Kommunikationsmix Ausgerichtet Auf Die Zielgruppe Generation X
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Kommunikationsmix Ausgerichtet Auf Die Zielgruppe Generation X
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Author : Frank Schuler
language : de
Publisher: diplom.de
Release Date : 1999-03-31
Kommunikationsmix Ausgerichtet Auf Die Zielgruppe Generation X written by Frank Schuler and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-03-31 with Business & Economics categories.
Inhaltsangabe:Einleitung: Die Deutschen zählen zu den eifrigsten Biertrinkern rund um den Globus. Trotzdem ist der deutsche Biermarkt rückläufig - zugegeben auf einem hohen Niveau. Gründe dafür sind die verminderte Kaufkraft und die im Wandel befindlichen Trinkgewohnheiten Besonders die Konsumeinstellung der jüngeren Verbraucher hat sich nachteilig gegenüber dem Bier geändert. Die deutschen Brauer müssen sich schon einiges einfallen lassen, um durch neue Produkte neue Kundengruppen zu erreichen. Innovationen sind gefragt, um gerade bei den jüngeren, probierfreudigen Verbrauchern Marktanteile zu gewinnen. Durch die Änderung des Biersteuergesetzes 1993 ist das in der Gastronomie schon zur Tradition gewordenen Mischen von Bier mit Erfrischungsgetränken nun auch für die Herstellerbetriebe erlaubt Diese Gesetzesänderung war Grundlage für eine ganze Reihe von Biermischgetränkevarianten. Eine dieser Varianten ist Karlsberg MiXery. MiXery ist ein Gemisch aus Cola und Bier plus einem zusätzlichen Aroma, der geheimen Zutat "X" die dem Getränk eine besondere Geschmacksnote verleiht und es so vom "normalen" Cola-Bier bewußt abhebt. MiXery ist ein Produkt der Karlsberg Brauerei KG Weber in Homburg (Saarpfalz), das auf die jungen Verbraucher zwischen 16 und 29 Jahren abzielt. Diese Konsumentengruppe wird nach dem gleichnamigen Roman von Douglas Coupland "Generation X" genannt'). Um diese jungen Verbraucher zu erreichen, braucht ein Unternehmen eine zielgruppenadäquate Kommunikation. Inhaltsverzeichnis:Inhaltsverzeichnis: 1.Einleitung 1 2.Das Unternehmen 2 2.1Die Karlsberg Brauerei KG Weber 2 2.2Der Karlsberg-Verbund 4 2.3Die Produktpalette 5 3.Der Markt 7 3.1Der Biermarkt 7 3.1.1Einleitung 7 3.1.2Die deutsche Brauwirtschaft 8 3.1.3Die Nachfrage 10 3.2Der Markt für Biermischgetränke 13 3.2.1Zuordnung der Biermischgetränke 13 3.2.2Die Entwicklung 14 4.Das Produkt 17 5.Die Marketingziele und -strategien 19 5.1Die absatzpolitischen Ziele der Karlsberg Brauerei 19 5.2Die Marketingstrategie für Karlsberg MiXery 20 6.Der Marketingmix 23 6.1Die Produktpolitik 23 6.1.1Einleitung 23 6.1.2Die Produktgestaltung 24 6.1.3Die Gebindeformen 25 6.1.4Das Design 27 6.1.5Die Marke 30 6.2Die Distributionspolitik 32 6.2.1Einleitung 32 6.2.2Die Gastronomie 33 6.2.3Der Handel 34 6.2.4Die Tankstellen 35 6.3Die Preispolitik 36 6.4Die Kommunikationspolitik 39 6.4.1Einleitung 39 6.4.2Die Zielgruppe 41 6.4.2.1Definition 41 6.4.2.2Die [...]
Marketing Problems
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Author : Melvin Thomas Copeland
language : en
Publisher: Legare Street Press
Release Date : 2023-07-18
Marketing Problems written by Melvin Thomas Copeland and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-18 with categories.
This book dives deep into the world of marketing, providing insightful and strategic solutions to common marketing problems. With real-world examples and practical advice, this book is an essential resource for anyone interested in marketing. This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Fundamentals Of Organizational Communication
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Author : Pamela S. Shockley-Zalabak
language : en
Publisher: Pearson Higher Ed
Release Date : 2014-06-04
Fundamentals Of Organizational Communication written by Pamela S. Shockley-Zalabak and has been published by Pearson Higher Ed this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-04 with Social Science categories.
Develops the knowledge, sensitivity, skills, and values critical for organizational communication Blending theory, analysis, and practice, Fundamentals of Organizational Communication provides a practical and engaging introduction to the field. The title’s competency-based approach emphasizes knowledge, sensitivity, skills, and values as necessary components of effective organizational communication. MySearchLab is a part of the Shockley-Zalabak program. Research and writing tools, including access to academic journals, help students understand critical thinking in even greater depth. To provide students with flexibility, students can download the eText to a tablet using the free Pearson eText app. ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products. Packages Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase. Used or rental books If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code. Access codes Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase. 0133809722 / 9780133809725 Fundamentals of Organizational Communication Plus MySearchLab with eText -- Access Card Package Package consists of: 0205239927 / 9780205239924 MySearchLab with Pearson eText -- Valuepack Access Card 0205980074 / 9780205980079 Fundamentals of Organizational Communication
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Marketing Across Cultures
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Author : Jean-Claude Usunier
language : en
Publisher: Pearson Education
Release Date : 2005
Marketing Across Cultures written by Jean-Claude Usunier and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guliz Ger, Professor of Marketing, Faculty of Business Administration, Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high--only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. "Marketing Across Cultures, 4e" uses a successful two-stage cultural approach to explore International Marketing. - A cross-cultural approach which compares marketing systems and local commercial customs in various countries - An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used "Marketing Across Cultures" in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, "Marketing Across Cultures, 4e" is essential reading. New to This Edition! Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: - The internet revolution and its impact on international marketing - Additional web references that allow in-depth and updated access to cultural and business information - New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.
Media Strategy And Planning Workbook
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Author : Don L. Dickinson
language : en
Publisher:
Release Date : 2012-09-12
Media Strategy And Planning Workbook written by Don L. Dickinson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-12 with categories.
The second edition of Media Strategy & Planning Workbook: How to Create a Comprehensive Media Plan is now available from Racom Communications. This edition features four significantly upgraded chapters (11 total), 94 new content pages, 112 new exhibits and illustrations, 3 new tear-out exercises, "a 50 percent larger glossary and one completely new chapter focusing on how the media industry operates. The book includes how a media buy is actually made in each paid medium; media plan pretesting; ad agency media department operations; detailed term project specifications for instructors; instructor's guide featuring a course syllabus, exercise answer keys, proposed mid-term and final exams, PowerPoint files to support chapter exhibits and illustrations, and PDF files of exercises and tests. This new book is designed to teach students how to create a comprehensive media plan. It is the most how-to teaching tool available and focuses on teaching marketable skills.
Media And Internet Management
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Author : Bernd W. Wirtz
language : en
Publisher: Gabler Verlag
Release Date : 2011-07-14
Media And Internet Management written by Bernd W. Wirtz and has been published by Gabler Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-14 with Business & Economics categories.
The media and communication sector has developed into a key economic sector in the modern information society. This book deals with media management of electronic and print-based media. Against the background of industry convergence the author presents the general trends, value chains, business models and competitive strategies through an integrated management approach. In addition, recent developments of internet media are discussed.
The Role Of Culture In Social Media Marketing A Systematic Literature Review
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Author : Nivedha Mahendran
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-11
The Role Of Culture In Social Media Marketing A Systematic Literature Review written by Nivedha Mahendran and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bamberg, language: English, abstract: This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps. The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings. The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms. According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
The Cultural Creatives
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Author : Paul H. Ray
language : en
Publisher: Harmony
Release Date : 2000
The Cultural Creatives written by Paul H. Ray and has been published by Harmony this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with History categories.
Are You a Cultural Creative? Do you dislike all the emphasis in modern culture on success and "making it," on getting and spending, on wealth and luxury goods? Do you care deeply about the destruction of the environment and would pay higher taxes or prices to clean it up and to stop global warming? Are you unhappy with both the left and the right in politics and want to find a new way that does not simply steer a middle course? In this landmark book, sociologist Paul H. Ray and psychologist Sherry Ruth Anderson draw upon thirteen years of survey research studies on more than 100,000 Americans, plus more than 100 focus groups and dozens of in-depth interviews. They reveal who the Cultural Creatives are and the fascinating story of their emergence over the last generation, using vivid examples and engaging personal stories to describe their distinctive values and lifestyles. The Cultural Creatives care deeply about ecology and saving the planet, about relationships, peace, and social justice, about self-actualization, spirituality, and self-expression. Surprisingly, they are both inner-directed and socially concerned; they're activists, volunteers, and contributors to good causes more often than other Americans. But because they've been so invisible, they are astonished to find out how many others share both their values and their way of life. Once they realize their numbers, their impact on America promises to be enormous, shaping a new agenda for the twenty-first century. What makes the appearance of the Cultural Creatives especially timely is that our civilization is in the midst of an epochal change, caught between globalization, accelerating technologies, and adeteriorating planetary ecology. A creative minority can have enormous leverage to carry us into a new renaissance instead of a disastrous fall. The book ends with a number of maps for the remarkable journey that our civilization is embarked upon: initiations, evolutionary models, scenarios, and the elements of a new mythos for our time. The Cultural Creatives offers a more hopeful future and prepares us all for a transition to a new, saner, and wiser culture.
Vital Village
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Author : Wolfgang Schneider
language : de
Publisher: transcript Verlag
Release Date : 2017-10-31
Vital Village written by Wolfgang Schneider and has been published by transcript Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-31 with Business & Economics categories.
Due to global processes of transformation and the social challenges posed by demographic change, rural areas increasingly demand attention from politics and the public sphere. The contributions in this volume demonstrate how in different European countries it is mainly the cultural players who offer suggestions for an organization of the changing forms of communal life that is keeping with the times. The arts in particular have proven to be able of providing fresh impetus and new insights. This compendium of theory and practice combines outcomes of studies in cultural policy, introduces exemplary models and thus constitutes a first attempt at determining the position of innovative cultural work in rural areas. All essays both in English and German. Durch globale Transformationsprozesse und die gesellschaftlichen Herausforderungen des demographischen Wandels rücken ländliche Räume immer mehr in den Fokus von Politik und Öffentlichkeit. Die Beiträge des Bandes zeigen für verschiedene europäische Länder, dass vor allem Kulturakteure relevante Anregungen für die zeitgemäße Gestaltung des sich verändernden Zusammenlebens geben. Insbesondere die Künste stellen dabei einen Nährboden für weiterführende Impulse dar. Dieses Handbuch für Theorie und Praxis führt Ergebnisse der Kulturpolitikforschung zusammen, stellt beispielhafte Modelle vor und wagt somit erstmals eine Positionsbestimmung innovativer Kulturarbeit in ländlichen Räumen. Alle Beiträge sind in Englisch und Deutsch enthalten.
