Marketing bán hàng - Chapter 5: Demographic dimensions of global consumer markets

Chapter 5: Demographic Dimensions of Global Consumer MarketsWhen you finish this chapter, you should5-2Chapter 5 Objectives 1. Know about population and income trends in global markets—and how they affect marketers.2. Understand how population growth is shifting in different areas and for different age groups.3. Know about the distribution of income in the United States.4. Know how consumer spending is related to family life cycle and other demographic dimensions.5. Know why ethnic markets are important—and why increasingly they are the focus of multicultural marketing strategies.6. Understand the important new terms.MoneyGrowthConcentrationLiteracyRelative Buying PowerRate of GrowthPopulation DensityCommunication ConcernsFocus:Focus:Focus:Focus :Identifying Potential Markets5-3US Population TrendsShifts to SuburbanAreasChanging HouseholdCompositionAging PopulationBirthrateRegional Differences?????????????????????????5-4193519702005131926Birthrate25.018.719.414.614.016.6After a peak between 1950 and 1955, U.S. Birthrates declined steadily until 1975. Following a brief rise in rates finishing about 1990, rates have again begun to fall.Exhibit 5-55-5Changes in U.S. Birthrate, 1935-2005196019801996$26K$34K$44KMedian incomeLong term income trends are important to marketing managers because strategy planning must take into account realistic growth potential. A narrow focus on a high growth period that extends a temporary rate too far into the future can ruin chances for long term successExhibit 5-75-6Median Family Income, 1960-1996Income Distribution5-7Percent of Total IncomeMiddle 20%Income GroupLowest 20%Income GroupTop 20%Income Group46.8%10203040504.2%10.0%15.8%23.1%Percent of Total Income Going to Different Income Groups in 1996$0 19,680 34,315 51,086 75,316Exhibit 5-8KeyTerms andIssuesDisposableIncomeExpenditureDataFamilyLife CycleDiscretionaryIncomeConsumer Spending Patterns5-8Family Life CycleMiddle-ageddivorced w/outdep. childrenMiddle-ageddivorced withchildrenYoungdivorced withchildrenMiddle-agedmarried w/outdep. children*Middle-agedmarried withchildren*Youngmarried withchildren*Middle-agedmarried w/outchildrenMiddle-ageddivorced w/outchildrenYoungmarriedx-child.*Youngdivorced w/outchildrenYoungsingle*Oldermarried*Olderun-married*Exhibit 5-95-9 Usual flow Recycled flow *Traditional family flowBuyingBehaviorMedianIncomeGrowthAccurateTargetGrowthRate5-6Ethnic Dimensions of the US MarketDisposable IncomeDiscretionary IncomeEmpty NestersSenior CitizensGross National Product (GNP)BirthrateMetropolitan Statistical Area (MSA)Key Terms5-11