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Marktsegmentierung im internationalen Kontext

Marktsegmentierung im internationalen Kontext


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About the Book

Inhaltsangabe: Einleitung: Im Rahmen der fortschreitenden Internationalisierung der Geschäftstätigkeit von Unternehmen ist die erfolgreiche Bearbeitung von Auslandsmärkten zur Sicherung des Unternehmenserfolges immer wichtiger geworden. So erwirtschaften bspw. viele deutsche Unternehmen heute mehr als 50% ihres Umsatzes außerhalb des Heimatmarktes. Aufgrund dieser Entwicklung als auch vor dem Hintergrund der durch die Internationalisierung bedingten Intensivierung des Wettbewerbs und sich innerhalb vieler Branchen aufzeigender Marktsättigungstendenzen ist die Bedeutung des internationalen Marketings in den letzten Jahren stetig gestiegen. Während zu Beginn der Internationalisierung die Frage nach der Standardisierung oder Differenzierung der Marktbearbeitung auf Basis der Ländermärkte diskutiert wurde, stellt sich heute diese Fragestellung auf Basis von Marktsegmenten, da das Nachfrageverhalten der Konsumenten innerhalb der Ländermärkte heute verstärkt von Individualisierungsbestrebungen geprägt ist, so dass eine zunehmende Fragmentierung innerhalb der Ländermärkte zu beobachten ist. Somit kann es sein, dass Konsumenten unterschiedlicher Länder aufgrund erhöhter Mobilität, besserer Kommunikations- und Informationstechnologien, der Angleichung demographischer Strukturen und einer qualifizierteren Ausbildung heute mehr Ähnlichkeiten in ihrem Nachfrageverhalten aufweisen als Konsumenten eines Landes. Die skizzierten Entwicklungen auf Seiten des Konsumentenverhaltens sowie die Tendenz verkürzter Produktlebenszyklen bei steigenden Aufwendungen für Forschung und Entwicklung deuten sowohl auf die Notwendigkeit als auch auf das Potenzial hin, die absatzwirtschaftlichen Aktivitäten an länderübergreifenden Zielgruppen auszurichten. Die Existenz transnationaler Zielgruppen kann von Unternehmen jedoch nicht allgemeingültig angenommen werden, sondern muss vor dem Hintergrund des jeweiligen Produktes unternehmensindividuell untersucht werden. Auf Basis dieser Erkenntnis ist d


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Product Details
  • ISBN-13: 9783838685748
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 195 gr
  • ISBN-10: 3838685741
  • Publisher Date: 14 Feb 2005
  • Height: 210 mm
  • No of Pages: 102
  • Series Title: German
  • Sub Title: Eine marktforschungsspezifische Betrachtung am Beispiel der Automobilbranche
  • Width: 148 mm


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