Essay About Social Media Case Assignment And Family Values

Generational Marketing and Social Media
Case 3: Generational Marketing and Social Media CASE ASSIGNMENT & CASE SUBMISSION FORMS:Student Name: _________Lingyu Yang_____________________Part 1: Generational Characteristics. [50 points]The table below has space for 10 demographic and psychographic characteristics that can be used by marketers distinguish among these 3 generations. Eight characteristics have been identified; you must identify 2 others. Complete the information for each characteristic & generation; make sure to provide source of data in the table (if appropriate).CHARACTERISTICBaby BoomersBorn 1946-1964Generation XBorn 1965-1976Generation Y/ MillennialsBorn 1977 – 19981. Market Size20 million 50 million76 million2. Average HH Size 2.1 people3.3 people2.7 people3. Average HH Income$99137$95887$250454. Relationship to TechnologyWelcome new technologies and expect these technologies to adapt to them  Access to technologies in young agesConstantly access to texting, Internet and phones; overuse and heavily dependent on technologies5. Relationship to Family & FriendsUsually raised by grandparents; High divorce rate (52% to 62%); High remarriage rate (3/4)Stronger on family values than Baby Boomer; being independent at a younger ageFamily-centric and friend-centric, value the relationship between family and friends6. Relationship to Work & WorkplaceStrong work ethic; work longer hours; value pays and respect loyalty  Not blindly  loyal; more than willing to leave a job for a better opportunity; more involved technology in workWilling to trade high pay for flexible schedules and a better work/life balance; enjoy working in teams7. Print Media Preferences (Be specific)Newspapers and magazinesLess newspapers and magazinesAlmost no newspapers and magazines8. Online Media Preferences (Be specific)Newspapers and magazines, video games, Twitter and FacebookE-mails, text messaging, TVs, internet browsers and FacebookComputer games, E-mails, Facebook, Twitter, text messaging9. Add’l CharacteristicEnjoy traveling; account for up to 80% of luxury travel spendingMore diverse than previous generations in race, class, religion, ethnicity and sexual orientationConfident, ambitious and achievement-oriented; always seek challenges10. Add’l CharacteristicMore health conscious than other groupsHighest education levelsMore open-minded, culturally tolerant and socially conscious