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Marketing als betriebliche Funktion. Reflexion des 4P-Modells und Case Study zur Distributionspolitik der Walt Disney Company
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ISBN10: 3346787206
ISBN13: 9783346787200
Publisher: Grin Verlag
Published: Dec 7 2022
Pages: 44
Weight: 0.15
Height: 0.11 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346787200
Publisher: Grin Verlag
Published: Dec 7 2022
Pages: 44
Weight: 0.15
Height: 0.11 Width: 5.83 Depth: 8.27
Language: German
Fallstudie aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Veranstaltung: Marketing I: Marketing als betriebliche Funktion / Marketing & Digital Marketing, Sprache: Deutsch, Abstract: In dieser Hausarbeit wird zunächst analysiert, welche Effekte die Digitalisierung auf die klassischen 4P des Marketings hat. Dabei werden im Detail folgende Aspekte untersucht: Die Daseinsberechtigung des traditionellen 4P-Modells für den Marketing-Mix, die ursprüngliche Definition der Elemente Product, Place, Promotion und Price sowie die Veränderung dieser Begriffe in der digitalen Welt. Au erdem vorgeschlagene Erweiterungen des klassischen Modells und eine Einordnung zum Stand der Diskussion. Als Fazit wird ein 4D-Modell für einen zeitgerechten Marketing-Mix vorgeschlagen. Anschlie end wird die Walt Disney Company als einer der Big Player im weltweiten Mediengeschäft in Form einer Fallstudie betrachtet. Dazu werden Jahresabschlüsse des Konzerns sowie die Distributionspolitik betreffend Produkte der Marke Disney analysiert, fokussiert auf den TV- und Video-Markt. Konkrete Fragestellungen umfassen die Vertriebsarten, Kenndaten und Charakteristika der verschiedenen Absatzkanäle, die Distributionsstrategie unter Nutzung von Windowing sowie die Einführung des Streaming-Services Disney+.
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