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Download e-book for kindle: Arbeitsbuch Marketing by Dipl.-Kfm. Bülles, Prof. Dr. H. Raffée (auth.)

By Dipl.-Kfm. Bülles, Prof. Dr. H. Raffée (auth.)

ISBN-10: 3322842983

ISBN-13: 9783322842985

ISBN-10: 3409365710

ISBN-13: 9783409365710

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A) Wie unterscheidet sich die Beobachtung von der Befragung? D b) Wie sind Beobachtungen qualitativer Merkrnale zu beurteilen? Geben Sie ein Beispiel. c) Welche Art der Beobachtung wird von Testkaufern betrieben? D 25. Gelegentlich wird die Pupillenerweiterung bei der experirnentellen Beobachtung als Indikator fUr die Aufrnerksarnkeitswirkung gernessen. Wie beurteilen Sie dieses Verfahren intuitiv? 26. a) Nennen Sie ein Beispiel fUreineLaboratoriurnsbeobach- tung. b) Erkennen Sie Vorteile der Beobachtung gegenUber der Befragung?

B) Inwiefern sind spezifische Deckungsbeitrage fur die Disposition und Kontrolle besonders geeignet? 22. Kennzeichnen Sie ein retrogrades Kalkulationsschema. 23. a) Welche wichtigen Informationen gibt die Hohe des Artikelbeitrags? Inwiefern ist er aufschluBreicher als der "Nettogewinn"? b) Welche Auskunfte gibt die Gegenuberstellung der kumulierten absoluten Deckungsbeitrage mit dem Dekkungsbedarf einer Periode? c) Wie kann mit Hilfe spezifischer Deckungsbeitrage beurteilt werden, ob ein Produkt in das Verkaufsprogramm aufgenommen werden sollte?

B) Geben Sie ein Beispiel fur Rahmenbedingungen von Marketing-Entscheidungen. c) Welche Bedeutung hat die Marktforschung fur die Phase der Suche nach Handlungsalternativen? d) Erlautern Sie die Schwierigkeiten der Prognose von Handlungskonsequenzen bei Marketing-Entscheidungen. e) Wie beurteilen Sie die Moglichkeit einer Prognose politischer Einflusse auf Marktentwicklungen? Welchen EinfluB hat eine geringe Risikoneigung auf die Auswahl der als optimal erachteten Alternative? o 13. 1st nach Ihrer Auffassung der Verzicht Bidlingmaiers auf die von Heinen vorgeschlagene Kontrollphase als letzte Phase von Entscheidungsprozessen zweckmaBig?

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Arbeitsbuch Marketing by Dipl.-Kfm. Bülles, Prof. Dr. H. Raffée (auth.)


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