Careers in meeting and events management, hospitality by Institute for Career Research Editors

By Institute for Career Research Editors

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Sample text

Bei der Ideenkurve spiegelt die vertikale Dimension die Anzahl der die jeweiligen Stufen überlebenden Produktideen wider. Ungefähr drei Viertel der ursprünglichen Einfälle und Möglichkeiten werden somit bereits in der Beurteilungsstufe aus wirtschaftlichen oder technischen Gründen verworfen. Auf der anderen Seite kosten Beurteilung und Wirkungsanalyse verhältnismäßig wenig Zeit und Geld. Ein erheblicher Kostenanstieg ist in der Entwicklungsstufe zu verzeichnen, wo in 40 Prozent der Zeit 30 Prozent der Gesamtausgaben anfallen.

Produktdifferenzierung bedeutet dann, daß weitere Produktvariationen angefügt werden. Die Zahl der Produktgruppen bleibt gleich, die Zahl der Produkte beziehungsweise Variationen innerhalb einer oder mehrerer Produktgruppen jedoch erhöht sich. Die bisherigen Erzeugnisse werden also nicht aufgegeben, sondern um Varianten ihrer Grundkonzeption bereichert~ werden in Aussehen oder Anwendungsmöglichkeiten abgewandelt. Je mehr sich eine Industrie dem Sättigungspunkt nähert, um so mehr werden die Verkäufer geneigt, Sonderwünschen der Kundschaft zu entsprechen, ihr mehr Auswahl zu bieten.

So ist ein bedarfsorientiertes Sortiment auf den Verbraucher ausgerichtet, eine Kombination von Erzeugnissen, welche derselben Bedarfssituation entsprechen. Im Rahmen des Marketingkonzepts ist die Sortimentspolitik stets bedarfsorientiert. Der Trend geht dabei zur Zusammenfassung leistungsfähiger und erfolgsstarker Produktgruppen, deren innere Verbundenheit auf gemeinsamen Verbrauch beschränkt sein kann. Sortimentsbreite wird nur im Sinne einer Risikominderung, Gewinnsteigerung oder Wachstumssicherung angestrebt.

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