|
|
|
|
|
ITM Bachelor 3. Sem. |
|
Sinus-Milieus Deutschland.pptx Download Sinus Milieus II: Europe "The Sinus-Milieu concept does give particular emphasis to the continued relevance of historically and culturally rooted particularities in given countries. Accordingly, a thorough national analysis stands at the beginning of the research – even when working on an international level. Two examples from quite different perspectives demonstrate the necessity to take this into account. On one hand, there is the broad variety of values and lifestyles in the – apparently so homogenous – upper mainstream market in Western Europe. On the other hand, a comparison of basic values in Germany and Austria – seemingly so close to each other – shows the shortfalls when neglecting national-specific idiosyncrasies. However, a common positioning framework can be developed, based upon systematic inter-cultural comparison, and focusing on identified similarities. For that purpose, “social status” and “value orientation” serve as two basic dimensions for the positioning of multinational target groups." (Krason, Mayr, Schipperges 2003 p.1)
LINK pdf file: Krason, Mayr, Schipperges 2003
GROUP WORK Selection of 6 milieus for 6 groups
Please choose the milieu you want to work for (in Germany or in another country if data are available) and form six groups. Have
an initial discussion about how to organize the first step of the
work: Analysis of existing offers of tour operators and different travel forms fitting for selected milieu. Presentation of results (15 min. plus discussion) on 2nd and 13th of November.
Second step will be: - Development of customized tour operator (independent or brand of corporate group) offer: which travel types, which destinations, which marketing channels, which main competitors, rough estimation of possible profitability of different offers (30 min. plus discussion)
|
|
|
|
Contact:
Prof. Dr. Wolfgang Georg Arlt FRGS |
|
