Mkt 231 Test 3 Chapter 15

Front 1

age cohort

Back 1

people of similar ages who have undergone similar experiences

heroes, historical events

Front 2

generation y

Back 2

those born between 1977 and 1994

Front 3

autonomy versus belonging

Back 3

need to break away from family

but need to attach to peers

Front 4

rebellion versus conformity

Back 4

need to rebel against social standards

still need to fit and be accepted by others

Front 5

idealism versus pragmatism

Back 5

adults are hypocrites

see themselves as sincere

Front 6

narcissism versus intimacy

Back 6

obsessed with own appearance and needs


but feel the desire to connect with others on a meaningful level

Front 7

youth tribes

Back 7

belongingness

most pronounced in Japan

Front 8

techno-cultural suppleness

Back 8

willingness to grab something new and use it for their own ends

Front 9

coolhunters

Back 9

kids who roam the streets to report back on cutting-edge trends

Front 10

big (wo)man on campus

Back 10

have yet to form brand loyalties

tough to reach via conventional media

Front 11

wall media

Back 11

advertising posters

Front 12

generation x

Back 12

born between 1966 and 1976

stereotyped as lazy, alienated and cynical

actually entrepreneurial

desire stable families

Front 13

baby boomers

Back 13

1946 - 1965

sheer size has made it the source of cultural and economic changes

active and fit

Front 14

baby boomlet

Back 14

upsurge in the number of children born in comparison to that of the original "baby boom"

Front 15

gray market

Back 15

seniors impact the market place

more than half of all discretionary spending

outspend other age groups in many product categories

Front 16

understanding seniors

Back 16

autonomy - Active lives

connectedness - bonds with family and friends

altruism - giving back

Front 17

chronological age

Back 17

actual number of years lived

Front 18

perceived age

Back 18

how old a person feels

Front 19

look-age

Back 19

how old a person looks

Front 20

typical segmentation bases

seniors

Back 20

chronological age
age cohort
current marital status
health
outlook on life

Front 21

social aging theories

Back 21

how society assigns people to different roles across the life span

Front 22

gerontographics

Back 22

groups based on levels of physical well-being and social conditions

Front 23

product adaptions -seniors

Back 23

packages sensitive to physical limitations

serving sizes

Front 24

mature marketing messages

Back 24

prefer lots of info

not amused by image oriented ads

simple
clear
action