Lifestyle Marketing: Reaching the New American Consumer

By Ronald D. Michman

In brand new aggressive fiscal atmosphere, figuring out your client hasn't ever been extra vital. examine exhibits that the majority businesses don't section their industry through way of life. as a substitute, they count completely on demographic components to outline their clients. This publication is helping agents know the way to arrive buyers from young children to tweens and singles to seniors. It demonstrates how such developments as cross-shopping and the blurring of gender roles will be accounted for via one's total advertising strategy.

Yet one other client team evaluated here's the rising prosperous industry. This ebook is a prerequisite to dating advertising. It tells the reader how you can achieve conscientiously outlined and defined marketplace segments. simply because purchasers' behaviors are so very important to way of life industry segmentation options, this booklet demonstrates how such traits as cross-shopping and the blurring of gender roles should be accounted for through one's total advertising strategy.

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Many purchases of goods and services are related to the mating game. The increasing size, affluence and complexity of the singles market creates new opportunities and challenges for marketers. Single households account for almost  one­quarter of all U. S. families. Single men allocate a greater proportion of their expenditures to food consumed away from home, alcohol, transportation,  entertainment, tobacco, cash contributions, and to retirement investments than single women. Single women allocate a greater share of their expenditures to food  consumed at home, housing, apparel, health care, personal care services, and reading material.

The development of strategies requires substantial investments in technology and database management. Firms will need to develop marketing programs that take  into consideration the type of products and services their customers want, how the customers want to learn about these products and services and how the customers  want to obtain these products and services. Relationship marketing developed to promote customer trust. Consumers instead of viewing companies as allies perceive an adversarial relationship.

For example, state universities  locate branch campuses to serve growing populations in geographic areas. Hospitals with varying types of medical equipment must be conveniently located to serve  local communities. Banks need to operate trust departments that may serve the needs of affluent customers. There are marketers who combine the sale of goods and services. For example, an automobile tire is a product that may be sold with balancing. Services may be  equipment­based, such as airlines or computer time­sharing, or people­based, such as appliance repairs or accounting tax services.

Camera manufacturers have satisfied consumers with instant photographs and digital cameras. People do not want to wait. Instant gratification has become an important theme. The trend toward instant foods and also fast­food restaurants reflects this theme. The  microwave oven was an immediate sales success. The value of delayed gratification from another era has changed. Cultural forces and lifestyles are changing so rapidly  that it is difficult for marketers to adjust marketing strategies to the needs of the market.

Hispanics families also visit fast­food restaurants more than non­Hispanic consumers. Many Hispanics view shopping as a social event. They want to spend hours browsing and chatting to friends. They also like to eat while they shop and listen to music that reminds them of home. Stores with festive  colors and designs make them feel more comfortable. The main impediments in developing the Hispanic market for marketers are language and culture. The new immigrants tend to cluster together and endeavor to  preserve both their language and culture.

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