Ethno-Marketing bezogen auf die türkischstämmige Bevölkerung in Deutschland
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Ethno-Marketing bezogen auf die türkischstämmige Bevölkerung in Deutschland

Ethno-Marketing bezogen auf die türkischstämmige Bevölkerung in Deutschland

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About the Book

Masterarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule RheinMain (Design Informatik Medien), Veranstaltung: Abschlussarbeit, Sprache: Deutsch, Abstract: Das Ziel dieser Masterarbeit ist es, die Wirkung zwischen Kultur und Marketing zu erforschen und die Zusammenhänge zu analysieren. Außerdem sollen die Wünsche und die Bedürfnisse der türkischen Zielgruppe und das Segment der Halal- Lebensmittel und dessen Potenzial ermittelt werden. Der Begriff Ethno-Marketing bezeichnet Marketing, das an eine bestimmte, ethnische Zielgruppe gerichtet ist. Durch die Analyse der Werte und der Kultur, kann eine spezifische Strategie ausgearbeitet werden. Eine Minderheit, die trotz Wachstum nicht beachtet wurde, ist unter anderem die Minderheit der Deutsch-Türken. Da diese Zielgruppe durch ihre unterschiedlichen Kulturen als zu verschieden wahrgenommen wird, wird sie nicht besonders als Marketing-Zielgruppe beachtet. Die Tatsache, wie Relevant die Kultur ist und wie sie sich auf das Konsumverhalten auswirkt, wird deutlich ausgearbeitet. Ebenso wird das Marketing dadurch beeinflusst und es wird verdeutlicht, dass Kultur einen wichtigen Aspekt darstellt. Durch eine Ethnomarketing-Strategie, die sich auf die ursprünglichen, gemeinsamen Interessen der Ethnien konzentriert, können die Unternehmen solch eine Konstruktion umsetzen, womit sie dann die Zielgruppe für sich einnehmen.


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Product Details
  • ISBN-13: 9783389029091
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 100
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3389029095
  • Publisher Date: 11 May 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 190 gr


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