Gruppengütermarketing

Voeth, Markus

doi:10.15358/0344-1369-2002-2-111

Cited by 7 publications

(10 citation statements)

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“…Moreover, customer-to-customer marketing involves many individuals who are interrelated (cf. here and in the following Voeth 2003). The sharing economy also thrives because of the interaction between several users and the resulting customer group benefit (Matzner et al 2015).…”

Section: Dimensions Of the Customer Group Benefitmentioning

confidence: 99%

“…Because various forms of customer group benefit result in the difference of the marketing challenges in customer-to-customer marketing, the question arises which dimensions affect the customer group benefit. Voeth (2003) analyzed two main dimensions: § the creation and formation of a group that influences the benefit and § the type of customer group benefit.…”

Section: Dimensions Of the Customer Group Benefitmentioning

confidence: 99%

“…In customer-to-customer marketing, the general customer demand elements are the main focus, and it is of paramount importance that the customer group receives the benefit. The main subjects are marketing processes in which the demand-sided benefit depends to a considerable extent on other demanders (here and in the following Voeth 2003). Private car sharing could serve as an example.…”

Section: Introductionmentioning

confidence: 99%

“…For demanders, the benefit resulting from the transaction depends on other demanders and includes external benefit components. In addition, the examples of Zilok and JustPark show that the number and/or behavior of other demanders can affect the external benefit (Voeth 2003, Matzner et al 2015. § Number of other users: Favorable conditions will be high if a large number of other demanders conglomerate for a collective order.…”

Section: Introductionmentioning

confidence: 99%

“…A common good is a good or a service that is jointly procured and used by at least two independent demanders, either separately or together. For this reason, the benefit depends on other users (Voeth 2003). For example, in a sharing economy, a common good can be observed in the car-sharing service DriveNow, an initiative by the automotive manufacturer BMW and the car hire company Sixt.…”

Section: Introductionmentioning

confidence: 99%

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Sharing Economy: A case of customer-to-customer marketing

Voeth¹,

Stief²

2016

Die Unternehmung

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Many business models in the sharing economy still have adoption problems among customers. This is especially due to providers not having sufficient regard for the specific nature of the sharing economy in their marketing activities. This contribution shows that most offers in the sharing economy are characterized by the benefits to customers that result from the number or the behavior of other customers. Therefore, the sharing economy has to be considered as a branch of customer-to-customer marketing. In order to tackle the existing adoption problems and to accelerate the diffusion of sharing economy offers, the marketing instruments of customer-to-customer marketing can be used to optimize sharing economy dissemination. Thus, this paper presents and discusses suitable instruments to face marketing problems of the sharing economy. Viele Geschäftsmodelle in der SharingEconomy weisen kundenseitig Adoptionsprobleme auf. Dies kann insbesondere darauf zurückgeführt werden, dass Anbieter die spezifischen Besonderheiten der Sharing Economy in ihren Marketing-Aktivitäten nicht berücksichtigen. Dieser Beitrag zeigt, dass die überwiegende Anzahl an Sharing Economy Angeboten durch den Kundennutzen charakterisiert ist, der sich aus der Anzahl oder dem Verhalten von anderen Nutzern ergibt. Daher ist die Vermarktung von Sharing Economy Angeboten dem Customer-to-Customer-Marketing zuzuordnen. Um die bestehenden kundenseitigen Adoptionshemmnisse zu überwinden und die Diffusion von Sharing Economy Angeboten zu beschleunigen, können Marketinginstrumente des Customer-to-Customer-Marketings eingesetzt werden. Dieser Beitrag stellt entsprechende Marketinginstrumente vor, um die Marketingprobleme der Sharing Economy zu lösen.

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Section: Dimensions Of the Customer Group Benefitmentioning

confidence: 99%

Section: Dimensions Of the Customer Group Benefitmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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