Markedsundersøgelser

THE STATUE IN THE STONE is a complete treatise on Jobs-to-be-Done philosophy. While many have contributed to the ideology, the founding fathers are (in alphabetical order): Lance Bettencourt, Clayton Christensen, Theodore Levitt, and Anthony Ulwick. Clayton Christensen taught that "A customer "hires" a product to accomplish a job." The customer's job is a goal, objective, or problem to be solved. Built upon this basic truth, jobs-to-be-done philosophy is the most powerful framework ever created to understand customer motivation. It turns out that customers do not care about brands, companies, products or technologies. However, they will reliably gravitate to the product that helps them to get their job done the best. This understanding will help marketers, innovators, business leaders, product managers and practitioners of all sorts to boldly create customer value.Though many are familiar with the phrase "jobs-to-be-done" (JTBD), few have significant experience in applying it to real markets. Even fewer have worked in enough diverse industries to understand the principles at play.This book presents the theories along with practical frameworks to apply jobs-thinking into any market. It's a complete resource, with all the "job-to-be-done" secrets that only the most experienced practitioners could know.

To understand a little more about what this book is about, here is a recap on a couple of chapters. Identifying Your PreyWhat is a shark in today's business world? Sharks are tough, self-made, multi-millionaire and billionaire tycoons and they are always searching for the best businesses and products that America has to offer. There is even a critically-acclaimed reality show called Shark Tank where entrepreneurs try to convince a panel of sharks to part with their own money and become investors in their company. Warren Buffet, Richard Branson, Oprah, Ted Turner - these are powerful people who are potential investors in your company - all are sharks. Entrepreneurs understand how much value a shark can bring to their effort; they bring their business acumen, their connections, they can bring advice. But no matter what phase a company is in, the owner needs to be able to identify the different types of sharks or they could easily be gobbled up themselves. Amos describes the unique types of sharks, from the nocturnal Nurse shark who is known for being the silent partner; they may invest as part of a group and really only care about the return on their investment, to the Hammerhead shark, the most social of the sharks who enjoy swimming in large schools of other business experts and have no natural enemies. These and several more types of sharks can provide the funding and connections you may desperately need as an entrepreneur, but if you pick to hunt the wrong shark you may end up just chumming the waters.What's For Supper?Amos introduces how to never lose the millionaire mindset, even if your bank account may not reflect the same. Crediting a nice guy attitude, he shares how you may need to cut your losses when hunting for sharks, but that you need to do it nicely. How sometimes you can land the wrong shark, and what to do about it, and Anthony introduces his personal friend, business partner, and shark, Kevin Harrington. "Nice guys are shark bait," says Amos, and he describes his own personal stories and brushes with the wrong sharks including explaining why congruent values are critical, adding value to business is a priority, and creating a partnership that is fun and rewarding is your best chance for hunting sharks. According to Amos, entrepreneurs hunting for their own shark should ignore the old saying that "nice guys finish last." And they should also remind themselves of another saying, this one from John Cassis, "It's nice to be important, but it's more important to be nice." Using some history from our last decade of financial collapse, Amos explains how the me-first attitude in business was turned upside down and entrepreneurs realized their approach had to change. Increased collaboration with suppliers, taking on financial strategic partners and teaming with other companies who shared similar demographics, even taking the option of returning to the workforce while still stoking the embers of ambition on a part-time basis; all of these became critical for success in a new economy and marketplace.

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Marktforschung, Note: 2,3, Hochschule für angewandtes Management GmbH (Wirtschaftspsychologie), Sprache: Deutsch, Abstract: Marktforschungsunternehmen machten im Jahr 2016 weltweit einen Umsatz von 44,511 Milliarden US-Dollar. Der größte nationale Marktforschungsmarkt ist mit 19,487 Milliarden US-Dollar im Jahr 2016 die USA, gefolgt von Großbritannien mit 6,642 Milliarden US-Dollar. Deutschland befindet sich mit 2,767 Milliarden US-Dollar an dritter Stelle des Länder-Rankings. Allein in Deutschland waren im Jahr 2016 113 Marktforschungsinstitute aktiv und erwirtschafteten zusammen einen Umsatz von 2,5 Milliarden Euro. Zu den wichtigsten Kunden von deutschen Marktforschungsinstituten zählte im Jahr 2016 mit einem Umsatzanteil von 20% die Telekommunikationsbranche, gefolgt von der Konsumgüterindustrie mit 17%. Der Medien- und Verlagsbranche lässt sich ein Anteil von 14% und der Pharmaindustrie 10% zuordnen.Den Einstieg in die theoretische Arbeit bilden ein Vergleich von quantitativer und qualitativer Marktforschung und eine Betrachtung der Methoden beider Marktforschungsdisziplinen. Darauf folgen die Vorstellung des standardisierten Fragebogens und sein Stellenwert in der Marktforschung. Im Anschluss werden der Aufbau und die Konstruktion eines standardisierten Fragebogens behandelt. Weiterhin werden die Gütekriterien eines Fragebogens dargestellt und auf die Operationalisierung eingegangen. Die Studienarbeit wird abgeschlossen durch Beispiele zur Nutzung von Fragebögen in der Praxis.

The Future of Purpose-Driven Branding is an essential resources for businesses seeking to create signature social programs that truly impact, communicate a firm's social effort, and advance their business.

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule Wismar (WINGS Wismar), Veranstaltung: Konsumentenverhalten, Sprache: Deutsch, Abstract: Die aktuelle Situation in der Lebensmittelbranche und im Speziellen im Bio-Segment birgt eine große Herausforderung für Unternehmen. Das Wissen um das Konsumverhalten wird dadurch zu einer zentralen Fragestellung. Bei der Analyse der vorhandenen Untersuchungen zum Konsumverhalten von Bio-Lebensmitteln stellt sich heraus, dass sich die Forschungen nur auf einzelne Determinanten des Kaufverhaltens fokussieren. Keine der analysierten Forschungen betrachtet alle Determinanten. Deshalb soll in dieser Arbeit der Forschungsstand beleuchtet, zusammengefasst und in einem ganzheitlichen Modell aufbereitet werden, um das Konsumentenverhalten von Bio-Lebensmitteln zu spezifizieren und Implikationen für die Praxis zu liefern.Nach einer kurzen Abgrenzung der Arbeit, um die Ausführungen für die Arbeit zu verdeutlichen wird in Abschnitt 2 die Darstellung des aktuellen Forschungsstandes vorgenommen. Die vorhandenen Ausführungen werden übersichtlich dargestellt und die Auswahl der Determinanten des Kaufverhaltens erläutert und analysiert. Im Anschluss werden die Determinanten einzeln vertieft und die zugehörigen Erkenntnisse erläutert. Dabei werden in Kapitel zwei die aktuellen Ausführungen in die Bereiche ¿Psychische Determinanten¿, ¿Soziale Determinanten¿, ¿Persönlichkeitsdeterminanten¿, ¿Ökonomische Determinanten¿ und ¿Technologische Determinanten¿ unterschieden und anschließend in Kapitel drei durch die Darstellung eines ganzheitlichen Modells der Zusammenhang des Kaufverhaltens von Bio-Lebensmitteln aufgezeigt. Mit dieser Grundlage werden Implikationen für die Unternehmenspraxis getroffen, welche mit einer Zusammenfassung der Erkenntnisse dieser Arbeit abgeschlossen werden.

In Invisible Influence, the New York Times bestselling author of Contagious explores the subtle influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat. “Jonah Berger has done it again: written a fascinating book that brims with ideas and tools for how to think about the world.” —Charles Duhigg, author of The Power of HabitIf you’re like most people, you think your individual tastes and opinions drive your choices and behaviors. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong. Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we’re told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn’t just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like a soccer mom. By understanding how social influence works, we can decide when to resist and when to embrace it—and learn how we can use this knowledge to exercise more control over our own behavior. In Invisible Influence, Jonah Berger “is consistently entertaining, applying science to real life in surprising ways and explaining research through narrative. His book fascinates because it opens up the moving parts of a mysterious machine, allowing readers to watch them in action” (Publishers Weekly).

A book unlike any other customer service guide, Willie's Way translates Willie's common-sense wisdom into simple, practical applications. Each chapter looks at one of the six service secrets and explains how and why it works. From listening to customers, to offering them special favors, to making every customer connection memorable, these proven strategies will impress, entice and win new customers with every interaction. As a successful speaker and author who travels constantly, Phillip Van Hooser has been in and out of his fair share of cabs. But only one cabbie ever taught him anything about customer service. That cabbie is Willie, and the common-sense wisdom he imparted has become known as Willie's Way. In Willie's Way, you too will learn Willie's unique brand of personalized service: How to woo customers so they come back again and againHow to wow customers so they tell their friends about youHow to win customers' long-term business by exceeding their expectationsHow to apply Willie's techniques to your own enterprises to build long-term customer loyalty "Willie's Way is a fascinating compilation of real-life customer service stories that actually make a difference. It's about building your brand one customer at a time. Read how enthusiasm, confidence and sincerity can impact your customers, grow revenues and impact your bottom line. This is the best book I've read on customer service in a long time." -Joe Scarlett, Chairman of the Board, Tractor Supply Company "Van Hooser absolutely hit the bulls-eye with an outstanding instruction manual about the keys to extraordinary customer service. I have no doubt that companies and customer service professionals across virtually every industry will find value and fresh insights in the pages of this brilliantly written gem." -Richard G. Kelley, Director of Sales Training, North America Axcan Pharma, Inc.

Claudia Bünte und Bernhard Wecke geben einen Überblick über die Bedeutung und den aktuellen Einsatz von Künstlicher Intelligenz (KI) im Marketing und zeigen im Ausblick, wie sich KI im Marketing weiterentwickeln wird. Die aktuelle Studie unter 158 Marketing-Managerinnen und -Managern sowie eine Vielzahl von Interviews mit ExpertInnen geben einen umfassenden Eindruck über heutige und aktuell geplante Einsatzgebiete von KI im Marketing. Ein Leitfaden erklärt Schritt für Schritt den Einsatz von KI in einem ersten Piloten. Konkrete Use Cases zeigen, welche SaaS-Tools unterstützen, die wichtigsten Aufgaben im Marketing mittels KI mit Impact zu erledigen.

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context.The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the calls made by scholars to address inherent challenges involved in identifying, involving and prioritising different stakeholders in social marketing interventions.Through sharing real-world experience, the text aims to extend and synthesise current knowledge in the field and contribute to establishing stronger and long-lasting alliances with stakeholders involved in social marketing interventions with an aim of ensuring sustainable behavioural change. This book features a diverse series of case studies from different countries (including but not limited to Australia, Finland, India, Slovenia, the United Kingdom) conducted in various behaviour change contexts (including alcohol consumption, nutrition intake, and breast feeding). Leading international social marketing and social science scholars provide case studies on stakeholder involvement in an intervention or multiple interventions and elucidate relevant lessons to inform theoretical as well as practical implications for multi-stakeholder social marketing interventions.This volume will be of interest to researchers, advanced students, practitioners and policy makers in social marketing and health policy.

In this edited volume, the leading scholars in the field engage with consumers, marketers, corporations and policymakers as well as space dynamics and network formation to provide an in-depth examination of anti-consumption: a voluntary behavioural inclination to minimise rather than grow, to decelerate and simplify and to reduce the unnecessary exploitation of resources fuelled by consumer culture. This book does not place anti-consumption on the high moral ground but rather demonstrates its complexity to spur innovative and critical thinking on how people, organisations, businesses and governments can treat consumption more as a necessity for survival than as a tool for self-expression, pleasure and economic growth.The first part of this book looks at anti-consumption from a diversity of perspectives. It analyses voluntary simplicity, a self-motivated engagement in consumption reduction, and boycotting, a politically-motivated reaction against unacceptable corporate practices, as distinct manifestations of anti-consumption that nonetheless remain rooted in the logic of the market. Paving the way to critical perspectives on the interface between anti-consumption, people and the environment, the second part of the book projects anti-consumption to issues of waste production and provides possible answers to global challenges of resources depletion, social inequalities and global warming. In this section, anti-consumption is critically assessed as an actor of change, both in terms of social change and paradigm change. To move the field forward, the third part of this book presents several theoretical frameworks that help set a roadmap for future research.Anti-Consumption will be of direct interest to scholars and researchers within the fields of marketing, consumer research, business studies, environmental studies and sustainability. It will also be of value to those researching the economics and/or sociology of markets.

"I urge everyone to read this important new book.”—Ron Paul, Host of Ron Paul Liberty ReportAmericans are facing sticker shock at every turn: from the gas pump to the grocery store and every kind of consumer service. But the eye-popping price increases are just the tip of the iceberg in terms of the threat to the country’s economic recovery. Inflation showers windfalls on the rich while penalizing workers, savers, retirees, small businesses, and most of Main Street economic life. New York Times bestselling author and former investment manager David A. Stockman, who served as director of the Office of Management and Budget under President Reagan, explains the roots of today’s runaway inflation so investors at all levels can calibrate their financial strategies to survive and thrive despite economic uncertainty. The Great Money Bubble covers the entire economic landscape, including: Why the rising price of assets is far more dangerous than rising consumer pricesThe inside story on stock market manipulations and the effects of ultracheap debtWhy real estate is no longer a guaranteed inflationary hedgeStockman’s four-step strategy to protect your savings and portfolio After spearheading the economic policy for the Reagan Revolution, Stockman worked on Wall Street at the highest levels, and is now an adviser to professional investors. With this book, readers at all investment levels can have access to his groundbreaking financial advice.

The book is designed to impart and convey knowledge as well as understanding of the range of biometric technologies and cybertechnologies, while also stressing their advantages and disadvantages. The authors aim to develop an appreciation for and breadth of knowledge that spans the full range of neuroscience sub-disciplines, including behavioural, cognitive, and computational neuroscience. Furthermore, the content of the book is geared to be able to place neuroscience into an ethical context, especially how studying the brain and behaviour can contribute to the resolution of ethical, social, and environmental issues.

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Marktforschung, Note: 1,0, , Veranstaltung: Dienstleistungsmanagement, Sprache: Deutsch, Abstract: In dieser Arbeit wird eine Beurteilung der Video- und Sprachbewerbung der Kandidaten der Generation Y/Z ermittelt. Ziel ist es, herauszufinden, welche Bewerbungsformen von den Generationen Y/Z favorisiert werden und ob die Video- beziehungsweise Sprachnachricht das klassische Anschreiben und den Lebenslauf ersetzen können. Diese Studie soll Handlungsempfehlungen für Inhalte und Länge der neuen Bewerbungsformen geben, als auch das bisherige Nutzungsverhalten widerspiegeln.Im Rahmen dieser empirischen Arbeit wird die Beurteilung der Video- und Sprachbewerbung der Kandidaten der Generationen Y/Z ermittelt. Ziel der Untersuchung ist es herauszufinden, welche Bewerbungsformen von den Generationen Y/Z favorisiert werden und ob die Video- beziehungsweise Sprachnachricht das klassische Anschreiben und den Lebenslauf ersetzen könnten. Die Studie wird Handlungsempfehlungen für Inhalte und Länge der neuen Bewerbungsformen geben, als auch das bisherige Nutzungsverhalten widerspiegeln. Als Beispiel dafür könnte man sagen, dass die Länge der Nachrichten nicht bis 120 Sekunden begrenzt werden sollte. Im Dezember 2019 werden auf dem Gelände der Technischen Hochschule Brandenburg 120 Studierende mittels eines eigens konzipierten Online-Fragebogens befragt. Die Ergebnisse belegen eine überraschende Mehrheit von 66,1% vom bevorzugten Gebrauch des klassischen Anschreibens. In den Kriterien Inhalt, Länge und Kanäle können Handlungsempfehlungen für Unternehmen der Sprach- und Videobewerbung abgeleitet werden. Die Bewerber möchten WhatsApp als Bewerbungsmöglichkeit für Sprachnachrichten nutzen. Insgesamt sind die Probanden skeptisch gegenüber der Bewerbung via Sprach- und Videobewerbung, was belegt, dass Unternehmen die Bekanntheit dieser modernen Bewerbungsform aktiv vorantreiben müssen, um den Nutzern von den Vorteilen einer schnellen und 100% digitalen Bewerbung aufzuzeigen.

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Marktforschung, Note: 1,7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: In dieser Arbeit wird das Thema Performance Marketing vorgestellt. Die Generationen und deren unterschiedliche Bedürfnisse werden erläutert. Dies ist wichtig, damit sich die Unternehmen ihrer Zielgruppe bewusst sein können. Nur so können sie ihr Marketing gezielt an die Wünsche der jeweiligen Gruppe anpassen. Anhand der ausgezeichneten ¿Best Practices¿ können mögliche Verbindungen des Performance Marketing und der Generationen dargestellt werden. Um mehr über Performance Marketing zu erfahren, hat die Autorin ein Email-Interview mit einem Experten aus der Marketing-Branche durchgeführt. Das Marketing gewinnt seit den letzten Jahren immer mehr an Bedeutung. Es gibt immer mehr Methoden und Strategien, um die Zielgruppen zu erreichen. Wichtig hierbei zu beachten ist, dass jede Generation anders von einer Werbung angesprochen wird. Dies ist meist schon an sich selber oder auch z.B. an seinem Partner oder den Kindern zu sehen.

In this 1959 classic, Louis Cheskin presents his insights into human motivation as expressed in purchasing decisions.

With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters. By cultivating the superpromter they can more effectiviely promote their brand.