how far is it to the centre of the earth?

how far is it to the centre of the earth?
how far is it to the centre of the earth?

how far is it to the centre of the earth?
It's about 6378 kilometers

到地心有多远？

Case opening
If you were an astute marketing manager looking for a market segment where opportunities are growing daily, where would you turn?
Though several market segments might qualify, the...

全部展开

Case opening
If you were an astute marketing manager looking for a market segment where opportunities are growing daily, where would you turn?
Though several market segments might qualify, the market of the futurn is a market from the past. The same market that won marketers’ hearts in the 1960s and 1970s is now maturing into seniors with increased spending power. By 2030 one in five Americans will be 65 years of age or older. Baby boomers are about to become senior bloomers.
Case study
Forget nanotechnology, it’s Nana-technology (that is, grandmother-technology) that will make a big impression on this market. Marketers are beginning to recognize the need to redo product lines to accommodate the massive number of seniors who are about to cross the retirement threshold. Consumers are already beginning to see phones with larger numbers on their key pads, and GPS systems that display maps in larger type. Fashion designers have begun to add lines of seniors glasses. Colthing manufacturers have also taken note – remember that today’s seniors set the fashion and style industry on its ear in the 60s and 70s. with annual incomes of $175000 plus,seniors are demanding products that fit their needs.
Seniors are also interested in modern technology. Several companies are modifying their game business to include devices and programs that appeal to seniors, desire to remain mentally alert and entertained. Such devices can also teach seniors more about advancing technology. The spending power of the Baby Boomers will motivate companies to re-think how they approach seniors in the marketplace. Nana-teachnology is “what it’s at” in the twenty-first century!
QUESTION
Q1: why is the senior market becoming more attractive? And what generational group is powering the growth of seniors?
Q2: what new products have appeared for seniors recently? State three new products. And provide a perceptual map to show the current positioning for two of the three new products.
Q3: Firms must decide on the various segments and how to reach these markets. Based on the information from your answers for question 2 and your research, how would you describe the arrempts to reach the Baby Boomers by these two products and companies?

收起