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Enrolment Number: 00052108 GREY MARKET Ahead of any evaluation or research into the area of marketing dubbed the "grey market" is undertaken, an immediate and thorough knowledge of the subject area is compulsory in order to understand, explain and justify its application towards the self-chosen advertisement. It has been noted that it is complex to divide people into age cohorts, an assemblage of people with comparable ages who also more probably have shared close or similar life experiences. But when marketing a product or service a specific target group is of a paramount need in order to gain suitable exposure. A simple definition described in the literature text by Solomon, Bamossy & Askegaard (1999) is that the grey market is the "term used to describe the phenomenon of a fast growing segment of consumers aged 62 or older." In fact in most cited examples the grey market is often referred to as being from the...

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