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Preisdifferenzierung und das Konsumentenverhalten im Omni-Channel-Handel. Handlungsempfehlungen für Unternehmen by Anonymous

Preisdifferenzierung und das Konsumentenverhalten im Omni-Channel-Handel. Handlungsempfehlungen für Unternehmen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346624796
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 112
  • Original Price: USD 67.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 155 grams
  • BISAC Subject(s): Marketing / General

Masterarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Philipps-Universität Marburg, Sprache: Deutsch, Abstract: Die Publikation setzt sich mit der Gestaltung des Preises in einem erfolgreichen Marketing-Mix auseinander. Das Management mehrerer Absatzkanäle nimmt einen Einfluss auf sämtliche Marketinginstrumente des Unternehmens. Die Produktentwicklung, die Distribution der Ware, als auch die Bewerbung des Produktes müssen unter anderem bei der Ausarbeitung einer Mehrkanal-Absatzstrategie, unter simultaner Betrachtung aller Kanäle, ausgearbeitet werden. Diese Masterarbeit untersucht, welche emotionalen und verhaltensbezogenen Kundenreaktionen durch verschiedene Formen der kanalspezifischen Preissetzung hervorgerufen werden können. Oftmals stehen die möglichen Kundenreaktionen in Relation zueinander und beeinflussen sich gegenseitig, weshalb in einem weiteren Schritt die Korrelation sowie der Zusammenhang zwischen den möglichen Konsumentenreaktionen herausgearbeitet wird. Dies soll zeigen, wie die Verbraucher verschiedene Formen der Preissetzung in Mehrkanalsystemen wahrnehmen, um die Forschungsfrage zu klären, welche Reaktionen eine kanalbasierte Preisdifferenzierung bei den Konsumenten hervorruft. In der Welt des Handels konnte innerhalb der letzten Jahrzehnte ein grundlegender Wandel verzeichnet werden. Die zunehmende Digitalisierung und die Entstehung von immer neuen Trends haben nachhaltig den Stand der Wirtschaft und des Handelns beeinflusst. Neue Absatzkanäle, veränderte Konsumentenansprüche und technologische Innovationen, welche digitale Geschäftsmodelle mit sich bringen, modifizieren die Interaktion zwischen Anbietern und Konsumenten langfristig. Diese Entwicklung stellt Unternehmen vor die Herausforderungen ihre Strategien und Taktiken an ein immer digitaler und dynamischer werdendes Marktumfeld anzupassen.

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