Gerontographics: a scientific approach to analyzing and targeting the maturemarket

Article Abstract:

Demographic data indicatingthe size and economic significance of older Americans has focused attention on this mature market. The heterogeneity of the mature market also demands segmentation so that its potential can be fully utilized. The 53 million adultsage 55 and over can be segmented into Healthy Hermits (20 million), Ailing Outgoers (18 million), Frail Recluses (8 million) and Healthy Indulgers (7 million). A segmentation model for the mature market is also presented. It is shown that the model is effective in determining market segments and establishing marketing strategies.

Analysis, Market segmentation, Aged consumers, Elderly consumers

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The role of competitive analysis in implementing a market orientation

Article Abstract:

The experience of many big firms show that lower product prices alone do not make for competitive advantage. Another factor is the product or service benefits, that is, the actual and perceived qualities valued by customers. Thus, competitive analysis must be both competitor- and customer-oriented, entailing a comparative survey of product prices and benefits in the entire market. A firm measures its competitive advantage as the difference between its benefit and price spreads. Multiplying or improving the quality of benefits improves a firm's competitive advantage.

Research, Consumer confidence

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Affinity marketing: what is it and how does it work?

Article Abstract:

The concept of affinitymarketing, as used by direct marketers, has gained much attention since the mid-1980s. Affinity marketing makes use of group affiliation to generate aggressive promotional programs patterned for the individual within the contextof the group. In terms of affinity strength and social disclosure, three general levels of affinity can be distinguished. These are true affinity, moderate affinity and nominal affinity. A taxonomy for classifying affinity sources and guidelines for marketing plan development is also presented.

Group identity, Social identity

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