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13:56 Nov 16, 2016 |
English to German translations [PRO] Marketing - Marketing / Market Research | |||||||
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| Selected response from: Ina Brachmann (X) Portugal Local time: 01:38 | ||||||
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Summary of reference entries provided | |||
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'good-better-best' strategy |
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Discussion entries: 2 | |
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Marken mit zielgruppenorientierter Segmentierung in untere, mittlere und obere Preisklasse Explanation: As brands get more sophisticated and expand their appeal to meet the needs of different consumers, brand-owners must create nomenclature systems to help differentiate and to help customers determine if they want the low end, the middle or the high end version of brand.... In some cases, brands may offer a family of offerings where there is no formal ‘good/better/best’ construct – essentially, all the levels are good/best but are designed to meet different needs. - see http://www.wantbranding.com/good-better-best/ Es geht also um zielgruppenorientierte Markensegmentierung, die mit der Preisklasse deckungsgleich ist: BMW uses an alpha-numeric approach using six different platforms – numbered 1-7 (the series skips ‘2’ for some reason) and as the numbers get higher, the cars get bigger and more fully featured. By and large price, points get higher too as you go up the line, although with options and extras there is a fair degree of overlap between each series. - see http://www.wantbranding.com/good-better-best/ |
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"Good – Better – Best“-Struktur Explanation: Hier handelt es sich um eine Markenführungsstrategie zur Verkaufsförderung in verschiedenen Preisklassen. Example sentence(s):
Reference: http://www.josdevries.de/blog/3-kernstrategien-fur-private-l... https://books.google.pt/books?id=SIOLBwAAQBAJ&pg=PA735&lpg=PA735&dq=%22Good+%E2%80%93+Better+%E2%80%93+Best%E2%80%9C-Struktur&source=bl&ots= |
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im unteren, mittleren und gehobenen Markensegment Explanation: meine Interpretation... |
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Reference: 'good-better-best' strategy Reference information: Es geht hier schon um eine spezielle Marketingstrategie. Wie man das auf deutsch schön ausdrücken könnte, weiß ich nicht, daher dies hier nur als Referenz. Vielleicht hilft das ja weiter: "[...] if you can determine your product’s perfect price, you end up in what I call a “Pricing Catch-22”: no matter what price you set, you’ll inevitably create missed profit opportunities. Some people would have paid more, while others would have purchased if only the price had been lower. The way to break out of this Pricing Catch-22 is to offer good-better-best prices. Instead of creating missed pricing opportunities with a single price, this multi-price versioning strategy empowers you to capitalize on a downward sloping demand curve." https://hbr.org/2013/02/why-good-better-best-prices-are-so-e... "What is good, better, best? It's a selling technique that merchandisers have used for decades [...]. Correctly presented, it gives customers the ability to purchase the item that most closely fits their needs and their budget. When well executed, it enables marketers to upsell and increase the average order size." http://www.targetmarketingmag.com/article/selling-good-bette... Wird wohl im Deutschen häufig auch so übernommen. Beispiele: „Zum Erfolgsrezept einiger Händler erklärt Ziegenfeld: „In vielen Sortimentsbereichen bauen sich die Preise in einer ‚good, better, best’-Logik auf. Der Kunde erkennt hier klar die Auswahl und den wahrnehmbaren Mehrwert höherer Preisstufen.“ http://printarchiv.absatzwirtschaft.de/content/marketingstra... „Die starken Verkaufszahlen weltweit zeigen, dass unsere neuen Produkte nachgefragt werden und unsere Kunden unser im November 2013 eingeführtes „Good, Better, Best“-Preismodell positiv aufnehmen.“ http://www.go-with-us.de/2014/01/23/page/13/ |
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