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| Author: | Blickhäuser, J. Gries, T. |
| Title: | Individualisierung des Konsums und Polarisierung von Märkten als Herausforderung für das Konsumgüter-Marketing. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1989 : VOL. 11:1, p. 10 |
| Index terms: | CONSUMER GOODS MARKET SEGMENTATION POSITIONING LIFE STYLE |
| Language: | ger |
| Abstract: | Population decrease, higher incomes and low batch production technologies have led in FRG to diversification of consumption. Markets of mass products are saturated, new markets may be created only by emotional (not functional) goods. Goods are chosen as ingredients of the consumers lifestyle. All this has serious repercussions on firm-level marketing: on product strategy, price policy, trade policy and advertising. |
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