tailieunhanh - Marketing to the Generations by Kaylene C. Williams California State University, Stanislaus

Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors. Accordingly, many companies are reaching out to multi-generational consumers and trying to understand and gain the attention of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time [1]. This means that marketers need to understand the six . generations: Pre-Depression Generation, Depression Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer factors in the different characteristics. | Journal of Behavioral Studies in Business Marketing to the Generations Kaylene C. Williams California State University Stanislaus Robert A. Page Southern Connecticut State University ABSTRACT Each generation has unique expectations experiences generational history lifestyles values and demographics that influence their buying behaviors. Accordingly many companies are reaching out to multi-generational consumers and trying to understand and gain the attention of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group with a generation being a group of individuals born and living about the same time 1 . This means that marketers need to understand the six . generations Pre-Depression Generation Depression Generation Baby Boomers Generation X Generation Y and Generation Z. When a marketer factors in the different characteristics and behaviors of the generations it should be easier to build relationships gain trust and close business. 2 3 As such an understanding of multi-generational marketing is very important to the marketer. The purpose of this paper is to describe briefly the . generations in terms of the times in which they grew up as well as the characteristics lifestyles and attitudes of the group. However the primary focus of the paper is to describe various marketing understandings and strategies appropriate to each generation s characteristics and behaviors particularly in terms of segmentation products and services and communication. Keywords Multigenerational Marketing Generations Baby Boomers Xers Gen Y Generation Z Marketing to the Generations Page 1 Journal of Behavioral Studies in Business INTRODUCTION Not every generation is alike nor should they be treated by marketers in the same way. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific .

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