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By David B. Wolfe

A booklet that I preserve bearing on. rather well written. My purely feedback, i might have loved to have visible extra actual 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

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Meaningful segmentation of older people is more challenging because they are more individuated. In one shopping context, an older person may fall into one segment, while falling into another segment in another Chapter 2: Statistics Don't Buy 31 32 Chapter 3: Second-Half Customers Seen Through a New Consciousness shopping context. Take 58-year-old Janet Greene. 75 in manufacturers' coupons. 22. She walked away from her neighborhood Safeway that day feeling quite proud of herself. Last week her savings came to only 19 percent.

Business professionals proudly wear the title senior vice president. Bruce Fleisher is happy he qualifies for the PGA seniors tour, having racked up $2 million-plus in winnings in 2001. Being a senior connotes superior standing in virtually every context but aging. So let's change that by making 40 the threshold of senior status. The age at which you become a senior is not set in stone. AARP first sees you as a senior on your 50th birthday. S. Department of Housing and Urban Development calls you a senior at age 55.

No nuances. Brain scans of adolescents show weaker responses to subtle changes in facial expressions than adults experience. Younger minds, for example, find it harder to tell disgust from fear in photographs presented to them while being studied in a neuroimaging device. As worthy as absolute positioning was when first-half customers ruled the marketplace, it is often too hard-edged, too controlling, and too determinative in today's more individuated and autonomous customer universe. While absolute positioning tends to be left brain-biased, conditional positioning has a right brain bias.

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