Chapter 5 demographic dimensions

1. Chapter 5 demographic dimensions

2. Get the facts, know the trends, relate this information to marketing strategy

3. Global Markets • growing markets • facts • marketing strategy implications target market , 4 p's • Population concentration • facts • marketing strategy implications • Income • GDP vs. GNP - GDP can give impression that those in less developed countries have more income than they really have (T or F?) • GNP/ per capita Where is the USA? • Marketing strategy implications for economic output performance? • Third world problems • examples • marketing strategy implications • Data sources for global markets • CIA world fact book • World Bank world development indicators • U.S. Census World population profile • NTDB -National Trade Data Base - department of commerce

4. U.S. markets - for each area below get facts, trends, and relate to marketing strategy • relative to other global markets - population and population growth, economic performance • age distribution - check numbers and percentages in age brackets - note trends - note for years 2000 and 2010 -see Ex 5-6 • areas of greatest growth decline in population • household composition • market boundaries • MSA > 50,000 • CMSA > 1,00,000 • Mobility • income • distribution of income -Ex 5-8 top 5% -20% - lowest 20% - 4.2% • median family income $42,300 • disposable income ( after taxes) vs discretionary income ( money to save or spend) • Family life cycle senior citizens 11% poverty level vs overall 14% note wealth vs. income • Ethnic groups • common and misleading stereotypes • segmenting ethnic markets

5. ? pros and cons of demographics as a tool for marketers ?what else is needed • aggregated, outdated, biases, international availability, consistency in measures • cheap, quick overview, accessibility, hard data, good quantitative handle

6. Do chapter question 10 on page 150