Ageless Marketing: Strategies for Reaching the Hearts and by David B. Wolfe PDF

Ageless Marketing: Strategies for Reaching the Hearts and by David B. Wolfe PDF

By David B. Wolfe

ISBN-10: 0793177553

ISBN-13: 9780793177554

A e-book that I preserve touching on. rather well written. My in basic terms feedback, i'd have beloved to have noticeable extra genuine international circumstances or examples.

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Additional info for Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

Example text

That surely is an eye-popping, mind-catching difference that makes it worthwhile to get beyond pernicious ageism in corporate decision making. To help people in business begin seeing older customers more benignly, I have a Bucky Fuller solution. Why not change what senior means by including younger people—everyone 40 and older—in the group that defines the term? Wait ... don't slam this book shut book if you are about to turn 40 and can't bear the thought of being a senior before your time. Hear me out, please.

Just ask anyone who has just received his or her first welcome letter from AARP. What better explains the widespread disregard of the New Customer Majority despite its great size and affluence than buy-ins to aging stereo-types? Why is it that most companies would rather duke it out with like-minded competitors in younger markets, despite anemic or even falling prospects of sales growth? 6 trillion annually, will be outspending adults under 40 by $1 trillion. That surely is an eye-popping, mind-catching difference that makes it worthwhile to get beyond pernicious ageism in corporate decision making.

For example, a car can be positioned in terms of well-engineered performance attributes (product-centric positioning) that Chapter 3: Second-Half Customers Seen Through a New Consciousness 41 42 Chapter 3: Second-Half Customers Seen Through a New Consciousness appeal to given market segments, or it can be positioned as a source of engaging experiences (customer-centric positioning), including experiences with a car dealer. Positioning a car by its features and functional benefits limits the points of customer connection with the brand and also limits the range of customers that might be drawn toward the brand because there are only so many product features and functional benefits that will be worthy of customers' attentions.

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Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority by David B. Wolfe


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