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By Lila B. Stair

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8 Page 9 percent will be over the age of 65. Average life expectancy is currently 81 years for men and 85 years for women and is predicted to increase in future years. Many aging Americans are both physically and financially healthy. They want a variety of products and services tailored to meet their needs. The senior citizen market will receive much attention from marketing professionals in future years. A fast-growing area of marketing is cause marketing. In 1993 companies spent nearly $1 billion on cause marketing campaigns, calling attention to causes and their products.

The Product Development Process One of the most prolific companies in the area of new product development, Rubbermaid, was number one in Fortune Magazine's "Most Admired Company" survey. This manufacturer of over 5,000 products introduces new products at a rate of nearly one per day, with nine out of ten successes, and this figure does not include the products that are improved versions of older products. Who generates all of these product ideas? Twenty teams of five to seven people from a variety of departments such as marketing, manufacturing, research and development, and finance.

Retail Sales. Sales Management. Merchandise Buying and Management. Opportunities in Retailing. Sources of Information. 8: Careers in Corporate Marketing Management80 The Restructuring of Corporate Management. Marketing Managers. Middle Managers and Supervisors. Advancement into Management. Resources for Success in Management. The Top Chief Executive Officers Today. Opportunities for Managers. Management Compensation. S. Corporations. Consumer Demand and Its Impact on Global Marketing. How Companies Are Involved in Foreign Markets.

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