Messen als Plattform mit "Entertainment-Charakter" - Analyse und kritische Würdigung der CeBIT 2008
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Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Gottfried Wilhelm Leibniz Universität Hannover (Marketing & Management), Veranstaltung: Strategisches Marketing, Sprache: Deutsch, Abstract: Die veränderten Bedingungen in der heutigen wesentlich dynamischeren Umwelt wirken im Zuge von Globalisierung und Internationalisierung auf Unternehmungen zunehmend ein. Die daraus resultierende Sättigung der Märkte, Homogenität der Produkte auf dem Weltmarkt sowie der beschleunigte technologische Fortschritt erhöhen den Wettbewerbsdruck für das einzelne Unternehmen immens. Trotz dieser wachsenden Anforderungen darf die Zielsetzung einer ganzheitlichen und langfristigen Kundenorientierung nicht aus dem Betrachtungsfokus rücken. Diese Gründe haben dazu geführt, dass sich Unternehmen bei der strategischen Ausrichtung des Marketing-Mix verstärkt auf die Kommunikationspolitik stützen. Unter den bereits fokussierten Gesichtspunkten, besonders der lang andauernden Kundenbindung, ist allerdings nicht zu verkennen, dass die heutige mediale Vielfalt sowie unüberschaubare Variationen von Kommunikationsinstrumenten die Sinne des Konsumenten geradezu überfluten. Aus dieser Reizüberflutung entsteht bei vielen Konsumenten ein generell ablehnendes Verhalten gegenüber Werbung. Hiermit gestaltet es sich für Unternehmungen deutlich schwieriger den Kunden vom vorhandenen Leistungsangebot und der Unternehmung selbst nachhaltig zu überzeugen. Anzustreben ist deshalb ein individualisierter Kommunikationsauftritt mit Hilfe hervorstechender kommunikationspolitischer Instrumente um die erfolgsnotwendige Aufmerksamkeit der Konsumenten zu erlangen statt in der Anonymität der Werbemengen zu versinken. Messen bilden in diesem Kontext eine besonders relevante Form der Umsetzung von Marketingaktivitäten. Die Eigenheit der höchstmöglichen Ballung von Angebot und Nachfrage in kurzer Zeit und vor allem auf überschaubarem Raum ermöglichen hierbei ein
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