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END-OF-CHAPTER SUPPORT
MARKETING DEBATE—Is Consumer Behavior More of a Function of a Person’s Age or
Generation?
One of the widely debated issues in developing marketing programs that target certain age groups is
how much consumers change over time. Some marketers maintain that age differences are critical and
that the needs and wants of a 25-year-old in 2002 are not that different from those of a 25-year-old in
1972. Others dispute that contention and argue that cohort and generational effects are critical and that
marketing programs must therefore suit the times.
Take a position: Age differences are fundamentally more important than cohort effects versus cohort
effects can dominate age differences.
Suggested Response
Pro: People are the “age” they think they are. We have experienced some fundamental changes in
consumer lifestyles and the definition of “family.” These changes suggest that people are and can
adapt to different products regardless of their chronological age. Today a vast number of aging baby
boomers, for example, do not think of themselves as approaching middle age; as a result they
represent a growing market for age defeating products. This is true with other age groups, as the
advances in medicine, technology, and income have redefined what the “age” number really means to
people. In marketing today, the marketing of a product or service can be designed to fit differing age
groups by its positioning and advertising. Key examples include cruise line advertising and marketing
to “active adults” encompassing a wide range of activities and locations previously thought of for the
“youth” market.
Conversely, with the delay in child bearing and child rearing by some generations, activities that were
once thought of as for middle age or empty nesters can be remarketed to appeal to these groups as
well. Some generations have decided to explore the world before settling down with children and a
mortgage. All of these changes open up vast amounts of marketing opportunities to enterprising firms
and individuals. Marketing to one’s perception of “age” rather than to the physical definition of age is
an exciting new arena for marketers.
Con: Age and cohorts are more important than age differences. People still pass through life as part of
a “group” and experience the newness of life through cohort experiences and relate to others within
their identifiable group. Marketing to cohorts extends the ability of the marketer to capitalize on share
emotions, experiences, trends, and fads that have or had made lasting impressions on the cohort.
Technology has changed so much in the last few decades and has influenced subsequent generations
about expectations and potential, that one must market to the cohorts in order to identify with their
experiences. People within a particular cohort seek information for purchase decisions from
influencers within their cohort. Marketers must identify these influencers and tailor messages that
affect their review of products and gain favor with them.
MARKETING DISCUSSION
What brands and products do you feel successfully speak to you and effectively target your age
group? Why? Which ones do not? What could they do better?
Suggested Response
Individual student answers will depend upon the products chosen, however these answers should refer
to and include some of the key concepts presented in the chapter.
Marketing Excellence: Microsoft
Evaluate Microsoft’s product and marketing evolution over the years. What has the company done
well, and where did it falter?
Questions:
1) Evaluate Microsoft’s product and marketing evolution over the years. What has the company done
well, and where did it falter?
2) Evaluate Microsoft’s recent expansions into areas such as search engines and smart phones.
Do you think these are good areas of growth for Microsoft? Why or why not?
Marketing Excellence: Walmart
Questions:
1) Evaluate the evolution of Walmart’s marketing campaign and tagline over the years. What
does the company continue to do well? What are the pros and cons of its most recent strategic
marketing plan?
2) Walmart does very well when the economy turns sour. How can it protect itself when the
economy is on the rise? Explain.
