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Marketing Generational Case Study

Autor:   •  November 13, 2016  •  Case Study  •  2,321 Words (10 Pages)  •  1,121 Views

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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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