Question: Competency: Examine the decision-making process and its influence on consumer behavior.
Scenario: You are the marketing manager for Best Fitness. The firm markets athletic footwear, sportswear, and accessories. Best Fitness has a reputation for manufacturing the finest products and is the leader in the industry. A new line of athletic sportswear is being developed, and the target market has been defined as Generation X. Your manager, Michael Groza, states he knows the basics around who belongs to Generation X. To help make some decisions, he asks you for a more in-depth analysis of this generation as their target market for the new product line.
Instructions: Prepare a memo to your manager, Michael Groza, addressing the following:
1. Assess the characteristics of Generation X age group. Focus on:
• how this group obtains information about products,
• where and how they are mostly likely to shop,
• what types of promotional materials they are likely to use
• demographic information.
2. Based on your examination, make recommendations on the following:
• One marketing strategy for Best Fitness during each stage of the consumer decision-making process.
• Two product characteristics and one marketing strategy for each one that will increase awareness and the rate of adoption of the new line of athletic sportswear.