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Zeit als Gestaltungsparameter bei der Preissetzung aus theoretischer Perspektive

Zeit als Gestaltungsparameter bei der Preissetzung aus theoretischer Perspektive

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Hamburg (Arbeitsbereich für Marketing und Innovation), Veranstaltung: Psychologie des Preises, Sprache: Deutsch, Abstract: Die Zeit hat sehr viele Facetten. Wie diese bei der Preissetzung genutzt werden können, um eine Wirkung auf die Preiswahrnehmung zu erzielen, wird in dieser Arbeit aus einer theoretischen Perspektive aufgezeigt. Dabei ist die Vorgehensweise dergestalt, dass die einzelnen Möglichkeiten jeweils dargestellt und mögliche Ursachen betrachtet werden. Auf die praktischen Anwendungsmöglichkeiten wird dabei kurz eingegangen. Neben den bekannten Phänomenen des Payment depreciations und des Pennies-a-day- Effektes werden die zeitlichen Umfelder der Preissetzung - Eigenzeit und Zeitdruck - näher beleuchtet. Hierbei ist ein zentrales Ergebnis, dass der Wert der Eigenzeit nicht konstant, sondern von der Situation abhängig und subjektiv ist. Die Eigenzeitwahrnehmung unterscheidet sich von der Preiswahrnehmung. Zeitgewinne oder - verluste können nicht eingelöst und übertragen werden. Die Risikofreude, die bei der Wahrnehmung von monetären Verlusten gilt, ist bei Zeitverlusten nicht gegeben. Daher ist es wichtig, z.B. Wartezeiten so zu gestalten, dass sie subjektiv als kürzer empfunden werden. Zeitdruck hat zur Folge, dass Heuristiken angewendet werden, um den Entscheidungsprozess zu beschleunigen. Bei einem hohen Preisniveau wird der Preis unter Zeitdruck eher als Qualitätsindikator angesehen, bei einem niedrigen Preisniveau eher als monetäres Opfer. Wenn von Zeitdruck ausgegangen werden kann, sollte dieser Zusammenhang bei der Preissetzung beachtet werden.


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Product Details
  • ISBN-13: 9783638708203
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr
  • ISBN-10: 3638708209
  • Publisher Date: 23 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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