Applications

Marketing Debate Is Consumer Behavior More c Function oí a Person's Age or Generation?

Out? of the widely debated issues in d eve I oping marketing programs that target certain age groups is how much consumers change over time. Some marketers maintain thai age differences are critical and that the needs and wants of a 25-yenr-old in ¿!í>()2 aie not that different from llioseofiiíüj-yeaj-otd in Others dispute that contention and argue that cohort ami generation effects arc critical and thai marketing programs must therefore suit tliEi limes,

Take a position: Age differences are fundamentally mon-important than cohort effects vers us Cohort effects can dominate age difföterccs,

Marketing Discussion

What brands and ¡no duct s do you feel successfully "speak to you" and effectively target your age group? Why? Which ones do «H? What could they do better?

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