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Marketing-Mix Für Neuartige Gebrauchsgüter: Ein Simulationsmodell Zur Wirkungsanalyse Alternativer Preis-, Werbe- Und Lizenzstrategien by Helmut Schmalen

Marketing-Mix Für Neuartige Gebrauchsgüter: Ein Simulationsmodell Zur Wirkungsanalyse Alternativer Preis-, Werbe- Und Lizenzstrategien

by Helmut Schmalen
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Book cover type: Paperback
  • ISBN13: 9783409351744
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 237
  • Original Price: EUR 51.39
  • Language: German
  • Edition: 1979
  • Item Weight: 400 grams
  • BISAC Subject(s): Economics / General

Ober die Steuerung absatzpolitischer Instrumente uber mehrere Perioden werden in der Praxis wie in einem gror-.en Teil der absatzwirtschaftlichen Literatur einander wider- sprechende Meinungen geaur-.ert: Einfuhrungswerbung, Dauerwerbung und pulsierende Werbung, Preisbildung nach der Strategie des .. Absahnens" und der Bildung niedriger Einfuhrungspreise sind Beispiele dafur. Die Untersuchung der Konsequenzen so unter- schiedlicher Absatzpolitiken ist ein Ziel der vorliegenden Schrift. Sie wird auf der Grundlage eines Absatzmodells ermoglicht, das von der Schichtung der Kaufer in Innovatoren und Nachahmer ausgeht, die nicht nur in unterschiedlicher Weise auf ein neues Gebrauchsgut reagieren, sondern auch auf die seine Einfuhrung begleitenden Absatzpolitiken. Damit gelingt die Verbindung von Ansatzen aus der soziologisch orientierten 0 iffusionsforschung und der betriebswirtschaftl ichen Absatzforschung. Die Markteinfuhrung des neU8n Gutes wird dem Pionierunternehmer kein dauerhaftes Monopol sichern: zum Teil beeinflur-.t durch seine eigene Lizenzpolitik ist mit dem Auftreten von Konkurrenten zu rechnen. Durch diese Annahmen kann die Verbreitung einer Neuerung im Zeitablauf in Abhangigkeit von den einlelnen Alternativen der Absatz und Lizenzpol itiken von Pionier und Konkurrenten beschrieben werden. 0 ies eroffnet interessante, i m gesam ten Systemzusammenhang erst uberzeugend interpre- tierbare Zusammenhange zwischen diesen Politi ken und dem Erfolg der Unternehmen, die theoretisches und praktisches Interesse beanspruchen durfen.

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