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Marketing

Marketing. Leslie Lum. The Market. This is where it all begins--. Target Market. Who is it? How big is it?. Demographics of the American Market. Characteristics of people Gender Age Ethnic group Education Income . Population – www.census.gov.

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Marketing

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  1. Marketing Leslie Lum

  2. The Market This is where it all begins--

  3. Target Market • Who is it? • How big is it?

  4. Demographics of the American Market • Characteristics of people • Gender • Age • Ethnic group • Education • Income

  5. Population – www.census.gov • The American population is described using demographics such as gender, marital status, age, education, income and ethnicity • On a sheet of paper, estimate: • Percent female, percent male • Percent married, divorced, never married • Percent under 25 years, etc. Median age • Percent with college • Percent white, black, Asian, etc.

  6. Gender

  7. Married?

  8. Income

  9. Income

  10. Age

  11. Age

  12. Age

  13. Age

  14. Income

  15. Income

  16. Education

  17. Ethnicity

  18. Context of Multicultural Markets

  19. Growth

  20. Going forward

  21. Going forward

  22. Going forward

  23. The future is now

  24. Dynamics

  25. Dynamics

  26. Table A- 1 Multicultural Purchasing Power 2002 and 2007 Purchasing Power Growth

  27. African Americans • 34.7 million African Americans with 1.8 million as African American along with another race • This group grew 21.5% versus 13.2% for the total population between 1990 and 2000 • Definition of the segment is complex task • 700,000 are Hispanic blacks • Black with white number 785,000

  28. Immigration is still a factor

  29. Age and Gender

  30. Versus Whites

  31. Educational attainment

  32. Educational attainment

  33. Income

  34. Poverty rates

  35. Where African Americans live

  36. Racism

  37. Causey Learning Center

  38. Hispanic Americans

  39. Hispanic Americans

  40. Hispanic Americans

  41. Hispanic Americans

  42. Hispanic Americans

  43. Hispanic Americans

  44. Hispanic Americans

  45. Hispanic Americans

  46. Hispanic Americans

  47. Hispanic Americans

  48. Hispanic Americans

  49. Hispanic Americans

  50. Hispanic Americans

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