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Kids as Customers : A Handbook of Marketing to Children - James U. McNeal

Kids as Customers

A Handbook of Marketing to Children

Hardcover Published: 25th January 1992
ISBN: 9780669276275
Number Of Pages: 258

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Marketing to children is a multi-billion dollar industry. McNeal provides guidelines for tapping into this vast market, and with interviews, observations and analyses, shows the secrets of marketing and selling to children. He discusses children's buying habits and economic motivations, and how children can be succesfully influenced by marketing strategies. He also looks at the future of the children's marketplace, examining the concerns of consumer advocates, regulators, and parents, and what they mean for marketers.

Prefacep. ix
The Emergence of Children as Customersp. 2
A Historical Perspectivep. 4
A Sociological Explanationp. 6
Children's Development as Consumersp. 8
The Role of the Marketerp. 13
Children as a Multidimensional Marketp. 14
Summary: A Vote for Kid Kustomerp. 17
A Couple of Warningsp. 18
Later Chaptersp. 20
Referencesp. 20
Children Are Three Markets
Children as a Primary Market: Their Income, Spending, and Savingp. 22
Children's Incomep. 23
Children's Savingsp. 29
Children's Expendituresp. 31
Overprivileged Childrenp. 32
Marketing Implications of Kids with Moneyp. 34
Summary and Conclusionsp. 35
Referencesp. 37
Children as a Primary Market: Their Spending and Shoppingp. 38
Products Purchased by Childrenp. 39
Children's Preferred Storesp. 42
Children's Independent Purchase-Visitsp. 44
What Shopping and Spending Mean to Childrenp. 46
Referencesp. 61
Children as a Market of Influencersp. 62
Reasons for Children's Influencep. 64
Extent of Children's Consumer Influencep. 65
Information Sources Underlying Children's Requestsp. 70
Children's Requesting Styles and Appealsp. 72
Location of Children's Requests to Parentsp. 74
Influence of Kids on Parents' Choice of Retail Outletsp. 76
Parental Response to Children's Requestsp. 77
Marketers' Perceptions of Kids' Influence on Parental Purchasesp. 81
Marketing to Children as Influencersp. 84
Referencesp. 87
Kids as a Future Market: Reaching Them Through a Multidimensional Segmentation Strategyp. 88
Children as a Source of Future Customersp. 91
The Importance of Loyalty in Cultivating Kids as Future Customersp. 92
Building a Loyal Relationship with Children as Future Customersp. 95
Marketing to Kids Using a Multidimensional Segmentation Strategyp. 101
Managerial Suggestionsp. 102
Referencesp. 104
Marketing to Kids as Customers
Retailing to Childrenp. 106
Reasons for Retailers to Target Children as Consumersp. 107
Retailers' Responses to Kids as Customersp. 111
Some Retailers Target Children, Some Don'tp. 115
Nonstore Retailingp. 122
Service Retailersp. 124
Conclusions and Recommendationsp. 126
Referencesp. 129
Advertising to Childrenp. 130
Advertising as Part of the Marketing Communications Mixp. 131
Changes in Advertising Media Targeted to Childrenp. 136
Effects of Advertising to Childrenp. 144
Encoding/Decoding Problems in Advertising to Childrenp. 147
Observations and Recommendationsp. 153
Referencesp. 157
Targeting Promotion and Publicity to Childrenp. 158
Targeting Promotion to the Children's Marketp. 160
Children-Targeted Public Relationsp. 168
Kids Clubs: A New Channel of Communicationsp. 173
Summary and Suggestionsp. 177
Referencesp. 179
Planning and Developing New Products for Childrenp. 180
Strategies for New Products for Kidsp. 182
Remember, the Package Is for Kids, Toop. 193
Needed: New, New Product Strategies That Really Target Kidsp. 197
Referencesp. 201
Marketing Research Among Children: Purposes, Procedures, Problemsp. 202
Purposes of Researching Young Consumersp. 204
Techniques and Procedures for Researching Childrenp. 209
Problems in Researching Kids as Customersp. 220
Using Parents as Surrogates for Children in Marketing Researchp. 223
Referencesp. 225
Kids as Customers Tomorrow
Children as Global Consumersp. 228
Reasons to Consider Children as Worldwide Consumersp. 230
Reasons to Study Children as Global Consumersp. 234
Children's Consumer Behavior in Other Parts of the World: The Case of the Pacific Rimp. 235
Multinational Marketing Strategy to Kids: Standardize or Localize?p. 248
Referencesp. 250
Name Indexp. 251
Subject Indexp. 254
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780669276275
ISBN-10: 0669276278
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 258
Published: 25th January 1992
Country of Publication: US
Dimensions (cm): 24.33 x 16.2  x 2.39
Weight (kg): 0.54

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