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Marketinginstrumente – psychologisch betrachtet

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Wirtschaftspsychologie

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Zusammenfassung

Marketing ist ein Gebiet wirtschaftlichen Handelns, das besonders häufig auf psychologisches Wissen zurückgreift. Das gilt für alle seine Teilfacetten. Im Rahmen der Produktpolitik muss z. B. entschieden werden, welche Produkte angeboten werden, wie sie aussehen und wie sie in den Kontext anderer angebotener Produkte passen. Preise und Konditionen werden von Konsumenten meist nicht auf der Grundlage exakter Berechnungen, sondern anhand mentaler Faustregeln bewertet. Diese psychologischen Regeln sind bekannt und können vom Marketing antizipiert werden. Über die Vertriebspolitik reguliert das Marketing nicht nur die Verfügbarkeit der Produkte, sondern auch deren Image, ihre Präsentation gegenüber dem Kunden und damit auch deren Kaufwahrscheinlichkeit. Die bevorzugten Vertriebswege ändern sich über die Zeit, wie der Handel über das Internet zeigt. Die Kommunikationspolitik des Marketings besteht nicht nur in Werbung, sondern auch in Pressearbeit (PR), Customer Relationship Management oder der direkten Interaktion von Verkäufer und Kunde.

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    Georg Felser Prof. Dr.

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    Klaus Moser

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Felser, G. (2015). Marketinginstrumente – psychologisch betrachtet. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-43576-2_9

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