haku: @author Wolfe, D. B. / yhteensä: 1
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| Tekijä: | Wolfe, D. B. |
| Otsikko: | The key to marketing to older consumers |
| Lehti: | Journal of Business Strategy
1992 : NOV-DEC, VOL. 13:6, p. 14-18 |
| Asiasana: | MARKETING CONSUMERS MARKET SEGMENTATION POSITIONING |
| Kieli: | eng |
| Tiivistelmä: | Marketers must put aside stereotypes and unexamined assumptions to reach older consumers. KUM values - key underlying motivating - are the key to unlocking the doors to older minds because KUM values, not product attributes and benefits, are the dominant source of older consumers' motivations. All keys are fashioned from the same five values: autonomy and self-sufficiency, social connectedness, altruism, personal growth , revitalization. Here a technique is described that can be used to effectively position a product or service in older consumers' minds. |
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