Neuropricing. Optimale Preisgestaltung mithilfe neurowissenschaftlicher Erkenntnisse: Relevanz für die Gewinnmaximierung in kommerziellen Unternehmen
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Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Europäische Fachhochschule Brühl, Sprache: Deutsch, Abstract: Die Hausarbeit befasst sich mit dem aktuellen Trendthema "Neuropricing". Ziel dabei ist, herauszufinden, wie die optimale Preisbildung aus neurowissenschaftlicher Sicht zustande kommt. Der entscheidende Bestimmungsfaktor, das menschliche Gehirn, wird in die Preisforschung und -findung einbezogen. Neben den jüngsten neurowissenschaftlichen Erkenntnissen ist es von hoher Bedeutung, herauszufinden, ob der Einsatz von Neuropricing tatsächlich zur Gewinnsteigerung beitragen kann und ob dessen Implikation in die Unternehmenspraxis durchzusetzen und zu befürworten ist. Das wissenschaftliche Praxisprojekt widmet sich den Preisen von Waren und Dienstleistungen aus neurowissenschaftlicher Sicht. Es liegt die Vermutung nahe, dass das Wissen über preisbestimmte Prozesse im Kopf des Konsumenten in Zukunft einen Wettbewerbsvorteil für Unternehmen schaffen wird. Somit findet es bereits auf Anbieterseite ein Umdenken zugunsten eines höheren Preisbewusstseins statt. Die Hirnforschung hat in den letzten Jahren den Schwerpunkt Neurowissenschaften enorm ausgebaut. So wurden bahnbrechende Technologien entwickelt und eingesetzt, die das menschliche Gehirn in 3D-Modell hochaufgelöst darstellen. Mit Einblicken in das menschliche Gehirn kann man die Gedanken- und Gefühlswelt der Konsumenten besser nachvollziehen als mit der klassischen Marktforschung. Damit wendet sich auch das Pricing den Methoden der modernen Hirnforschung zu. Das Pricing beschäftigt sich mit der Aufgabe, den richtigen Preis zu finden. Als richtigen Preis bezeichnet Kai-Markus Müller, der Autor des Buches "Neuropricing", als "der Preis, der zum Produkt passt, der in den Markt passt, der den höchsten Gewinn verspricht und - ganz besonders wichtig - ein Preis, den Kunden auch gern bezahlen."Das Neuropricing umfasst vielseitige Gebiete von Ermittlung der Zah
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