Marketing Report: Generation Z, Digital Marketing, and IMC

This report provides a comprehensive overview of key marketing concepts. It begins by describing the characteristics of Generation Z and differentiating them from other demographic groups. It then explores the impact of changing age demographics on consumer spending and the importance of these trends for marketers. The report further examines the benefits of direct and digital marketing for both buyers and sellers, followed by a discussion of the differences between differentiation and positioning. It also outlines the steps for conducting market research in an overseas market and compares upstream and downstream partners in a company's supply chain, advocating for the use of a value delivery network. Finally, the report defines integrated marketing communications (IMC) and explains how a company can implement it. The report is supported by relevant academic references.

Marketing

Table of Contents
QUESTION 1...................................................................................................................................3
Describe the characteristics of Generation Z..............................................................................3
What differentiates GenZers from other demographic groups, such as Baby Boomers,
Generation X, and Millennials?..................................................................................................3
Discuss the impact of changing structure of the age population of Baby Boomers and
GenXers in consumer spending and buying behaviour...............................................................4
Why is this trend important to marketers?..................................................................................4
QUESTION 2...................................................................................................................................4
Discuss the benefits of direct and digital marketing to buyers and sellers.................................4
QUESTION 3...................................................................................................................................5
How would you describe the key differences between differentiation and positioning?................5
QUESTION 4...................................................................................................................................6
Identify the steps a business organisation might need to take to carry out market research in an
overseas market. .........................................................................................................................6
QUESTION 5...................................................................................................................................6
Compare and contrast upstream and downstream partners in a company’s supply chain. ........6
Explain why value delivery network might be a better term to use than supply chain...............7
QUESTION 6...................................................................................................................................7
What is integrated marketing communications (IMC), and how does a company go about
implementing it?..........................................................................................................................7
REFERENCES................................................................................................................................8

QUESTION 1
Describe the characteristics of Generation Z.
It is considered as generation which reach to adulthood in the second decade of 21st
century as well as they also considered as generation which is familiar with internet from the
very young age. There are several characteristics of the generation Z, from that some are
mentioned below:-
 Respective generation are financially focused as they considered their job as the means of
an end.
 They are also considered as entrepreneurial who take risk for conducting new things by
using internet or technology.
 Respective generation are highly competitive in nature which help them in becoming
more focus in life (Beirman, 2020).
What differentiates GenZers from other demographic groups, such as Baby Boomers, Generation
X, and Millennials?
Difference between GenZers, Baby Boomers, Generation X, and Millennials
Baby Boomers Generation X Millennials GenZers
They are people who
take birth between
1946 to 1964.
Respective generation
take birth between
year 1965 to 1980.
This generation take
birth in between 1981
to 1996.
Respective generation
take birth between
year 1997 to 2015.
These people are
highly work ethics,
goal oriented. They
also believe personal
communication. These
people do phone calls.
Respective generation
have work life balance
as well as they are
loyal. They use
personal computer and
do text messages.
The respective
generation believe in
freedom and
flexibility. They are
digital entrepreneur
and use tablet and
smartphone. They use
online and mobile.
This generation have
security and stability
as well as they are
multitaskers. They are
considered as nano
competing (Berger and
etl.al., 2020). They
also use facetime for
communication.

Discuss the impact of changing structure of the age population of Baby Boomers and GenXers in
consumer spending and buying behaviour.
The baby boomers think before spending money on any item as well as they also analyse
the pro and corns of the products which they are going to purchase. On the other hand when
generation change and generation X come they like to spend money as well as they purchase the
products which they like or want (Cateora and et.al., 2020).
Why is this trend important to marketers?
The respective trend is important to marketer as through that they able to adopt
opportunities which leads to growth. This will also important for the marketer as they able to
develop new products and services which like by the current generation who are more
technology friendly. This will also provide opportunity to marketer to grow their business at the
national and international level.
QUESTION 2
Discuss the benefits of direct and digital marketing to buyers and sellers
Direct and digital marketing is considered as process which is related to achieving
marketing accusative by using or applying the different digital technologies. In this drivers
mainly develop demand by adopting power of internet. There are several online channels are
included in it such as e mail marketing, social media marketing, website marketing and many
more (Gupta and Nair, 2020). Respective marketing provide opportunity to build tailored,
optimised brand experiences in respect of the customers. There are numbers of benefits of direct
and digital marketing to a buyer as well as sellers, from which some are mentioned below:-
Benefits of direct and digital marketing to buyers
 The direct and digital marketing is easy and convenient to the users as well as it also help
in keeping information or data in private (Digital Marketing Strategy, 2020). This will
help in developing trust and loyalty among the buyers as well as sellers effectively.
 Direct and digital marketing is also very easy platform through which buyer as well as
sellers can do interaction in effective manner. This will also help buyer in getting
appropriate product according to their demand and need.

 Respective method also provide quick access to the products as well as relevant
information to the buyer. This will leads to increase in sales as customers get numbers of
variety of a specific products or services.
 Direct and digital marketing leads to the brand engagement as well as community which
help firm in getting more growth opportunities at national and international level.
Benefits of direct and digital marketing to sellers
 The direct and digital marketing is incurred low cost which is effective for sellers as well
as it is also an effective and speedy method through which seller can attract more and
more customers towards products as well as services.
 Respective marketing method also help a company in building close, interactive, one to
one and personalized relationship with customers. This will help them in understand
demand as well as need of customers in effective manner according to which decision can
be develop.
 Direct and digital marketing offer greater flexibility through which a company can attract
more and more customers around the world for increasing sales as well as profitability.
These are some of the main benefits of direct and digital marketing which are attain by
buyer and sellers related to a company.
QUESTION 3
How would you describe the key differences between differentiation and
positioning?
Positioning and differentiation both are very important for organisation and it will lead to
have major impact on overall performance of business (Herhausen and et.al., 2020). The key
difference between differentiation and positioning is mention below -
Positioning Differentiation

This can be describe as the process of
acquiring or developing space in customers
mind about the products and services offered
by organisation.
This refer as the marketing strategy which is
significant for making organisation product
unique form competitors products.
Positioning is consider as the technique of
business that is used for all organisation for
specific criteria.
This type of business strategy is adopted by
some companies only.
Its success is majorly dependent on positioning
on the nature or marking condition.
Differentiation success is mostly dependent on
organisation competitive gain by organisation
by providing innovation products and services.
QUESTION 4
Identify the steps a business organisation might need to take to carry out market research in an
overseas market.
Market research can be describe as the process of identifying and determine the need and
want of targeted market area and customers in order to provide its products and services. There
are various steps that are included in market research and these steps will lead to successfully
carry or market research in overseas market area. The major steps which needs to be taken by
organisation are identification of the problem, developing effective research plan, conducting
research about oversea market area, analyse and report finding as well as take effective actions
(Lim, 2020). All of these steps are significant for analysing and evaluating the market trends or
needs of customers of oversea market area. This will help organisation to develop effective
products and services that will satisfy the need or requirement of customers.
It is crucial that organisation is conducting market research by themselves. This will help
organisation to correctly understand the needs of potential customers as well as providing
accurate products as per the information collected. It is advises to business to do research by
their own as this will be effective for developing strong relationship with customers.

QUESTION 5
Compare and contrast upstream and downstream partners in a company’s supply chain.
In supply chain management process, upstream partners will supply raw material that is
required by organisation. Where as downstream partners work for providing products to
customers. For organisation both upstream and downstream partners in a company's supply chain
is very important. Upstream partner is responsible for full filling the order of business that is
required by developing or creating products of business. Downstream partners responsibility
includes checking the quantities of products manufactured by company without overstocking of
products.
Explain why value delivery network might be a better term to use than supply chain.
It is better to use value delivery network term as compare to use supply chain as value
delivery network includes all its direct activities such as production, distribution, marketing,
customer care services and so on (Rust, 2020). This term will lead to enhance the overall value
of supply chain.
QUESTION 6
What is integrated marketing communications (IMC), and how does a company go about
implementing it?
Integrated marketing communication can be describe as the process of ensuring different
forms or types of communication and messages are correctly linked with each other and convey
message in more significant manner. This refer as integration of different promotional tools with
the motive of working together effectively and efficiently. The motive of integrated marketing
communication is to enhance the consistency of message along with the complementary use of
media. Integrated marketing communication is significant for using innovative and unique way
for making sure that all customers will get right message at right place with in accurate time.
There are number of steps that should be taken by company for implementing integrated
marketing communication (Zeithaml and et.al., 2020). This could be implemented by having
clear understand about target customers or audience, selecting the right channels and consistent
look, organisation needs to develop cleat content which is accurate for different selected media

or channels. It is important for company to ensure that message in integrated and make sure that
marketing team in working properly.

REFERENCES
Books and Journals
Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
Berger, J. and etl.al., 2020. Uniting the tribes: Using text for marketing insight. Journal of
Marketing. 84(1). pp.1-25.
Cateora, P. R. and et.al., 2020. International marketing. McGraw-Hill Education.
Gupta, C. B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Lim, W. M., 2020. The sharing economy: A marketing perspective. Australasian Marketing
Journal (AMJ). 28(3). pp.4-13.
Rust, R. T., 2020. The future of marketing. International Journal of Research in
Marketing. 37(1). pp.15-26.
Zeithaml, V. A. and et.al., 2020. A theories-in-use approach to building marketing
theory. Journal of Marketing. 84(1). pp.32-51.
Digital Marketing Strategy. 2020. [Online]. Available
through:<https://slideplayer.com/slide/14295562/>.