The kids market: myths and realities
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Ithaca, NY
Paramount Market Publ.
1999
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | 272 S. Ill., graf. Darst. 27 cm |
| ISBN: | 0967143918 |
Internformat
MARC
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| 100 | 1 | |a McNeal, James U. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The kids market |b myths and realities |c James U. McNeal |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Ithaca, NY |b Paramount Market Publ. |c 1999 | |
| 300 | |a 272 S. |b Ill., graf. Darst. |c 27 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index | ||
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| 650 | 0 | 7 | |a Zielgruppe |0 (DE-588)4117714-9 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
| _version_ | 1804140498497044480 |
|---|---|
| adam_text | Contents
Preface
....................................................................................................................................................9
Overvîew:The
Kids Market
Grows Up
...................................................................................
1
3
PART ONE: KIDS AS MARKETS
I.The Market Potential of the Kids Market
.........................................................................29
Myth: Let s face it Kids don t have the money that teens or adults have.
Reality: No, kids don t have the money that teens and adults have, but they have more
market potential than either of these groups
—
or any demographic group.
2.
When Do Kids Become Consumers?
.................................................................................37
Myth: Kids have little market significance until they are well into elementary school.
Reality: Kids have consumer clout before they can walk.
3.
Kids Are Better Savers than Their Parents
......................................................................49
Myth: Children spend all they get
Reality: Kids save at a much higher rate than their parents, but spend the savings just as their
parents taught them
—
for high-ticket items.
4.
What Do Kids Buy?
.....................................................................................................................57
Myth: Children spend all they get on sweets.
Reality: Less than one-third goes for sweets.Their fastest growing expenditure category is
apparel. Children will buy, or ask for, anything they believe will satisfy their needs.
5.
Children s Income: Filling the Piggy-Bank
........................................................................67
Myth: Children don t work for their money.
Reality:The fastest-growing source of income for children is earnings
—
second only to their
allowances. Children earn around one-third of their income.
6.
Little Naggers with Growing Responsibilities
................................................................75
Myth: Children are constantly nagging their parents to buy them things.
Reality: Children do ask for many things because that is what they have been taught since
infancy. Much of their requesting behavior is viewed by today s busy parents as
responsible behavior
—
not nagging.
The Kids Market: Myths and Realities
7.
Kids Influence on Parents Spending
.................................................................................86
Myth: Children
influence
over
$187
billion annually of parents purchases.
Reality: Children directly influence over
$
1
87
billion of parents purchases annually, and
indirectly influence at least
$300
billion more.
e.Tomorrow s Customers Today
.................................................................................................99
Myth: We don t target kids. All of our customers are adults.
Reality:The firm must have a secret source of new customers only it knows about.
PART TWO: CHILDREN S REACTIONSTO MARKETING
9.
Barriers to Understanding the Kids Market
................................................................ 109
Myth: The one thing I understand is kids. I have three of my own.
Reality: The company experiences millions in losses, demonstrating just how unique those
three kids are.
1
0.
Children s Favorite Stores
..................................................................................................
11
9
Myth: If a kid has money, he ll spend it before it burns a hole in his pocket.
Reality: If kids have money,they ll spend much of it before it burns holes in their pockets, but
they will try to spend it in a favorite store.
11.What Kids Know About Pricing
....................................................................................... 129
Myth: Children don t care at all about price.
Reality: A majority of kids are price sensitive, will state a preference for a low price, and
recognize that similar stores may differ in price.
1
2.
Advertising to Children: Pervasive, Perturbing, Propelling
.................................
1
39
Myth: Children are the object of far too much advertising.
Reality: Children are the object of far less advertising per dollar value than adults, ac¬
counting for only around
3
percent of TV advertising and less than I percent of all
advertising.
Myth: To reach children most effectively, advertise on Saturday-morning TV.
Reality: It depends on your goals for reaching them. It may be more effective to advertise
during prime time, or in print, or outdoors, or at the point of purchase or...
1
3.
Kid-Targeted Promotions: Why They Work So Well
..............................................
1
54
Myth: Promotion lessens the chances of developing brand loyalty.
Reality: Promotion can create a bond with children that looks very much like brand loyalty.
Contents
Myth: Children are not grateful when they are given things.
Reality: Children may not show their gratitude like adults, but they tell us that they like
those who give them things, and they are fondest of the biggest giver.
Myth: Children would rather have a free bicycle than a free baseball.
Reality: It depends on the time. If the children have to wait 1
00
UPCs for the bicycle and
5
UPCs for the baseball, most of the time they will opt for the baseball.
14.
Public Relations for Kids:Talking Instead of Shouting
........................................... 167
Myth: Public relations is not an alternative to advertising when it comes to the kids market.
Reality: Public relations is not an alternative to advertising when it comes to kids; it s an
absolutely necessary companion.
1
5.
Kids Clubs: A One-to-One Relationship
..................................................................... 177
Myth: KJds dubs are a drain on resources.
Reality: Over
80
percent of kids clubs studied report that they contribute to their
company s bottom line while growing new customers.
1
6.
Kids Packaging: Overlooking the End User
.............................................................. 188
Myth: In the milk industry, we have targeted kids for years, but they are still reluctant to make it their
favorite snack beverage.
Reality: A kid can t snack out of a gallon jug.
1
7.
Brands: Kids Best Friends
..................................................................................................20
1
Myth: Children change brands often and show little brand loyalty.
Reality: Children find security in attaching themselves to an object
—
a pillow, a blanket, a
store, a brand
—
that enhances their well being. But children s curiosity has not yet
been suppressed as ours often has, so they do turn their attention to other objects
including other brands.
1
8.
Successful Kids Products and Services: Satisfying Kids and Their Parents
........2
1
3
Myth: Kids love products that are just like Mom s and Dad s.
Reality: Kids love products that are just like Mom s and Dad s, but not as much as they love
products that are just for kids.
Myth: If your kid s product can only satisfy one need, let it be the need for play.
Reality: If your product can only satisfy one need, shoot it, and put it out of its misery.
Myth: Satisfy the kids and you satisfy the parents.
Reality: Children loved their free Mystic Magic Magnifier, but parents hated the burned holes
in their curtains and tablecloths.
The Kids Market: Myths and Realities
1
9.
Researching the Kids Market: Hard Work, Questionable Results
....................23
1
Myth: We must always use good marketing research principles regardless of the market.
Reality: Market research principles and practices were developed by adults for adults.They
don t always produce the right results with kids, and we are not sure when they do
and when they don t.
20.
The Kids Market Doesn t End at U.S. Borders
..........................................................247
Myth: Children In the U.S. represent enormous market potential.
Reality:True, but there is ten times as much market potential among children in the rest of
the developed and developing world.
Index
...................................................................................................................................................261
About the Author
.........................................................................................................................271
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| spelling | McNeal, James U. Verfasser aut The kids market myths and realities James U. McNeal 1. publ. Ithaca, NY Paramount Market Publ. 1999 272 S. Ill., graf. Darst. 27 cm txt rdacontent n rdamedia nc rdacarrier Includes index Werbung (DE-588)4065541-6 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Kind (DE-588)4030550-8 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Werbung (DE-588)4065541-6 s Kind (DE-588)4030550-8 s Zielgruppe (DE-588)4117714-9 s DE-604 Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018476655&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McNeal, James U. The kids market myths and realities Werbung (DE-588)4065541-6 gnd Zielgruppe (DE-588)4117714-9 gnd Kind (DE-588)4030550-8 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4117714-9 (DE-588)4030550-8 (DE-588)4078704-7 |
| title | The kids market myths and realities |
| title_auth | The kids market myths and realities |
| title_exact_search | The kids market myths and realities |
| title_full | The kids market myths and realities James U. McNeal |
| title_fullStr | The kids market myths and realities James U. McNeal |
| title_full_unstemmed | The kids market myths and realities James U. McNeal |
| title_short | The kids market |
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| title_sub | myths and realities |
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| topic_facet | Werbung Zielgruppe Kind USA |
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