1. The Measurement of Social Class
1.1. Single-Item Index
1.1.1. One Dimension
1.1.1.1. Education
1.1.1.2. Income
1.1.1.3. Occupation
1.2. Index of Social Position
1.2.1. Two Dimensions
1.3. Multi-Item Index
1.3.1. Various Dimensions
1.3.1.1. Measure an individual's overall rank or social position within the company
2. Social Stratification
2.1. Socioeconomic factors
2.1.1. Ocupation
2.1.2. Education
2.1.3. Ownership
2.1.4. Income
2.1.5. Heritage
2.2. Social Standing
2.2.1. Upper class
2.2.2. Middle class
2.2.3. Working class
2.2.4. Lower class
2.3. Unique behaviors
2.3.1. Purchases
2.3.2. Consumption
2.3.3. Comunication
2.3.4. Preferences
3. Demographics
3.1. Occupation
3.1.1. Associated with education and provides status and income Influences values, lifestyle and consumption process
3.2. Education
3.2.1. High-paying jobs require more technical skills and reasoning Influences preferences, thinking and decision making processes
3.3. Income
3.3.1. Income level+accumulated wealth = purchasing power Enables purchases but does not explain them Subject discretionary Income Estimate by consumer of available expenditure for non-essentials
3.4. Age
3.4.1. Carries cultural behavior and attitudinal norms Affects self-concept and lifestyle Prioritize non-essentials consumption depending on age category. Cognitive age - One’s perceived age by others considering conducts, looks and feelings
4. Social Structure in US
4.1. Upper americans
4.1.1. Upper-upper
4.1.2. Lower-upper
4.1.3. Upper-middle
4.2. Middle americans
4.2.1. Middle class
4.2.2. Working class
4.3. Lower americans
4.3.1. Upper-lower
4.3.2. Lower-lower
5. Social Stratification & Marketing Strategy
5.1. Brand Positioning in Different Social Class Categories
5.2. Urban Revitalization
6. Understanding American Generations
6.1. Pre-Depression Generation
6.1.1. <--1930
6.1.1.1. Healthy Indulger
6.1.1.1.1. physically and mentally healthy and active, independent.
6.1.1.2. Ailing Outgoers
6.1.1.2.1. limited in their physical abilities, but they remain active within financial constraints
6.1.1.3. Healthy Hermits
6.1.1.3.1. physically healthy, but have reduced their self-concept and they have become withdrawn
6.1.1.4. Frail Recluses
6.1.1.4.1. Have accepted old-age and reflect reduced physical capabilities and social roles.
6.2. Depression Generation
6.2.1. 1930 – 1945
6.2.1.1. Good health and quite active. It translate into demand for recreational vehicles, secondhomes, new cars, travel services, and recreational adult education.
6.3. Baby Boom Generation
6.3.1. The end of WWII– 1964
6.3.1.1. Heavily influenced by the Kennedy assassination, Vietnam War, recreational drugs, sexual revolution, energy crisis, rapid growth of divorce, the cold war, and rock and roll
6.4. Generation X
6.4.1. 1965 – 1976
6.4.1.1. Materialistic, sophisticated and impatient
6.5. Generation Y
6.5.1. 1977 – 1994
6.5.1.1. Independent, expressive, innovative, tolerant and curious.
6.6. Generation Z
6.6.1. 1995 – 2009
6.6.1.1. Adaptable, tech-savvy, conscientious, honest, hard-working, anxious and mindful of the future.
6.7. Generation Alpha
6.7.1. 2010 ->
6.7.1.1. Expect instant gratification and tech savyy