Geeignete Vermarktung innovativer Premiumprodukte. Untersuchung am Beispiel Vorwerk
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Geeignete Vermarktung innovativer Premiumprodukte. Untersuchung am Beispiel Vorwerk

Geeignete Vermarktung innovativer Premiumprodukte. Untersuchung am Beispiel Vorwerk


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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Bergische Universität Wuppertal, Sprache: Deutsch, Abstract: Diese Abschlussarbeit beschäftigt sich mit der erfolgreichen Vermarktung innovativer Premiumprodukte. Als Praxisbeispiel dient dieser Arbeit der neu einzuführende Vorwerk Kobold SP600 Saugwischer. Zu Beginn dieser Arbeit werden konzeptionelle Grundlagen zu Produktinnovationen erläutert. Dabei wird der Begriff Produktinnovation zunächst definiert und eine inkrementelle von einer radikalen Innovation unterschieden. Zum besseren Verständnis wird zudem eine Produktinnovation von einer Prozessinnovation unterschieden und der Unterschied zwischen einer Innovation und einer Invention definiert. Im anschließenden Kapitel wird auf die wichtigsten Ziele von Produktinnovationen eingegangen. Danach werden die konzeptionellen Grundlagen bei der Vermarktung von innovativen Premiumprodukten erläutert. Dabei werden zunächst die damit verbundenen Herausforderungen genauer betrachtet und anschließend der Marketing Mix mit seinen vier Elementen Produktpolitik, Distributionspolitik, Preispolitik und Kommunikationspolitik für innovative Premiumprodukte theoretisch erläutert. Im nächsten Kapitel werden Ergebnisse aus empirischen Befunden zur Vermarktung innovativer Premiumprodukte und aus einem Experteninterview zusammengefasst. Im darauffolgenden Kapitel erfolgt auf der Grundlage von Experteninterviews die Anwendung des Marketing Mix auf das Praxisbeispiel Kobold SP600. Im letzten Kapitel werden aus den empirischen Befunden und dem Experteninterview Handlungsempfehlungen in Form von potenziellen Vermarktungsmöglichkeiten für das Praxisbeispiel Kobold SP600 abgeleitet.


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Product Details
  • ISBN-13: 9783346401397
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 56
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346401391
  • Publisher Date: 29 Mar 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 136 gr


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