Chapter 13

Question 1

A large cohort of people born between 1947-1966 who are the source of many important cultural and economic changes

Answer 1

Baby Boomers

Question 2

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures

Answer 2

De-ethnicitization

Question 3

A culture in which group members tend to be tightly knit and infer meanings that go beyond the spoken word

Answer 3

High Context Culture

Question 4

2.4 million Canadian children between the ages of 9-14 years

Answer 4

Tweens

Question 5

A group of consumers of the same approx. age who have undergone similar experiences

Answer 5

Age Cohort

Question 6

Communities of consumers who participate in or otherwise identify with specific art forms, popular culture movements, hobbies, etc.

Answer 6

Microculture

Question 7

The cohort of consumers in their twenties born between 1967-1979

Answer 7

Generation X

Question 8

The age cohort of individuals born in 2003 and later

Answer 8

Generation Z

Question 9

A culture where communication is more literal in nature and meanings are not inferred

Answer 9

Low-Context Culture

Question 10

Consumers age 65+

Answer 10

Grey Market

Question 11

A group whose members share beliefs and common experiences that set them apart from other members of a culture

Answer 11

Subculture

Question 12

Those born between 1980-1995, also referred to as the Baby Boomer Echo

Answer 12

Generation Y

Question 13

Feel they belong to the global community first. 94% agree that one of the best things about Canada is the way it welcomes different races and culture

Answer 13

Generation Y

Question 14

Digital Native: multi-taskers, THUMB culture, texting, video, online brand WOM, consumer generated content, “connexity”

Answer 14

Generation Y

Question 15

Prefer socially responsible brands; a major target to attain early brand loyalty. Hard to reach via conventional media

Answer 15

Generation Y

Question 16

4 Marketing Strategies to Tweens (Gen Y)

Answer 16

1) Focused on “feel good” products
2) Easily influenced-use WOM(word of mouth) extensively
3) avidly courted-believe in fitting in rather than rebellion
4) Really good with new technology

Question 17

What are the 4 basic conflicts for Teens

Answer 17

1) Autonomy vs. Belonging
2) Rebellions vs. Conformity
3) Idealism vs. Pragmatism
4) Narcissism vs. Intimacy

Question 18

redefinition process people undergo when they retire- engage strategies such as affiliation and self-expression for the next chapter of their lives

Answer 18

Redefinition process

Question 19

What do the Mature Market like (2 points)

Answer 19

Information rich positive advertising; well designed user friendly products and packaging that acknowledges physical limiations

Question 20

What are the 4 Regional subcultures within Canada?

Answer 20

Atlantic Canada, Quebec, Ontario, and West

Question 21

4 Marketing Strategies to Children

Answer 21

1) Emphasis of cartoons in advertisements to appeal to children’s interests & TV/Movie characters
2) Products have to appeal to both parents & child- “pestering power”
3) Use appropriate language specific to children
4) Make the brand seem so cool- children are especially susceptible to peer pressure

Question 22

What are the Rules of Engagement Teens (Gen Y)?

Answer 22

1) don’t talk down (have to see it as authentic and not condescending)
2) Don’t try to be what you’re not
3) Entertain them (action orientated)
4) Show that you know what they’re going through, but keep it light

Question 23

4 Marketing Strategies to Generation X

Answer 23

1) Value orientated retailers (greater financial strains)
2) Give them plenty of access to information- be frank, use straight-forward facts & honesty
3) WOM recommendations from peers/testimonials -reassurance that there choices are sound
4) Help them plan for the future, balance work, family and personal life

Question 24

What is marketed to Baby Boomers?

Answer 24

1) Empty nesting: sports cars, removations
2) Retirees: travel
3) Healthcare: Pharmaceuticals, fitness classes
4) Financial Sectors: funeral companies, pension plans

Question 25

Explain the Autonomy, Connectedness, and Altruism of the Grey Market

Answer 25

1) Autonomy: matures consumers what to lead active lives and be self-sufficient
2) Connectedness: mature consumers value the bonds they have with friends and family
3 Altruism: mature consumers want to give something back to the world

Question 26

List the Generational Categories from oldest to youngest (5)

Answer 26

1) Grey Market (65+ years)
2) Baby Boomers (1947-1966)
3) Generation X (1967-1979)
4) Generation Y (1980-1995)
5) Generation Z (Tweens) (2003 and later)