Page 146 - Foundations of Marketing

Marketing Research and Information Systems | Chapter 4 113

There is one description that marketers must avoid underwear. Many other businesses that sell similar products
when marketing to Baby Boomers: any words or phrases are following suit.
that make them feel old. Marketing research has revealed Although marketers have long focused on Millennials,
that Baby Boomers do not like to be reminded that they are the demand for products by Baby Boomers is changing
aging. Therefore, many marketing initiatives aimed at older the ways that businesses market to consumers. Marketing
consumers must be subtle. For this reason, Diamond Foods research is key to understanding the Baby Boomer demo-
does not market the fact that its packages are easier to open graphic and creating the goods and services that best meet
26
because it does not want to make Baby Boomers feel aged. their needs.
Even marketers of products that are for older people have
overhauled their promotional campaigns to focus less on the Questions for Discussion
concept of aging. Kimberly-Clark’s Depend brand for incon- 1. Why are Baby Boomers such a lucrative market?
tinence was widely regarded as “adult diapers.” This nega- 2. How has the marketing research process been used
tive connotation led many to avoid them. To try to counteract to understand how Baby Boomers shop and interact
this view, Kimberly-Clark released commercials that dis- in stores?
cussed the benefits of the product but also tried to “de-myth” 3. How have stores used marketing research findings to tai-
the brand by discussing its similarity in look and feel to lor their stores and products to appeal to Baby Boomers?

NOTES

1 Based on information in “Legos for Girls Sell at First International Executive Customer Opinion Quarterly , 2006, 70(5), 646–675, http://
Twice the Expected Volume,” New Haven Register , Conference,” MarketWatch, January 11, poq.oxfordjournals.org/content/70/5/646.ful
January 5, 2013, http://nhregister.com ; Dan Milmo, 2013, www.marketwatch.com/story/ (accessed February 3, 2013).
“Lego’s ‘Sexist’ Friends Range for Girls Spurs top-corporate-and-government-leaders-in- 12 Mike Snider, “More People Ditching Home
35% Profit Rise,” Guardian (U.K.), August 31, risk-management-and-cybersecurity-highlight-key-
Phone for Mobile,” USA Today , April 20, 2011,
2012, www.guardian.co.uk ; Brad Wieners, “Lego Is themes-for-2013-at- modulos-first-international-
http://usatoday30.usatoday.com/tech/news/2011-
for Girls,” Bloomberg Businessweek , December 14, executive-customer-conference-2013-01-11 .
04-20-cellphone-study.htm (accessed January 26,
2011, www.businessweek.com ; “Lego Bucks Toy 7 Daniel Gross, “Lies, Damn Lies, and Focus 2013).
Slump,” Wall Street Journal , December 19, 2012,
Groups,” Slate , October 10, 2003, www.slate.com/ 13 DesignCrowd, www.designcrowd.com , accessed
www.wsj.com ; www.lego.com .
articles/business/moneybox/2003/10/lies_damn_
January 27, 2013.
2 Lilly Vitorovich, Retailers to Ring Up lies_and_focus_groups.html (accessed February 3,
14 Sue Shellenbarger, “A Few Bucks for Your
Sales Via Mobile, January 23, 2013, http:// 2013).
Thoughts?” Wall Street Journal , May 18, 2011,
blogs.wsj.com/tech-europe/2013/01/23/ 8 Bryn Nelson, “Marketing Plan: Solve a Problem,
retailers-to-ring-up-sales-via-mobile-marketing . http://online.wsj.com/article/SB10001424052748
Then Spread the Word,” New York Times , April 11,
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3 “Fashion Retailer: Helping Increase Sales and 2012, http://green.blogs.nytimes.com/2012/04/11/
January 27, 2013).
Website Traffic Project Snapshot,” Accenture, marketing-plan-solve-a-problem-then-spread-the-
15 Bas Donkers, Philip Hans Franses, and Peter C.
www.accenture.com/us-en/Pages/success-fashion- word/ (accessed January 27, 2013).
Verhoef, “Selective Sampling for Binary Choice
retailer-helping-increase-sales-website-traffic.aspx 9 Vikas Mittal and Wagner A. Kamakura,
(accessed January 27. 2013). Models,” Journal of Marketing Research (November
“Satisfaction, Repurchase Intent, and Repurchase
2003): 492–497.
4 Dhruv Grewal Parasuraman and R. Krishnan, Behavior: Investigating the Moderating Effects of
16 Charles Duhigg, “How Companies Learn Your
Marketing Research (Boston: Houghton Customer Characteristics,” Journal of Marketing
Secrets,” The New York Times , February 19, 2012,
Mifflin, 2007). Research (February 2001): 131–142.
www.nytimes.com/2012/02/19/magazine/shop-
5 Keith Bradsher, “Next Made-in-China Boom: 10 Melinda F. Emerson, “Using Social Media to
ping-habits.html (accessed January 26, 2013).
College Graduates,” New York Times , January 17, Test Your Idea Before You Try to Sell It,” New
17 Piet Levy, “10 Minutes with…Gregory A. Reid,”
2013, www.nytimes.com/2013/01/17/business/ York Times , August 3, 2012, http://boss.blogs
Marketing News , February 28, 2010, 34.
chinas- ambitious-goal-for-boom-in-college- .nytimes.com/2012/08/03/using-social-media-to-
graduates.html . test-your-idea-before-you-try-to-sell-it/ (accessed 18 Mike Deri Smith, “Fake Reviews Plague
6 Press release, “Top Corporate and Government January 27, 2013). Consumer Websites,” The Guardian , January 26,
2013, www.guardian.co.uk/money/2013/jan/26/
Leaders in Risk Management and Cybersecurity 11 Robert M. Graves, “Nonresponse Rate and
fake-reviews-plague-consumer-websites .
Highlight Key Themes for 2013 at Modulo’s Nonresponse Bias in Household Surveys,” Public
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