Titlebook: Marketing to the Aging Population; Strategies and Tools George P. Moschis Book 2022 The Editor(s) (if applicable) and The Author(s), under

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Effectual Marketing Strategies and Tactics,d, as well as the type of product or service marketed, there is adequate information to suggest the desirability of implementing certain strategies for marketing any type of product or service to any segment of older consumers. This chapter suggests guidelines and recommendations that are likely to

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Marketing Food and Beverage Products,supermarkets, and restaurants. It presents information relevant to the mature consumer’s shopping preferences for food and beverage products; and includes information on factors that motivate the mature consumer to purchase specific products and brands and on the effectiveness of various marketing s

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Marketing Housing,to this trend by developing new single-family homes or converting old houses to make them suitable to the aging person’s needs. Similarly, the retirement housing industry has been responding by building facilities different from the traditional homes designed exclusively for persons of old age. The

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Marketing Pharmaceutical and Personal Care Products,ledge about these products, their benefits and risks, and must rely on experts’ opinion (doctors and pharmacists) or information on packages and other sources such as advertising and the Internet. Older users of these products need to be better informed by manufacturers, physicians, and pharmacists

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Marketing Healthcare,rofit while enhancing the well-being of older adults. As older people realize the benefits of preventive healthcare for longevity and quality of life, they increasingly with age engage in activities, such as exercising and better nutrition, that help deter aging and the onset of chronic conditions.

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Marketing Long-Term Care,e services. The at-home care market appears to be the fastest growing in popularity. It largely consists of highly-specialized niche markets of professionals or organizations providing narrow lines of services. In recent years, these organizations have been creating alliances to achieve synergistic

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Marketing Financial Services,e are likely to have different needs for financial services than previous generations. When it comes to marketing financial services to older adults, financial service providers should be cognizant of the diversity of older consumer needs, although their needs for convenience and personal relationsh

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Marketing Insurance,al to this market. And selling such policies is not an easy task either, as sales associates must explain the benefits of owning the various policies that many older consumers do not think they need in part because they are not fully informed. Many companies develop products for the entire market, s

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