Case 3 - Generational Marketing Instructions and Forms.doc - Case 3 Generational Marketing and Social Media CASE ASSIGNMENT CASE SUBMISSION FORMS

Case 3 - Generational Marketing Instructions and Forms.doc...

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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 80 Million (Williams, 2010) 45 Million (Williams, 2010) 71 Million (Williams, 2010) 2. Average HH Size 2.1 (Demographic Profile America's Older Boomers, 2013) 3.3 (Demographic Profile America's Gen X, 2013) 2.7 (Demographic Profile America's Gen Y, 2013) 3. Average HH Income 37,200 (Sightings, 2014) 43,000 (Fletcher, 2014) 39,700 (Gen Y in the Workplace, 2012) 4. Relationship to Technology Healthy respect for technology. Tend to use the internet use for health information, social networking, and occasional online purchases. (Williams, 2010) Technologically savvy, highly value techno literacy (Williams, 2010) Technologically savvy, “technology is a given, not a right” (Williams, 2010) 5. Relationship to Family & Friends Highly independent of their family as kids, “helicopter parents” as adults”, “Sandwich generation”, taking care of kids and aging parents (O'Neill, 2010) “The generation most likely to say that they place greater important on things like personal life and family rather than finances” (Demographic Profile America's Gen X, 2013) Believe in family values and marriage (Demographic Profile America's Gen Y, 2013) 6. Relationship to Work & Workplace Workaholics, believe in proving themselves, concerned with status (Williams, 2010) Loyal workers but unwilling to become workaholics. Embrace work-life balance (Demographic Profile America's Gen X, 2013) Success is more than profit, prefer casual recognition to formal reviews, entrepreneurs (Economy, 2015). 7. Print Media Preferences (Be specific) Direct mail and print brochures (Schiff, 2014) - - 8. Online Media Preferences (Be specific) Facebook, Google+, LinkedIn (Walgrove, 2015) Facebook, Twitter, Google+ (Walgrove, 2015) Facebook, Tumblr, Instagram (Walgrove, 2015)
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9. Financial Attitude Fearless borrowers, first to use credit (O'Neill, 2010) Cautious, conservative savers (O'Neill, 2010) Financially independent longer than any other generation (O'Neill, 2010) Defining Technology Personal computers (O'Neill, 2010) Mobile phones (O'Neill, 2010) Google and Facebook (O'Neill, 2010) Data Sources for this Table: Demographic Profile America's Gen X. (2013). Retrieved from MetLife.com: Demographic Profile America's Gen Y. (2013). Retrieved from MetLife.com: Demographic Profile America's Older Boomers. (2013). Retrieved from MetLife: Economy, P. (2015, january 10).
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  • Spring '18
  • Marketing, Generation Y, Generation X, Cultural generations

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