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Markenführung und Verkaufsförderung

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Handbuch Markenführung

Zusammenfassung

Verkaufsförderung ist für Hersteller und Handler von Markenartikeln ein zentrales Marketinginstrument. Produkte im Sonderangebot sind allgegenwärtig, es werden Coupons und Warenproben verteilt, Gewinnspiele veranstaltet und Produktzugaben ein-gesetzt, um den Absatz zu steigern. Konsumgüterunternehmen wenden in Deutschland im Durchschnitt etwa 20 Prozent ihres Kommunikationsbudgets für Verkaufsförderung auf (GfK/WirtschaftsWoche 2000). Darüber hinaus wird im Handel ein erheblicher Anteil des Absatzes von Markenartikeln während Verkaufsförderungsaktionen getätigt — bei Röstkaffee und Vollwaschmittel waren es in Deutschland 1998 beispielsweise über 60 Prozent (IRI/GfK Retail Services). Dabei bilden Verkaufsförderungsmaßnahmen bzw. Promotions eine wichtige Brücke zwischen der klassischen Kommunikation zum Aufbau von Marken und der konkreten Kaufentscheidung von Konsumenten. Viele Verkaufsförderungsmaßnahmen wirken direkt am Point of Sale (PoS), wo 55 Prozent der Markenwahlentscheidungen getroffen werden (POPAI Europe 1999).

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Authors and Affiliations

  1. Johann Wolfgang Goethe-Universität, Frankfurt/Main, Deutschland

    Prof. Dr. Karen Gedenk (Inhaberin des Lehrstuhls für Betriebswirtschaftslehre, insbesondere Marketing II)

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  1. Prof. Dr. Karen Gedenk
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Editors and Affiliations

  1. Lehrstuhl für Marketing und Unternehmensführung, Universität Basel (WWZ), Petersgraben 51, CH-4003, Basel, Schweiz

    Manfred Bruhn

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Gedenk, K. (2004). Markenführung und Verkaufsförderung. In: Bruhn, M. (eds) Handbuch Markenführung. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-01557-4_62

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  • DOI: https://doi.org/10.1007/978-3-663-01557-4_62

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-663-01558-1

  • Online ISBN: 978-3-663-01557-4

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