FACULTY OF TOURISM AND HOSPITALITY MANAGEMENT

DEPARTMENT OF TOURISM

TO : MISS G. KAMANGA

FROM : TIMSON M ZGAMBO (BSHM/2C/22/15)

PROGRAM OF STUDY : HOSPITALITY MANAGMENT

SEMESTER : SIX

COURSE CODE : 3605

COURSE TITLE : PRINCIPLES OF MARKETING

TASK : DESCRIBING IMPACTS OF GENERATIONS ON MARKETING STRATEGIES

DUE DATE : 8TH JUNE, 2018

IMPACTS OF GENERATIONS ON MARKETING STRATEGIES

Even though there is nothing concrete to be held universal, the world today has about five active
generations. According to Brodeur, Huleni and Plourde (2008), these active generations include
the veterans that were born in a war period (1900-1945), the baby boomers, generation X,
millenials as well as generation Z. These generations have different characteristics that come as a
result of their unique lifestyle, expectations, values and demographics. As such, these
generations require different marketing efforts to be reached. Kotler and Armstrong (2012)
define marketing strategies as logic that help marketers to acquire value from customers and
most importantly, build profitable relationships. Marketers require specific marketing strategies
to direct their efforts to customers of different groups.

In the first place, the baby boomers were born during the post-World War periods (1946-1964).
According to Sandeen (2008), this was a period of sustained economic expansion and apparently,
some technology might have started blossoming. Growing up in this period made them idealistic,
optimistic and individualistic. By growing up in a period of economic expansion, community
progress is of much essence to boomers. As a result, boomers are mostly workaholics who
expect active retirement and thus work beyond traditional retirement age.

Due to the characteristics of their growth period, boomers can be easily reached using mass
marketing strategies. Chaney, Touzani and Slimani (2017) argue that boomers are more likely to
be watching television and buy print newspapers as such TV adverts can help to reach this
market segment. Boomers can also be reached by using internet as well as social media in some
instances. Boomers use internet reviews to be part of the buying community and use social media
to connect with their friends and family. Hence, they can get some chance to look at adverts via
internet. While creating these adverts, boomers must be portrayed as active and involved though
it has to be real because boomers hate to feel old and inactive. Amazon, an online selling site,
has highly utilized the internet to sell to boomers. Their marketing strategy has been to create a
special site where boomers can feel a community. They came up with Amazon’s 50+ Active and
Healthy Living where they sell health products and boomers use the site to connect with each
other (4imprint.com). Products that build value to the community, make life easier and that save
time are of high appeal to boomers remembering that they are workaholics and community
oriented.
Another important generational group is called Generation X or Xers. This group according to
Brodeur et al (2008), was born and grew up in a period of social and economic upheavals in
around 1965 to 1980. Most of them are educated even though pessimistic, skeptical because
success to them has been less certain, disillusioned and question conventionality. Their
questioning of conventionality makes them more of free agents not team players as such many of
them are likely to be self-employed. These skeptical beings look to the future of their life and
most importantly of their family since they love to balance work, personal life and their families.

Because Xers today are likely to be parents, they prefer value oriented products but their
skepticism requires marketers and peers to assure that they have made the right choice (eclipse
marketing, 2018). Marketers should show them how products will help save and plan for the
future. This entails a well-structured marketing research and intelligence strategies to find out the
value that they need. It is important to avoid more formal and strong marketing efforts to this
group because they tend not to trust marketers. Therefore, it is good to use online sites where
Xers can get reviews of the product from peers. Peer gatherings and group events can also be
used. Because they like doing things their way, direct mail can also help.

The last generational group is called Millenials or generation Y. This is a digital generation that
was born during around 1981 to 2000 according to Sandeen (2008). They are open minded,
highly motivated and have a strong sense of independence. Apart from that, they yearn for peer
acceptance and work hard to fit into a specific group (Cordial whitepaper, 2015). As such
marketers can use personal marketing and internet marketing strategies to reach this market.
Their urge to fit in calls for strong brand marketing that offer highly wanted prestige. Even
though, the products need to be customized to their unique needs. These sophisticated customers
are more concerned with issues of environmental sustainability in terms of green living and
energy efficiency for example. Therefore marketers have to show this demographic how their
products help to improve issues of sustainability. Marketers should also remember that this group
uses mostly internet and social media to keep in touch with fellow buyers as well as know more
about a product.

In a nutshell, characteristics and attitudes as well as lifestyle of different generational groups

make them respond differently to marketing efforts. As such, marketers must not try to reach
them using same ways.
REFERENCES

4imprint.com (2013). Marketing to baby boomers- retrieved from https://www.4imprint.com on

2nd June, 2018.

Brodeur, F., Huleni, S. & Plourde, E. (2008). Impacts of generations on marketing strategies.
Emarketing- marketing strategies for future success. London: Gower Publishing.

Chaney, D., Touzani, M., & Slimani, K. (2017). Marketing to the new generations: summary and
perspectives, Journal of Strategic Marketing, 25:3, 179-189

Cordial whitepaper (2015). Reaching 5 generations of connected consumers.

Eclipse marketing services (2018). Generation X marketing strategies: a demographic ‘in

bloom’- retrieved from https://www.eclipsemarketing.com on 29th May, 2018.

Kotler, P. & Armstrong, G. (2012). Principles of marketing. New Jersey: Prentince Hall.

Sandeen, C. (2008). Boomers, Xers and millenials: who are they and what do they really want
from continuing higher education? Los Angeles: University of California.