Marketing to boomers and beyond : strategies for reaching America's wealthiest market /
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| Author / Creator: | Wolfe, David B. |
|---|---|
| Imprint: | New York : McGraw-Hill, c1993. |
| Description: | xviii, 302 p. : ill. ; 23 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/1402499 |
Table of Contents:
- Pt. 1. Challenges. 1. Statistics Don't Buy. A Bounty of Confusion. The Boom That Won't Be. Geriatric or Lifestyle Market? Fool's Gold in Statistics. Getting the Right Directions. Mature Adults Are Puzzling. New Tool for Maturity Markets: Experiential Segmentation. 2. Senior Markets Don't Exist. Semantics: Victimizer of Seniors. Successes and Failures in Older Markets. The Dreams of Older People. The Four Faces of the New Senior. Semantic Gymnastics. Why Age Should Be Taken Out of Marketing. 3. The Three Bases of Consumer Satisfaction. The Root of Marketing Success: Consumer Satisfaction. Mature Consumers Spell Satisfaction Differently. The Compulsion to Treat "Old" People as Old. Products Older Consumers Seek Most: Experiences. The Real Motivator: Life Satisfaction Aspirations
- Pt. 2. Analysis. 4. Profile of an All-American Family. New Ways of Looking at Old Markets. The Limitations of Lifestyle Typologies in Maturity Markets. Lifestyles of Older People Are Often Simple by Choice. The Mature Adult's Search for Meaning in Life. Spending Patterns of Older People. The 45-to-54 Cohorts Is the One! The Boomers Are Coming; the Boomers Are Coming. 5. Becoming a Mature Adult. The Three Experiential Stages of Adult Life. Defining Maturity for Marketplace Strategies. The Possession Experience Stage: The Acquisitive Stage of Life. The Catered Experience Stage: Time for Full Enjoyment of Adulthood. The Being Experience Stage: The Climax of Human Maturity. Effects of Maturity on Price Sensitivity and Value Assessment. Declining Interest in Possession and Catered Experiences Is "Programmed" 6. Maslow's Market. The First Authority on Maturity Markets. The Foundation of Maslovian Theory: The Hierarchy of Basic Human Needs. Marketing Implications of the Maturity Factor. Dealing with the Mature Personality. Maslow's Basic Tenets and Their Meanings in Maturity Markets. The Difference in Thinking Styles between Older and Younger Adults. Adjusting to the Different Thinking Styles of Mature Adults. The One-Minute Guide to Understanding the Mature Consumer. The Possible Psychobiological Basis for a Shift to Right Brain Orientation
- Pt. 3. Perceptions. 7. Symbols. Semiotics: The Spoken and Unspoken That Rule Markets. The Complex Role of Symbols in Marketplace Dynamics. Implications of Differences in Right and Left Brain Cognitive Patterns. Studiously Avoid Anti-Being Experience Symbols. Countering Anti-Being Experiences with Positive Images. 8. The Ageless Market. The Altered Sense of Time Experienced by Mature Adults. The Psyche-Serving Aspects of a Sense of Timelessness. The Phenomenon of Cognitive Age. The Transcendence of Time through Being Experiences
- Pt. 4. Implementation. 9. Method Marketing. The Practical Value of Empathy in Marketing. Method Marketing: An Empathetic Approach to Maturity Markets. Maybe It's Time for Ad Agency Executives to Get Back into Advertising. Psychological Tests can Identify Best "Creatives" for Maturity Markets. A Psychological Contract Exists between Providers and Consumers. The "Game of Life" Technique for Enhancing Empathy. Bring Mature Consumers to Marketing Meetings to Enlighten Staff. Physiological Changes of Marketing Significance. Correcting for Age Discrimination in Marketing Benefits All. What's Good for Older People Often Is Good for All People. Method Marketing "Gestalt" Requires Open-Mindedness. 10. Winners in Maturity Markets. The Health and Fitness Club Industries. Travel and Hospitality Industries. Financial Services Industries. Retail Industries. Senior Adult Housing. Media and Entertainment. Health Care Industries. Communications and Information Industries. Key Factors for Projecting Growth Potential in Any Industry. Selling of Businesses Which Cater to Maturity Markets. Product Design Services. Market Research. Advertising and Marketing Support Industries. Ethical Qualifications for Doing Business in Maturity Markets. 11. Looking Ahead. When Boomers Join the Maturity Markets. The Dawning of the Age of Aquarius II. Toward a New Humanistic Gerontology. A Call for redefining the Meaning of Aging.