Daimler Presentation by: Dan Driebel

Dr. Frank Ruff – Daimler Presentation

On Tuesday, June 3, 2008, Dr. Frank Ruff with Daimler gave a presentation at the IMK to talk about marketing and lifestyles among various groups. Dr. Frank Ruff works for the Society and Technology Research Group (STRG) where his mission is to link with Daimler and its markets with the “big picture.” “STRG provides and “outside-in” research and tailor-made services to support Daimler’s management with its strategic, market, and product planning.”
Dr. Ruff spoke about various points, starting with aging societies in the international scope. He asked us to compare and contrast photos of German elders compared to those from the US, and pointed out differences between cultures such as the fact that many elderly German woman don’t hold a drivers license, compared to the elderly in the US. Dr. Ruff pointed out various differences for reasons why the differences exist, such as the public transportation system in Germany, and the lack there of in many US cities. He also showed us a map of the world population, and the geographically located elderly compared to countries where the elderly are over 65. He gave us a helpful website to use for future assignments or personal use called www.worldmapper.com to help with various world mapping subjects.
One interesting aspect that stuck out in his presentation was the fact that in Germany, they not only have the baby-boomer generation, generation-X, and the millennium generation, but they also include a swing generation, which deals with a generation during the time of Hitler. Something interesting when dealing with various market groups because this extra generation isn’t something the typical American would know too much about.
Dr. Ruff also touched on subjects and various differences between Germany and the US in subjects such as Demography and lifestyles, aging: weaknesses and strengths, aging societies and how to market to them, and we also had a question and answers discussion at the end of the presentation. Although at times the presentation was a little dry, Dr. Ruff provided an immense amount of information regarding Germany, its cultures, its people, and reasons for the geographical and demographical circumstances in the country and its people.