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group that is attracted to purposeful work where they have control. The accompanying
Marketing Matters box describes the entrepreneurial spirit of Generation Y.6 The term
millennials is also used, with inconsistent definitions, to refer to younger members of
Generation Y and sometimes to Americans born since 1994.
Because the members of each generation are distinctive in their attitudes and consumer behavior, marketers have been studying the many groups or cohorts that make
up the marketplace and have developed generational marketing programs for them.
In addition, global marketers have discovered that many of the American generational
differences also exist outside of the United States.7 Population Shifts A major regional shift in the U.S. population toward western
and southern states is under way. From 2005 to 2006, Arizona, Nevada, Idaho, Georgia,
and Texas grew at the fastest rates. Three states—California, Texas, and Florida—will
account for 45 percent of the population change in the Un...
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This document was uploaded on 01/30/2014.
- Spring '14