Case 3: Generational Marketing and Social Media CASE ASSIGNMENT & CASE SUBMISSION FORMS: Student Name: __Jiajing Wang___________________ 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 75.8 million 66 million 83 million 2. Average HH Size 2.1 persons per household 3.3 people per household 2.7 people per household 3. Average HH Income $60000 $53500 $24000 4. Relationship to Technology In 2011, about 80,000 baby boomers either access the internet from a specific location or have at least one computer in their home In 2011, about 40,000 people from the ages of 35-40 access the internet from a specific location or have at least one computer in their home In 2011, 71,000 people from the ages of 18-34 and 62,000 people from the ages of 3-17 access the internet from a specific location or have at least one computer in their home. 5. Relationship to Family & Friends Individual freedom Important Influenced by families’ decisions 6. Relationship to Work & Workplace Work-centric and love working within a team Independent/self- reliant, flexible in jobs Confident, goal oriented, and have the tenacity to power through tasks 7. Print Media Preferences (Be specific) Newspapers are the tried and true way for Baby Boomers to acquire their information Any type of newspaper, meaning, news articles found on a website Read mostly e-text and online newspapers. Also, research finds that Millennials prefer
to order magazines and gather information from that 8. Online Media Preferences (Be specific) The internet is growing in popularity among Baby Boomers. Boomer’s online media preferences remain as online news articles and magazines The LinkedIn and Facebook become their most commonly used social media sites Online social media websites such as Facebook, Twitter, and Instagram are easily some of the Millennial’s biggest media influences 9. Relationship to environment Strong sense of community Incorporate humor and games into work activities More focused on materialistic values, and less concerned about helping the larger community 10. Communication style Call or communicate face to face Messaging such as email and texting Text and communicate in person, especially in groups Data Sources for this Table: Identify sources used in completing the above table by characteristic number. Example: Assume that you used 3 sources for this table. Begin by listing all of the sources with complete bibliographic references: You would identify which source is used for each of the 8 characteristics; some characteristics may have multiple sources. Every characteristic must have at least one source. The bibliographic/Data Sources table can be added at the bottom of the table.
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- Spring '18
- Marketing, Generation Y