Who: SMBS Canada
ICMBS
What: 15th Intl. Conference on Man- Where: Vancouver, Canada agement & Behavioral SciencDeadline: April 25, 2015 es
Who: 2015 IEDC
IEDC
When: July 20-21, 2015
Where: Madison, WI, USA
What: IEDC Economic Future Forum Deadline: April 29, 2015 When: June 9-10, 2015
ICTBE
Who: ICTBE’15
When: May 29-30, 2015
What: Intl. Conference on Trends in Business and Economics
Where: London, UK
Who: MTC15 Dubai
ICTBE
GBRS
When: May 22-24, 2015
What: First Intl. Academic Research Where: Dubai, UAE Conference on Marketing & Deadline: April 30, 2015 Tourism Who: University of Riverside
When: May 22-23, 2015
What: 2015 Spring Global Business
Where: Los Angeles, CA
Research Symposium
GBFRC
Deadline: April 30, 2015
Deadline: May 15, 2015
Who: Australia Conference
When: May 25-27, 2015
What: 4th Global Business and Finance Research Conference
Where: Melbourne, Australia
Deadline: May 15, 2015
Who: Middlesex University Dubai
ERPBSS
What: 3rd International Conference When: November 24-26, 2015
AABRI
Who: Academic and Business Research Institute What: AABRI International Conf.
ABD
AIIC
Deadline: June 1, 2015
When: October 15-17, 2015 Where: Las Vegas, NV Deadline: June 6, 2015
Who: ABD Conference
When: November 12-14, 2015
What: 17th Annual Academy of Business Disciplines Conf.
Where: Ft. Meyers Beach
Who: Annual Interdisciplinary Conference What: AIIC 2015
JSMQ
Where: Dubai, United Arab Emirates
Deadline: June 15, 2015 When: July 8-11, 2015 Where: Azores Islands, Portugal Deadline: June 25, 2015
Who: Strategic Management Quar- Where: Online terly Deadline: May 15, 2015 What: JSMQ Vol. 3, No. 2 When: June 30, 2015
UNM
ICKM
Who: UNM Mentoring Conference 2015 What: 8th Annual Mentoring Conference
When: October 20-23, 2015 Where: Albuquerque, NM Deadline: May 15, 2015
Who: ICKM 2015
When: November 4-6 2015
What: 11th International Confer-
Where: Osaka, Japan
ence on Knowledge Management
JEE
Who: USABE
When: Spring 2016
What: Journal of Ethics & Entrepreneurship
Where: Online
Who: Global Academic Institute
IIAC
What: 2015 Prague Intl. Academic
Deadline: June 1, 2015 Conference When: September 6-9, 2015
SBANC
SBANC
The Small Business Advancement National Center aims at increasing your knowledge of small business and entrepreneurship. All questions and comments are greatly appreciated.
The Small Business Advancement National Center is moving its website. In the process of doing so, we have found that our Newsletter archive lacks the following issues: 513, 521, 534, 535, 611, 617, 622, 626, 631, 665, 732, 733, 785 & 786. If you have any of these issues, please contact us. Thank you!
IISES
The International Institute of Social and Economic Sciences invites you to attend the 16th International Academic Conference in Amsterdam, the Netherlands from May 12-15th of 2015. The submission deadline for papers is April 28, 2015.
WES
Women’s Enterprise Scotland (WES) is hosting an international conference, Shifting Gears. The conference is from May 12-13, 2015 in Glasgow, United Kingdom. The deadline for ticket admission is April 28, 2015.
SGBRS
IBC
ESU
The University of Riverside is holding the 2015 Spring Global Business Research Symposium on May 22-23, 2015 in Los Angeles, CA. The final paper submission deadline is May 15, 2015.
The International Business Conference of 2015 will be from June 1314, 2015 . The conference is located at Henley Business School. Early registration has ended but you may register until June 13th, 2015.
The 2015 European Summer University in Entrepreneurship: Conference and Researcher Development Program is announcing it’s call for papers. The conference is from August 16-22, 2015. The abstract deadline is April 10th and the deadline for full papers is July 1, 2015.
Tip
of the Week
“Age is another variable marketers use to segment their markets. ” Segmenting by Age Age is another variable marketers use to segment their markets. As with gender, age seems an easy distinction to make—baby food for babies, retirement communities for seniors. But the distinctions become blurred as consumers’ roles and needs change, and as age distribution shifts and changes in each group take place. St. Joseph’s baby aspirin is no longer marketed just to parents for their infants; now, it is also marketed to adults to help prevent heart disease. School-Age Children School-Age Children—and those even younger—exert considerable influence over family purchase, as marketers are keenly aware, particularly in the area of food. Children as young as 2 make choices about what they want to eat, play with, and wear. The food industry reportedly spends $10 billion each year marketing to children. Its advertisements for such produce as breakfast cereals, snack foods, and beverages are designed to attract the attention of children under the age of 12—who in turn persuade their families to purchase them. With childhood obesity on the rise, nutritionists and pediatricians are concerned about the nutritional value of foods marketed to children. In fact, a recent study by the American Academy of Pediatrics revealed that the advertising of junk food plays a key role in childhood obesity. Tweens and Teens Tweens—sometimes also called preteens—and teens are a rapidly growing market. This group is 71 million strong and packs a wallop when it comes to spending—some researchers estimate as much as $200 billion. But they also influence billions of dollars’ worth of purchases made by their families. Although members of this group don’t fall into a single category—they reflect the diversity of the U.S. population in general—the most popular purchases include candy and snacks, soft drinks, clothing, music, and electronics. If marketers could characterize this group with one word, it would likely be interactive. They grew up with the Internet, and they expect to be actively involved in their own entertainment. They might rather determine the outcomes of a video game than watch to see who won a football game on TV. Even the TV shows they watch—like American Idol—provide opportunities for input. They are completely comfortable in a digital world, and many cannot imagine life without their smart phones and iPods. When they want to communicate with friends—or parents—they send text messages. They expect a vas array of choices in programming, media alternatives, and interactive experiences. The big challenge for marketers is keeping up with them—let alone staying a step ahead. Phone companies and car companies have increased their spending on advertising to older teens, while snacks, clothing, and video games claim the attention of the younger set. Some companies have expanded their product lines to include specific offerings to tweens and teens. LuLuLemon Athletica, which specializes in athletic wear for women, recently launched a website featuring Ivivva, a new line of athletic and dance clothing for girls.
“
Continued
Tip
of the Week
“Age is another variable marketers use to segment their markets. ” Segmenting by Age continued… Generation X The group born between 1968 and 1979, now generally in their early 30s to early 40s, are often referred to as Generation X. This group of an estimated 41 million faced some economic and career challenges as they began their adult lives and started families: housing costs were high and debt associated with college loans and credit cards was soaring. But their financial squeeze should ease as they enter their prime earning years. This group is very family oriented—not defining themselves by their careers as much as previous generations—well educated, and optimistic. Like their younger counterparts, Gen Xers are comfortable with the Internet; even if they make a purchase at a retail store, they are likely to have researched their choices online. But like their elders, they ere raised on television—so the TV is still an important marketing tool. Baby Boomers Baby boomers—those born between 1946-1964—are a popular segment to target because of their numbers and income levels. Approximately 78 million people were born during this period in the United States. The values of this age group were influenced both by the Vietnam War era and the career-driven era that followed. They also came of age with early television and with TV commercials serving as a backdrop to most of their lives. They tried new breakfast cereals, ate TV dinners, and recall when cigarettes were advertised on television. Not surprisingly, baby boomers are a lucrative segment for many marketers. Baby boomers wield spending power estimated at $7 trillion, which is why businesses try to woo this group. Different subgroups within this generation complicate segmentation and targeting strategies. Some boomers put off having children until their 40s, while others their age have already become grandparents. Boomers tend to value health and quality of life—a fact not lost on marketers for products like organic foods, financial investments, travel, and fitness. But boomers are also quick to embrace new technology, even as they age. According to a recent Pew Research Center study, baby boomers make up about 36 percent of Internet users. In addition, about 65 percent of all boomers maintain a Facebook page. The motorcycle industry has boomers clearly in its sights. As a group, baby boomers are significantly more physically active than their counterparts in previous generations. However, boomers are beginning to experience the wild range of health problems that typically come with age— arthritis, back pain, chronic joint and muscle issues, and more—making it difficult for them to continue to ride their two-wheelers. With baby boomers making up more than 40 percent of the motorcycling population, several manufacturers have introduced trikes—that is , three-wheeled motorcycles. The trikes even include luxury features, such as GPS navigation, cruise control, and stereo speakers.
“
Continued
Tip
of the Week
“Age is another variable marketers use to segment their markets. ” Segmenting by Age continued… Seniors As baby boomers age and Americans continue to live longer, the median age of the U.S. population has dramatically increased. Today, more than 40 million people are now over age 65. With discretionary income and rates of home ownership higher than those of other age groups, they also account for a major proportion of new-car sales and travel dollars spent. Many marketers have found that seniors are a group worth targeting. Although many seniors live on modest, fixed incomes, those who are well off financially have both time and money to spend on leisure activities and luxury items. Other important characteristics of this group include the following: Families experienced economic hardships during this group’s childhood. They built the suburbs. They value hard work. They like to associate with people who have similar views and backgrounds. They are concerned with personal safety. They spend money conservatively, but have reached a level of financial comfort where they like to indulge in some luxury. They are not likely to be the first to try new products. Understanding just a few of these characteristics helps marketers develop goods and services and created marketing messages that will reach this group. Road Scholar, a branch of Elderhostel, is a nonprofit organization that has been offering educational travel for seniors since 1975. it’s “Adventures in Lifelong Learning” currently comprise 6,500 educational tours in every state and 150 countries. Instead of guides, the tours are run by instructors who are experts in their fields and by local educators. Lectures and field trips are included, and the Road Scholar Travel Assistance Plan, included in the cost of the programs, ensures that anyone with a medical emergency will be cared for. Participants pay tuition rather than fees, and the program is supported by donations.
“
Outsourcing Strategies for Small Business: Issues, Theoretical Bases, and Guidelines This paper was written by Matthew Sonfield from Hofstra University.
A developing strategic trend among small businesses is to outsource some of the firm’s peripheral business functions, a strategy taken primarily by medium—and large-sized enterprises. This paper reviews discussions of this trend, both in the general practitioner literature, and furthermore in the empirical and theory-based academic journal literature. Relevant issues are considered and guidelines are offered, both to small business owners and managers, and to those who advise and assist such businesses. (pg. 96)
Executive Director Dr. Don B. Bradley III
Development Interns Daniel Champion Marissa Sides Raina Silva
The Small Business Advancement National has recently made immense changes to the layout of its website, SBAER.UCA.EDU, as well as its Newsletter. We welcome constructive criticism, comments, and of course, all questions throughout this transition.
Read Entire Paper Here
Email: SBANC@UCA.EDU Phone: 1 (501) 450-5300 Small Business Institute
Contemporary Marketing
2015 Proceedings
Boone & Kurtz
Matthew Sonfield
CENAGE
Page 96
Pages 279-282
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