Marketing to the Generations

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 trying understand gain the attention of these diverse buyers. Multi-generational marketing is practice appealing needs behaviors individuals within more than one specific group, with a being group born living about same time [1]. This means marketers need six U.S. generations: Pre-Depression Generation, Depression Baby Boomers, Generation X, Y, Z. When marketer factors in different characteristics generations, it should be easier build relationships, trust, close business. [2, 3] As such, an understanding multigenerational very important marketer. The purpose this paper describe briefly generations terms times which they grew up as well characteristics, attitudes group. However, primary focus various understandings strategies appropriate each generation’s behaviors, particularly segmentation, products services, communication.