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Besonderheiten der Generation 55+ - Eine kritische Diskussion vor dem Hintergrund des CLV Konzeptes

Besonderheiten der Generation 55+ - Eine kritische Diskussion vor dem Hintergrund des CLV Konzeptes

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Berufsakademie Rastede, Veranstaltung: Seminar für marktorientierte Unternehmensführung, Sprache: Deutsch, Abstract: "(...) the longer a company keeps a customer, the more money it stands to make." Die logische Ableitung aus dieser Aussage lautet somit für einige Anbieter: Je früher (jünger) ein Kunde in eine langfristige Beziehung gebunden wird, desto höher der Profit für das Unternehmen. Der daraus resultierende "Jugendwahn" wird durch moderne Managementkonzepte wie den Kundenlebenszeitwert oder Customer-Lifetime-Value (CLV) scheinbar gestützt, da bei älteren Konsumenten der zeitlichen Ausdehnung einer Kundenbeziehung eine natürliche Grenze gesetzt ist. Problematisch an dieser Sichtweise ist jedoch, dass lediglich einer der Bestimmungsfaktoren des CLV, die Lebensdauer, in die Überlegungen miteinbezogen wird. Angesichts des einsetzenden Strukturwandels der deutschen Bevölkerung gewinnt die aufgezeigte Problematik zusätzlich an Relevanz. Innerhalb der nächsten 14 Jahre wird der Anteil der über 55-Jährigen an der deutschen Gesamtbevölkerung von aktuell 36% auf 46% steigen. Hinzu kommt eine beachtliche Verlagerung der Kaufkraft hin zu den ab 55-Jährigen. Es stellt sich daher die Frage, ob mit dem Wandel verbundene Erfolgspotentiale aktuell vernachlässigt werden und somit die Zukunftsfähigkeit von Unternehmen gefährdet wird. Ziel der Arbeit ist es, Wissen zu den Besonderheiten der Generation 55+ als private Letztnachfrager in Deutschland zusammenzutragen und in Bezug auf Kundenwerttreiber kritisch zu analysieren, um daraus Schlüsse auf den tatsächlichen Wert dieser Kunden zu ziehen. Hierfür wird zunächst der theoretische Bezugsrahmen dargelegt. Für ein globaleres Verständnis wird das Konstrukt des Kundenwerts definiert und in die Marketingentwicklung eingeordnet. Neben der Darstellung der Determinanten des anbieterspezifischen Kundenwerts werden auch zentrale Kundenw


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Product Details
  • ISBN-13: 9783638670128
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 104 gr
  • ISBN-10: 3638670120
  • Publisher Date: 28 Jun 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm


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