Management and Marketing of Children

Management andmarketinginparticular,viewchildrenastarget
consumers and an important market for their products. Such atrendstarted
gaining prominence when themediahadbeguntohaveitsinfluenceon
children. It started with the television more than 50yearsago,andnow
Internet is beginning to have a greater impact. In the United States,there
are now more than one million children who have accesstotheWorldWide
Web and according to research done in the technology, the figurewillsoon
become as high as 3.8 million and then higher. According to surveys donein
1994, 11 percent of families whohaveannualincomeofevenlessthan
$20,000 have a computer, and when theincomelevelreaches$50,000,the
proportion having computers reach56percent.Thatdoesnotmeanthat
modern facilities are available to all American children, and more thanten
percent of American children live in homes which do nothaveatelephone.
In the government agenda for action released in 1993, there was a callfrom
the White House for all schools, libraries and hospitals to be connectedto
the national information infrastructure by 2000. [1]
It is important to note the opinions of experts like Jerry Kesslerof
Quaker Oats, who says “Children and adults do likedifferentproducts.It
would be hard making a generalized statement as towhatthosedifferences
are. Ideally, you could run an experimental design separatelyforchildren
and adults and then run the optimization three ways;whatisoptimumfor
the child, for the adult and for a combined data set where resultsforthe
children and adults are weightedbytheexpectedpercentageofuseby
each.”[2] It is not that they knowwhattotakeandteenagegirlsare
likely to have inadequate calcium intake,whichisrelatedtolowmilk
consumption. Poorl…