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Konzepttests in der Produktentwicklung by Wehner, Christian

Konzepttests in der Produktentwicklung

by Christian Wehner
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Book cover type: Paperback
  • ISBN13: 9783638873024
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universit�t Bayreuth, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Damit Unternehmen langfristig am Markt bestehen k�nnen, m�ssen sie versuchen, bestm�glich auf die Bed�rfnisse ihrer Zielgruppen einzugehen, um sich langfristig einen komparativen Konkurrenzvorteil gegen�ber anderen Unternehmen sichern zu k�nnen. Der immer gr� er werdende Konkurrenzdruck aufgrund ges�ttigter M�rkte einerseits und die immer k�rzer werdenden Produktlebenszyklen andererseits machen es notwendig, st�ndig neue Produkte zu entwickeln und einzuf�hren. Im Rahmen der Produktpolitik gilt es somit, sich den neuen Umweltbedingungen anzupassen und eine zielgruppen-orientierte Produktentwicklung voranzutreiben. Aus diesem Grund m�ssen die F&E-T�tigkeiten der Unternehmen stark auf die Bed�rfnisse der Konsumenten ausgerichtet werden. Durch immer weiter steigende Qualit�tsanspr�che der Konsumenten und der damit oftmals verbundenen h�heren Komplexit�t der Produkte, sehen sich die Unternehmen zunehmend ansteigenden Entwicklungskosten gegen�ber. Diese machen es notwendig, dass Misserfolge fr�hzeitig erkannt und abgewendet und Fehlentwicklungen korrigiert werden. Hierzu bedienen sich die Unternehmen sog. Konzepttests. Diese beinhalten Verfahren der Ideenauswahl und -bewertung, die eine fr�hzeitige Einbindung der Verbraucher in den Entscheidungsprozess erm�glichen. Sie erfreuen sich einer wachsenden Beliebtheit, da sich mit ihnen vor der kostenintensiven Erstellung eines Prototyps die Erfolgsaussichten einer Innovation und gleichzeitig neue Erkenntnisse �ber Konsumentenpr�ferenzen ableiten lassen. Daher erscheint eine n�here Betrachtung von ihnen lohnend, was Ziel dieser Arbeit ist. Es werden hierzu unterschiedliche Konzepttests in der Produktentwicklung hinsichtlich ihrer Anwendung und Informationsgewinnung er�rtert. Nach der Definition des Begriffs und der Darstellung der allgemeinen Vorge

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