Defining Markets, Defining Moments: America's 7 Generational Cohorts, Their Shared Experiences and Why Businesses Should Care - Hardcover

Meredith, Geoffrey E.; Schewe, Charles D.; Karlovich, Janice

Hardcover

ISBN 10: 0764553941 ISBN 13: 9780764553943

Publisher: John Wiley & Sons, 2001

Synopsis

If you could buy a book that would predict the buying behavior of millions of people, you′d buy it, right?

Defining Markets, Defining Moments explains the author′s concept of cohort marketing," an extremely focused approach of generational marketingthat enables managers, salespeople, and marketing specialists to understand and predict a generation′s particular attitudes, desires, preferences and buying behaviors –– even when they enter new lifestages. The book outlines the seven generational groups that are currently affecting the marketplace –– and the new ones that are emerging. And it presents new marketing models and practical advice, based on the author′s experience with Fortune 500 companies, for tapping the minds, and pocketbooks, of various age groups. The text discusses key physical, socioeconomic, and emotional factors that influence a particular generation′s behavior or profile."

About this title

Review

does a good job of helping marketers do the right kind of homework before and as they prepare their products for market (Journal of Consumer Marketing, Vol.20, No.21, 2003)

From the Back Cover

"To target an age bracket, you′ve got to figure out birth cohorts and to do that, you′ve got to read this book by Meredith and Schewe and read it carefully. It brims with color, wisdom, and the latest social science findings on a topic of growing importance to marketers worldwide." Neil Howe, coauthor of Millennials Rising: The Next Great Generation Learn to predict the buying behavior of these 7 generations Depression WWII Postwar Boomer I Boomer II Gen X N–Gen Find Out How Facts Like These Can Help You Hone Your Marketing Messages:

• Lifelong attitudes towards jobs, sex, money, and music are formed when we′re between the ages of 17 and 23.
• The sweet and sour taste preferences of 70–year–olds are about the same as those of 7–year–olds.
• Today′s teenagers distrust advertising, big–name brands, and big business in general.
• Studies show that approximately 40% of retired people would much rather be working.
• Older adults much prefer collecting rich and fulfilling "experiences" instead of collecting more "stuff" (material goods).
• In 1960, one out of seven high–school graduates in America went on to college; today, two out of three do.
• Those who came of age during WWII are the most romantic of all age groups.

"Cohort analysis really works. We have used it as a primary tool to help us understand motivations and differences in consumption patterns in 14 countries around the world. This book describes the concept in a way that brings it to life and is fun reading." David Garrett, Director, Consumer Insight and Opportunity Planning, Coca–Cola North America www.hungryminds.com

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2001
• ISBN 10: 0764553941
• ISBN 13: 9780764553943
• Binding: Hardcover
• Language: English
• Number of pages: 384