...Journal of Behavioral Studies in Business Marketing to the Generations, Page 1 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 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...
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...comparison with other writing styles. Summary and Findings In “Understanding and Managing the Generational Differences in the Workplace” article Kapoor and Solomon (2011) treat one of the most sensitive issues of today managers: how to understand, treat and motivate their employees in order to maximize their productivity. In doing so, the authors of the paper advise the managers to pay attention to the individuality of their employees starting from the generational differences. They identify four different generations in most of the demographic structures of the companies today: Traditionalists, Baby Boomers, Generation X and Generation Y. Simon (as cited by Kapoor & Simon, 2011) states that “every generation is influenced by the economic, political and social events of its time” (p. 313). Thus, “each generation is shaped by its experiences, which brings a variety of strengths to the workforce” (Kapoor & Solomon, 2011, p 315). The different characteristics of each generation make them have different perspective on work and this is a source of potential conflicts in the workplace, fact that must be effectively managed by...
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...States, while the stock market collapse wiped out many savings. In some cases, individuals reaching the age of retirement cannot even afford to retire. This environment has provided DBS with an opportunity – facilitating the relocation of Baby Boomers reaching the age of retirement to Panama where due to the lower cost of living and free medical services most US citizen can still retire in style at a fraction of the US cost. DBS will target Baby Boomers and use both traditional and innovative approaches (TV advertisement, newspapers, seminars, and Internet technologies such as Facebook and Google (PPC)) to create an awareness and demand for the product. During the first year DBS will undertake a considerable amount of market analysis and testing before launching the services in order to accurately identify the unique characteristics of its target consumers. After the first year of operations, DBS will reach its break-even point and soon after generate initial profits of 60,000.00; these are projected to increase exponentially and continue to grow in as it captures the potential market. 2.0 Situation Analysis: Just as the Baby Boomer generation changed American culture in the post World War 2 era, the first wave of Baby Boomers reaching retirement age is changing how and where Americans spend their post-retirement years. It’s a common misperception that when Americans reach retirement age, they move to warmer, more senior-friendly environments: a 2005...
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...result the adaptation of social media has taken been a focus of innovation and ideas for the marketing world. Contemporary forms of social media are found in two very popular websites, Facebook and Twitter. Together, these sites are defining the platform for social media in the digital world, and continue to adapt and evolve with advances in technology and consumer preferences. The big debate over social media marketing is, can it be relied on as the new marketing standard compared to traditional marketing approaches. Others challenge that this outlet is just a complement to a strategy that uses multiple marketing methods. Regardless, social media marketing is an effective form of marketing that needs to be embraced, especially if the target audience includes people who are younger than age 40. Ferguson 2...
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...The Rise of Social Media in the 21st Century and its Advent as a Legitimate Form of Communication John Santry Embry Riddle Aeronautical University Abstract Social Media offers an exciting new area for individuals and business to explore relationship building and communication on a grandiose scale. This study explores how the tools and opportunities afforded by social media sites are enabling and legitimizing a new form of communication. While social media is beneficial in numerous ways, greater audience engagement increases the possibility of misperception. Therefore, a new category of social network related etiquette and ethical responsibility is warranted. This paper will look at some of those reasons for increased awareness and attention to being politically correct when publically participating in social media, and how those elements can affect ones personal or professional perception. Keywords: social media, social network, Facebook, Twitter, communication, etiquette, ethics The Rise of Social Media in the 21st Century and its Advent as a Legitimate Form of Communication Introduction Social media has broken the barriers of space and time, enabling 24/7 communications on a scale unlike any before. Most people alive today can recall a time when not too long ago, we primarily communicated via hand written mail, spoke on landline telephones, and shared updates face-to-face. Today, technology enables us to send text messages; leave voice mail; instant message...
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...Kerin−Hartley−Berkowitz−Rudelius: Marketing, Eighth Edition I. Initiating the Marketing Process 3. Scanning the Marketing Environment © The McGraw−Hill Companies, 2005 Kerin−Hartley−Berkowitz−Rudelius: Marketing, Eighth Edition I. Initiating the Marketing Process 3. Scanning the Marketing Environment © The McGraw−Hill Companies, 2005 CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT IT’S SHOW TIME! Don’t blink, because the world of entertainment is changing faster than anyone imagined possible. Online music, high-definition televisions, digital photography, computer-based media centers, and software for making movies are just some of the many products new to the entertainment industry. The revolution began with the combination of Apple’s iPod music player, which can store 10,000 songs in a device smaller than a deck of cards, and its iTunes Music Store, which sells more than 10,000,000 songs each month for just $.99 each. Other new forms of digital entertainment products include digital video recorders (DVRs), which record TV shows on hard drives instead of tape, and home entertainment “hubs,” which utilize wireless networks to link digital devices from around the home. Some experts even predict that there will probably be a version of iPod and iTunes for movies in the near future. Suddenly the music, television, photography, movie, and computer industries are converging. Musicians, recording companies, television networks, camera companies, movie studios...
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...Impact of Technology and Workforce Diversity on the Corporate Sector | Keerthi Purushothaman III B.A. Corporate Economics 10CEM28 | Introduction With the onset of globalization, the corporate sector has transformed in many ways. It has adopted new work policies and adapted to new technologies. The impact of technology and workforce diversity on corporates is an area of growing importance. In a multicultural nation such as India, workforce diversity has a huge impact on business. With the expanding innovations in technology, businesses are forced to explore and adapt to new technologies in order to make the processes faster and more effective. This is also important for them to be able to stay ahead of the game and face competition. Businesses today use technology in almost every facet of operation. They communicate with advanced network systems; they analyze data and plot forecasts using complicated programs; they utilize all types of digital media for marketing campaigns; and they streamline operations with new inventory and check-out systems. Technology is not without its downsides, but business cannot deny the impact it has had on every level. As we enter the 21st century, workforce diversity has become an essential business concern. In the so-called information age, the greatest assets of most companies are now on two feet (or a set of wheels). Undeniably, there is a talent war raging. No company can afford to unnecessarily restrict its ability to attract...
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...|Creative technology ltd | |[pic] | |Creative Zii Egg Plaszma | | | | | Table of Contents 1. Executive summary 4 2. Introduction 5 3. External Environment 6 3.1 Market Demographic Environment 6 3.2 Market Economics Environment 7 3.3 Market Technological Environment 8 4. Internal Environment 8 4.1 Internal Resources 8 4.2 Potential Market 9 4.3 Competitors 9 5. Internal Analysis 11 5.1 SWOT Analysis 11 5.1.1 Strength 12 5.1.2 Weaknesses 12 5.1.3 Opportunities 12 5.1.4 Threats 12 6. Mission Statement and Objectives 13 6.1 Mission Statement 13 6.2 Objectives 13 6.2.1 Quantitative Objectives 13 6.2.2 Qualitative Objectives 13 7. Selection and Measuring of Target Market 13 7.1 Outline of Marketing Research 13 7.2 Assessment of Potential Market 14 7.3 Market Segmentation (in relation...
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...Running head: MANAGED DIVERSITY MANAGED DIVERSITY AND ITS IMPACT IN A MULTI-CULTURAL WORKFORCE WITHIN THE UNITED STATES A MASTER’S CAPSTONE RESEARCH PAPER Presented to Professor Robert B. Donaldson Division of Public Administration Problems in Applied Public Management In Partial Fulfillment of the Requirements for the Degree of Master of Public Administration College of Business and Public Administration Governors State University By Shari Denise Holloway Winter 2007 Approved: ____________________________________________ Dr. Robert B. Donaldson Date: TABLE OF CONTENTS PAGE ABSTRACT………………………………………………………………………….....4 INTRODUCTION…………………………………………………………………...….5 WHAT IS DIVERSITY ……………………………………..........................................6 WHAT IS WORKPLACE DIVERSITY ………………….………………….….…….7 Corporate Culture and Diversity ………………………………….……………9 DIVERSITY POLICIES AND PRACTICES IN THE WORKPLACE………………14 Workplace Discrimination ……………………………………………………14 Glass Ceiling ………………………………………………………………….15 Affirmative Action…………………………………………………………….16 Equal Employment ……………………………………………………………17 FROM VALUING DIVERSITY TO MANAGING DIVERSITY …………………...18 MANGING A DIVERSE WORKFORCE: A Multicultural Approach ………………18 DIVERSITY FACTOR (THE ISSUES)………………………………………………21 Cultural Collision ……………………………………………………………...
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...DISCLAIMER The information contained in this report is given in good faith and was derived from sources believed to be reliable and accurate. The report was prepared by students as a required component of their academic assessment. The reader should not act on the basis of any information or recommendations contained in the report without seeking specific advice from the firm's professional advisers. While due care has been taken in the preparation of this document, Murdoch University together with its academic supervisors and students accepts no responsibility for errors or omissions, nor do they guarantee its accuracy. OFFICE USE ONLY Submission date OFFICE USE ONLY Submission date ASSIGNMENT COVER SHEET (INDIVIDUAL OR GROUP) Please complete and attach this form to your assignment. All assignments must be submitted to lecturer on the stipulated submission date. Name | LIANG TIANSHU JOEL, GOH WEI SIONG, LEE WEI TECK BRANDON, CHENSON ANG, LIM MING YAO | | Unit Code | BUS323 | Unit Name | INTERNATIONAL MANAGEMENT | Class Code | PT-BUS323D | Local Lecturer’s name | DR. JUERGEN RUDOLPH | Assignment No. (i.e. 1,2,3) or ‘short answer’ | MAJOR PROJECT | Your assignment should meet the following requirements. Please confirm this by ticking the boxes before submitting your assignment √ My assignment is double-spaced and clearly legible √ My assignment is written on one side of page only √ I have provided a wide margin...
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...Technology and How It Be Used To Manage Human Resources Technology and How It Be Used To Manage Human Resources Introduction Today we live in a world that is continuously introducing new processes and technologies to assist with the way we manage our busy lives. The same applies to the way organizations are conducting business. You can bet that at this very moment executives are holding meetings around the world to discuss how their company can utilize the capability of internet based applications to boost production. Automated systems have become the new age way of executing tasks, whether its transferring funds from one account to another or storing records on a hard drive, it’s all done electronically. With advancements in social networking sites like Twitter, Facebook and Linked-in, it is now possible for large communities around the world to connect through the click of a button. Several months ago Facebook reached the monumental milestone of one billion users, that’s roughly one-seventh of the world’s population (Vance, 2012). Humans now posses many methods of getting and staying connected to others by the use of electronic devices. Now a status update or a tweet can reach millions of users in a split second. Prior to the creation of dating sites, if you wanted to start a relationship with another individual, you would have needed to some sort of physical interaction. Now technology has made it possible for internet-based dating sites to predict compatibilities...
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...Chapter 1: Introduction to Communication Theory What is communication; ● ● ● “The process by which people interactively create, sustain and manage meaning” (D&Z, p 2), It is how we plan, control, manage, persuade, understand, lead, love, and so on, Competent communication: both effective (achieving goal) and appropriate (follow social expectation). What is theory; Theory is about what we know and how we know it. ● Theories provide an abstract understanding of the communication process (Miller, 2002), ● A lens through see the world, which highlights some things (and ignores others!) (D&Z, 3), ● A systematic summary about the nature of the communication process. There are 3 types of theories: 1. Commonsense theory -Created by an individuals own personal experience, -Useful to us and are often a basis for our decisions about how to communicate, -These theory’s are not supported by research. 2. Working theory -Generalizations made in particular professions about the best techniques doing something, -Practical and more systematic than commonsense theory. 3. Scholarly theory -The theory has undergone systematic research, -Provides more thorough accurate and abstract explanations for communication, -They are often more complex and difficult to understand. Evaluating theory; These are some criteria for evaluating the usefulness of the theory. Not good or bad. What to look for Accuracy Has the research supported that the theory works the way it says it does? Look at the research...
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...Marketing 201 Chapter 1 Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Needs: States of deprivation Wants: Form that needs take as they are shaped by culture and individual personality Demands: Wants backed by buying power Segmentation, targeting, demarketing. * Production concept is the idea that consumers will favour products that are available or highly affordable. * Product concept is the idea that consumers will favour products that offer the most quality, performance, and features. * Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. * Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do. * Societal marketing long-term interests, and society’s long-run interests. Marketing mix: Place, promotion, product, price * An integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers. Customer Relationship Management (CRM) : building and maintaining profitable customer relationships by delivering superior customer value and satisfaction * Customer’s perceived value * Customer satisfaction: product’s perceived performance matches...
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...Essay RELIGIOUS EXPERIENCE IN THE AGE OF DIGITAL REPRODUCTION* Frederick Mark Gedicks† Roger Hendrix†† (forthcoming in St. John’s Law Review (Fall 2004)) And the angel of the Lord appeared to Moses in a flame of fire out of the midst of a bush; and he looked, and lo, the bush was burning, yet it was not consumed. God called to him out of the bush, "Moses, Moses!" And he said, "Here am I." Then he said, "Do not come near; put off your shoes from your feet, for the place on which you are standing is holy ground." And he said, "I am the God of your father, the God of Abraham, the God of Isaac, and the God of Jacob." And Moses hid his face, for he was afraid to look at God. —Exodus 3:2, 4-6 Now as Saul journeyed he approached Damascus, and suddenly a light from heaven flashed about him. And he fell to the ground and heard a voice saying to him, "Saul, Saul, why do you persecute me?" And he said, "Who are you, Lord?" And he said, "I am Jesus, whom you are persecuting.” —Acts 9:3-6 The Passion of The Christ is the best movie I have ever seen. It was graphic and faithfully stayed with the Gospel texts. The neck of my shirt was soaked with tears during the scourging, and I felt like a softball was lodged in the back of my throat as the movie concluded. The nearest feeling that I can compare it to was an * Copyright © Frederick Mark Gedicks & Roger Hendrix. All rights reserved. This essay is based on a lecture delivered by Professor Gedicks at the St. John’s University College of Law...
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...Marketing Management, Millenium Edition Philip Kotler Custom Edition for University of Phoenix Excerpts taken from: A Framework for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc. A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, by Philip Kotler Copyright © 2000 by Prentice-Hall, Inc. All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. Compilation Copyright © 2002 by Pearson Custom Publishing. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the individual selections herein that first appeared elsewhere. Permission to reprint these has been obtained by Pearson Custom Publishing for this edition only. Further reproduction by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system, must be arranged with the individual copyright holders noted. This special edition published in cooperation with Pearson Custom Publishing Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Please visit our web site at www.pearsoncustom.com ISBN 0–536–63099-2 BA 993095 PEARSON CUSTOM PUBLISHING 75 Arlington Street, Suite 300, Boston, MA 02116 A Pearson Education Company SECTION ONE Understanding Marketing Management Marketing in...
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