Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Electronic data is machine generated. May be incomplete or contain other coding.
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