Questions/Tasks State your position and defend your position on whether or not the traditional methods of classifying a generation are or are not still meaningful in a diverse and changing nation? When you defend your position, since you are to back up your position from psychological, sociological, and behavioral viewpoints, in addition to showing the traditional (demographic) methods for classifying generations, you should define what are demographic, psychological, sociological, and behavioral viewpoints before you use them to defend your position on the issue. The Situation It is argued that Socio-economic and psycho-social differences within age groups are greater than differences between age groups. Given these within group differences, other factors need to be used to classify individuals. Expectations There are between group differences between Generation Xers, Generation Yers, Baby Boomoers, and Millenials, but what about differences within these groups? In preparing your position on the issue, you are expected to use case-related readings and background material to show the ways in which generations are classified; then examine other demographic factors such as gender, race, ethnicity, religion, income, education, social status, and geographic factors such as urban vs. rural. In preparing your CASE1; you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, in terms of ‘What is Sociology?,’ you are expected to: Explain the difference between the sociological and psychological viewpoints Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic. Case-related articles in the popular press Wellner, Alison Stein (2000, October). Generational Divide. American Demographics. 22(10). 52-58. Available in ProQuest on 4 November 2009 at http://proquest.umi.com/pqdweb?did=62743105 &sid=1&Fmt=4&clientId =29440&RQT=309&VName=PQD In Jonathan Pontell’s book, Generation Jones, his conclusion is that Baby Boomers should be defined as those born between 1942 and 1953. Those born between 1954 and 1965 should fall into a new group, which he calls Generation Jones. The 18-year span of the Baby Boom, as defined by the number of babies born each year, encompassed a period of rapid change in American history. David Stewart, deputy dean at the University of Southern California’s Marshall School of Marketing, says that there are some big differences, and indeed, huge differences between the leading edge and trailing end of the Baby Boom. These differences are at the heart of Pontell’s argument for Generation Jones. The author’s reasoning for Generation Jones may not be demographically sound, but it comes at a time when marketers are seeking deeper answers into what drives consumer behavior – and how they can tap into psychographic reasons to sell products. McBride, Sarah (2009, September 17). Radio Shows Tune In to Listener Habits. Wall Street Journal (Eastern edition). New York, N.Y. B1. Available via ProQuest on 12 February 2010 at http://proquest.umi.com/pqdweb?did=1860571111 &sid=2&Fmt=3&clientId=29440&RQT=309&VName=PQD The “American Idol” TV show host has a popular morning radio show based in Los Angeles that frequently takes the top spot in its target audience of listeners age 18-34. Greg Strassell, senior vice president for programming at CBS Radio, a unit of CBS Corp., says Kevin and Bean are “great at delivering focused content,” adding, “of course, talent is always going to beat up on management.” Wang, Elaine (2009, November 12). Why ‘Millennials’ Are Impulse Shoppers. Brandweek. Magsaysay, Melissa (2009, November 15). Vampire’s mark; ‘Twilight’ fans can’t get enough of the romantic saga. It’s a good thing stores can satisfy their hunger. Los Angeles Times. Los Angeles, Calif. 2. Available via ProQuest on 12 February 2010 at http://proquest.umi.com/pqdweb?did=1900996031 &sid=6&Fmt=3&clientId=29440&RQT=309&VName=PQD Vampire saga a boon to teen retailers Teens enamored of the “Twilight” series of vampire books and the movies based on the stories are clamoring for T-shirts, jewelry and other accessories bearing the brand. The trend is especially hot for retailers including Nordstrom and Hot Topic, which sell licensed “Twilight”-branded apparel and accessories. Grover, Ronald (2009, November 2). Why all eyeballs are on CBS. Business Week. New York. 63. Available via ProQuest on 12 February 2010 at http://proquest.umi.com/pqdweb?did=1888755741 &sid=1&Fmt=3&clientId=29440&RQT=309&VName=PQD Anonymous (2009, November 9). What the next census will tell marketers. Business Week. New York. 8. Available via ProQuest on 12 February 2010 at http://proquest.umi.com/pqdweb?did=1893918941 &sid=1&Fmt=3&clientId=29440&RQT=309&VName=PQD Johnson, Bradley (2009 October 12). New U.S. Census to Reveal Major Shift: No More Joe Consumer. 2010 America. Ad Age White Paper Uncovers the Marketing Implications. Advertising Age. Crain Communications. Fassnacht, Michael (2009, April 13). The Death of Consumer Segmentation: Rethinking a Traditional Marketing Tool. Advertising Age. Crain Communications.
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