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Chapter 5. Demographic Dimensions of Global Consumer Markets. www.mhhe.com/fourps. Marketing Strategy Planning and Demographic Dimensions of Final Consumers (Exhibit 5-1). Marketing Strategy Planning and Demographic Dimensions of Final Consumers (Exhibit 5-1). Final Consumers.

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chapter 5

Chapter 5

Demographic Dimensions of Global Consumer Markets

www.mhhe.com/fourps

marketing strategy planning and demographic dimensions of final consumers exhibit 5 11
Marketing Strategy Planning and Demographic Dimensions of Final Consumers (Exhibit 5-1)

Final

Consumers

Organizational

Consumers

CH 6: Buying

Behavior of

Final Consumers

CH 7: Buying Behavior

of Business &

Organizational Customers

CH 5: Demographic

Dimensions of Final

Consumer Markets

marketing strategy planning and demographic dimensions of final consumers exhibit 5 12
Marketing Strategy Planning and Demographic Dimensions of Final Consumers (Exhibit 5-1)

Final

Consumers

  • Global Consumer Markets
  • Population trends
  • Income growth & distribution
  • Urbanization, literacy, & other
  • differences

CH 5: Demographic

Dimensions of Final

Consumer Markets

  • U.S. Consumer Market
  • Population trends
  • Income growth & distribution
  • Spending patterns
  • Ethnic dimensions
understanding potential markets
Understanding Potential Markets

3 Main

Questions

What are its relevant segmenting dimensions?

How big is it?

Where is it?

marketers search for growing markets
Marketers Search for Growing Markets

Other Countries

Current Population

Population Trends

no money no market
No Money, No Market!

Gross National Income

(GNI)

Gross

Domestic

Product

(GDP)

+

=

Income earned by foreigners in the nation

GNI / Country’s Population Size = Per Capita Income

issues related to development

Literacy and marketing problems

What do third world consumers really need?

Much segmenting may be required

Issues Related to Development
growth trends young and old
Growth Trends Young and Old

Key Trends

Population Growing, but…

Birthrate – Boom or Bust?

Graying of America

trends in us households and families
Trends in US Households and Families

Married Couple without children

High Divorce Rate

“Traditional” Family

Single Adult Households

Unmarried Living Together

us population mobility

Rural toUrban

Urban toSuburban

US Population Mobility

PopulationMobility

different types of spending

Taxes

Necessities

Different Types of Spending

Total

Income

Discretionary

Income

Disposable

Income

tony the alabama grad
Tony – The Alabama Grad
  • Tony’s income is $30,000 annually
  • Taxes are $7,000
  • Rent & Car Payments are $16,800
  • What is Tony’s disposable income?
  • What is Tony’s discretionary income?
slide19
Tony
  • Disposable Income = $30,000 - $7,000 = $23,000
  • Discretionary Income = $30,000 - $7,000 - $16,800 = $6,200
sue an auburn graduate
Sue – an Auburn Graduate
  • Income is $45,000 annually
  • Taxes are $9,000
  • Rent & car payments = $20,000
  • What is Sue’s disposable income?
  • Discretionary income?
  • Would Sue say “yes” to a marriage proposal from Tony?
sue answer
Sue Answer
  • Disposable income = $45,000 - $9,000 = $36,000
  • Discretionary Income = $45,000 - $9,000 - $20,000 = $16,000
  • Marry Tony? – Clearly not. Tony is a low discretionary income “loser boy” bama fan.
family life cycle implications
Family Life Cycle Implications

Acceptance of New Ideas

Reallocation for teenagers

Key Issues

Senior Citizens

Empty Nesters

ethnic dimensions of the us market
Ethnic Dimensions of the US Market

Buy Differently

Increasing Median Income

Avoid Stereotypes

High Growth Rate

you should now be able to
You should now 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 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 increasingly the focus of multicultural marketing strategies.
key terms
Key Terms
  • Gross Domestic Product (GDP)
  • Birthrate
  • Metropolitan Statistical Area (MSA)
  • Real Income
  • Disposable Income
  • Discretionary Income
  • Empty Nesters
  • Senior Citizens