MKT 400 Lecture Notes - Lecture 9: Guerrilla Marketing, Groupon, Viral Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

Rational traditionalists (age 50+) -> financial independence, stability, security. Extroverted traditionalists (age 50+) -> communities, institutions, social status. Cosmopolitan modernists (age 50+) -> institutions and experience-seeking. Anxious communitarians (age 30-49) -> communities, institutions, social status. Connected enthusiasts (age 30-49) -> new communities, experience-seeking. Disengaged darwinists (age 30-49) -> financial independence, stability, security. Aimless dependents (age 15-29) -> financial independence, stability, security. Autonomous post-materialists (age 15-29) -> personal autonomy, self-fulfillment. Social hedonists (age 15-29) -> experience-seeking, new communities. New aquarians (age 15-29) -> experience-seeking, new communities. Thrill seeking materialists (age 15-29) -> traditional communities, social status, experience-seeking. Ethnic microculture: western european -> majority of population so they have largest influence, francophone -> decline because of immigrants, south-asian and chinese -> makes up the largest visible minority, aboriginal canadian -> rapidly growing, young population. Increasing life expectancy and the aging consumer: demographic analysis: a profile of a consumer group based on its demographics.