MARKETINŠKI MIKS ZA “MREŽNU GENERACIJU” / MARKETING MIX FOR “NET GENERATION”

Abstract

Today's young people perceive the world differently than previous generations. They were born in the "digital age".From their earliest days they use technology very skilfully.The intensive use of technology in their everyday life has resulted in altering the usual patterns of behavior, with the possibility that their value system has changed. For the generation born between in 1977 and 1997 Don Tapscott coined the term "network generation". The main characteristics of that generation was researched and published in the paper "Net generation: Strategic research". In that paper, based on the sample of over 8,000 young people from more than 20 countries, he put in correlation the demographic revolution with the technological revolution. Every year the number of theeducated and employed members of the "netgeneration" is increasing. Due to the fact they make money, they also purchase more. Considering thatthenet generation lives according to different value systems than the previous generations it can be considered that they buy in a different way, according to different criteria of decision making. So, it is necessary to change the marketing approach for the“net generation”. The purpose of this paper is to present 3DEF marketing mix for the “net generation”, to enable producers and sellers to access information that is necessary for changes in marketing activities in order to achieve satisfaction of the "net generation".