Positionierung Und Wahrnehmung Von Automobilmarken In Europa
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Positionierung Und Wahrnehmung Von Automobilmarken In Europa
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Author : Michael Neidhart
language : de
Publisher: diplom.de
Release Date : 2001-12-11
Positionierung Und Wahrnehmung Von Automobilmarken In Europa written by Michael Neidhart and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-12-11 with Business & Economics categories.
Inhaltsangabe:Einleitung: Die grundlegende Zielsetzung der vorliegenden Diplomarbeit lag in einer Analyse aktueller Marken-Positionierungsstrategien international tätiger Automobilkonzerne und einer Gegenüberstellung gewählter Positionierungsstrategien mit dem konsumentenseitig wahr-genommenen Markenimage. Auf Basis der gewonnen Informationen wurden zudem Positionierungsstrategien international tätiger Automobilkonzerne auf ihre marktadäquate, operative Ausgestaltung kritisch überprüft und zukunftsorientierte Entwicklungsperspektiven aufgezeigt. Die Diplomarbeit gibt auf Grund der Vielzahl von geführten Interviews mit namhaften Automobilkonzernen wie beispielsweise der Dr. Ing. h.c. F. Porsche AG, der BMW AG oder der Jaguar Deutschland GmbH einen ganzheitlichen Überblick über den derzeitigen Stand des in der Automobilindustrie eingesetzten Marken-Mix-Instrumentariums, zeigt dementsprechend die vielfältigen Facetten des Markenmanagements auf und wertet gleichermaßen faktorenanalytisch die Wahrnehmungsseite bzw. das Markenimage auf Basis verschiedener, vorliegender Studien, so der aktuellen Untersuchung der besten Autos 2001 durch auto, motor und sport , aus. Inhaltsverzeichnis:Inhaltsverzeichnis: I.InhaltsverzeichnisI II.AbkürzungsverzeichnisIV III.TabellenverzeichnisVIII IV.AbbildungsverzeichnisIX 1.Enleitung1 2.Begriffliche Abgrenzungen2 2.1Die Marke2 2.2Markenmanagement und politik4 2.3Markenpositionierung, Markenpersönlichkeit, Markenidentität und Markenimage7 2.4Facetten des Markenimages11 2.5Markenwert, Markenbekanntheit und Markenassoziation14 3.Rahmenbedingungen des Markenmanagements in der Automobilindustrie16 3.1Globalisierung, Fusionen und Multi-Markenkonzerne16 3.2Produkttrends19 3.3Internet22 3.4Implikationen für das Markenmanagement23 4.Bedeutung der Marke in der Automobilindustrie24 4.1Markenfaszination24 4.2Bedeutung der Marke aus Unternehmenssicht25 4.3Bedeutung der Marke aus Konsumentensicht26 5.Automotive Branding Markenmanagement und -politik in der Automobilindustrie27 5.1Markenstrategien in der Automobilindustrie27 5.2Wettbewerbsstrategische Positionierungen29 5.2.1Überblick29 5.2.2Positionierungen ausgewählter Automobilmarken30 5.2.2.1Audi und Volkswagen30 5.2.2.2BMW33 5.2.2.3Jaguar35 5.2.2.4Mercedes-Benz36 5.2.2.5Peugeot und Citroën38 5.2.2.6Porsche40 5.2.2.7Subaru42 5.3Zusammenfassung42 6.Automotive Branding Recognition Markenwahrnehmung aus [...]
Herausforderungen Der Internationalen Marktorientierten Unternehmensf Hrung
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Author : Andreas Mann
language : de
Publisher: Springer-Verlag
Release Date : 2010-12-08
Herausforderungen Der Internationalen Marktorientierten Unternehmensf Hrung written by Andreas Mann and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-08 with Business & Economics categories.
Experten aus Wissenschaft und Praxis stellen aktuelle Konzepte und Instrumente der internationalen marktorientierten Unternehmensführung vor, welche die Nutzung neuer Absatzchancen auf Auslandsmärkten und die Vermeidung von Absatzrisiken durch neue internationale Wettbewerber unterstützen.
Autonomous Driving
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Author : Markus Maurer
language : en
Publisher: Springer
Release Date : 2016-05-21
Autonomous Driving written by Markus Maurer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-21 with Technology & Engineering categories.
This book takes a look at fully automated, autonomous vehicles and discusses many open questions: How can autonomous vehicles be integrated into the current transportation system with diverse users and human drivers? Where do automated vehicles fall under current legal frameworks? What risks are associated with automation and how will society respond to these risks? How will the marketplace react to automated vehicles and what changes may be necessary for companies? Experts from Germany and the United States define key societal, engineering, and mobility issues related to the automation of vehicles. They discuss the decisions programmers of automated vehicles must make to enable vehicles to perceive their environment, interact with other road users, and choose actions that may have ethical consequences. The authors further identify expectations and concerns that will form the basis for individual and societal acceptance of autonomous driving. While the safety benefits of such vehicles are tremendous, the authors demonstrate that these benefits will only be achieved if vehicles have an appropriate safety concept at the heart of their design. Realizing the potential of automated vehicles to reorganize traffic and transform mobility of people and goods requires similar care in the design of vehicles and networks. By covering all of these topics, the book aims to provide a current, comprehensive, and scientifically sound treatment of the emerging field of “autonomous driving".
The End Of Advertising As We Know It
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Author : Sergio Zyman
language : en
Publisher: John Wiley & Sons
Release Date : 2002
The End Of Advertising As We Know It written by Sergio Zyman and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The author looks at TV spots, branding, packaging, celebrity spokespeople, sponsorships, publicity and customer service.
Autonomous Driving Changes The Future
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Author : Zhanxiang Chai
language : en
Publisher: Springer Nature
Release Date : 2020-07-22
Autonomous Driving Changes The Future written by Zhanxiang Chai and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-22 with Technology & Engineering categories.
This book systematically discusses the development of autonomous driving, describing the related history, technological advances, infrastructure, social impacts, international competition, China’s opportunities and challenges, and possible future scenarios. This popular science book uses straightforward language and includes quotes from ancient Chinese poems to enhance the reading experience. The discussions are supplemented by theoretical elaborations, presented in tables and figures. The book is intended for auto fans, upper undergraduate and graduate students in the field of automotive engineering.
Automotive Ergonomics
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Author : Heiner Bubb
language : en
Publisher: Springer Nature
Release Date : 2021-10-19
Automotive Ergonomics written by Heiner Bubb and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-19 with Technology & Engineering categories.
Ergonomics teaches how to design technology in such a way that it is optimally adapted to the needs, wishes and characteristics of the user. In this context, the concept of the human-machine system has become established. In a systematic way and with a detailed view of the complicated technical and perceptual psychological and methodological connections, this book explains the basics of automotive ergonomics with numerous examples. The application is shown in examples such as package, design of displays and control elements, of environmental ergonomics such as lighting, sound, vibrations, climate and smell. The design of driver assistance systems from an ergonomic perspective is also a central topic. The book is rounded off by methods of ergonomic vehicle development, the use of mock-ups, driving simulators and tests in real vehicles and prototypes. For the first time, those responsible in the automotive industry and in the field of relevant research are provided with a specialized systematic work that provides the ergonomic findings in the design of today's automobiles. This provides planners and designers of today's automobiles with concrete information for ergonomic product development, enabling them to keep an eye on decisive requirements and subsequent customer acceptance. This book is a translation of the original German 1st edition Automobilergonomie by Heiner Bubb, Klaus Bengler, Rainer E. Grünen & Mark Vollrath, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2015. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors.
Focus
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Author : Al Ries
language : en
Publisher: Harper Collins
Release Date : 2005-09-27
Focus written by Al Ries and has been published by Harper Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-09-27 with Business & Economics categories.
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.
The Data Industry
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Author : Chunlei Tang
language : en
Publisher: John Wiley & Sons
Release Date : 2016-06-13
The Data Industry written by Chunlei Tang and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-13 with Mathematics categories.
Provides an introduction of the data industry to the field of economics This book bridges the gap between economics and data science to help data scientists understand the economics of big data, and enable economists to analyze the data industry. It begins by explaining data resources and introduces the data asset. This book defines a data industry chain, enumerates data enterprises’ business models versus operating models, and proposes a mode of industrial development for the data industry. The author describes five types of enterprise agglomerations, and multiple industrial cluster effects. A discussion on the establishment and development of data industry related laws and regulations is provided. In addition, this book discusses several scenarios on how to convert data driving forces into productivity that can then serve society. This book is designed to serve as a reference and training guide for ata scientists, data-oriented managers and executives, entrepreneurs, scholars, and government employees. Defines and develops the concept of a “Data Industry,” and explains the economics of data to data scientists and statisticians Includes numerous case studies and examples from a variety of industries and disciplines Serves as a useful guide for practitioners and entrepreneurs in the business of data technology The Data Industry: The Business and Economics of Information and Big Data is a resource for practitioners in the data science industry, government, and students in economics, business, and statistics. CHUNLEI TANG, Ph.D., is a research fellow at Harvard University. She is the co-founder of Fudan’s Institute for Data Industry and proposed the concept of the “data industry”. She received a Ph.D. in Computer and Software Theory in 2012 and a Master of Software Engineering in 2006 from Fudan University, Shanghai, China.
Self Congruity
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Author : M. Joseph Sirgy
language : en
Publisher: Praeger
Release Date : 1986-08-05
Self Congruity written by M. Joseph Sirgy and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986-08-05 with Computers categories.
Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
Geschlechtsstereotype Im Technikmarketing Analyse Der H Ufigsten Stereotype Und Deren Nutzung Im Marketing
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Author : Kerstin Pezoldt
language : de
Publisher:
Release Date : 2011
Geschlechtsstereotype Im Technikmarketing Analyse Der H Ufigsten Stereotype Und Deren Nutzung Im Marketing written by Kerstin Pezoldt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Der vorliegende Beitrag widmet sich den Stereotypen im Technikmarketing. Hierzu werden, aufbauend auf den Grundlagen der Stereotype und des Technikmarketing, die häufigsten weiblichen und männlichen Geschlechtsstereotype im Technikmarketing vorgestellt und deren Verwendung anhand von Beispielen aus der Praxis analysiert. Desweiteren werden die möglichen Auswirkungen der Stereotype auf die Konsumenten und deren Kaufentscheidungen dargestellt. Hierbei wird zwischen stereotypkonformem und stereotypablehnendem Verhalten unterschieden. Es erfolgt eine kritische Wertung des Einsatzes von Stereotypen im Technikmarketing. Der Beitrag schließt mit Anregungen für die Gender- und Werbeforschung sowie zukünftigen Gestaltungsmöglichkeiten der Geschlechtsstereotype im Technikmarketing.
