Could You Get an A+ in Marketing Today?

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Whether you are a CMO, Vice President of Marketing, Director of Marketing, Media Supervisor, Media Planner,   Media Strategist, Media Coordinator - you must know your demographics - can you pass this quiz? 


Silent Generation - Currently 67 - 87 Years Old

Born between 1925 - 1945 saw the Great Depression, Lower birth rates due to World War II, Korean War, icons such as Elvis, Marilyn Monroe, James Dean, better education, this generation tended not to protest or carry posters.

 

Baby Boomers - Currently 48 - 66 Years Old

Born between 1946 - 1964 with cultural influences of Rock n Roll, Woodstock, Beatles, Vietnam War, JFK assassination, "The Ed Sullivan Show", "Happy Days", Women's Rights, Civil Rights, Sexual Freedom and new highways built encouraged travel.

 

Gen X - Currently 32 - 47 Years Old

Born between 1964 - 1980. The Gen X also called the MTV generation, grew up with AIDS epidemic, 40% have divorced parents (WSJ 2011), Dot-Com bubble and attaining high education levels.

 

Gen Y Currently 14 - 32 Years Old

Born between 1980 - 1998. The demographic cohort, also known as the Millenial Generation, Boomerangs, Echo Boomers, Trophy Kids and Eighties Babies. Grew up with computers, environmental awareness, high expectations for employment and marry later.

 

1.  Which female in this demographic group influences or makes 80% of household decisions?

 

A.    A. Silent Generation

B.    B. Baby Boomers

C.   C. Gen X

D.   D. Gen Y

 

Answer is B. Baby Boomers. According to Marti Barletta, once the college bills are out of the way and children are on their own, the discretionary spending power of 50-plus women soars. They spend 2.5 times what the average person spends. Women are the primary buyers for computers, cars, banking, financial services and a lot of other big-ticket categories.

 

2.  Which demographic dominates 94% of consumer packaged goods categories?

 

A.    A. Silent Generation

B.    B. Baby Boomers

C.   C. Gen X

D.   D. Gen Y

     

       Answer B. Baby boomers dominate 94% of all consumer packaged goods categories. 5% of advertising is aimed at them. (Source: Marketing Daily, July 22, 2010)

 

3. Who purchases 80% of luxury travel?

 

A.    A. Silent Generation

B.    B. Baby Boomers

C.   C. Gen X

D.   D. Gen Y

 

Answer A & B. Silent Generation and Baby Boomers - According to Pew Internet and American Life Project 42% of all travel industry purchases happen online, and adults 50+ account for 80% of all luxury travel spending.

 

4. Who purchases 3 out of 5 new cars in the U.S.?

 A. Silent Generation

B.    B. Baby Boomers

C.   C. Gen X

D.   D. Gen Y

 

The Answer is B - Baby Boomers. J.D. Power & Associates says customers over age 50 make up 62.5% of annual new car sales. Boomers buy more new cars and spend more on the each car.

 

5. Who holds 70% of the U.S. Wealth and spends the most online each month?

 A. Silent Generation

B.        B. Baby Boomers

C.       C. Gen X

  D. Gen Y 

Answer is B. Baby Boomers - A Metlife Study Fall 2011 older households have experienced a $659 billion increase in the past 10 years, up 6%. In contrast, household income for adults aged 25-44 fell 7% for an aggregate income loss of $312 billion.

 

USA Today surprised people when it reported boomers are among the biggest buyers of technology; additionally the Women and Consumerism survey found that the most affluent segment of women, who have no children at home, are especially heavy users of PDAs and computers.

 

Did you get an A+ on your marketing quiz? Most CMO's are Baby Boomers themselves between ages 48 - 66. 

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About this Entry

This page contains a single entry by Nancy Shonka Padberg published on February 17, 2012 9:32 AM.

Baby Boomers Purchase Most Health and Beauty Products Online was the previous entry in this blog.

Baby Boomers Dominate Hollywood, Largest Consumer of Technology, Travel Spending and Political Donations is the next entry in this blog.

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