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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."
- Sales Rank: #2077382 in Books
- Published on: 2002-05-02
- Original language: English
- Number of items: 1
- Dimensions: 9.52" h x 1.31" w x 6.66" l, .0 pounds
- Binding: Hardcover
- 384 pages
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 Inside Flap
The World War II generation. Baby Boomers. Generation X. And now, the up-and-coming N-Gen. Each group has its own mindset, tastes, and array of hot buttons shaped by generational "defining moments" such as Pearl Harbor, the Kennedy assassination, and the events of September 11, 2001. How can you ensure that your company's products and brands attract new customers across generations? This unique book provides the answers. Based on their pioneering research on generational cohorts, Charles Schewe, PhD, and Geoffrey E. Meredith explain the importance of targeting your marketing efforts to each of the seven distinct generational groups in the marketplace so that your company snags the largest share of the market. You'll learn how to:
- Understand the attitudes and desires of the population's seven distinct age groups
- Identify key physical, socioeconomic, and emotional factors for each generation
- Tailor your marketing campaigns to the minds—and pocketbooks—of each generation
- Take advantage of generational marketing opportunities outside North America
- Plan for Baby Boomers' transition to retirement—and the ascendancy of Generation X
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Breakthroughs in generational marketing!
By A Customer
Finally, a marketer's guide to generations that doesn't leave you with the 1946-1964 dates marking the Boomer generation..._Defining Markets, Defining Moments_ is a fresh new research into generations and their use in marketing, and into defining what a generation IS.
In this book Schewe & Meredith introduce cohort marketing by looking at the groups of people born closely enough together to have similar experiences growing up and coming of age. They then throw in a recipe on how to combine this with a few other demographic factors, more briefly introduced, like gender and urbanicity, to create a powerful formula for targeting demographic groups. Also included is information on how each generational personality will grow up and the way generations can continue to be marketed to as they go from adolescence to adulthood to old age -- how each generation will buy its first car, get married, buy a house or retire.
_Defining Markets, Defining Moments_ goes beyond "The Baby Boomers were born 1946-1964 after the war and grew up during the Vietnam War holding peace protests, remembering Woodstock, and are therefore a generation of ideals and can be marketed to through '60s music". These authors carefully considered their dates for the birth of generations and asked themselves exactly how old a person born in each year would be at critical moments of time. Therefore the Baby Boomers (born 1946-1954) who used to be all about love and peace are distinguished from the younger Generation Jones (born 1955-1965), the oldest of whom would be 14 and the youngest of whom (born Dec. 31, 1965) only 3 during Woodstock. Insights are gathered beyond the usual clichés captured in generational marketing books. And rather than assuming history began with the Baby Boomers and leaving everyone older behind as a pre-Boomer group of fossils as many marketers do, these authors identify three pre-Boomer groups who are under 90 today -- the soda-fountain, "Blackboard Jungle" Postwar Generation (1928-1945); the World War II Generation defined by their entry into that war of sacrifice (1922-1927); and the frugal, elderly Depression Generation who came of age learning to do without (1912-1921). An interesting analysis that could be continued with today's nonagenarians and centenarians (even though I bet too many people thought they were too thin a slice to be interested in marketing to). Planning any new updated editions?
On the downside, this book still has a few tweaks to work out with generational dates (1965: Jones or true X? Was 1920 really defined more by the Depression than the war?) or old stereotypes and clichés that linger (generations defined by the economic recession or the Internet), or perhaps just look too much like the workplace and marketing information offered in other books. Maybe it's just me and some of the sentences seem copied verbatim out of other marketing guides. Plus, the description of Generation Y, or "Generation N" (the N-Generation, 1977-19??), is a little off.
All in all, a decent marketing book and more-than-decent exercise in thinking about what really makes generations who they are. Several steps up from your annually recycled Elders/Boomers/Xers/EchoBoomers-in-the-Market guides, and a guide that will likewise give marketers who use it a little edge over all the marketers who use other books.
1 of 2 people found the following review helpful.
One of the best on this topic I have found!
By Dallas
I highly recommand this book to anyone that wants general knowledge on generations. I found it easy to read and very useful in implementing in research I am performing on this area. I felt like this book was money well spent.
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