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Generational Marketing and the Impact of Social Media PART 1: Generational MarketingSTUDENT NAME: Mary Steck The table below has space for 10 characteristics that 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 (if appropriate).CHARACTERISTICBaby BoomersGeneration XGeneration Y/ MillennialsDate of BirthBorn 1946-1964 Born 1965-1976Born 1977 – 1998Market Size75.8 million 78.2 million72 million Size of US Population227 million204 million226 millionDisposable Income2.4 trillion2.9 trillion3.2 trillionRelationship to TechnologyweakStrongExtremely strongRelationship to Family & Friendsstrong strong decentRelationship to Work & WorkplaceExtremely strong strong weakMedia Preferences (Be specific)Basic internet; Documents prepared by the Associates, e-mail primarily in the office, web use to “google”Creates own documents, uses mobile and laptop, uses web to research, review etc., e-mail/mobile 24/7Creates own documents, creates databases, uses web to research and network, use of e- mail/IM/text 24/7
Add’l CharacteristicPost war era Work to live Rather spend than saveAdd’l CharacteristicDesire to produce many children, felt safe and stable with the economy View the world with distrust Electronic dependedtASSIGNMENT:PART 1: Generational Marketing Executive Summary (2 pages)Given the data you’ve accumulated in the chart above and other information gathered from your research, write a 2 page Executive Summary(double spaced) comparing and contrasting these 3 generations with a particular emphasis on their interest in and use of different kinds of media. Make sure to use external resources to support your analysis. There have been three different generations defined. These include the Baby Boomers, Generation X, and Generation Y. I will be describing the differences of these generations. I will have a particular emphasis on their interest in media and technology.