Essay on The Marketing Industry and Generation X and Y

Essay on The Marketing Industry and Generation X and Y

Length: 1570 words (4.5 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

From X to Y: The Generation Gap, and its Effects
Generation X, children born between 1965 and 1976, the first generation of children defined as ‘latchkey’ (oxford, marketing 4th edition). Living in an era of “dual-income” families, Gen X children were often left alone, and thus developed a sense of independence, and resourcefulness. Unlike Baby boomers, where equality was a core value, Gen X experienced more cultural diversity, higher levels of education, with some even attaining college degrees. Gen X is also extremely flexible, while they are loyal and committed to their jobs; if a better opportunity presents itself they would grasp it in a heartbeat. Gen X is determined and enthusiastic about life, growing as individuals, and increasing their qualifications. However, they believe themselves to be self-sufficient and choose to rely on themselves to reach their goals (Sally Kane, Guide). While Gen X was growing up, so was the technology around them, allowing them to witness and adapt to devices like smartphones, computers, laptops, which were invented then. Few Gen X’ers are now starting to retire, while others have reached the peak of their careers. At this same time, Generation Y has started to obtain influential positions within their companies, with many others graduating from college, and joining the working class now.
Generation Y are children born between 1977 and 1994. There are many names that can be given to Gen Y, most are incorrect. The most fitting name for Gen Y is “Millennial”, as they are the largest generation to date. While Gen Y does have the most convenient access and adeptness with technology, they are in no way tech savants and as such digital natives aren’t an accurate way to descr...

... middle of paper ...

Author(s): Calin Gurau
Source: Journal of Consumer Marketing Volume: 29 Issue: 2 2012
Author(s): Violet Lazarevic
Source: Young Consumers: Insight and Ideas for Responsible Marketers Volume: 13 Issue: 1 2012
Author(s): Archana Kumar, Heejin Lim
Source: Journal of Services Marketing Volume: 22 Issue: 7 2008
Author(s): Jessica Libby
Source: Journal of Consumer Marketing Volume: 19 Issue: 6 2002
(Foscht et al., 2009; Manpower, 2007).
(Moore and Carpenter, 2008; Loroz, 2006;
Richard K. Miller and Associates, 2011b; White et al., 2008).
Journal of Consumer Marketing
29/2 (2012) 103–113
q Emerald Group Publishing Limited [ISSN 0736-3761]
[DOI 10.1108/07363761211206357]
and Vincent-Wayne, 2003; Beard, 2003; Cowart and
Goldsmith, 2007; Martin and Turley, 2004; Noble et al.,
2009; Rich, 2008)

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Analysis : Content Marketing Essay

- 2.1.3 Summary In summary, content marketing in an aspect of marketing communication area could be considered as a part of marketing promotion strategy that brands provide free quality content to the prospect customers. In terms of the quality content, it means the valuable information that could engage the target audience in various perspective, for example, relevant content or authentic content. Thus, content marketing is associate with pull marketing approach rather than push marketing that involves with the sales oriented promotional tools....   [tags: Marketing, Target audience, Generation Y]

Powerful Essays
1541 words (4.4 pages)

Essay on The Generation Is Entrepreneurial By Rick Jensen

- The Greatest Generation The Millennial Generation is defined as the generation to grow up with an iPod in hand and a wealth of information at their fingertips. In the article “The Millennial Generation Is Entrepreneurial” written by Rick Jensen he outlines how the millennial generation has turned out to have the potential to be one of the most entrepreneurial generations yet. By defining key characteristics that make the millennial generation entrepreneurial the author Jensen uses logos appeals to ineffectively give a different perspective on the generation that a resistant audience would not have been previously open to....   [tags: Generation Y, Strauss and Howe]

Powerful Essays
739 words (2.1 pages)

Marketing Analysis : The Beauty Product Industry Essay

- The product Simply Soap will be marketed and sold in the beauty product industry. The beauty product industry sells a wide range of beauty and personal care goods, such as shampoo, soap, lotion, and cosmetics (Beauty Industry Analysis, 2015). Well some Eco Friendly businesses base their marketing strategy on providing the lowest price to consumers; others focus on providing higher priced luxury products. Simply Soap will target consumers who are highly educated, and value the importance of specialized luxury soap....   [tags: Marketing, Cosmetics, Nature, Psychographic]

Powerful Essays
1134 words (3.2 pages)

Essay on Hyperreality Marketing Strategies Of Bud Light

- Kylie Smith Professor Renee Culver IDC. 301 20 April 2015 Hyperreality Marketing Strategies of Bud Light It is undeniable that marketing plays a major role in the success of consumer products, and that campaign tactics have changed throughout the years. One company, though, is changing the game and has become a new leader in the industry. Bud Light, has transformed the consumer products market through the new, extensive use of hyperreality. These hyperreal campaign strategies differ from the traditional campaigns in that they now focus on concepts like energy and experience rather than interest and action; and have had tremendous success in appealing to the millennial generation....   [tags: Marketing, Marketing strategy, Generation Y]

Powerful Essays
2076 words (5.9 pages)

Essay about Make Up Industry Marketing

- I. Introduction. The focus of the project is on the prestige department store women's color facial makeup in the United States. We conducted our research of this category by magazine, newspaper, Internet, and over the counter knowledge. During research we found that Lancôme, Estee Lauder, and Clinique were the top-selling prestige facial makeup brands in the United States. Lancôme, is under the wing of parent company L'Oreal, and was founded in 1935. Estee Lauder was founded in 1946 and Estee Lauder Companies founded Clinique in 1968....   [tags: Marketing]

Powerful Essays
5152 words (14.7 pages)

The Impact Of Marketing On The Business Sector Of Marketing Essay

- The sector of marketing has been seen to be unpredictable as customers are demanding more and want to change their lifestyle thus companies are left with the hard work of meeting their customer’s needs. Marketing has advanced through the years and competitors are doing what it takes so as to capture and attract clients. Marketing has a lot of work to be done as one need to be highly informed about the consumer behavior and needs. These advancements in technology have improved marketing as it has made it easier for customers to view and buy their products online and get delivered within a short period whereas the payment is cash on delivery (COD)....   [tags: Marketing, Internet marketing]

Powerful Essays
1477 words (4.2 pages)

Four Elements of the Marketing Mix Essay

- What does the phrase marketing mix mean. What is the purpose of the marketing mix. The marketing mix is a process most organizations use to bring a product or service to market. The four Ps is a good way to define the marketing mix tool. The four Ps or four elements of the marketing mix are product, place, price, and promotion, which are used to satisfy consumers’ needs and the objectives of the organization. After a target market is selected, “…the firm must take steps to satisfy [the customers] needs” (Kerin, Hartley, & Rudelius, 2009 p....   [tags: Marketing ]

Powerful Essays
1461 words (4.2 pages)

Essay on Marketing Communication : Marketing And Communication

- The last “P” of the marketing mix, promotion, has always been my interest. Having attended the class in Promotion and Marketing Communication during my third year at Thammasat University in Bangkok, which later I have completed my bachelor’s degree in Business Administration (Marketing), led me to develop my likeness and passion towards advertising and communication. Visualizing ideas, making connections and putting them into a clearer picture and comprehensible or even wording, that what fascinated me....   [tags: Marketing, Advertising, Promotion]

Powerful Essays
736 words (2.1 pages)

Marketing Principle: Branding Essay

- For an effective boost of sales, an organization has to inform the consumers of their products, improvement made on the products that have added value to the products and how to use the product not forgetting to inform the consumers about the difference between their product and other similar products in the market. (1998) illustrates that there are different professed rules or guidelines of action or conduct in the process of informing the consumers of a product or service through effective marketing principles....   [tags: Marketing ]

Powerful Essays
962 words (2.7 pages)

Marketing Mix Example Essay

- 1. Read following paragraph and explain the process this firm might go through to reach this specific marketing strategy - how and why this company reach to use this decision. Also explain results this firm may get from using this specific marketing strategy. In addition, recommend any modification of strategy based on SWOT analysis. Bakery chain Tous Les Jours introduces two varieties of "Kim Yu-na bread,” named after the popular Korean figure skater. The flavors, chosen by Kim herself, are the sweet potato and cream bread, and the kaya bun....   [tags: Business Marketing]

Free Essays
1792 words (5.1 pages)