Point-of-Sale-Marketing. Impulsives Kaufverhalten
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Zwischenprüfungsarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Wie kann gezielt gesteuertes Point-of-Sale-Marketing dazu beitragen, einen Impulskauf auszulösen? Dieser Frage soll im Folgenden nachgegangen werden. In einer Zeit der Konjunkturschwäche mit hoher Arbeitslosigkeit und sinkenden Gehältern jedoch gleichzeitig steigenden Ausgaben geht die Konsumbereitschaft der Verbraucher stetig zurück. Es wird mehr und mehr gespart. Hinzu kommt, dass sich eine zunehmende Preissensibilität entwickelt hat. Aus diesen Gründen wird die Förderung der Impulskäufe immer bedeutsamer. Mittlerweile erfolgt fast die Hälfte aller Kaufentscheidungen ungeplant, wovon noch einmal 20% als Impulskäufe gerechnet werden können. Da über 70% der Kaufentscheidungen am Point of Sale (POS) gefällt werden, hat das POS-Marketing einen hohen Stellenwert für die Vermarktung von Produkten. Auch die Budgets der Unternehmen fallen trotz rückläufiger Werbeausgaben zunehmend zugunsten des Point-of-Sale-Marketings aus. Dabei sind die Anforderungen an dieses, die Werbema nahmen auf die Bedürfnisse des Verbrauchers auszurichten und ihn durch gezielt eingesetzte Werbemittel am Point of Sale zum Kauf zu animieren. Im Folgenden sollen neben einer Abgrenzung des Impulskaufs zunächst die Prozesse der einzelnen Kaufentscheidungen betrachtet werden, bevor anschlie end der psychologische Hintergrund mit den internen Bestimmungsfaktoren untersucht wird. Weiterhin erfolgt ein Überblick über die Bedeutung des POS-Marketings und dessen Faktoren. Diese werden anhand der Instrumente des Marketing Mixes beschrieben und eingeordnet. Im nächsten Schritt werden die bedeutsamsten Wirkungsmodelle des Marketings kurz erläutert und deren Bedeutung für den Impulskauf herausgestellt. Anhand eines Praxisbeispiels wird zuletzt die verwendete POS-Strategie zur Vermarktung einer DVD beschrieb
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