Chapter 5 - Demographic Dimensions of Global Consumer Markets

Chapter 5 - Demographic Dimensions of Global Consumer Markets

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Chapter 5 Demographic Dimensions of Global Consumer Markets 01/02/2008 13:01:00 Marketing Strategy Planning and Demographic Dimensions of Final Consumers       (Exhibit 5-1)      Check in book     Final Consumers o Chapter 5: Demographic Dimensions of Final Consumer Markets Global Consumer Markets: Population trends Income growth and distribution Urbanization, literacy, and other 3 Main Questions: (Consumers)     What are its relevant segmenting dimensions? What are its relevant segmenting dimensions? o Behavior o Demographics How big is it? Where is it? o Is it large enough to profit and grow? Where is it? o Location
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Demographics     Marketing to New Growth Economy Marketers use this data to determine what areas will be target markets for  new products and services: o Thus marketers are targeting Hispanics as opportunities for market  growth in these high growth areas People with Money Make Markets     Search for Growing Markets o Other Countries o Current Population o Population Trends Other Population Trends     Increasing Density Increasing Urbanization Video: Austin Spirit No Money, No Market!     Gross Domestic Product (GDP) o Includes the GNI plus income earned by foreigners that own resources  in that nation
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Gross National Income (GNI) A total value of goods and services produced by a 
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Chapter 5 - Demographic Dimensions of Global Consumer Markets

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