Case 3: Generational Marketing and Social Media CASE ASSIGNMENT & CASE SUBMISSION FORMS: Student Name: Phouvilounsack Chanthalath 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 78.5 Million or one third 67.9 25% of US Population 86 Million of US Population 2. Average HH Size 3.3 Per People 3 Per People 1.3 Per People 3. Average HH Income $56,500 $58,808 $48,000 4. Relationship to Technology The Microwave/Touch Tone Phones Cell Phones and PDA Internet, Picture Phones, E-mail 5. Relationship to Family & Friends Disintegrating/ cleaver family Latch-key Kids Merged Families/ Coddled Kids 6. Relationship to Work & Workplace Workaholics/ visibility is key Project oriented get paid to get job done Effective workers but quick to leave 7. Print Media Preferences (Be specific) Magazines Newspapers GQ 8. Online Media Preferences (Be specific) TV/ Yahoo Twitter/Facebook Instagram/Snapchat/YouTube 9. Work Ethics Driven/ Work 60 hours and up Work smarter with great output/ not work less hours Ambitious/ Multitasking 10. Focus
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- Fall '14
- Marketing, Generation Y, Generation X