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Beinecke / französische Kappnaht
Pochette
Dec 10, 2007 16:58
16 yrs ago
4 viewers *
Deutsch term

Käuferreichweite

Deutsch > Englisch Wirtschaft/Finanzwesen Marketing/Marktforschung
Hello all,

I have a couple of formulas at the back of this marketing research document, and I'm stuck on a couple of the terms. "Käuferreichweite" is one.

Käuferreichweite = Zahl der KäuferInnen des Produktes
eines Produktes Zahl der PanelteilnehmerInnen

To me, it appears as if the "Käuferreichweite" (consumer reach? range?) of a product is the number of purchasers of a product divided by the number of panel members. Does this make sense to anyone?

Thanks a lot for any help! ;-)
Proposed translations (Englisch)
3 +4 market penetration
3 consumer reach / consumer success rate

Discussion

Paul Cohen Dec 10, 2007:
I'm as clueless as you when it comes to "Käuferkumulation". Too technical for me, sorry. My suggestion: Enter it as a separate question... and pour yourself a double.
Hilary Davies Shelby (asker) Dec 10, 2007:
Thanks, Paul - I'm thinking the only thing that might help me now is a large whisky! ;-) Am I correct in thinking that Käuferkumulation is "buyer accumulation"?
Paul Cohen Dec 10, 2007:
The plot thickens... May the force be with you, Hilary!
Hilary Davies Shelby (asker) Dec 10, 2007:
Hi again,
I hate to throw a spanner in the works, but further down the page is a different formula for "penetration". THIS one says "Penetration eines Produktes = Käuferkumulation eines Produktes durch Käuferkumulation einer Produktklasse". I do not even pretend to understand this, but it means that "Kaeufferreichweite" is unlikely to be "penetration". :-(
Hilary Davies Shelby (asker) Dec 10, 2007:
Hello - sorry about that, my copy and paste didn't transfer the formula. It says "Käuferreichweite eines Produktes = [equals] Zahl der KäuferInnen des Produktes / [over, divided by] Zahl der PanelteilnehmerInnen". Hope that makes it a bit clearer!
Tilman Lichter Dec 10, 2007:
there is something funny about your definition of *Käuferreichweite*. It doesn't make sense. Could you check it again and correct it. Maybe then we'll get a little further.

Proposed translations

+4
18 Min.
Selected

market penetration

In your case it could be proportion of buyers of a product to the number of panel participants.

Market penetration - Proportion of buyers on a list to the total list or to the total area. For business lists, penetration is usually analyzed by two-digit or four-digit Standard Industrial Classification codes.

http://www.nmoa.org/Library/glossmq.htm

Market penetration
http://dict.leo.org/forum/viewUnsolvedquery.php?idThread=103...

Käuferreichweite (Penetration) einer
Marke: Wie viel Prozent der untersuchten
Käufer haben eine bestimmte Marke
mindestens einmal im Berichtszeitraum
gekauft?
_ Käuferreichweite einer Category in
einer Einkaufsstätte: Wie viel Prozent
der Käufer haben im Berichtszeitraum
mindestens einen Artikel aus der Category
in der betrachteten Einkaufsstätte
gekauft?
http://www.marketing.uni-essen.de/praxis/presse/2003-06_Anza...

* Penetration (absolut) = Käuferreichweite für Marken
Wieviele Haushalte kann eine Marke erreichen?
Prozentualer Anteil aller österr. Haushalte, die mindestens 1mal die
Marke gekauft haben

http://www.wu-wien.ac.at/werbung/download/sbwl/vk3_gfk_praes...
Peer comment(s):
agree Stephen Sadie
4 Min.
agree Paul Cohen : Of course - "market penetration"! Great references, Kim.
7 Min.
agree Julia Lipeles
1 Stunde
agree Cathrin Cordes
4 Stunden
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Selected automatically based on peer agreement."
11 Min.

consumer reach / consumer success rate

It makes sense to me. The "panel" is the representative group of people used for the survey. The "Käuferreichweite" is the success rate among this group, i.e., the percentage of this group that purchases the product.

So the words "durch die" appear to be missing from your formula:

Zahl der KäuferInnen des Produktes/
eines Produktes durch die Zahl der PanelteilnehmerInnen

Something went wrong...
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