Paper 4 Marketing strategy and consumer behavior
Demographic variables are widely used by marketers to learn about their customers’ differences in terms of age, income, gender, generations…etc. write a minimum of 7 pages APA formatted paper discussing the differences between generation Y (Gen Y) and generation Z (Gen Z) in terms of their shopping behavior, buying habits, and attitudes toward brands and companies.
Gen Y: Gen Y, or Millennials, were born between 1980 and 1994. They are currently between 25-39 years old.
- Gen Y.1 = 25-29 years old (31 million people in U.S. as of April, 2020)
- Gen Y.2 = 29-39 (42 million people in U.S. as of April, 2020 )
Gen Z: Gen Z is the newest generation to be named and were born between 1995 and 2015. They are currently between 4-24 years old (nearly 74 million in the U.S.)
How would you utilize Hofstede Cultural Dimensions to learn about generation Y and Z in different cultures?
Please make sure provide a brief comparison between Generational value to the Hofstede cultural dimension
Note*** This paper should be done APA 7 format, for references check the APA format 6 vs 7 is attached in the attachment
APA Major Changes: 6th to 7th Edition
APA Quick Reference Guide
7th edition has separate formats for professional papers and student papers. will use the format for student papers for all assignments.
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APA Changes |
6th Edition |
7Th Edition |
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Header |
Required running head (on first page), title in all caps & page number Ex. Running head: TITLE OF PAPER 1 |
Only requires a page number (right justified) Ex. 1 |
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Title Page |
Center and double-space the following information: Title of Paper Student Name University Name |
Center, double-space the following information: Title of Paper (centered in bold – extra space to separate title from remaining information) Student Name University Name Course Code: Course Title Professor’s Name Assignment Due Date |
| Title |
Add title at top of first page, title case Title of Your Paper Text begins here… . |
Add title at top of first page, bold, title case Title of Your Paper Text begins here… |
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Fonts |
Sans serif fonts, primarily Times New Roman |
More flexible; still recommends sans serif/serif fonts (11-point Calibri, 11-point Arial, 10-point Lucida/12-point Times New Roman, or 11-point Georgia) Any readable font is permissible |
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Abstracts |
The word count ranges between 150 – 250 words depending on type of paper. |
No abstracts unless instructor assigns. No changes from 6th Edition |
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Headings |
1 Centered, Bold, Title Case Heading 2 Flush Left, Bold, Title Case Heading 3 Indented, bold, lowercase paragraph heading, ending with a period. 4 Indented, bold, italicized, lowercase paragraph heading, ending with a period. 5 Indented, italicized, lowercase paragraph heading ending with a period. See the following |
Note changes in levels 3-5. 1 Centered, Bold, Title Case Heading 2 Flush Left, Bold, Title Case Heading 3 Flush Left, Bold, Italicized, Title Case Heading 4 Indented, Bold, Title Case Heading, Ending with a Period. 5 Indented, Bold, Italicized, Title Case Heading, Ending with a Period. |
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Writing Style and Grammar |
Singular “they” not endorsed (Ex. “A person should enjoy his or her work”). |
The singular “they” is now endorsed (Ex. “A person should enjoy their work”). |
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Line spacing |
Space twice after punctuation marks at the end of a sentence. Space once after commas, colons, and semicolons. |
Space once after a punctuation mark at the end of a sentence. *Paper is still double-spaced |
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In-text usage of italics v. quotation marks for special words |
Italics are acceptable for emphasis if it would otherwise be lost. |
Italics are still acceptable for emphasis, but quotation marks can be used instead of italics for further emphasis of special words. |
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Tables & Figures |
No color used |
Color is now acceptable |
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1 author: (Jameson, 2017) 2 authors: (Craig & Robinson, 2018) 3-5 authors: (Salas, Smith, Jones, Markson, & Caesar, 2016) |
1 author: (Jameson, 2017) 2 authors: (Craig & Robinson, 2018) 3 authors or more: (Salas et al., 2016) *to avoid ambiguity, more than one author’s name may need to be cited: (Kapoor, Bloom, Montez, et al., 2019) (Kapoor, Bloom, Zucker, et al., 2019) |
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In-text citation without pagination for direct quotes |
For electronic sources that do not provide page numbers use the paragraph number Ex: (Smith, 2007, para. 5). |
Now, any of the following may be used: Heading/section name (Delany & Markson, 2015, Servant leadership section) Shortened heading/section name (Centers for Disease Control and Prevention, 2016, “Options for Treatment” section) * In this example, the full title was: Options for Treatment with Patients of Kidney Disease Paragraph number (McKinney, 2019, para. 3) Heading/section plus paragraph number (Danon, 2017, Teaching Techniques section, para. 4). |
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Reference List |
More than 7 authors: ellipsis is used. Hyperlinks removed. Ex. https://nytimes.com.123356j34 DOIs could be represented solely by a number: Ex. – doi:1237345230482309 City and state required with publisher Ex: Boston, MA: Routledge. No DOI needed for physical copies of articles/books Example of authored book with available DOI: Brown, L. S. (2018). Feminist therapy (2nd ed.). Washington, DC: American Psychological Association. Write: Retrieved from before URL link Ex. Retrieved from https://newsroom.23893459 No retrieval dates needed |
Now up to 20 authors can be included in the reference entry before ellipsis are used. Hyperlinks are embedded (generally blue and underlined) https://nytimes.com.123356j34 DOIs will now be presented with the URL: Ex. – City and state are no longer needed with publishers Ex.: Routledge. If DOI is available, include DOI with physical copies of resources Example of authored book with available DOI: Brown, L. S. (2018). Feminist therapy (2nd ed.). American Psychological Association. No longer need to state: Retrieved from Ex. https://newsroom.23893459 Provide retrieval dates only when an online source is designed to change. |
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URLs |
When using URLS, give the exact URL for the source you are citing. |
If the URL requires a login, provide the URL of the home page. Ex: |
Adapted from: American Psychological Association. (2020). Publication manual of the American Psychological Association (7th ed.). https://doi.org/10.1037/0000165-000