Generation 60+ Book by Daniel Schwermer - Bookswagon
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Generation 60+

Generation 60+


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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,8, Berufsakademie Sachsen in Riesa, Sprache: Deutsch, Abstract: Die demographische Entwicklung in Deutschland in jüngster Zeit und auch in der Zukunft weißt einen eindeutigen Trend zur einen immer älter werdenden Gesellschaft aus. Nach der neuesten Bevölkerungsvorausberechung wird im Jahr 2050 jeder dritte bereits über 60 sein. Außerdem wird nach dieser Studie und dem mittleren Weg die Bevölkerung von jetzt 82 Millionen Menschen auf ca.74 Millionen schrumpfen. Als Folge dieser "Überalterung" muss sich auch der Handel auf eine neue Zielgruppe einstellen. Die von den meisten ange-strebte Zielgruppe der 14 bis 49 jährigen wird dadurch an Bedeutung verlieren, die über 60 jährigen dagegen als Zielgruppe wird interessanter. Nur wer diese Entwicklung im Handel erkennt und sich rechtzeitig auf eine alternde Gesellschaft einstellt, wird auch in Zukunft zu besten in Deutschland gehören. Ziel dieser Arbeit ist es die Zielgruppe der über 60 jährigen zu beschreiben und das Soll-Bild, hinsichtlich der Konsequenzen im Marketing zu ermitteln. Durch die Anpassung der Marketinginstrumente, dabei vor allem die Verkaufsraumgestaltung sowie Kommunikations- und Sortimentspolitik, soll ein langfristiger Unternehmenserfolg gesichert und das Potenzial der Zielgruppe optimal ausgenutzt werden. Die untere Abgrenzung der Zielgruppe erfolgte im Laufe der Literaturstudie auf 60 Jahre. Da durch den Eintritt in Pensionierungsalter erhebliche Veränderungen auftreten. So ist in der Regel ein Zuwachs an Freizeit und eine Veränderung des zur Verfügung stehenden Geldes zu verzeichnen. Eine Abgrenzung ab 50 ist aus diesen und weiteren Faktoren daher nicht möglich. Des Weiteren ist der Unterschied zwischen einem 47 jährigen und einem 53 jährigen nur schwer auszumachen und eine Abgrenzung kaum zu rechtfertigen.


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Product Details
  • ISBN-13: 9783638654869
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 254 gr
  • ISBN-10: 3638654869
  • Publisher Date: 09 Jul 2007
  • Height: 297 mm
  • No of Pages: 76
  • Series Title: German
  • Sub Title: Konsequenzen für das Marketing
  • Width: 210 mm


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