Influence music, sports, computers, video games, and cell phones. First to use web enable mobile hones. Strong-willed, passionate about environment, optimistic. Purposeful work where have control. Millennial is used for younger Generation Y membersBecause 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 marketingprograms for them.Population Shifts: 2 types of statistical areas to classify for marketersMetropolitan: urbanized 50,000 or more people with adjacent area that has a high degree of social and economic integrationMicropolitan: 10,000-50,000 people. Adjacent area with high degree of integrationIf >2.5 million, metropolitan divisionare created to subdivide for marketingRacial and Ethnic DiversityGrowing size impacting marketplace, so multicultural marketingcombines the marketing mix that reflect the unique attitudes, ancestry, communication preference, and lifestyles of different races. Because businesses must now market their products to a consumer base with many racial and ethnic identities, in-depth marketing research that allows an accurate understanding of each culture is essentialCulture incorporates the set of values, ideas, and attitudes that is learned and shared among the members of a group.
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generational marketing programs, Satisfying Consumer Needs, communication b/w buyer