Transcription of Marketing to the Generations
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Marketing to the Generations
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 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.
Journal of Behavioral Studies in Business Marketing to the Generations, Page 2 INTRODUCTION Not every generation is alike, nor should they be treated by marketers in the same way.
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