Case 3: Generational Marketing and Social Media CASE ASSIGNMENT & CASE SUBMISSION FORMS:Student Name: Rahul SampatPart 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).CHARACTERISTICBaby BoomersBorn 1946-1964Generation XBorn 1965-1976Generation Y/MillennialsBorn 1977 – 19981. Market Size78.5 Million67.9 Million (1/4 of USPopulation)86 Million of entire USpopulation2. Average HH Size 3.3 per people3 per people1.3 per people3. Average HH Income$56,500$58,808$48,0004. Relationship to TechnologyThe Microwave/TouchTone phonesCell Phones and PDAInternet, Picturephones, E-Mail5. Relationship to Family & FriendsDisintegrating/CleaverFamilyLatched-Key KidsMergedFamilies/Coddled Kids6. Relationship to Work & WorkplaceWorkaholics/Visibility iskeyProject oriented getpaid to get job doneEffective workers until5 pm7. Print Media Preferences (Be specific)Magazines Newspapers GQ8. Online Media Preferences (Be specific)TV/YahooTwitterFacebook9. FocusRelationships and ResultsTasks and ResultsGlobal and Networking10. Work EthicDriven/Working 60 hoursa week and overWork smarter withgreater output/not workless hoursAmbitious/Multitasking
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- Fall '14
- Marketing, Generation Y, Generation X