Seniorenmarketing by Steffen Meyer-Feldmann - Bookswagon
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Seniorenmarketing

Seniorenmarketing


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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Duisburg-Essen (Mercator School of Management), Veranstaltung: Seminar zur Marktforschung, Sprache: Deutsch, Abstract: Deutschland wird älter. Dieser Tatsache sieht sich auch das Marketing ausgesetzt. Der demographische Wandel, d. h. eine steigende Lebenserwartung in der Gesellschaft einhergehend mit einem Geburtenrückgang und einem generellen Bevölkerungsrückgang, lässt die Gesellschaft sich verändern. Den wenigen Jungen stehen zukünftig immer mehr Alte gegenüber. Für das Jahr 2050 wird erwartet, dass die derzeit 16,5 Millionen Personen unter 20 Jahren kontinuierlich auf 13,5 Millionen Personen sinken werden. Dem entgegen wächst der Bevölkerungsanteil der Deutschen über 65 Jahre von heute 15,9 Millionen auf dann 24,7 Millionen Personen. Der hierdurch erforderlich werdende Anpassungsprozess muss sich in sämtlichen Bereichen des Lebens vollziehen - sowohl in der Wirtschaft, der Politik, der Kultur, wie auch im privaten Bereich eines jeden Einzelnen. Für das Marketing bedeutet dies, dass ältere Menschen immer bedeutsamer werden und man sich an ihnen und ihren speziellen Bedürfnissen orientieren muss. Sie stellen die größte Konsumentengruppe der Zukunft dar. Auch ihre finanzielle Situation lässt hohe zukünftige Wachstumsraten im Konsumgüter- und Dienstleistungsbereich erwarten. Das Problem ist, dass diese Entwicklung lange Zeit ignoriert wurde. Jüngeren Kundengruppen wurde und wird zumeist immer noch höhere Attraktivität beigemessen. Eine schnellstmögliche Umorientierung hin zur alternden Bevölkerung ist nötig und geboten. Zudem ist es schwierig, den Seniorenmarkt vom übrigen Markt abzugrenzen bzw. festzulegen, ab wann eine Person zur heterogenen Gruppe der Senioren zählt. Einige Autoren machen die Unterteilung der Bevölkerung vom Alter abhängig -wobei einheitliche Altersgrenzen nicht existieren- andere vom Lebensstil der betroffenen Person. Allein


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Product Details
  • ISBN-13: 9783640109739
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 132 gr
  • ISBN-10: 3640109732
  • Publisher Date: 24 Jul 2008
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Sub Title: Anwendungsfälle und Probleme bei Dienstleistungen für Senioren
  • Width: 148 mm


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