Case 3: Generational Marketing and Social Media CASE ASSIGNMENT & CASE SUBMISSION FORMS: Student Name: Part 1: Generational Characteristics. [50 points] The table below has space for 10 demographic and psychographic characteristics that can be used by marketers distinguish among these 3 generations. Eight characteristics have been identified; you must identify 2 others. Complete the information for each characteristic & generation; make sure to provide source of data in the table (if appropriate). CHARACTERISTIC Baby Boomers Born 1946-1964 Generation X Born 1965-1976 Generation Y/ Millennials Born 1977 – 1998 1. Market Size 75 millions 67 millions 81 millions 2. Average HH Size 2.89 3.71 3.36 3. Average HH Income $46237 $63629 $40992.5 4. Relationship to Technology digital immigrants tech-dependent tech-savvy 5. Relationship to Family & Friends indulged as children alienated as children protected as children 6. Relationship to Work & Workplace hard-working and productive The best team players confident, self-expressive, liberal, upbeat and open to change 7. Print Media Preferences (Be specific) Newspaper Newsmagazine Newspaper 8. Online Media Preferences (Be specific) Facebook Facebook, Twitter, LinkedIn YouTube 9. communication Preferences Prefer face-to-face or a phone call, and after business hours they prefer email unless its urgent in which case they prefer telephone Connected to peers at all times via cell phone, instant messaging, and other forms of contact, even at work. Social media and text messaging. These are their main forms of communication. 10. signature product television Personal computer Digital devices Data Sources for this Table: Identify sources used in completing the above table by characteristic number. Source 1: Source 2: Source 3:
Source 4: Source 5: Source 6 : - widely-different.
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- Spring '14
- Generation Y