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Preisbestimmung im Rahmen von Diffusionsmodellen by Bartknecht, Jasmin

Preisbestimmung im Rahmen von Diffusionsmodellen

by Jasmin Bartknecht
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Book cover type: Paperback
  • ISBN13: 9783640636099
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 30
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Konstanz, Sprache: Deutsch, Abstract: "Kleine Torte, statt vieler Worte" Mit diesem Werbespruch wurde das Yes-Torty berühmt. Dieses Törtchen war immer zur Stelle, wenn einmal ein Geburtstag vergessen wurde. Doch seit geraumer Zeit muss man zu kreativeren Geburtstagsgeschenken greifen, da es das Yes-Törtchen nicht mehr zu kaufen gibt. Wie es der Produktlebenszyklus vorausgesagt hat, war die Lebensdauer dieser Sü igkeit nur beschränkt. Doch Ausnahmen bestätigen die Regel! Coca Cola feiert dieses Jahr in Deutschland ihr 80 jähriges Bestehen und eine Sättigung der Gesellschaft ist noch lange nicht in Sicht. Doch woran liegt dieses Phänomen des langlebigen Erfrischungsgetränks? Hat möglicherweise die Marketingabteilung der Coca Cola Company eine Strategie entwickelt, mit der sie den Ausbreitungsprozess ihres Produktes bis in alle Ewigkeit ausdehnen können? Wenn ja, wie sieht das Entscheidungsmodell aus, dass eine solche optimale Strategie hervorbringt? Um zu sehen, wie sich der Ausbreitungsprozess eines Produktes verhält und welchen Einflüssen er unterworfen ist, werden sogenannte Diffusionsmodelle herangezogen. Auf Basis solcher Modelle ist es möglich zukünftige Absatzprognosen zu erstellen und Strategieempfehlungen beispielsweise im Bezug auf den Preis abzuleiten. Doch ist es wirklich möglich auf Grundlage dieser Modelle eine Strategie zu entwickeln, die in der Praxis angewendet werden kann? Im Rahmen dieser Hausarbeit soll zunächst auf die ursprüngliche Diffusionsforschung im Bereich der Wirtschaftswissenschaften eingegangen werden und den darauf aufbauenden Einflussfaktoren die den Ausbreitungsprozess bestimmen. Danach werden die Anwendungs-gebiete der Diffusionsmodelle aufgezeigt. Im Weiteren sollen die grundlegenden Modelle der Diffusionsforschung vorgestellt und darauf aufbauend ein Verfahren zur Absatzprognose beschrieben werden. Auf die Erweiterung

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