文章基本信息

标题：Marketing to the Generations
本地全文：下载
作者：Kaylene Williams ; California State University, Stanislaus ; Robert Page 等
期刊名称：Journal of Behavioral Studies in Business
印刷版ISSN：1941-563X
电子版ISSN：1941-5508
出版年度：2010
卷号：3
期号：1
出版社：Academic and Business Research Institute
摘要：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 U.S. 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 multigenerational marketing is very important to the marketer. The purpose of this paper is to describe briefly the U.S. 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.
关键词：Multigenerational Marketing, Generations, Baby Boomers, Xers, Gen Y, Generation Z