...The importance of advertising in any media organization that represents the main nerve and the first financier to produce means a backbone for public relations. And advertising has many forms including : Print and audio-visual .. Etc. . For the advertiser , the advertising is the means by which it reaches the target audience to convince them of his ideas and goods and services to create a climate to rush products through influence on the direction and behavior. And I through my follow up the TV to attract my attention declaration nationwide insurance company, and my assessment of the declaration lies in the choice of the company's TV commercials , which have become time bombs explode at every moment was luck too , especially with the emergence of Jumana Queiroz and her words convincing that make the viewer trust this company. And the advertising message is that with nationwide mutual insurance company and affiliated companies .All rights reserved. According to my humble opinion I think the ad was effective , because The most important strengths of the announcement that he was able to gain the confidence of the consumer, and I think that the announcement of a successful, where I'm dealing with this company. ………………………………………………………………………………………………………………………………………………………….. The problem is that the new generation of consumers “the gen Y consumers ” has become immune to many of the tactics marketers have come to rely on، and Any company that doesn't learn to sell to this new...
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...Explain the strategy behind Asian automakers targeting Gen Y. The strategy behind Asian automakers targeting Gen Y as well as other industries is because Gen Y have become relevant consumers in the market place. Also known as Millennials, the Generation Y are comprised of 56 million people, according to the 2010 Census and it is considered the second largest age group behind Baby Boomers. Born between 1946 and 1964 the Baby Boom generation has long been the primary target group that product developers. However, the Baby Boomers are an aging demographic and their financial priorities are shifting, while Millennials sheer numbers alone were appealing. Even knowing Millennials have household incomes below $50,000 (Nickell, 2012) the country's post-war prosperity gave them tremendous buying power, making the growing focus on the Millennials as the next consumer target for many companies’ especially Asian automakers. Additionally, a national survey by communications firm Capstrat, shows that more than 20% of young consumers, so-called millennials, age 22 to 30, plan to purchase a car within a year. 64% of female millennials have already bought a vehicle, compared with 44% of males. "Millennials are going to overtake baby boomers in terms of spending power by 2018," says Capstrat President Karen Albritton (cited by Steve, 2011). Another strategy behind Asian automakers targeting Gen Y is to fulfill Gen Y desire of being part of a community, giving to them what...
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...1) Recently, some marketers have noted that it is easier to develop communications programs to Generation X members than Generation Y. Briefly describe the characteristics of Gen X and Gen Y and whether or not you believe this to be true. There is some debate as to whether Gen X’ers (born between 1965-1978) or Gen Y’ers (1978 to 1986) is more easily targeted by marketers. Each of these groups has their own identifying characteristics. Generation X consumers are typically characterized as self-confident, yet distrustful of those of previous generations (and of marketing practices). They also tend to be less optimistic than their Gen Y counterparts. They are demanding consumers, less concerned with brand names and image and more concerned with quality. Gen Y consumers love to spend. They process information quickly, are quick to adopt new technologies and are more optimistic about the future. In the eyes of some, they are “shameless consumers”. Compared to Gen X they are less rooted in social mores, and buy because they like to do so. While marketers may argue that Gen X is hard to relate to and more cynical and skeptical than the Y’ers, once you have their trust, they will become loyal and remain so—making them an attractive segment. The key is getting their trust. On the other hand, reaching Gen Y is not as hard. They will buy based on wants rather than needs, focus on image and brands, and consume as a way of life. They are easier to reach given a proliferation of media—particularly...
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...motor vehicle that produces less harmful impacts to the environment than the regular car that consumers have been used to. A green vehicle can be powered alternative fuels, which essentially decreases the pollutants that are exerted into our environment. There are several options for purchasing a green vehicle they are electric and fuel cell-powered, hybrid, and compressed air. Chevrolet’s has many loyal customers however; Chevrolet wants to focus on more of the younger population to buy their green cars. In specific Chevrolet wants to market to the Gen Y generation, which has been identified as the younger generation that are of 18-30 years old. In the 21st Century our world is always changing. There are new trends appearing all the time and what is socially acceptable today will not be accepted tomorrow. The auto industry has faced a generational challenge in that Gen Y consumers have fallen out of love with cars in general. The Gen Y’s have replaced the old fashion status symbol of having a nice new car with the internet and digital electronics such as the newest cell phones, tablets, and anything tech savvy....
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... (Author’s name) (Institutional Affiliation) Marketing across the Generations Generation X This is the generation that emerged following the baby boom of post World War II. Whilst there is no actual timeframe, it comprises of people from 1960’s to 1980’s. They are people who developed in the age of failing marriages and schools, when the shared interests of children dropped to the floor of the nation’s main concerns (Ashthana, 2008). The Generation X group is intensely self-regulating and has an innate mistrust of any person who “attempts to tell them what to accomplish”. Different from their Baby Boomer equivalents in the place of work, who are motivated by achievement in the corporate planet, Gen X is motivated by a perception of self foremost, relations second and occupations third (Ashthana, 2008). Generation X is the open-ended age group, the unidentified and impulsive quantity that stays outside the business understanding. In any case, the majority consider themselves like so, untrue to brands and cynical of huge business (Ashthana, 2008). Confidence, youthful insurgence, and benevolent anarchism remain the characteristics of the age group, even as it starts to have children and set off companies. To companies marketing to this group, the initial action is to be extremely cautious with their perspectives. They should not treat the correlation with group as 'exploiting' or 'trading to' them. They are extremely receptive regarding...
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...“Carmakers Target Gen Y” Jacob Jasper Barnes, III Strayer University – Lower Bucks County Campus Dr. Gary White MKT 505 – International Marketing August 12, 2012 1. Explain the strategy behind Asian automakers targeting Gen Y. Asian automakers have are targeting the young generational consumers referred to as the Gen Y for many different reasons. Amongst the many reasons is the sky-rocketing price of gas. The young generation is becoming more sensitive to cost than ever before. They want to spend less and get more, if possible. They have found that high priced gas guzzlers are not so popular anymore. With the price of gas being at an affordable standstill for years, it means that Asian automakers now have the opportunity to target young US consumers that are looking for small, reliable, and fuel efficient vehicles. According to a survey conducted by Consumer Reports National Research Center, 2012, it shows people are driving less and looking for more fuel efficient cars. Asian automakers understand that America is in a crunch so people are looking for more but for less. Their aim is to introduce lines of vehicles that are not only fuel friendly but are pocket friendly as well. As stated by consumer affairs “There are 64 million Gen Y buyers coming into the marketplace," stated by Jim Lentz, Toyota's group vice president and general manager. "We know when they come to market to buy a vehicle, new or used, they will spend on average about $15,000." So Asia figured...
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...Public Wireless Internet Marketing Plan By: Stephenie Coffman August 13, 2014 MKT 500 Heather Teague Table of Contents 1. Executive Summary 2 2. One-Page Plan 4 3. SWOT Analysis 5 4. Target Market 6 5. Competitive Analysis 7 6. Financial Analysis 9 7. Pricing Structure 11 8. Channels of Distribution 12 9. Integrated Marketing Communications (IMC) Promotion Plan 13 10. IMC Budget 16 12. Works Cited 17 Executive Summary Public wireless internet provides accessibility regardless of the consumer’s device and salary range. Technology is becoming an integral part of everyday life and being connected to everything 24 hours a day seven days a week is a necessity. In order to assist with this consumer desire this marketing plan is designed to provide viable solutions for rolling out a nationwide public wireless service that will connect everyone without the need of public hotspots or cellular coverage. Today, while there have been advancements in cellular technology into 4G and LTE coverage, there are still areas of the country that still do not have cellular service at all. By providing nationwide wireless internet, these areas will no longer be complete dead zones. Consumers will be able to connect their smart phones and wireless devices to the internet and enjoy the same connectivity as if they were still on the cellular network. Executives will still have the option of being connected to their offices and projects while on vacation...
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...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. Keywords: Multigenerational Marketing, Generations, Baby Boomers, Xers, Gen Y, Generation Z Journal of Behavioral Studies in Business Marketing to the Generations, Page 2 INTRODUCTION Not every generation is...
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...reality of a changing demographics of its consumers. Generation Y is now the prime target for the auto industry, they are also the largest potential consumer market, and the auto industry has to work on getting this new generation interested in their products. To achieve this goal, it is important that the industry acknowledge that the consumer patterns are not the same. A global consciousness has developed in this younger generation, and it needs to be fed, and understood, for the industry to move forward. The Generation Y consumer is above all interested in a low price. They do not want to live the life their parents had, with thousands of dollar in credit debt. Generation Y wants to be able to work just enough to live happy, even if it means having less things, and of those things they are willing to give up owning a car is at the top of the list. A report by Deloitte Ltd. “2014 Global Automotive Consumer Study Exploring consumers’ mobility choices and transportation decisions” states, 80% of generation Y would like to own a car, but out of those, 80% will not make the purchase based on the cost of the vehicle. Companies need to find ways to bring down the cost for this new generation to be interested. The Deloitte report talks next about consumer loyalty. In the past, you picked a brand you liked and stuck to it, the new generation is more likely to get rid of the vehicle if it is not convenient. 64% of Gen Y loves their vehicle, but they are three times more likely to abandon...
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...BACKGROUND Family Furniture was established in 1953 by Sy Sokol and Patrick O’Reilly to pent up housing demands after World War 2. The firm was renowned for an inviting store appearance, good service, extensive collection and moderate prices. The firm occupies a large warehouse and shipping facility along with an 80,000 square foot store. It dealt with the business of Exclusive Furniture Material. COMPETITORS ➢ Local Departmental Stores ➢ Pottery Bern and Crate & Barrel ➢ Mass marketers Like Wal-Mart ➢ Internet Buying by most of the customers to whom the products were shipped in directly to their homes. CHANGING MARKET SCENARIO ➢ Majority of the companies customers are in the Age bar of 45+ ➢ There is low unemployment in the market ➢ Lack of young consumers, which can then become the potential business for the company by offering the products and services for the youth TARGET AUDIENCE ➢ Middle to higher income families above 45 age ➢ Specially targeted to the married women who make the maximum purchase related decisions CHALLENGES ➢ According to a survey conducted 50% of the people are single ➢ There was a problem in targeting to the female customers and hence was calling for Brand Repositioning ➢ No- No- No Ad campaigns that were promoted by the competitors in order to attract the consumers towards their products by giving very flexible discount schemes ➢ The changing habits...
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...Article Title: Recruiting Generation Y. Educational Leadership Abstract: “The article offers several ideas for educational leaders to prepare their school district to recruit teachers from Generation Y, those who are born between 1977 and 1995. It is suggested to analyze the school district's web site and its human resources section for its user-friendliness, design, and teacher candidate accessibility. The application process of the school district should include electronic application programs. Other suggestions are discussed including using electronic and social media to advertise open positions.” Annotated Bibliography: This article explains the importance of the online recruitment of teachers for a new generation of the work force, the Generation Y.As an individual of this generation, even though I am not pursuing to be a teacher, I agree with the recruiting approaches the article suggests. An attractive and user-friendly web site and advertising through suitable social media were discussed. I believe these approaches apply not only on the education field but many recruiting strategies in different careers for the Gen Y. Internet is used incredibly widespread nowadays especially for the new generations such as Gen X, Gen Y and teenagers. People who have access to the internet would obtain ton of information even more than they expected. It then became an effective way for employers to recruit people by launching information up on the internet. This way is inexpensive...
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...- Produce well known varieties of wine, such as, Chardonay, Sauvignon blanc, Shiraz & Cabernet sauvignon. - Develop new varieties like Pinot Gris. - Expansion & development of the winery, by building new modern wine manufacturing & tasting facilities. Build new restaurant. Build Conference and accommodation facilities. - A more recognisable logo “W”. - Wine produced to be divided into separate lines, and to sell in different price categories to cater for a wider market, pricing to be below & above $20 price point. Marketing - On-site and in the local community - Invite well known Australian performers to perform concerts within the winery. Advertising - Local media (newspapers & radio) within 20km radius. - Industry magazines - Conferences - Festivals - In other wine regions of Victoria - The closet winery to Melbourne CBD • Develop relationships with City hotel concierges • Offer their patrons Wine tasting package, Tour to the winery for a meal and wine tasting, with buses arranged by Witchmount to transport patrons. 2. Define the problem [pic] - Lower per capita domestic wine consumption, leading to surplus in wine resulting in lower prices. - 30 new wine makers have entered the market - The 4 P’s •...
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...MKTG 1199 MARKETING PRINCIPLES KOH SHAOXUAN JEREMY 3348551 CHUA ZHEN QIANG 3348427 ZALIKHA BTE ZANUDIN 3348751 LOKE JIE YING ANGELA 3348602 Table of Contents Introduction 2 Section A for question 1 4 Type chapter title (level 2) 5 Strength, Weakness, Opportunities, Threat (SWOT) Analysis 6 Section B for question 2 4 Product/Market Expansion Grid 5 Product/Market Expansion Grid Cont’ 6 Section C for question 3 4 Demographic characteristics 5 Perceptual Map 5 Integrated Marketing Communication (IMC) 6 Conclusion 4 References 4 Introduction Executive Summary The initial part of the report compares Shanghai Tang with 2 others luxury ready-to-wear brands in the western market, namely Chanel and Dior. It discusses the demographic and cultural environmental forces faced by Shanghai Tang when competing with other luxury ready-to-wear brand in the western market followed by a SWOT (Strengths Weaknesses Opportunities and Threats) analysis to identify both the internal environment (strengths and weaknesses) and external environment (opportunities and threats) that Shanghai Tang is facing. Through the SWOT analysis, we came up with a recommendation to either defend or expand Shanghai Tang’s market position. Secondly, a product expansion grid was used to discuss the possible strategies...
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...RESEARCH PROJECT Submitted by, Tiju Sam Thomas Acknowledgement This research project is based on Generation Y and their characteristics. I would like to express my gratitude to Mathieu Brepoels for his guidance and support in my research. Contents What is a Brand | 4 | What is Branding | 4 | Generation Y/The Millennial Generation | 5 | Why Generation Y is important | 5 | How to reach Millennials | 6 | Different Mediums to reach Millennials | 7 | Characteristics | 8-19 | Reference | 20 | What is a Brand Simply putting, a Brand is a promise to the consumers. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors, For example, if we take the case of Nike which represents athleticism, fun, good health, performance, strength etc. So it promises the consumers certain things like athleticism, fun, good health, performance, strength etc. The American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate from those of competitors. What is Branding Branding is the process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains...
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...efficient at 35 mpg on average. In addition, this automobile’s low exhaust emissions earned an Ultra Low Emission Vehicle (ULEV) classification. These condition were essential in Smart being one of five automakers to receive Greenopia USA’s highest environmental rating (see attach1). Finally, the vehicle is very economical with the most basic vehicle starting at $12,000. 2. Assess the U.S. market potential for the Smart. Do you think the car will be a success? Why or why not? Smart Car is economical, unique, and eco-friendly. Generation Y (Gen Y) is a target market, which should be pursued because Gen Y’s, those born from 1977 to 1994 (1980-1995, depending on who you ask), is demographically too large to ignore. In 2009, the US Millennials made up 25% of the population, which already exceeds the size of the Baby Boomers’ buying power, spending over $200 billion, annually. In addition, from a behavioral sense, the Gen Ys are seen as more frequent purchasers, even for vehicles. This is due to their technical shrewdness and their brand conscious ways. If Smart continues with...
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