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Unternehmenskommunikation für Kinder: Stark umworben: Junge und jüngste Konsumenten (German Edition) Pdf

Download Unternehmenskommunikation für Kinder: Stark umworben: Junge und jüngste Konsumenten (German Edition) Pdf

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Book Description:

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL – Promoting, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Observe: 1,zero, Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen; Standort Nürtingen, Veranstaltung: Oberseminar, seventy three Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: (aus der Einleitung)

Beinahe jeder, der schon einmal mit Kindern zu tun hatte, kennt die State of affairs:
Am Frühstückstisch ist der Teufel los, weil das Müsli nicht von Kellogg’s ist oder
weil der Fruchtsaft nicht der Marke entspricht, die die Kleinen aus der Werbung
kennen und der dann natürlich unmöglich schmecken kann.
Kinder sind einfach zu begeistern, sie sind offen für Neues, sie probieren gerne
aus, und sie verfügen über beträchtliche finanzielle Mittel; vor allem aber sind
Kinder die Kunden von morgen, weshalb vielfach der Versuch unternommen
wird, sie bereits frühzeitig zu Markentreue und einem bestimmten
Konsumverhalten zu erziehen; vielfach treffen auch Kindern bereits eigene
Kaufentscheidungen. Sie beeinflussen auch in zunehmenden Maße ihre Eltern,
indem sie diese veranlassen, ihnen Produkte zu kaufen, für die sie selbst kein
Geld ausgeben möchten oder können; Eltern und andere Familienmitglieder
geben etwa das Zehnfache des Taschengelds ihrer Kinder für deren Wünsche
aus; auch bei der Markenwahl bestimmter Produkte, beispielsweise
Lebensmittel, Spielsachen, Sportartikel und Bekleidung nimmt der Nachwuchs
Einfluss auf die Kaufentscheidung der Eltern (Kirchler, 19992).
Ein häufiges Mittel, diesen Einfluss zu erreichen, ist der „passive Widerstand“;
durch die Weigerung, bestimmte Produkte zu konsumieren, zwingen Kinder ihre
Eltern, in Zukunft solche zu kaufen, die sie bevorzugen. Ebenfalls nicht außer
Acht zu lassen ist die Tatsache, dass gewisse Anschaffungen überhaupt erst
durch die Wünsche der Kinder von den Eltern in Betracht gezogen werden.
Längst ist dies der Wirtschaft klar geworden, und selbst die Kleinsten werden
stark umworben.
(…)
Ziel dieser Arbeit ist es, die stetig wachsende Bedeutung der Unternehmenskommunikation für Kinder zu untersuchen und die Zielgruppe Selection sowie den Markt der jungen Period zu analysieren, um aus den Erkenntnissen eine
Kommunikationsstrategie mit den entsprechenden Kommunikationsinstrumenten
zu gestalten. Als Kinder werden in dieser Arbeit die Zwei- bis 12Jährigen bezeichnet, sofern nichts anderes vermerkt ist.




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