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Marktsegment der Senioren als zukünftiger Wachstumsmarkt

Marktsegment der Senioren als zukünftiger Wachstumsmarkt

          
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About the Book

Inhaltsangabe: Einleitung: Vor dem Hintergrund gesättigter Märkte wird es für Unternehmen immer bedeutsamer, sich Wettbewerbsvorteile gegenüber den Konkurrenten zu sichern. Es gilt, sich in Märkten zu etablieren und möglichst neue Käufergruppen zu erschließen. Bevor allerdings neue Märkte erschlossen werden können, sollten vorhandene Ressourcen vollständig ausgeschöpft sein. Aufgrund der Altersstrukturentwicklung in Deutschland in den letzten Jahrzehnten könnten die Senioren einen solchen Markt mit unausgeschöpften Potentialen darstellen. Die Arbeit soll deshalb folgende Fragen beantworten: - Wie stellt sich die Zielgruppe Senioren dar? - Welche wirtschaftliche Bedeutung besitzt die Zielgruppe Senioren? - Welche Anforderungen und Bedingungen werden an Unternehmen, die in diesem Markt erfolgreich agieren wollen, gestellt? - Welche Möglichkeiten und Ansätze gibt es, Senioren mittels Werbung kommunikativ anzusprechen? Die vorliegende Arbeit versucht somit, eine Abgrenzung eines eigenen Seniorenmarktes in wirtschaftlicher, sozialer und altersbedingter Hinsicht vorzunehmen, den Seniorenmarkt anhand verschiedener Kriterien zu analysieren und Anforderungen bzw. Möglichkeiten des Marktes für Unternehmen aufzuzeigen. Einen weiteren Teil dieser Arbeit bildet die kommunikative Ansprache von Senioren mittels Werbung. Zielsetzung war es, theoretisches Wissen zur Kommunikation im Seniorenmarkt darzustellen und anhand einer Diplomarbeitsbefragung bestimmte Aussagen zu festigen bzw. neue Erkenntnisse zu gewinnen. Inhaltsverzeichnis: Inhaltsverzeichnis: VorwortII InhaltsverzeichnisIII AbkürzungsverzeichnisIX AbbildungsverzeichnisX TabellenverzeichnisXIII Kapitel A Einleitung1 1.Zielsetzung der Diplomarbeit3 2.Vorgehensweise5 Kapitel B Allgemeine Marktanalyse im Marktsegment der Senioren7 1.Der Käufermarkt der Älteren7 1.1Begriffliche Abgrenzungen8 1.2Die Senioren in unserer Gesellschaft11 2.Mögliche Faktoren zur Abgrenzung der Zielgruppe Senioren13 2.1Abgr


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Product Details
  • ISBN-13: 9783838621760
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 295 gr
  • ISBN-10: 383862176X
  • Publisher Date: 25 Feb 2000
  • Height: 210 mm
  • No of Pages: 220
  • Series Title: German
  • Sub Title: Marktanalyse in der Zielgruppe Senioren und Ansätze zur Marktbearbeitung mittels Werbung
  • Width: 148 mm


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