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Multisensorisches Marketing und dessen Grenzen im Bereich des Online-Marketings
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ISBN10: 3346287807
ISBN13: 9783346287809
Publisher: Grin Verlag
Published: Dec 3 2020
Pages: 34
Weight: 0.13
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346287809
Publisher: Grin Verlag
Published: Dec 3 2020
Pages: 34
Weight: 0.13
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, SRH Fernhochschule, Sprache: Deutsch, Abstract: In dieser Arbeit sollen die einzelnen Formen der Sinneswahrnehmung und deren Bedeutung für den Einsatz in Marketingma nahmen erläutert werden. Weiterhin wird der Nutzen von multisensorischem Marketing anhand eines Markenkonzeptes vorgestellt. Zum Abschluss werden in diesem Zusammenhang die Grenzen des Online-Marketings diskutiert. Im zweiten Kapitel der Arbeit werden die theoretischen Grundlagen zur Sinneswahrnehmung geschaffen. Dafür wird kurz definiert, was Wahrnehmung ist und wie diese in groben Zügen abläuft. Anschlie end werden die einzelnen Formen der Sinneswahrnehmung besprochen. Das dritte Kapitel startet mit einer Definition des Begriffes Marketing. Aufbauend auf das zweite Kapitel werden anschlie end die fünf Sinnesmodalitäten in Bezug auf das Marketing erläutert. Im vierten Kapitel folgt eine Erläuterung des Konstruktes multisensorisches Marketing. Im Anschluss wird in diesem Passus ein multisensorisches Markenkonzept am Beispiel eines Gesellschaftsspiels vorgestellt. Im fünften Kapitel erfolgt eine kritische Diskussion zu den Ergebnissen dieser Arbeit vor dem Hintergrund des Online-Marketings. Abschlie end erfolgt im sechsten Kapitel ein kurzes Fazit und ein Ausblick auf mögliche folgende Forschungsfragen. Täglich erreichen uns zwischen 3.000 und 13.000 Werbebotschaften. Es lässt sich somit sagen, dass Werbung uns gefühlt immer und überall erreicht. Sei es als Kunde im örtlichen Einkaufsmarkt, beim Onlineshopping oder in unserem eigenen Kühlschrank. Viele solcher Werbekampagnen nehmen wir gar nicht bewusst wahr, zum Beispiel Werbung aus dem Radio- oder Fernsehprogramm oder der Zeitung. Die Beiersdorf AG hat im Jahr 2019 seine Pflegelotion-Linie um NIVEA Sensual erweitert. Laut einem Artikel in der Zeitschrift Lebensmittel Praxis möchte der Konzern mit diesem Körperpflegeprodukt dem Konsumenten ein m
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