Marketing Generational Case Study
Autor: neesy • November 13, 2016 • Case Study • 2,321 Words (10 Pages) • 1,033 Views
Case 3: Generational Marketing and Social Media
CASE ASSIGNMENT & CASE SUBMISSION FORMS:
Student Name: _______________________________
Part 1: Generational Characteristics. [50 points]
The table below has space for 10 demographic and psychographic characteristics that can be used by marketers 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 in the table (if appropriate).
CHARACTERISTIC | Baby Boomers Born 1946-1964 | Generation X Born 1965-1976 | Generation Y/ Millennials Born 1977 – 1998 |
1. Market Size | 75.8 Million | 65 Million | 75.4 Million |
2. Average HH Size | 4 | 4 | 3 |
3. Average HH Income | 90,000 | 95,000 | 62,000 |
4. Relationship to Technology | Necessity Connected | Convenience Connected | Always Connected |
5. Relationship to Family & Friends | Traditional/Nuclear | Disintegrating | Blended |
6. Relationship to Work & Workplace | Workaholics, efficient, personal fulfillment, quality, question authority | Self-reliant, desire structure, eliminate the task, tolerant, entrepreneurial, goal-oriented | Multi-task, endurance, tolerant, goal-oriented |
7. Print Media Preferences (Be specific) | Magazines, Newspapers | Textbooks | Textbooks |
8. Online Media Preferences (Be specific) | Desktop, Laptop, Blog, Content under 300 words, Images, Comments, eBooks, Reviews, Memes, Slideshares, Webinars, White Papers | Desktop, Laptop, Blog, Content under 300 words, Images, Comments, eBooks, Case Studies, Slideshares, Webinars, White Papers | Smartphone, Facebook, Google, Siri, Blog, Content under 300 words, Images, Comments, eBooks, Audiobooks, Slideshares, Webinars, White Papers |
9. Learning Preferences | Inclusive decision-making, Group interactions and discussions, Chances to try new skills independently | Fun activities, Relevance and understanding of “what’s in it for me,” Discretion to complete tasks their own way | Lots of activity-based group work, Individualized feedback and mentoring, Techn0logy enabled learning and use of their own devices |
10. Religious Allegiance | Declining | Stable | Mostly “none” |
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