1、Chapter 5,Demographic Dimensions of Global Consumer Markets,At the end of this presentation, you should be able to:,Know about population and income trends in global markets and how they affect marketers. Understand how U.S. population growth is shifting in different areas and for different age grou

2、ps. Know about the distribution of income in the United States. Know how consumer spending is related to family life cycle and other demographic dimensions. Know why ethnic markets are important and why they are increasingly the focus of multicultural marketing strategies.,Marketing Strategy Plannin

3、g and Demographic Dimensions of Final Consumers (Exhibit 5-1),Final Consumers,Organizational Consumers,CH 5: Demographic Dimensions of Final Consumer Markets,Marketing Strategy Planning and Demographic Dimensions of Final Consumers (Exhibit 5-1),CH 7: Buying Behavior of Business & Organizational Cus

4、tomers,CH 6: Buying Behavior of Final Consumers,Final Consumers,CH 5: Demographic Dimensions of Final Consumer Markets,Marketing Strategy Planning and Demographic Dimensions of Final Consumers (Exhibit 5-1),Global Consumer Markets Population trends Income growth & distribution Urbanization, literacy

5、, & other differences,U.S. Consumer Market Population trends Income growth & distribution Spending patterns Ethnic dimensions,What are its relevant segmenting dimensions?,How big is it?,Where is it?,3 Main Questions,Understanding Potential Markets,When deciding whether or not to target a potential g

6、roup of customers, which of the following is NOT one of the three important questions you need to be able to answer? How big is the market? What are the markets relevant segmenting dimensions? What products or services do the customers currently use? Where is the market?,Checking Your Knowledge,Othe

7、r Countries,Current Population,Population Trends,Marketers Search for Growing Markets,Other Population Trends,Gross National Income (GNI),Gross Domestic Product (GDP),Income earned by foreigners in the nation,GNI / Countrys Population Size = Per Capita Income,No Money, No Market!,+,=,Issues Related

8、to Development,Where Does Your State Stand? (Exhibit 5-3),Population Growing, but,Birthrate Boom or Bust?,Graying of America,Growth Trends Young and Old,Key Trends,Appealing to the “Matures”,Not Just for the Younger Generation, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Married Couple witho

9、ut children,“Traditional” Family,Single Adult Households,High Divorce Rate,Unmarried Living Together,Trends in US Households and Families,PopulationMobility,US Population Mobility,The Mobile Ones, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Of the 13% of Americans that move every year, which

10、 category captures the majority (almost 70%) of those moves? Out of the U.S. From one region to another Within the same state Within the same county Within the same neighborhood,Checking Your Knowledge,Changing US Income Patterns (Exhibit 5-6),Income Dimensions of the US Market (Exhibit 5-7),Total I

11、ncome,Disposable Income,Different Types of Spending,Discretionary Income,A Luxury Item,The Family Life Cycle (Exhibit 5-8),Family Life Cycle Implications,Key Issues,Reallocation for teenagers,Empty Nesters,Senior Citizens,Acceptance of New Ideas,Family Life Cycle, 2009 McGraw-Hill Companies, Inc., M

12、cGraw-Hill/Irwin,Interactive Exercise: Family Life Cycle,Which group likely spends the most money on durable goods? Young single. Young married without children. Young married with children. Middle-aged married with children Older married without children,Checking Your Knowledge,Insights from the Ce

13、nsus, 2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Buy Differently,Increasing Median Income,High Growth Rate,Avoid Stereotypes,Ethnic Dimensions of the US Market,Appealing to Ethnic Markets,You should now be able to:,Know about population and income trends in global markets and how they affec

14、t marketers. Understand how U.S. population growth is shifting in different areas and for different age groups. Know about the distribution of income in the United States. Know how consumer spending is related to family life cycle and other demographic dimensions. Know why ethnic markets are important and why they are increa