Overview
This is the book: https://login.vitalsource.com/?redirect_uri=https%...- It's the Marketing Strategy book.
Responses to two peer posts will come later. Week 3 Readings Week 3 ReadingsMarketing Strategy - Chapter 5: Customer, Segmentation, and Target MarketingThis week’s textbook chapter will introduce you to buyer behavior and how that behavior can be leveraged through strategic marketing. You will also learn about marketing segmentation and developing target marketing strategies. This chapter will help you as you work on this week’s discussion. "If Gen Z Changed the Game for Marketers. What Will Gen Alpha Be Like?" by Erica SantiagoThis article further explores how generational behaviors can impact strategic marketing plans.
- As we have seen thus far, the size of the consuming population over the age of 50 continues to grow. What are some of the current ethical issues involved in targeting this age group? What are some of the ethical issues in targeting Generation Alpha? As this group gets older, will these issues become more or less important? Explain in detail. Provide resources to back up your insights. Note: An easy answer is to simply say that "older people are less tech-savvy," or "older people need a lot of health care," but those statements won't work. To successfully address this issue, you will need to look deeper into the "over 50 population" and address ranges of ages... for example, both a 52 year old and a 92 year old are "over 50," so you can't generalize.