Student Discussion Activity The Family Life Cycle The family life cycle (FLC) used to be a very effective way of segment

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Student Discussion Activity
The Family Life Cycle
The family life cycle (FLC) used to be a very effective way of
segmenting the market and predicting future needs. While it is less
somewhat effective today because of the increased diversify and
volatility of family structures, it still provides reasonable value
to marketers in a number of industries.
However, your key task in this activity is to ‘update’ the
traditional family life cycle, taking into account the trend in
family structures.
Here is a basic model of the traditional family life cycle:
And here is a list of trends/changes occurring in this
traditional cycle/path:
Student Discussion Questions
1. Redesign the traditional family life cycle, given some of
today’s lifestyle choices/situations.
2. How effective do you think that your revised model will be
for marketers? Why/why not?
3. What product categories would be more suited to using family
life cycle as a segmentation base?
4. How effective would your model be for predicting future needs
of customers?