| Record ID | marc_columbia/Columbia-extract-20221130-004.mrc:42027151:3675 |
| Source | marc_columbia |
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LEADER: 03675fam a2200385 a 4500
001 1530063
005 20220608182417.0
008 940216s1994 ctu b 001 0 eng
010 $a 94008542
020 $a0899308872 (alk. paper)
035 $a(OCoLC)29952722
035 $a(OCoLC)ocm29952722
035 $9AJZ4778CU
035 $a(NNC)1530063
035 $a1530063
040 $aDLC$cDLC$dNNC
050 00 $aHF5415.13$b.M677 1994
082 00 $a658.8/02$220
100 1 $aMoschis, George P.,$d1944-$0http://id.loc.gov/authorities/names/n85260856
245 10 $aMarketing strategies for the mature market /$cGeorge P. Moschis.
260 $aWestport, Conn. :$bQuorum Books,$c1994.
300 $axiv, 198 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references and index.
505 0 $a1. Introduction -- 2. The Mature Consumer Market -- 3. Analyzing Needs of Older Adults -- 4. Segmenting and Targeting the Mature Market -- 5. Consumption and Financial Practices of Older Americans -- 6. Preferences for Sources of Information -- 7. Analyzing Orientations Toward Products -- 8. Identifying and Targeting Potential Users of New Products -- 9. Distribution Decisions -- 10. Designing the Promotional Mix -- 11. Age-Targeted Marketing Strategies -- 12. Guidelines for Developing Marketing Strategies -- Appendix A. Sample of List of Needs and Need Satisfiers -- Appendix B. Sample of Hypotheses Based on Theory and Research Findings -- Appendix C. Orientations Toward Various Types of Marketing Practices and Stimuli -- Appendix D. Examples of Products/Services Capable of Satisfying Select Needs of Older Adults -- Appendix E. Demographic Characteristics of 55+ Sample -- Appendix F. Need-Based Segments -- Appendix G. Methodological Note.
520 $aThis book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge.
520 8 $aUsing the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process: key issues are raised and information is presented to address them. This volume is intended for the busy marketer who needs access to "state-of-the art" knowledge and its implications for marketing strategy development.
520 8 $aIt also includes information on the mature market, market segmentation and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process.
520 8 $aThe bulk of the information presented in this book is on consumers' orientations toward business offerings and strategies, focusing on analyses of older consumer responses in all areas of the marketing mix - i.e., new product development, pricing, distribution, promotion, recommending specific courses of action. Finally, an effort is made to summarize the information using a strategic marketing framework, and to make recommendations on how to market to older consumers.
650 0 $aMarketing$xManagement.$0http://id.loc.gov/authorities/subjects/sh85081339
650 0 $aMarket segmentation.$0http://id.loc.gov/authorities/subjects/sh85081327
650 0 $aNew products$xMarketing.$0http://id.loc.gov/authorities/subjects/sh2008108409
650 0 $aOlder consumers.$0http://id.loc.gov/authorities/subjects/sh85002150
852 00 $boff,bus$hHF5415.13$i.M677 1994