Kids as Customers: A Handbook of Marketing to Children / Edition 258

by James U. McNeal

Overview

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Product Details

ISBN-13:	9780669276275
Publisher:	Lexington Books
Publication date:	07/01/1992
Edition description:	New Edition
Pages:	272
Product dimensions:	6.33(w) x 9.42(h) x 1.00(d)

Table of Contents

	Preface	ix
Part 1	Introduction
1	The Emergence of Children as Customers	2
	A Historical Perspective	4
	A Sociological Explanation	6
	Children's Development as Consumers	8
	The Role of the Marketer	13
	Children as a Multidimensional Market	14
	Summary: A Vote for Kid Kustomer	17
	A Couple of Warnings	18
	Later Chapters	20
	References	20
Part 2	Children Are Three Markets
2	Children as a Primary Market: Their Income, Spending, and Saving	22
	Children's Income	23
	Children's Savings	29
	Children's Expenditures	31
	Overprivileged Children	32
	Marketing Implications of Kids with Money	34
	Summary and Conclusions	35
	References	37
3	Children as a Primary Market: Their Spending and Shopping	38
	Products Purchased by Children	39
	Children's Preferred Stores	42
	Children's Independent Purchase-Visits	44
	What Shopping and Spending Mean to Children	46
	References	61
4	Children as a Market of Influencers	62
	Reasons for Children's Influence	64
	Extent of Children's Consumer Influence	65
	Information Sources Underlying Children's Requests	70
	Children's Requesting Styles and Appeals	72
	Location of Children's Requests to Parents	74
	Influence of Kids on Parents' Choice of Retail Outlets	76
	Parental Response to Children's Requests	77
	Marketers' Perceptions of Kids' Influence on Parental Purchases	81
	Marketing to Children as Influencers	84
	References	87
5	Kids as a Future Market: Reaching Them Through a Multidimensional Segmentation Strategy	88
	Children as a Source of Future Customers	91
	The Importance of Loyalty in Cultivating Kids as Future Customers	92
	Building a Loyal Relationship with Children as Future Customers	95
	Marketing to Kids Using a Multidimensional Segmentation Strategy	101
	Managerial Suggestions	102
	References	104
Part 3	Marketing to Kids as Customers
6	Retailing to Children	106
	Reasons for Retailers to Target Children as Consumers	107
	Retailers' Responses to Kids as Customers	111
	Some Retailers Target Children, Some Don't	115
	Nonstore Retailing	122
	Service Retailers	124
	Conclusions and Recommendations	126
	References	129
7	Advertising to Children	130
	Advertising as Part of the Marketing Communications Mix	131
	Changes in Advertising Media Targeted to Children	136
	Effects of Advertising to Children	144
	Encoding/Decoding Problems in Advertising to Children	147
	Observations and Recommendations	153
	References	157
8	Targeting Promotion and Publicity to Children	158
	Targeting Promotion to the Children's Market	160
	Children-Targeted Public Relations	168
	Kids Clubs: A New Channel of Communications	173
	Summary and Suggestions	177
	References	179
9	Planning and Developing New Products for Children	180
	Strategies for New Products for Kids	182
	Remember, the Package Is for Kids, Too	193
	Needed: New, New Product Strategies That Really Target Kids	197
	References	201
10	Marketing Research Among Children: Purposes, Procedures, Problems	202
	Purposes of Researching Young Consumers	204
	Techniques and Procedures for Researching Children	209
	Problems in Researching Kids as Customers	220
	Using Parents as Surrogates for Children in Marketing Research	223
	References	225
Part 4	Kids as Customers Tomorrow
11	Children as Global Consumers	228
	Reasons to Consider Children as Worldwide Consumers	230
	Reasons to Study Children as Global Consumers	234
	Children's Consumer Behavior in Other Parts of the World: The Case of the Pacific Rim	235
	Multinational Marketing Strategy to Kids: Standardize or Localize?	248
	References	250
	Name Index	251
	Subject Index	254