1. Dr. Bea Bourne 1

2. 2 If you have any trouble in seminar, please do call Tech Support at: 1-866-522-7747 They can assist if you get “bumped” from the seminar room or experience other difficulties.

3.  This seminar will focus on understanding the importance of subcultures. Please be prepared to discuss generation Y, generation X, baby boomers, and seniors.  Questions 3

4.  Unit 8 covers subcultures and cross-cultural consumer behavior. This unit stresses the importance of segmenting and targeting these specific groups. Analyzing these target markets provides marketers with additional opportunities. 4

5. 5 Chapter 13 & 14 Chapter 13 introduces subcultures and consumer behavior. As you read, you should pay particular attention age subcultures such as: The generation Y market The generation X market The baby boomer market Older consumers Chapter 14 introduces cross-cultural consumer behavior. As you read, you should pay particular attention to marketing mistakes such as: Product problems Promotional problems Pricing and distribution problems

6.  Unit 7 explained the impact that social class, culture, and values have on consumer attitudes and behavior. While we may take it for granted that these factors influence us, marketers must completely understand these factors to effectively market their products. 6

7. 7 After completing this unit, you should be able to: After completing this unit, you should be able to: Explain the concept of subculture Analyze the different types of subculture Describe the geographic impact of nationality subcultures Analyze the relationship of sex roles and consumer behavior Analyze multinational strategies Explain why it is important to conduct cross-cultural consumer analysis Describe the major marketing blunders made by multinational corporations Explain how marketers segment the working woman market Explain the concept of ethical behavior

8. 8  What are the four predominate generations in the workforce today?.

9. 9 There are four popular generational categories that most marketers tend to focus on. Literature includes different names for the generations as well as different beginning and ending dates for the generational ranges. Scholars and practitioners agree on general descriptions of the generations.

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11. 11 As marketers, it is important to understand how generation affects the way we promote and sell products. As we all know, we are all a product of our generation. Each generation have their own characteristics. In order to market effectively to a generation you must find a way to grab their attention, by using a message that resonates with them. To succeed in generation marketing you must understand how the motivation of your consumers correlate with the underlying values of their generation. When you know this, you are able to customize your message to cater to that generation. You can then present the message with your products, services, and communication to their needs and desires.

12.  Matures/Traditionals – Born prior to 1946; patriotic, loyal, fiscally conservative  Baby Boomer Generation – Born between 1946 and 1964; idealistic, competitive, questions authority  Generation X – Born between 1965 and 1980; resourceful, self-reliant, highly adaptive  Generation Y / Millennial Generation – Born 1981 - 2000; confident, ambitious, tech- savvy 12

13.  Loyal  Lived through two world wars and the Great Depression  Happy to have a job  Team players, greater good  Believe in institutions, very patriotic  Chain of command 13

14. 14 Can you think of any advertisement or products that target seniors?

15.  Optimism: they can make the world a better place  Question and protest the status quo  Largest generation = intense competition  Work-a-holics  Focus on who they are = “Me Generation” 15

16.  Can you think of any advertisements or products that target boomers? 16

17.  Very independent  Non-traditional families, dual-career, single parent, high divorce rates, latch-key kids  Don’t trust institutions  Self-starters, prefer to work alone  First to benefit from computers  Smallest generation = competition for them 17

18.  Can you think of any advertisement or products that target Generation X ? 18

19.  Protected  Studied, marketed to  Great with technology  Personal safety is important  Appreciate diversity  Participate in major family decisions, include their parents in their lives 19

20.  Can you think of any advertisement or products that target Generation Y ? 20

21. 21  Basic Customer Behavior involves: ◦ Why they buy ◦ How they buy ◦ What causes them to return  Four Customer Needs: 1.Need to be understood 2.Need to feel welcome 3.Need to feel important 4.Need for comfort

22.  So as marketers, why is all this important? 22

23.  A tailored marketing message will instill a feeling of loyalty in your clients.  It's important to appeal to each generation's unique characteristics and mindset.  Business who understand how to effectively apply generational marketing strategies will ultimately see more business and happier consumers. 23

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25. 25 Assignment Week 8 Complete the Project: Cat Food Strategy Complete Questions 1 and 2 for Case One: Cat Food Strategy for Chapter 14, which starts on page C-33 in the back of your Consumer Behavior textbook. As with all material you submit to the Instructor, check for correct spelling, grammar, punctuation, mechanics, and usage. Please refer to the Online Communications Guidelines for Paper Submission Standards. Assignment Checklist: Determine the psychology of Consumer decision-making. Assess when social factors impact consumer decisions. Determine the five factors that influence decisions by consumers. Directions for Submitting Your Project Before you submit your project, you should save your work on your computer in a location and with a name that you will remember. Make sure your project is in the appropriate format (Word, Excel, PowerPoint, or other), then, when you are ready, you may submit on the Dropbox page.

26.  I appreciate your time and attention during our 1 hour seminar today. If you have questions, feel free to contact me: BBourne@kaplan.edu and I’ll be happy to help! BBourne@kaplan.edu  See you in Class! 26