Consider the Six Living Generations: If you were marketing a laptop, what would be the product offering? What would you talk to them about? How would you promote the laptop to each generation? Complete the table below, then check your answer.
| Product Offerings: | Talk To Them About: | Promotion: | |
|---|---|---|---|
| GI Generation. | Warranty; Easy to understand Instructions, Live help from a 1-800 number. | Talk about how much the world has changed (in a positive way) and how the computer can make doing certain things easier and cheaper. | In Newspaper and with knowledgeable in-store salesperson. |
| Mature Generation. | Warranty; Easy to understand Instructions, Live help from a 1-800 number. | Talk about how they can use it to have fun, look up old classmates and see (and share) photos and video of their grandchildren. | In Newspaper and with knowledgeable in-store salesperson; also during the Nightly News. |
| Baby Boom Generation. | Use Credit to pay for it; Wi-Fi and portability. | Talk positively about how easy it is to learn to use it; also talk a lot about the Wi-Fi and portability. | TV and with knowledgeable in-store salesperson. |
| Generation X. | Use Credit to pay for it; storage capabilities are important and compatability with office/school equipment. | Talk about how they can play games, watch movies instantly; use it for career advancement and enhancing the education of their children; Use it to start up their own business or advance education; also play up the reliability of the brand name. | TV and Internet. |
| Generation Y. | "Free" Upgrades and extras; ability to create "skins" to make it a unique reflection of their personality. | Make sure you respect the knowledge they already have about the product; Unlimited access to friends, information; Use it to start up their own business or advance education; they can use it to make a contribution to their community; their ability to schedule their life; also mention the Wi-Fi and portability. | Internet. |
| Generation Z | "Free" Upgrades and extras | Make sure you respect the knowledge they already have about the product; talk about the ability to play games online, create their own videos and stay connected with friends; remember they are brand savvy, they know what they want already. | Internet and showing product being used by celebrity spokesperson that they can identify with. |
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