Kids as customers: a handbook of marketing to children
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Lexington Books
1992
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 258 S. Ill. |
| ISBN: | 0669276278 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804119791936471040 |
|---|---|
| adam_text | Contents
Preface ix
PART ONE
Introduction
1 The Emergence of Children as Customers 2
A Historical Perspective 4
A Sociological Explanation 6
Children s Development as Consumers 8
The Role of the Marketer 13
Children as a Multidimensional Market 14
Summary: A Vote for Kid Kustomer 17
A Couple of Warnings 18
Later Chapters 20
References 20
PART TWO
Children Are Three Markets
2 Children as a Primary Market: Their Income,
Spending, and Saving 22
Children s Income 23
Children s Savings 29
Children s Expenditures 31
Overprivileged Children 32
Marketing Implications of Kids with Money 34
Summary and Conclusions 35
References 37
3 Children as a Primary Market: Their Spending
and Shopping 38
Products Purchased by Children 39
Children s Preferred Stores 42
Children s Independent Purchase Visits 44
What Shopping and Spending Mean to Children 46
References 61
4 Children as a Market of Influencers 62
Reasons for Children s Influence 64
Extent of Children s Consumer Influence 65
Information Sources Underlying Children s Requests 70
Children s Requesting Styles and Appeals 72
Location of Children s Requests to Parents 74
Influence of Kids on Parents Choice of Retail Outlets 76
Parental Response to Children s Requests 77
Marketers Perceptions of Kids Influence
on Parental Purchases 81
Marketing to Children as Influencers 84
References 87
5 Kids as a Future Market: Reaching Them Through
a Multidimensional Segmentation Strategy 88
Children as a Source of Future Customers 91
The Importance of Loyalty in Cultivating Kids
as Future Customers 92
Building a Loyal Relationship with Children
as Future Customers 95
Marketing to Kids Using a Multidimensional
Segmentation Strategy 101
Managerial Suggestions 102
References 104
PART THREE
Marketing to Kids as Customers
6 Retailing to Children 106
Reasons for Retailers to Target Children as Consumers 107
Retailers Responses to Kids as Customers 111
Some Retailers Target Children, Some Don t 115
Nonstore Retailing 122
Service Retailers 124
Conclusions and Recommendations 126
References 129
7 Advertising to Children 130
Advertising as Part of the Marketing
Communications Mix 131
Changes in Advertising Media Targeted to Children 136
Effects of Advertising to Children 144
Encoding/Decoding Problems in Advertising to
Children 147
Observations and Recommendations 153
References 157
8 Targeting Promotion and Publicity to Children 158
Targeting Promotion to the Children s Market 160
Children Targeted Public Relations 168
Kids Clubs: A New Channel of Communications 173
Summary and Suggestions 177
References 179
9 Planning and Developing New Products for Children 180
Strategies for New Products for Kids 182
Remember, the Package Is for Kids, Too 193
Needed: New, New Product Strategies That Really
Target Kids 197
References 201
10 Marketing Research Among Children: Purposes,
Procedures, Problems 202
Purposes of Researching Young Consumers 204
Techniques and Procedures for Researching Children 209
Problems in Researching Kids as Customers 220
Using Parents as Surrogates for Children
in Marketing Research 223
References 225
PART FOUR
Kids as Customers Tomorrow
11 Children as Global Consumers 228
Reasons to Consider Children as Worldwide Consumers 230
Reasons to Study Children as Global Consumers 234
Children s Consumer Behavior in Other Parts of the World:
The Case of the Pacific Rim 235
Multinational Marketing Strategy to Kids: Standardize
or Localize? 248
References 250
Name Index 251
Subject Index 254
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| spelling | MacNeal, James U. Verfasser aut Kids as customers a handbook of marketing to children James U. McNeal New York Lexington Books 1992 XII, 258 S. Ill. txt rdacontent n rdamedia nc rdacarrier Consumenten gtt Enfants consommateurs - États-Unis Jeunes consommateurs - États-Unis Jeunes consommateurs - États-Unis ram Kinderen gtt Marketing - Recherche - États-Unis Marketing - Recherche - États-Unis ram Marketing gtt Publicité et enfants - États-Unis Publicité et enfants ram Kind Marketing research United States Young consumers United States Kind (DE-588)4030550-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Kind (DE-588)4030550-8 s Verbraucherverhalten (DE-588)4062644-1 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003494405&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | MacNeal, James U. Kids as customers a handbook of marketing to children Consumenten gtt Enfants consommateurs - États-Unis Jeunes consommateurs - États-Unis Jeunes consommateurs - États-Unis ram Kinderen gtt Marketing - Recherche - États-Unis Marketing - Recherche - États-Unis ram Marketing gtt Publicité et enfants - États-Unis Publicité et enfants ram Kind Marketing research United States Young consumers United States Kind (DE-588)4030550-8 gnd Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | Kids as customers a handbook of marketing to children |
| title_auth | Kids as customers a handbook of marketing to children |
| title_exact_search | Kids as customers a handbook of marketing to children |
| title_full | Kids as customers a handbook of marketing to children James U. McNeal |
| title_fullStr | Kids as customers a handbook of marketing to children James U. McNeal |
| title_full_unstemmed | Kids as customers a handbook of marketing to children James U. McNeal |
| title_short | Kids as customers |
| title_sort | kids as customers a handbook of marketing to children |
| title_sub | a handbook of marketing to children |
| topic | Consumenten gtt Enfants consommateurs - États-Unis Jeunes consommateurs - États-Unis Jeunes consommateurs - États-Unis ram Kinderen gtt Marketing - Recherche - États-Unis Marketing - Recherche - États-Unis ram Marketing gtt Publicité et enfants - États-Unis Publicité et enfants ram Kind Marketing research United States Young consumers United States Kind (DE-588)4030550-8 gnd Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consumenten Enfants consommateurs - États-Unis Jeunes consommateurs - États-Unis Kinderen Marketing - Recherche - États-Unis Marketing Publicité et enfants - États-Unis Publicité et enfants Kind Marketing research United States Young consumers United States Verbraucherverhalten USA |
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