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CHAPTER 1 GENERATIONAL MARKETING
A Refresher: Why We Study Markets by Segments 2
Ages, Stages, and Cohorts 5
Research: The Key to Target Marketing 13
The Mature Market Is Vital 15
Credit Union Action Steps 16
CHAPTER 2 OLDER MEMBERS' IMPORTANCE TO CREDIT UNIONS
Where Have the Mature Members Gone? 19
Serving Mature Members 21
Bringing Back the Good Old Days (and Good Old Members) 27
Credit Union Action Steps 28
CHAPTER 3 FOCUSING THE STRATEGIC MARKETING PROCESS
ON THE MATURE SEGMENT
The Strategic Marketing Process 30
What Do You Know? The Importance of Research 32
Matures Belong in Your Long-Range Plans 41
Credit Union Action Steps 42
CHAPTER 4 CREATING A TACTICAL MARKETING PLAN
FOR THE MATURE SEGMENT
Dupaco Community Credit Union's Prime Time Club 44
CUNA Credit Union's V.I.P Club 46
Tinkering with the Mature Market Program 49
Your Implementation Strategy 54
Marketing One-to-One (Almost) 57
Credit Union Action Steps 59
CHAPTER 5 GETTING YOUR MESSAGE TO THE MATURE MARKET
Evaluating Three Mature Market Promotions 62
Studying the Media Strategies: Messages to Markets 67
The Golden Prime Award Results 70
Media Planning 72
Efficient Use of Media 77
Credit Union Action Steps 78
CHAPTER 6 RETAIL MARKETING MATTERS
Supporting the Needs of All Members 80
Making Retail Design Choices that Support Older Members 84
Offering Options for Members Who Value Convenience 86
Emphasizing Communication Skills to Serve Older Members 88
Retail Marketing Makes a Difference 90
Credit Union Action Steps 91
CHAPTER 7 LEVERAGING WHAT WE KNOW ABOUT
THE MATURE MARKET
Seniors Are Ready for Membership: Are You Welcoming Them? 94
Create Marketing Materials that Older Adults Respond To 96
The Internet: A New World of Possibilities 102
Idea-Starters: Offer Something for All Ages and Stages 105
What's Next for Mature Marketing? 108
New Marketing to Serve Matures 114
And the Prize Goes To ... 116
Credit Union Action Steps 118