Branding F R Alle Sinne Welche Rolle Spielen Die Sinnesorgane In Der Markenwahrnehmung
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Branding F R Alle Sinne Welche Rolle Spielen Die Sinnesorgane In Der Markenwahrnehmung
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Author : Simon Baumann
language : de
Publisher: GRIN Verlag
Release Date : 2011-04-05
Branding F R Alle Sinne Welche Rolle Spielen Die Sinnesorgane In Der Markenwahrnehmung written by Simon Baumann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-05 with Business & Economics categories.
Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule für Angewandte Wissenschaften Neu-Ulm; früher Fachhochschule Neu-Ulm , Sprache: Deutsch, Abstract: Einleitung: Das Marketing und die Kommunikation der Marke haben sich in der Vergangenheit hauptsächlich auf die Aspekte der Visualisierung beschränkt. Die Gründe, warum dies heute nicht mehr ausreichend ist, sind vielfältig. Verantwortlich dafür ist u. a., dass die Produkte immer austauschbarer werden, da die Produktqualität zur Selbstverständlichkeit wurde. Zudem führt eine wachsende Informationsüberlastung in den unterschiedlichsten Medien zu einer Reizüberflutung der Kunden. Es ist also wichtiger denn je, dem Konsumenten mit seiner Marke und seinem Produkt in Erinnerung zu bleiben. Nicht zuletzt führte eine hohe Sättigung der Märkte vom klassischen Produktwettbewerb zu einem ergänzenden Kommunikationswettbewerb. Die Aufgabe der Unternehmen hierbei ist es, die Aufmerksamkeit ihrer Zielkunden zu gewinnen und von diesen differenziert wahrgenommen zu werden. Aufgrund dieser Faktoren wird im Folgenden erarbeitet, welche Rolle die einzelnen Sinne in der Markenwahrnehmung spielen und ob es durch eine gezielte Ansprache der Sinne geschafft werden kann, im Gedächtnis des Konsumenten zu bleiben. Inhaltsverzeichnis: Abkürzungsverzeichnis Abbildungsverzeichnis 1. Branding für alle Sinne 1.1 Problemstellung und Zielsetzung 1.2 Einführung in die Wahrnehmun 2. Bedeutung der Marke im Marketing 2.1 Unterscheidung zwischen Marke, Produkt und Markenführung 2.2 Bedeutung und Funktionen der Marke für Konsumenten 2.3 Bedeutung und Funktionen der Marke für Unternehmen 3. Sensorische Wahrnehmung von Marken 3.1 Olfaktorische Wahrnehmung 3.2 Gustatorische Wahrnehmung 3.3 Akustische Wahrnehmung 3.3.1 Bedeutung der klingenden Marken 3.3.2 Anreicherung der Marke 3.4 Haptische Wahrnehmung 3.5 Visuelle Wahrnehmung 3.5.1 Funktionsweise des visuellen Systems 3.5.2 Die Wirkung von visuellen Reizen 3.6 Multisensorik im Marketing 4. Fazit Anhang Literaturverzeichnis Ehrenwörtliche Erklärung
Consumer Brand Relationships
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Author : Susan Fournier
language : en
Publisher: Routledge
Release Date : 2012-03-29
Consumer Brand Relationships written by Susan Fournier and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-29 with Business & Economics categories.
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Case Studies In The Neuropsychology Of Vision
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Author : Glyn W. Humphreys
language : en
Publisher: Psychology Press
Release Date : 2013-04-15
Case Studies In The Neuropsychology Of Vision written by Glyn W. Humphreys and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-15 with Psychology categories.
One important means to understanding normal cognitive functions is the study of the breakdown of these functions following brain damage. This book provides reviews of major case studies dealing with the breakdown of visual perception and recognition, including the disorders of motion vision, colour vision, perceptual integration, perceptual classification, recognition of particular categories of object, semantic access from vision (in optic aphasia), and recognition impairments with relative sparing of imagery. The cases are discussed in the light of studies that have followed since, and the chapters provide a context in which the contributions of the case studies can be evaluated.
Highways And Buyways
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Author : Russell W. Belk
language : en
Publisher:
Release Date : 1991
Highways And Buyways written by Russell W. Belk and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Education categories.
These are the Proceedings of the International Association for Consumer research conference.
Blindness And Brain Plasticity In Navigation And Object Perception
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Author : John J. Rieser
language : en
Publisher: Taylor & Francis
Release Date : 2008
Blindness And Brain Plasticity In Navigation And Object Perception written by John J. Rieser and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Education categories.
This book features chapters from cognitive and developmental psychologists, neurologists and neuroscientists, and rehabilitation specialists and educators. These groups do research in this area but generally do not collaborate. This book is an attempt to bring together the disparate threads of research into one volume.
Applying Music In Exercise And Sport
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Author : Karageorghis, Costas I.
language : en
Publisher: Human Kinetics
Release Date : 2016-08-03
Applying Music In Exercise And Sport written by Karageorghis, Costas I. and has been published by Human Kinetics this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-03 with Science categories.
Applying Music in Exercise and Sport combines contemporary research, evidence-based practice, and specific recommendations to help exercise and sport professionals, researchers, coaches, students, and enthusiasts use music to enhance physical activity enjoyment, motivation, and performance.
Experiential Marketing
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Author : Bernd H. Schmitt
language : en
Publisher: Simon and Schuster
Release Date : 2000-12-11
Experiential Marketing written by Bernd H. Schmitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-12-11 with Business & Economics categories.
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Building Great Customer Experiences
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Author : Colin Shaw
language : en
Publisher: Springer
Release Date : 2002-09-13
Building Great Customer Experiences written by Colin Shaw and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-09-13 with Business & Economics categories.
This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.
The Service Profit Chain
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Author : James L. Heskett
language : en
Publisher: Simon and Schuster
Release Date : 1997-04-10
The Service Profit Chain written by James L. Heskett and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-04-10 with Business & Economics categories.
In this pathbreaking book, world-renowned Harvard Business School service firm experts James L. Heskett, W. Earl Sasser, Jr. and Leonard A. Schlesinger reveal that leading companies stay on top by managing the service profit chain. Why are a select few service firms better at what they do -- year in and year out -- than their competitors? For most senior managers, the profusion of anecdotal "service excellence" books fails to address this key question. Based on five years of painstaking research, the authors show how managers at American Express, Southwest Airlines, Banc One, Waste Management, USAA, MBNA, Intuit, British Airways, Taco Bell, Fairfield Inns, Ritz-Carlton Hotel, and the Merry Maids subsidiary of ServiceMaster employ a quantifiable set of relationships that directly links profit and growth to not only customer loyalty and satisfaction, but to employee loyalty, satisfaction, and productivity. The strongest relationships the authors discovered are those between (1) profit and customer loyalty; (2) employee loyalty and customer loyalty; and (3) employee satisfaction and customer satisfaction. Moreover, these relationships are mutually reinforcing; that is, satisfied customers contribute to employee satisfaction and vice versa. Here, finally, is the foundation for a powerful strategic service vision, a model on which any manager can build more focused operations and marketing capabilities. For example, the authors demonstrate how, in Banc One's operating divisions, a direct relationship between customer loyalty measured by the "depth" of a relationship, the number of banking services a customer utilizes, and profitability led the bank to encourage existing customers to further extend the bank services they use. Taco Bell has found that their stores in the top quadrant of customer satisfaction ratings outperform their other stores on all measures. At American Express Travel Services, offices that ticket quickly and accurately are more profitable than those which don't. With hundreds of examples like these, the authors show how to manage the customer-employee "satisfaction mirror" and the customer value equation to achieve a "customer's eye view" of goods and services. They describe how companies in any service industry can (1) measure service profit chain relationships across operating units; (2) communicate the resulting self-appraisal; (3) develop a "balanced scorecard" of performance; (4) develop a recognitions and rewards system tied to established measures; (5) communicate results company-wide; (6) develop an internal "best practice" information exchange; and (7) improve overall service profit chain performance. What difference can service profit chain management make? A lot. Between 1986 and 1995, the common stock prices of the companies studied by the authors increased 147%, nearly twice as fast as the price of the stocks of their closest competitors. The proven success and high-yielding results from these high-achieving companies will make The Service Profit Chain required reading for senior, division, and business unit managers in all service companies, as well as for students of service management.
Marketing Theory
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Author : Pauline Maclaran
language : en
Publisher: SAGE Publications Limited
Release Date : 2008-01-18
Marketing Theory written by Pauline Maclaran and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-01-18 with Business & Economics categories.
Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.