Many immigrants hold onto cultural values and

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Many immigrants hold onto cultural values and practices from their home countries, but also embrace American lifestyles and customs. A primary challenge is to determine whether or not culture can be used as a relevant identifier for a particular target group. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 04-02 Explain why marketers must consider their macroenvironment when they make decisions. Topic: Macroenvironmental Factors 102. (p. 80) Isaac is the marketing manager for Sunrise City, an "active adult" community for individuals aged 55 and older. His target audience is the fastest-growing group of Americans, seniors. In developing his marketing strategy, what characteristics of this generational cohort will Isaac have to consider? Answers will vary but would likely include some of the following. Seniors are more likely to complain and need special attention, so Isaac will need to provide top-notch service. They will take their time making decisions, so he will need a well-organized customer relationship management system. He will likely want to promote American, brand name furnishings and appliances in the houses and offer classic style interior and exterior designs. He will emphasize convenience to shopping, entertainment, and healthcare services. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 04-03 Describe the differences among the various generational cohorts. Topic: Macroenvironmental Factors 103. (p. 81) Baby Boomers represent a tremendous opportunity for today's marketers. Who are the Baby Boomers? What are they likely to want? Baby Boomers are the post-World War II generation born between 1946 and 1964. They are individualistic, consider leisure time a high priority, believe they will be able to take care of themselves, have an obsession with maintaining their youth, and will always love rock 'n roll. Given these characteristics Baby Boomers are likely to want customized products and services to meet their individual needs. They will want anything that they think will keep them young. They will keep going to Rolling Stones, Bruce Springsteen and Jimmy Buffett concerts. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 04-03 Describe the differences among the various generational cohorts. Topic: Macroenvironmental Factors
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104. (p. 82-83) "Income distribution in the United States has grown more polarized." What does this mean in general, and what does it mean especially to marketers in the United States? It means the rich are getting richer, while the purchasing power of lower- and middle-income groups is declining. For marketers it has many meanings. Marketers targeting affluent Americans know this group has considerable discretionary spending power. For marketers to lower- and middle-income groups, value and price are becoming even more important as their purchasing power languishes. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 04-02 Explain why marketers must consider their macroenvironment when they make decisions.
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  • Fall '12
  • Chris
  • Marketing, Generation Y, Macroenvironmental Factors, corporate partners, B. Corporate partners

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Christopher Reinemann
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