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Senioren und Handel

Senioren und Handel


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About the Book

Inhaltsangabe: Gang der Untersuchung: Die vorliegende Arbeit beschäftigt sich mit den sich aus der Verschiebung der Altersstruktur ergebenden Auswirkungen auf den Einzelhandel in der Bundesrepublik Deutschland. Der Großhandel wird an dieser Stelle nicht betrachtet, da die zu erwartenden Konsequenzen in erster Linie den Einzelhandel betreffen und in absehbarer Zeit nicht mit unmittelbaren Auswirkungen auf den Großhandel gerechnet wird. Um die Bedeutung der Senioren für den Handel zu verstehen, werden in dem ersten Kapitel einige Angaben geliefert, die die quantitative Bedeutung der Senioren und ihr Kaufkraftpotential beschreiben. Bei dieser noch sehr allgemeinen Betrachtung werden die Senioren zunächst als die über 60jährigen verstanden. Im zweiten Kapitel werden die Senioren als Zielgruppe in ihren wichtigsten Merkmalen skizziert, um daraus die Konsequenzen für die Unternehmenspolitik der Einzelhandelsbetriebe abzuleiten, was Gegenstand des dritten Kapitels sein wird. Die Auswirkungen auf die Einzelhandelsstruktur, auf die verschiedenen Branchen und die verschiedenen Betriebstypen, werden im vierten Kapitel aufgezeigt. In dem abschließenden fünften Kapitel sollen die wichtigsten Ergebnisse in einem Ausblick zusammengefaßt werden. Inhaltsverzeichnis: Inhaltsverzeichnis: Erstes KapitelDie Grundlagen6 A.Definitionen6 B.Zur Bedeutung der Senioren für den Handel7 I.Die Bevölkerungsentwicklung7 1.Der wachsende Anteil der Senioren an der Gesamtbevölkerung7 2.Besonderheiten zur Bevölkerungsentwicklung in Deutschland8 II.Das Kaufkraftpotential der Senioren10 1.Bisherige Entwicklung10 2.Zukünftige Tendenzen11 III.Die europäische Dimension und die USA12 Zweites KapitelDie Zielgruppe der Senioren14 A.Der Seniorenmarkt - Die heterogene Gruppe der Senioren14 B.Das sich wandelnde Bild der Alten - vom Defizitmodell zu den neuen Alten14 I.Das Defizitmodell14 II.Die Senioren von heute15 1.Gründe für den Wandel15 2.Das Selbstverständnis der Senioren heute16 3.


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Product Details
  • ISBN-13: 9783838607788
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838607783
  • Publisher Date: 31 Dec 1997
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 172 gr


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