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MKT 400 Study Guide - Saatchi & Saatchi, Grey Market, Millennials


Department
Marketing
Course Code
MKT 400
Professor
Melanie Dempsey

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MKT400 Understanding Customers and the New Media
CHAPTER 14 Age Subculture
SUBCULTURES, MICROCULTURES, AND CONSUMER IDENTITY
Subculture: group whose members share beliefs and common experiences that set them apart from others
o Subculture identities, such as age, ethnic background or region, influence everyday experiences and consumption
preferences
Microculture: communities of consumers who participate in or otherwise identify with specific art forms, popular culture
movements, hobbies, and so on
AGE AND CONSUMER IDENTITY
Age cohort: a group of consumers of the same or approximate age who have undergone similar experiences
o Share common memories about cultural heroes and important historical events
o Useful to segment markets by age categories with labels such as tweens, Generation Y, Generation X, baby
boomers, and the grey market
Marketers target products and services to a specific age cohort because our possessions play a key role in letting us identify
with others of a certain age and express the priorities and needs we encounter at each life stage
Multigenerational marketing strategy: use imagery that appeals to consumers from more than one generation
THE YOUTH MARKET
Generation Y: those born between 1980 and 1995 (also referred to as the baby boom echo)
The teenage subculture is relatively new concept with its overwhelming size and future potential because of high birthrights
in many countries, a large proportion of the world’s population is very young
TEEN VALUES, CONFLICTS, AND DESIRES
Consumers in teenage subculture have a number of needs, including experimentation, belonging, independence,
responsibility, and approval from others
o Advertising to teens is typically action-oriented and depicts a group of “in” teens that uses the product
o Product usage is a significant medium that lets them satisfy these needs
Four basic conflicts common to all teens:
1. Autonomy versus belonging
Teens acquire to be independent, so they try to break away from family, but need to attach
themselves to a support structure, such as peers, to avoid being alone
2. Rebellion versus conformity
Teens need to rebel against social standards of appearance and behaviour, but they still need to
fit in and be accepted by others
3. Idealism versus pragmatism
Teens view adults as hypocrites, while themselves as sincere
Struggle to reconcile their view of how the world should be with the realities they perceive
around them
4. Narcissism versus intimacy
Teens are obsessed with their appearance and needs but also feel the desire to connect with
others on a meaningful level
GENERATION Y
Digital natives: young people who have grown up with computers and mobile technology; multitaskers with cell phones,
music downloads, and instant messaging on the Internet who are comfortable communicating online and by text and IM
rather than by voice
Connexity: lifestyle term coined by the advertising agency Saatchi & Saatchi to describe young consumers who place high
value on being both footloose and connected
Rules of engagement when it comes to young consumers:
o RULE 1: Don’t talk down (younger consumers like to draw their own conclusions about a product)
o RULE 2: Don’t try to be what you’re not
o RULE 3: Entertain them. Make it interactive and keep the sell short
o RULE 4: Show that you know what they’re going through, but keep it light
Tweens: children aged 10 to 14 who are “between” childhood and adolescence and exhibit characteristics of both age
group
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