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Sales in the home repairs and improvement market increased about four percent in 2011 to $269 billion. As employment growth accelerates and housing markets improve through 2015, home improvement sales are expected to increase by about six percent annually (according to the Home Improvement Research Institute). Imagine that you are a marketing manager for a home improvement retailer such as Lowes or Home Depot. Your firm is considering separate marketing strategies for various age cohorts and product/service categories. 

1. Within the category of “lawn care and landscaping,” identify several needs 

for (a) the Depression Generation and (b) Generation X. 2. Within the category of “home improvement,” identify several needs for (a) the Pre-Depression Generation and (b) the Younger Baby Boomers. 3. Match the needs in questions 1 and 2 with products and services that will provide unique solutions for the two age cohorts. 4. Design a “problem-solution” advertisement that will communicate directly with one of the cohorts.

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