Marketing strategies for the mature market:
This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Westport, Conn. u.a.
Quorum Books
1994
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge. Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process: key issues are raised and information is presented to address them. This volume is intended for the busy marketer who needs access to "state-of-the art" knowledge and its implications for marketing strategy development. It also includes information on the mature market, market segmentation and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process The bulk of the information presented in this book is on consumers' orientations toward business offerings and strategies, focusing on analyses of older consumer responses in all areas of the marketing mix - i.e., new product development, pricing, distribution, promotion, recommending specific courses of action. Finally, an effort is made to summarize the information using a strategic marketing framework, and to make recommendations on how to market to older consumers |
| Beschreibung: | XI, 198 S. |
| ISBN: | 0899308872 |
Internformat
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| 300 | |a XI, 198 S. | ||
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| 520 | 3 | |a This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge. Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process: key issues are raised and information is presented to address them. This volume is intended for the busy marketer who needs access to "state-of-the art" knowledge and its implications for marketing strategy development. It also includes information on the mature market, market segmentation and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process | |
| 520 | |a The bulk of the information presented in this book is on consumers' orientations toward business offerings and strategies, focusing on analyses of older consumer responses in all areas of the marketing mix - i.e., new product development, pricing, distribution, promotion, recommending specific courses of action. Finally, an effort is made to summarize the information using a strategic marketing framework, and to make recommendations on how to market to older consumers | ||
| 650 | 4 | |a Consommateurs âgés | |
| 650 | 4 | |a Marketing - Gestion | |
| 650 | 4 | |a Produits nouveaux - Commercialisation | |
| 650 | 4 | |a Segmentation du marché | |
| 650 | 4 | |a Market segmentation | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a New products |x Marketing | |
| 650 | 4 | |a Older consumers | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-006742289 | ||
Datensatz im Suchindex
| _version_ | 1804124546237726720 |
|---|---|
| adam_text | Contents
Tables and Figure ix
Acknowledgments xiii
PARTI. OVERVIEW
1. Introduction 3
2. The Mature Consumer Market 13
PART II. IDENTIFYING OPPORTUNITIES
3. Analyzing Needs of Older Adults 23
4. Segmenting and Targeting the Mature Market 41
PART III. ANALYZING MARKET BEHAVIOR
5. Consumption and Financial Practices of Older
Americans 57
6. Preferences for Sources of Information 73
PART IV. DEVELOPING MARKETING PROGRAMS
7. Analyzing Orientations Toward Products 89
viii Contents
8. Identifying and Targeting Potential Users of New
Products 107
9. Distribution Decisions 123
10. Designing the Promotional Mix 137
11. Age Targeted Marketing Strategies 149
PART V. SUMMARY AND RECOMMENDATIONS
12. Guidelines for Developing Marketing Strategies 161
Appendixes
Appendix A. Sample of List of Needs and Need
Satisfiers 176
Appendix B. Sample of Hypotheses Based on Theory
and Research Findings 177
Appendix C. Orientations Toward Various Types of
Marketing Practices and Stimuli 179
Appendix D. Examples of Products/Services Capable of
Satisfying Select Needs of Older Adults 180
Appendix E. Demographic Characteristics of 55 +
Sample 181
Appendix F. Need Based Segments 183
Appendix G. Methodological Note 186
References 189
Index 195
|
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| author | Moschis, George P. |
| author_facet | Moschis, George P. |
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| author_sort | Moschis, George P. |
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| callnumber-subject | HF - Commerce |
| ctrlnum | (OCoLC)29952722 (DE-599)BVBBV010150589 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T17:47:23Z |
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| isbn | 0899308872 |
| language | English |
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| physical | XI, 198 S. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Quorum Books |
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| spelling | Moschis, George P. Verfasser aut Marketing strategies for the mature market George P. Moschis 1. publ. Westport, Conn. u.a. Quorum Books 1994 XI, 198 S. txt rdacontent n rdamedia nc rdacarrier This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge. Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process: key issues are raised and information is presented to address them. This volume is intended for the busy marketer who needs access to "state-of-the art" knowledge and its implications for marketing strategy development. It also includes information on the mature market, market segmentation and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process The bulk of the information presented in this book is on consumers' orientations toward business offerings and strategies, focusing on analyses of older consumer responses in all areas of the marketing mix - i.e., new product development, pricing, distribution, promotion, recommending specific courses of action. Finally, an effort is made to summarize the information using a strategic marketing framework, and to make recommendations on how to market to older consumers Consommateurs âgés Marketing - Gestion Produits nouveaux - Commercialisation Segmentation du marché Market segmentation Marketing Management New products Marketing Older consumers Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktsättigung (DE-588)4123715-8 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Marketing (DE-588)4037589-4 s Marktsättigung (DE-588)4123715-8 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006742289&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Moschis, George P. Marketing strategies for the mature market Consommateurs âgés Marketing - Gestion Produits nouveaux - Commercialisation Segmentation du marché Market segmentation Marketing Management New products Marketing Older consumers Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd Marktsättigung (DE-588)4123715-8 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4037589-4 (DE-588)4123715-8 |
| title | Marketing strategies for the mature market |
| title_auth | Marketing strategies for the mature market |
| title_exact_search | Marketing strategies for the mature market |
| title_full | Marketing strategies for the mature market George P. Moschis |
| title_fullStr | Marketing strategies for the mature market George P. Moschis |
| title_full_unstemmed | Marketing strategies for the mature market George P. Moschis |
| title_short | Marketing strategies for the mature market |
| title_sort | marketing strategies for the mature market |
| topic | Consommateurs âgés Marketing - Gestion Produits nouveaux - Commercialisation Segmentation du marché Market segmentation Marketing Management New products Marketing Older consumers Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd Marktsättigung (DE-588)4123715-8 gnd |
| topic_facet | Consommateurs âgés Marketing - Gestion Produits nouveaux - Commercialisation Segmentation du marché Market segmentation Marketing Management New products Marketing Older consumers Marketingmanagement Marketing Marktsättigung |
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