摘要：Each generation has unique expectations, experiences, generational history, lifestyles,
values, and demographics that influence their buying behaviors. Accordingly, many companies
are reaching out to multi-generational consumers and trying to understand and gain the attention
of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique
needs and behaviors of individuals within more than one specific generational group, with a
generation being a group of individuals born and living about the same time [1]. This means that
marketers need to understand the six U.S. generations: Pre-Depression Generation, Depression
Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer
factors in the different characteristics and behaviors of the generations, it should be easier to
build relationships, gain trust, and close business. [2, 3] As such, an understanding of multigenerational
marketing is very important to the marketer. The purpose of this paper is to
describe briefly the U.S. generations in terms of the times in which they grew up as well as the
characteristics, lifestyles, and attitudes of the group. However, the primary focus of the paper is
to describe various marketing understandings and strategies appropriate to each generation’s
characteristics and behaviors, particularly in terms of segmentation, products and services, and
communication.
关键词：Multigenerational Marketing, Generations, Baby Boomers, Xers, Gen Y, Generation
Z
