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Generation X : Gen X




               2




Customer and Behavior)



       1           2554
1




    Customer and Behavior

                        Generation X : Gen

X

               (STP)

        )              Generation X : Gen X
2




            1

            2

    Gen X



3
3




     4


     5


     5

         Gen

X                  6



               6



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    “Generation X


                                    Work-life
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                    ”



                                      GEN X



                        Gen

X




                              Gen

X

           Gen X
5




        Gen X




                              Gen

X

                Gen

X                       11




Gen X

                      20-30

                      Gen

X
6



    Gen X                      Gen B


            Gen

B

                                       Gen

X




                                             Gen

X

                                Gen

X




                  Life Style
7



                       Gen

X

                               Gen X

                             Gen B           Baby

Boomer           Gen

X


                                       Gen

B



         Gen B



                                       Gen B



    Gen X




                                               Gen X
8




Gen X




              Gen X

        Gen

X




Gen X
9



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             Gen X

     Gen

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            Gen

X




                  Gen

X
10



Gen X


               Gen

X

                      Gen X




                                   )
BAYERISCHE MOTOREN WERKE AG.(BMW)


Gen X




                                        PC CD-ROM




           (Market Segmentation

     1.                  Demographic)       BMW

                                               34-

45
11




2.                 (Geographic)            BMW

                                            24

     13                                    140

                                     BMW     9

                           8



3.                Psychographic)           BMW




4.                     Behavioral)         BMW




          (Market Targeting)

1.                Occupants)
12



     2.                 Objects)




     3.                  Objectives)

          1.



          2.



          3.

          4.



          5.

4.



5.                      Outlets)       BMW

               BMW

6.               Occasions)
13



     1.

     2.



     3.

7.         Operations)


          BMW




           Positioning)



           Gen-X
14




                             Gen-X
                   Gen-X


           Gen-X



                        Gen-X

                                     Gen-X




        Young Entrepreneur



Gen-X
15




                    Gen-X




        Generation X : Gen X            –
                               Gen B
                            Gen
Y
    Gen X



                   Gen X


      Gen X                            Baby
Boomers : Gen B                         Gen B


                  Gen B


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16




Gen
X




              Gen X




Pragmatic)               Gen
B               Gen X
Gen B




                 Gen X



        Gen
Y
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               Gen B




                         Creative)         Gen
X                        Baby Boomers


                       Gen
X




                               Gen X
                             Gen X




                                Strongly
Independent)
                                                 Gen
X


                              Gen B
                                                 Gen
X
18




                     Self-Reliant)   Gen X




                      Gen X


          Gen
X
Entrepreneur by Nature)
Independent Contractor)




    Gen
X
                            Gen
X
                      Gen
19



X



           Hard-Working)


          Gen
X




                 Good Work Ethic)


    Gen
X
          Gen
B




                Get Ahead)   Gen
X
20




               Gen X
Financial
Security)




    Gen X




               Gen X


Realistic)
             Gen X


                       Gen
X



       Gen X
Multiple Mentors)




               Gen X
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                              2

              Generation X : Gen X



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Ganeration x group2

  • 1. Generation X : Gen X 2 Customer and Behavior) 1 2554
  • 2. 1 Customer and Behavior Generation X : Gen X (STP) ) Generation X : Gen X
  • 3. 2 1 2 Gen X 3
  • 4. 3 4 5 5 Gen X 6 6 9 10 13
  • 5. 4 “Generation X Work-life Balance) ” GEN X Gen X Gen X Gen X
  • 6. 5 Gen X Gen X Gen X 11 Gen X 20-30 Gen X
  • 7. 6 Gen X Gen B Gen B Gen X Gen X Gen X Life Style
  • 8. 7 Gen X Gen X Gen B Baby Boomer Gen X Gen B Gen B Gen B Gen X Gen X
  • 9. 8 Gen X Gen X Gen X Gen X
  • 10. 9 Gen X Gen X Gen X Gen X Gen X
  • 11. 10 Gen X Gen X Gen X ) BAYERISCHE MOTOREN WERKE AG.(BMW) Gen X PC CD-ROM (Market Segmentation 1. Demographic) BMW 34- 45
  • 12. 11 2. (Geographic) BMW 24 13 140 BMW 9 8 3. Psychographic) BMW 4. Behavioral) BMW (Market Targeting) 1. Occupants)
  • 13. 12 2. Objects) 3. Objectives) 1. 2. 3. 4. 5. 4. 5. Outlets) BMW BMW 6. Occasions)
  • 14. 13 1. 2. 3. 7. Operations) BMW Positioning) Gen-X
  • 15. 14 Gen-X Gen-X Gen-X Gen-X Gen-X Young Entrepreneur Gen-X
  • 16. 15 Gen-X Generation X : Gen X – Gen B Gen Y Gen X Gen X Gen X Baby Boomers : Gen B Gen B Gen B Gen B
  • 17. 16 Gen X Gen X Pragmatic) Gen B Gen X Gen B Gen X Gen Y
  • 18. 17 Gen B Creative) Gen X Baby Boomers Gen X Gen X Gen X Strongly Independent) Gen X Gen B Gen X
  • 19. 18 Self-Reliant) Gen X Gen X Gen X Entrepreneur by Nature) Independent Contractor) Gen X Gen X Gen
  • 20. 19 X Hard-Working) Gen X Good Work Ethic) Gen X Gen B Get Ahead) Gen X
  • 21. 20 Gen X Financial Security) Gen X Gen X Realistic) Gen X Gen X Gen X Multiple Mentors) Gen X
  • 22. 21 2 Generation X : Gen X 1. 52010918646 MK522 2. 53010910108 MK531 3. 53010911111 MK532 4. 53010911112 MK531 5. 53010911141 MK532
  • 23. 22 6. 53010916024 MK531 7. 53010919742 MK531