1. Discuss the importance of subcultures in segmenting the market for food products. Identify a particular product and show how it should be marketed differently to different ethnic groups.
2. Foxtel is marketing pay television services in Australia. What approach should it take to households where the main decision makers are:
a) Baby boomers
b) Generation X
c) Generation Y?
3. What allowance should be made for the ability of the elderly to process complex information in making product purchase decisions?
4. In view of the anticipated growth of the 50-plus market should Oil of Olay consider a new strategy for its face cream? Would it be wiser to develop a new brand, or can it successfully market the same product to the under and
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Meanwhile, the likelihood of illness will decline if these aged people insist taking it.
2.
Baby boomers: Those people are reaching the retirement age and they could be the largest customers using TV because they would spend lots of time at home. The company can give customers from the age of babyboomer some discounts once they plan to sign the contrast with Foxtel company duo to these people have potential to become the lasting customers.
Generation X: consist of people born from 1965 to 1979, this group of people has accepted the higher education already and some of them work in a big company, earning higher salaries. Those people are in no rush to marry. For advertising companies, they should stress the advantage (eg. Credibility and naturalness of ingredients) of Paying TV services. The advertising company should attract these people since they like music, fashions and language.
Generation Y: consist of people born between 1980 and 1994. Those people are more open to change and looking for next gadgets. These people use the internet almost everyday and the advertising company can have a try that linking the tv service to the internet. Also, this group of people is characterized by the informal groups, like friends and they prefer to imitate what friends do.
3.
The business can give the elders discount if they purchase the necessity, such as walking stick. Particularly, if some elders make a consumed decision, such as buy a new car, then the
Social class has been always been in our society since its establishment. Back then, white,
America is a complex and diverse web of individuals marked by social stratification, a system by which a society ranks categories of people in a hierarchy (Macionis, 2011, p.204). The film People Like Us: Social Class in America discusses the class system, social stratification based on both birth and individual achievement, which the American people use to define others (Macionis, 2011, p.206). It explores the many variables that contribute to the determination of a person’s class; such as, ancestry, education, and money. Ancestry will be a main focus because it has such a strong influence on the class system of today. The film provided an informative and entertaining
I’ve never taken into consideration how all of my experiences growing up has really formed the person that I am today. I’ve never really taken the time to think about my story of intersectionality until I took this class. I never realized how my inner, outer, experiential, relational, and developing identities have really constructed the person that I have become today. Many of my identities have influenced and changed my life especially my identities in social class, race and ethnicity, religion, citizenship and immigration status, first language I learned, my gender, and my gender expressions.
The author follows the chapter by stating her argument and explaining the two sides to the argument. The author chooses to appease both sides in this essay by saying that the elderly should only receive a discount therefore lessening the
Another thing about this particular generation is that they are technology savvy. While things like the internet were not around when they were little, the older they got, the more technology as a whole grew. The internet came along as well as television. They have become starving for information. Therefore, when it comes to marketing, the best place to do this is on the internet and also on television advertisements. They do also enjoy reading the newspaper, so taking out portions of those would be beneficial. Making sure that there is as much information as possible about a particular service or product available is vital. If there is something that they see or want, they will do their research on it
We live in a world where every day we wake up trying to make a living and get onto the next day repeating the same thing over and over. Waking up each day and realizing that you are not able to survive in this world without any money can have a huge impact towards any goal you are trying to reach. In some cases we tend to set the bar high but there is only one problem, how are we going to get enough money to pay for our future goals? Growing up in the working class has been a ride to remember. Experiencing poverty can also have a great affect in your life. After reading three amazing articles one by Richard Rodriguez the second by Barbara Ehrenreich and the last one by Bell Hook, I have learned that there is so much more than to be classified into a class (working class, middle class, and poverty).
Directions: Based on your personal experiences and on the readings for this course, answer the questions in the green section of the matrix as they apply to each of the listed socioeconomic classes. Fill in your answers and post your final draft as directed by the course syllabus.
Social class refers to the system of stratification of the different groups of people in a society. These different forms of classification are, in most instances, based on gender ethnicity and age. Social class makes everyone’s lives extremely different. For example: How long one can expect to live. In a wide range of ways, from success, to one’s health class, social class influences people’s lives (Grusky,2003).
The idea of social inequality dates back since the time of our founding fathers. The mistreatment and unlawful equality and opportunity that these foreigners received became embedded into our history—this endless list includes, just to name a few, the Irish, Chinese, Jews, and most notably the African Americans (Blacks), who became slaves to the American people. Here in the United States, the current social class system is known as the class system, where families are distributed and placed into three different existing class—the upper class (wealthy), middle class (working), and lower class (poor). Since then, improvisations have been worked on into the class system, establishing now roughly six social classes: upper class, new money, middle class, working class, working poor, and poverty level. Social stratification is a widely common topic of debate because there have since been many arguments and debates on this controversial situation of social inequality and how it relates to social class and social mobility. According to Economist Robert Reich, he states that "The probability that a poor child in America will become a poor adult is higher now than it was 30 years ago..." (Reich, par. 5), meaning the given amount of equality, opportunity, and support that these struggle families obtain have gone mainly unnoticed by the government that it has gotten worst. The constant uproar of social inequality and injustice that these middle and lower working class families stem
When customers are comparing Sky to its competitors they must compare specific attributes that they find most important when selecting a pay TV service. Consumers will attach more value to some attributes than to others, some consumers will find packaging of a good important, while others will focus more on the price, or maybe on the brand name (Riezebos. R, 2003).
The last and final generation represented is referred to as “Generation Y.” This group is typically born between 1980 and 1999. Kyles (2005) states, “Generation Y is coming of age during a time of technological sophistication, extreme economic swings, individual prosperity, terrorism, and
Socioeconomic status (SES) is one of the most widely studied constructs in the social sciences. Several ways of measuring SES have been proposed, but most include some quantification of family income, parental education, and occupational status. Research shows that SES is associated with a wide variety of health, cognitive, and socioemotional outcomes in children, with effects beginning prior to birth and continuing into adulthood. A variety of mechanisms linking SES to child well-being have been proposed, with most involving differences in access to material and social resources. For children, SES impacts well-being at multiple levels.
Unfortunately, the competition has caught up and networks such as CNN and Lifetime have begun to offer competitive programs and thus competitive advertising outlets for the target audience. As a result, advertising sales is projecting a 10% decrease in the price for a unit of advertising (CPM) if the current strategy does not change. An internal weakness of TFC is that it does not know its customers intimately; as stated in the case “the channel didn’t have much in the way of detailed information about its viewers” (Stahl, 2007). Without this information TFC is unable to compete effectively against other networks who do know the target audience and their attributes and trends. If TFC is unable to maintain or increase its overall satisfaction ratings, they might face the possibility of being dropped by a network and lose a second source of revenue, affiliate fees.
In the United states, social classes is a controversial issue in terms of defining the actual nature of the classes themselves. Many individuals have categorized the society into three elementary groups that is the “poor”, “middle class” and the “rich”. Additionally, a more complex system of social classes is derived from the three elementary classes. In this regard, a four-class system includes “the capitalist/upper class”, “the middle class”, “the working class” and “the lower class” (Thompson, 2005). Moreover, sociologists have expanded the for-class system into a six class system includes “the capitalist or upper class”, “the upper-middle class”, “the middle class”, “the working class”, “the lower-working class” and “the lower class”.
The current target group are typical wealthy and upper to middle class consumers who are between 50-70 years of age and educated. (Krol 1998). However, B&O has identified new