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Kundengruppen und Produktlebenszyklus

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783824482924
Condition
New
Product Description

Fr Automobilhersteller wird es immer schwieriger, den Wettstreit um die Gunst des Kunden zu gewinnen. Der herausragende Erfolgsfaktor ist die Kundenorientierung. Dazu ist es wichtig, Kunden genau zu kennen und gezielt anzusprechen. Um Marketingmanahmen effizienter einzusetzen, muss bercksichtigt werden, ob und wie sich die Zielgruppe ber den Zeitraum eines Produktlebenszyklus verndert. Martin Kuder entwickelt ein Modell, mit dem er am Beispiel der 3er Limousine von BMW die Existenz unterschiedlicher Zielgruppen entlang des Produktlebenszyklus empirisch nachweist. Er charakterisiert diese Zielgruppen soziodemographisch und psychographisch und erarbeitet auf der Basis seiner Untersuchungsergebnisse wissenschaftlich fundierte Empfehlungen fr das Lebenszyklusmanagement in der Automobilindustrie.

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