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Virtueller Marketing-Mix by Frank Gwosdz, Thomas Dobbelstein

Virtueller Marketing-Mix

by Frank Gwosdz , Thomas Dobbelstein
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Book cover type: Paperback
  • ISBN13: 9786209727696
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 136
  • Original Price: GBP 66.03
  • Language: German
  • Edition: N/A
  • Item Weight: 191 grams
  • BISAC Subject(s): Marketing / General

Die prim�re Forschungsfrage lautet, wie das Marketing f�r virtuelle G�ter in F2P-Spielen funktioniert und wie das Marketing die bisherigen Kaufentscheidungen und die zuk�nftige Kaufabsicht der Verbraucher beeinflusst. Insbesondere wird diskutiert, ob ein traditionelles Modell wie der Marketing-Mix (4Ps) geeignet und eher effektiv ist, um das Angebot der Spieleanbieter f�r die Spieler zu gestalten. Zu diesem Zweck untersucht diese Studie sowohl die Perspektive der Produzenten hinsichtlich der Sichtweise der Entwicklungsstudios auf das Marketing virtueller G�ter als auch die Perspektive der Verbraucher hinsichtlich der Wahrnehmung der Spieler gegen�ber dem angewandten Marketing-Mix f�r virtuelle G�ter. Dazu wurden zwei empirische Ans�tze gew�hlt: (1) Explorative, qualitative Interviews mit elf deutschen F2P-Spieleexperten, um die Perspektive der Produzenten zu erfassen, und (2) eine quantitative Querschnitts-Online-Umfrage zur Erhebung von Daten zu demografischen Merkmalen, F2P-Pr�ferenzen und der Wahrnehmung der Marketing-Mix-Komponenten, wobei eine Stichprobe von �ber 400 Verbrauchern virtueller G�ter herangezogen wurde.

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