Digging Deep to Delight the Mature Adult Consumer

Schewe, Charles D.; Meredith, Geoffrey E.
December 1994
Marketing Management;Winter94, Vol. 3 Issue 3, p20
Forward-thinking marketers recognize the opportunities inherent in an aging American population. Yet the vast majority of attempts to target older adults reflect only a superficial understanding of the market, at best. Marketers must delve deeper into the psyche of older consumers to understand the importance of their birth cohorts, cognitive capabilities, and emotional affinities as well as the critical marketing impact of changing lifestages. With middle-aged baby boomers poised for the next hurdle, marketers can't afford any misfires. Champion competitors will be armed with a well-forged arsenal of little-known, but profound intricacies connected with the aging process. INSETS: Plotting physiographics.;Cohort effects and life insurance.;Long life and life insurance.;Aging and Marketing Opportunities


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