The mature market: a gold mine of ideas for tapping the 50+ market
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
San Jose [u.a.]
ToExcel
2000
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 265 S. |
| ISBN: | 0595094759 |
Internformat
MARC
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| 100 | 1 | |a Menchin, Robert S. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The mature market |b a gold mine of ideas for tapping the 50+ market |c Robert S. Menchin |
| 264 | 1 | |a San Jose [u.a.] |b ToExcel |c 2000 | |
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| 650 | 4 | |a Marketing |z United States |x Management | |
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| 650 | 4 | |a Older consumers |z United States | |
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Datensatz im Suchindex
| _version_ | 1804140728997117952 |
|---|---|
| adam_text | CONTENTS
Preface
xi
Acknowledgements
XV
OVERVIEW
Anticipating the Silver Decade
3
A Century of Progress
5
In Search of Nomenclature
6
PART ONE THE MARKET
Chapter One The Older Market:
Groups and Sub-Groups
11
Multitudes
11
Perceptions of Age
16
Shades of Gray
18
Age Segmentation
20
Gender
23
Location
23
Health
26
Work Status
27
Education
30
Marital Status and Living Arrangements
32
Housing
34
vi
CONTENTS
Chapter Two Consumer Profiles and Patterns
37
A Product of Their Times
37
Spending Power: Income Plus
39
Assets
41
Discretionary Income
43
The Affluent Elderly
44
New Economic Vitality from Old Money
51
Spending Patterns
54
Satisfying Needs
57
Grandchildren
60
Out-of-Pocket Health Costs
63
PART TWO THE MESSAGE
Chapter Three Shaping the Message
67
Ы
Pursuit of an Age-Irrelevant Society
69
Substance/ Credibility and Quality
69
Mature Marketing Professionals Needed
76
Instructive Failures
77
Chapter Four Selecting the Media
81
Television Viewing
82
Radio Advertising
84
Magazines
87
Newspapers
92
Direct Marketing
102
Direct Mail lists
106
Outdoor Advertising
116
Yellow Pages
117
Chapter Five Technology Creates Mature Market
Opportunity
119
Medical Technology Breakthroughs
121
Putting Computers to Work
122
High Priority for Low Technology
124
Designing for Seniors
125
Find the Need and Fill It
129
Seniors Relate to New Technologies
131
Contents
vii
PART THREE THE PRODUCTS
Chapter Six Food and Beverages
137
Packaging
139
Supermarket Shopping
141
A Retailer s Guide to Unmet Needs
145
Restaurants
147
Chapter Seven On The Move
151
Sports and Fitness
151
Travel
153
Transportation
156
Retail Shopping
157
Fashion and Apparel
159
Older Women— The New Gold Market
162
Seniors and Big Ticket Purchases
165
The Automobile Buyer
167
Chapter Eight Financial Services
171
The Mature Investor
173
Investments
175
Banking
176
Bank-Sponsored Senior Clubs
180
Insurance
182
Chapter Nine Senior Housing
185
Housing for Independent, Active Seniors
190
Chapter Ten Marketing Medical Services
197
Health Care Spending
198
Need for Marketing
201
How Healthy Are They?
204
Pharmaceuticals
209
APPENDIX A HERE COME THE
BABY BOOMERS
217
APPENDIX
В
ABOUT AARP
221
Learning from AARP
224
viii CONTENTS
APPENDIX C RESOURCES
229
Research and Services
230
Professional
Associations
238
Membership Organizations
239
Newsletters
for
Marketing Professionals
240
Government Research
Sources
241
Marketing and Research
Associations
243
Industry Sources
243
Suggested Reading
245
APPENDIX
D
AN HONOR ROLE OF
SENIOR ADS
249
Lodging, Hotels, Travel
250
Automobiles
252
Food
253
Housing
256
Financial Services
258
Beauty Care
259
Miscellaneous
260
Index
263
|
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| isbn | 0595094759 |
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| spelling | Menchin, Robert S. Verfasser aut The mature market a gold mine of ideas for tapping the 50+ market Robert S. Menchin San Jose [u.a.] ToExcel 2000 XVI, 265 S. txt rdacontent n rdamedia nc rdacarrier Consumer behavior United States Marketing United States Management Middle aged persons as consumers Older consumers United States Marketing (DE-588)4037589-4 gnd rswk-swf Älterer Mensch (DE-588)4141482-2 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Marketing (DE-588)4037589-4 s Älterer Mensch (DE-588)4141482-2 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=018648657&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Menchin, Robert S. The mature market a gold mine of ideas for tapping the 50+ market Consumer behavior United States Marketing United States Management Middle aged persons as consumers Older consumers United States Marketing (DE-588)4037589-4 gnd Älterer Mensch (DE-588)4141482-2 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4141482-2 (DE-588)4078704-7 |
| title | The mature market a gold mine of ideas for tapping the 50+ market |
| title_auth | The mature market a gold mine of ideas for tapping the 50+ market |
| title_exact_search | The mature market a gold mine of ideas for tapping the 50+ market |
| title_full | The mature market a gold mine of ideas for tapping the 50+ market Robert S. Menchin |
| title_fullStr | The mature market a gold mine of ideas for tapping the 50+ market Robert S. Menchin |
| title_full_unstemmed | The mature market a gold mine of ideas for tapping the 50+ market Robert S. Menchin |
| title_short | The mature market |
| title_sort | the mature market a gold mine of ideas for tapping the 50 market |
| title_sub | a gold mine of ideas for tapping the 50+ market |
| topic | Consumer behavior United States Marketing United States Management Middle aged persons as consumers Older consumers United States Marketing (DE-588)4037589-4 gnd Älterer Mensch (DE-588)4141482-2 gnd |
| topic_facet | Consumer behavior United States Marketing United States Management Middle aged persons as consumers Older consumers United States Marketing Älterer Mensch USA |
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