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Möglichkeiten zur Bewertung der Marketingproduktivität by Ziemann, Andree

Möglichkeiten zur Bewertung der Marketingproduktivität

by Andree Ziemann
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Book cover type: Paperback
  • ISBN13: 9783638811743
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 26
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule Bremen, Veranstaltung: Handelsmanagement, Sprache: Deutsch, Abstract: Der Wurm muss dem Fisch schmecken - nicht dem Angler, aber man sollte nicht vergessen, dass der Angler zum Schluss auch gl�cklich mit seinem Fang sein sollte. Heutzutage sind die Einsparpotentiale in vielen Bereichen der Unternehmen nahezu ausgereizt. Je mehr der Absatzbereich zum zentralen Engpass der Unternehmenst�tigkeit wird, desto mehr wird das Marketing zur zentralen Handlungsmaxime. Aus diesem Grund mehren sich die Modelle zur Erfolgsmessung der Marketingma nahmen, da diese einen erheblichen Teil der Gesamtkosten einer Unternehmung darstellen. In manchen Branchen liegen die Ausgaben bei 75%.1 Es gibt empirische Ergebnisse, die besagen, dass nicht einmal 20% der Sales Promotions erfolgreich sind. Laut der Harvard Business School wuchsen die Werbeausgaben von 1992 bis 2003 um 50%, erh�hten aber lediglich in der H�lfte der F�lle den Umsatz. 2 Vorliegende Modelle weisen jedoch Beschr�nkungen auf, da sich der Erfolg einer Marketingkampagne nur bedingt messen l�sst. Nat�rlich gibt es Messzahlen, wie z.B. Umsatz, Absatz, Marktanteil, etc. Allerdings ist nach modernen Ans�tzen der so genannte "Share of Soul", also die Summe aller Eindr�cke oder der subjektive Wert, den ein Verbraucher einer Marke zuschreibt, der Treiber f�r Marktanteil und Umsatz. Das heutige Marketing wird mit sich st�ndig �ndernden Marktbedingungen konfrontiert, die eben diese verhaltenswissenschaftlichen Einflussgr� en zu einem immer kritischeren Faktor f�r den Erfolg machen. In der Folge nehmen Ma nahmen des Marketings, die eine Investition in diese Wahrnehmungswerte darstellen, zu und erschweren so die Bewertung der Marketingproduktivit�t. Folglich berechnen Unternehmen ihr Marketingbudget falsch, da sie den optimalen Mitteleinsatz aufgrund der Intransparenz nicht korrekt ermitteln k�nnen. Der vorliegende Beitrag

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