German
  • Edition: N/A
  • Item Weight: 96 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Gang der Untersuchung: Die Arbeit führt in die aktuelle Situation des deutschen Investmentmarktes ein und erläutert den geschichtlichen Hintergrund. Ziel ist es, die Besonderheiten und die Notwendigkeit eines Marketings für Investmentfonds zu verdeutlichen. Das einführende Kapitel 2 betrachtet den deutschen Markt für Investmentfonds. In Kapitel 3 wird das Umfeld der Fondsgesellschaften in Deutschland erläutert. Kapitel 4 und 5 stellen Besonderheiten beim Investmentfondsmarketing im Rahmen der klassischen Marketing-Instrumente heraus und beschreiben Marketingstrategien anhand von Fallstudien. Die Schlussbemerkung fasst die Ergebnisse zusammen und bietet einen Ausblick auf mögliche Entwicklungen. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 1.1Ziel und Aufbau der Arbeit1 1.2Erläuterung des Untersuchungsgegenstandes2 1.3Prinzip und Vielfalt von Investmentfonds2 2.Die deutsche Investmentbranche3 2.1Der Markt3 2.1.1Entwicklung im Zeitverlauf4 2.1.2Internationaler Vergleich6 2.1.3Das Geldvermögen der Deutschen7 2.1.4Einflussfaktor Erbschaften8 2.1.5Einflussfaktor Altersvorsorge8 3.Das Umfeld der Fondsgesellschaften10 3.1Der Kunde10 3.1.1Entwicklungen der Gesellschaft in Deutschland10 3.1.2Problemstellung12 3.1.3Käuferverhalten12 3.1.3.1Aktienkultur13 3.1.3.2Die Sparmotivation14 3.1.3.3Wertkette des Kunden14 3.1.3.4Kaufkriterien15 3.1.4Marktsegmentierung15 3.2Die Fondsgesellschaften17 3.2.1Wertkette17 3.2.2Wettbewerbsanalyse18 3.3Werbung der Investmentbranche in Deutschland19 3.4Rechtlicher Rahmen20 4.Der Marketing-Mix für Fondsgesellschaften22 4.1Produktpolitik23 4.1.1Produktentwicklung26 4.1.2Neue Fondsgattungen26 4.1.2.1Geldmarktfonds26 4.1.2.2Dachfonds27 4.1.2.3Altersvorsorge-Sondervervögen-Fonds (AS-Fonds)28 4.1.3Neuauflage von Fonds29 4.2Kommunikationspolitik30 4.2.1Werbung31 4.2.2Verkaufsförderung32 4.2.3Öffentlichkeitsarbeit32 4.2.4Die Rolle der Marke33 4.3Distributionspolitik34 4.3.1Indirekte Vertriebswege34 4.3.2Direkte Vertriebswege35 4.

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