Charles D. Schewe

Market Segmentation by Cohorts: The Value and Validity of Cohorts in America and Abroad

Marketers often segment consumers on factors such as age, gender, income, stage of life, and geography. Another innovative approach is to group consumers into cohorts. Cohorts are groups of individuals who are born and travel life together and experience similar external events during their late adolescent/early adulthood years. These events influence people to create values, attitudes, and preferences that remain with them for their lifetime. This article reviews and assesses the current literature on American cohorts. The value and the validity of cohorts as a segmentation technique are discussed, as well as areas for future research.

Psychographic Segmentation of Tourists

Life-style data are used to profile the tourists to Massachusetts. Only slight differences are found by season and by year. The tourism market is further segment ed on the basis of purpose of trip and type of destination. Psychographic and demographic differences in segments are noted and advertising strategies suggested for the different target markets.

Competitor Intelligence: How to Get It: How to Use It

Part 1 Competitor Intelligence: Laying the Foundation Getting Started: The Basic Techniques for Collecting Competitor Intelligence. Part 2 The Basic Sources of Intelligence: Federal, State and Local Sources Corporate Intelligence in Print Handy Sources for Specific Industries: Statistical Sources, Directories and Associations Using Special Issues of Trade and Business Magazines for Financial, Market, and Strategic Information Using Data Bases for Corporate Intelligence Foreign Intelligence from U.S. Sources Additional Valuable Sources. Part 3 Creative Sources and Techniques: Creating Creative Sources Building a Financial Statement Let Your Fingers do the Stalking: Using Yellow Pages and City Directories Eyeballing your Competition: How to Use Visual Sightings Additional Creative Sources That Will Pay Off. Appendix: Addresses and Phone Numbers of Publishers and Sources.

Generational Cohorts Hold the Key to Understanding Patients and Health Care Providers: Coming-of-Age Experiences Influence Health Care Behaviors for a Lifetime

The health care landscape is ever changing. Medical groups are experiencing challenges in recruiting staff, dealing with managing effective clinical teams, and tempering the growing tensions among partnerships and medical groups. Additionally, all clinicians report many patients are now approaching them differently than in the past. They come armed with medical information from the Internet and a more questioning attitude toward the clinicians directive for care. What accounts for these behavioral changes and management challenges within health care organizations? These issues may be best understood and addressed through generational cohort analysis.

Strategic planning: Fulfilling the promise

Abstract The cracks in the strategic planning framework have surfaced. Its time to change the design and modify the direction.

“If You've Seen One, You've Seen Them All!” Are Young Millennials the Same Worldwide?

ABSTRACT The values of coming-of-age millennials in the United States, Sweden, and New Zealand were studied to determine if their values are similar, thus enabling marketers to stress the same values panculturally. While similarities were found on some value dimensions, many differences were noted as well. U.S. and Swedish millennials were most different from one another while New Zealand millennials were more similar to U.S. respondents than Swedes, a finding consistent with Hofstedes model of cultural values. The findings support the need to understand cohort-based values and cultural values in designing a marketing strategy targeting millennials across cultures.

Are marketing management decisions shaped during one's coming of age?

Purpose – The purpose of this paper is to show the generational cohort gap in values and consequent decision making existing between younger and older marketing managers in Brazil. The study investigates how generational research can innovate in the analysis of marketing management decisions. The truly essential questions are, first, whether cohort analysis can help explain marketing decision contexts, and second, if older cohorts find the younger cohort of managers today confrontational.Design/methodology/approach – The method used in this investigation involved three phases. The first phase explored the validity of the cohorts to explain values brought into the decision context by different cohort members. The second phase asked managers to verify the values that came from phase one. The third phase advanced two questions. The first question identified the most critical value associated with new cohorts today and its implications for the organizations decision making. The second question investigated m...

Marketing orientation: how do hospital administrators compare with marketing managers?

A recent study shows that the marketing orientation of hospital administrators is similar to that of marketing practitioners but that hospital administrators have an underdeveloped sense of market segmentation and market aggressiveness regarding their patients and physicians. Studies such as this one can be helpful in applying marketing techniques to todays hospitals.

Marketing Information Systems—The Problem of System Usage

Much literature has been devoted to singing the praises of present and potential computer utilization in marketing. Highly touted are “total information systems,” “on-line, real-time systems,” and “simulation-based systems.” One would be led to believe that each company has devoted or should be devoting its moneys and energies to the design and implementation of such sophisticated computer-based marketing information systems. Yet recent evidence has indicated a lack of enthusiasm-indeed, in some cases antagonism exists toward information systems in marketing. One reason for this disillusionment has been low usage of existing marketing information systems by marketing management. System utilization holds the key to a favorable return on investment in marketing information systems. This article explores many of the causes of infrequent to non-existent system usage and offers a plea and a plan for active elimination of this problem.

Time Benders: A Model of Subjective Aging in Aging Adults

This article develops a new model for understanding the aging experience. Drawing upon aging literature from the chronological, biological, mental, and social aging perspectives, the model offered is an integrated perspective that provides better understanding of the relationship between chronological age and an individuals perceived age. The article provides evidence of ways that consumers are trying to “time bend” and change todays perceived reality of aging. The article concludes with a discussion of implications for the health care industry and provides examples of how some businesses seem to already be looking at aging and health related issues through this lens.