{"id":12018,"date":"2009-03-07T23:21:42","date_gmt":"2009-03-07T23:21:42","guid":{"rendered":"https:\/\/www.sisinternational.com\/multiple-constituencies-indirect-influencers-in-consumer-purchasing\/"},"modified":"2025-09-16T01:28:08","modified_gmt":"2025-09-16T05:28:08","slug":"mehrere-wahlergruppen-indirekte-einflussnehmer-bei-verbraucherkaufen","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/de\/mehrere-wahlergruppen-indirekte-einflussnehmer-bei-verbraucherkaufen\/","title":{"rendered":"Mehrere Einflussfaktoren beim Verbrauchereinkauf"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n
\n\n\n

Ein Unternehmen verf\u00fcgt \u00fcber mehrere Zielgruppen, wenn es das gleiche Produkt in verschiedenen Marktsegmenten anbietet.<\/h2>\n

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.<\/p>\n

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Marketing<\/a> applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.<\/p>\n

Mehrere W\u00e4hlergruppen = Tats\u00e4chlicher K\u00e4ufer + Influencer <\/em><\/h3>\n

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.
<\/em><\/p>\n

Beispiele f\u00fcr Multiple-Constituency-Marketing<\/h2>\n

One example of Multiple Constituency Marketing is in the Pharmaceutical<\/a> sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.<\/p>\n

Companies that manufacture Lebensmittel<\/a> also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.<\/p>\n

Mehrere W\u00e4hlergruppen verstehen<\/h2>\n

Ein Unternehmen mit mehreren Zielgruppen sollte stets darauf achten, dass es die W\u00fcnsche seines Segments erf\u00fcllt:<\/p>\n

    \n
  • Bed\u00fcrfnisse<\/li>\n
  • Will<\/li>\n
  • Forderungen<\/li>\n
  • Trends<\/li>\n
  • Gelegenheiten<\/li>\n
  • Nachteile<\/li>\n<\/ul>\n

    Key Success Factors in Influencer Marketing<\/h2>\n
      \n
    • Anpassung des Produktangebots<\/li>\n
    • Aufbau von Beziehungen zu Influencern und K\u00e4ufern in allen Bereichen des Kaufprozesses<\/li>\n
    • Sicherstellen, dass alle Ebenen der Organisation in der N\u00e4he der Influencer und Kunden bleiben<\/li>\n
    • Ansprechende Botschaften f\u00fcr alle beteiligten Segmente<\/li>\n
    • Bereitstellung mehrerer Kommunikationsformen und -kan\u00e4le, um Segmente zu erreichen<\/li>\n<\/ul>\n

      \u00a0<\/p>","protected":false},"excerpt":{"rendered":"

      Entdecken Sie, wie zahlreiche Zielgruppen und Einflussnehmer Ihre Marke st\u00e4rken k\u00f6nnen.<\/p>","protected":false},"author":1,"featured_media":63100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[292],"tags":[],"class_list":["post-12018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=12018"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12018\/revisions"}],"predecessor-version":[{"id":81317,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12018\/revisions\/81317"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/63100"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=12018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/categories?post=12018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/tags?post=12018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}