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Demographics and Values

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francois
12 diapositives · 307 Views · Dec 19, 2012

This document explores U.S. demographics and values, examining implications for social stratification and marketing strategies. It delves into various demographic variables such as age, income, and education, highlighting the shift in population dynamics, particularly fueled by immigration. The exploration of cultural values, including the contrast between traditional and modern perspectives, sets the stage for effective marketing approaches. The insights gained can help businesses tailor their strategies to cater to diverse consumer segments within a rapidly changing landscape.

#demographic #demographic transition #demographics of china #demographics of honduras #epidemiology #demographics of england #malawi #demographics of israel
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  1. Demographics and Values • U.S. values and implications • Demographic variables • Social stratification • in the U.S. • in other cultures • Strategic implications

  2. Other oriented Religious vs. secular Sensual gratification vs. abstinence Postponed vs. immediate gratification Material vs. non-material Hard work vs. leisure Active vs. passive Environment related Cleanliness Tradition vs. change Risk taking vs. security Problem solving vs. fatalistic Admire vs. overcome nature Performance vs. status Values

  3. Other oriented Individual vs. collective Diversity vs. uniformity Limited vs. extended family Youth vs. age Competition vs. cooperation Masculine vs. feminine More Values

  4. Marketing Strategy and Values • “Green” marketing • Cause-related marketing • Marketing to gay and lesbian consumers • Gender based marketing

  5. Population size: number of individuals distribution across a geographic region rural, urban, or suburban Structure age economic stratification occupational distribution status/social class Issues in Demographics Demographics: the description of a population in terms its size, distribution, and structure. DEFINITION

  6. Demographics helps • Understand current markets--demand for products explained in terms of personal characteristics • Predict future markets

  7. U.S. growing, fueled by immigration rather than birthrates (implications) shifting (away from Midwest toward South, Southwest) highly mobile Germany declining (large incentives given to have children) traditionally static (immobile) but more mobile now due to unification of East and West Germany opportunities with EC Population

  8. Age • “Graying” countries • Germany, Japan, U.S. • High birthrate areas • Africa, parts of Asia, Latin America • Age group vs. demand for products (refer to section on subculture)

  9. Income • Income adjustments • Taxes and other deductions • Benefits • Actual vs. subjective discretionary income (SDI) • Income vs. willingness to spend

  10. Other Demographic Variables • Occupation • Education • Ethnic group (refer to section on subculture) • Religious groups • Geographic region

  11. In the U.S. often denied not clearly defined but clear differences in individual status income power/privilege In India traditionally defined by rigid caste (now officially outlawed but still in practice) movement traditionally not permitted In Britain class differences not legally spelled out, but accepted by tradition class “consciousness” some upward movement possible Social Class/Stratification

  12. “At level’’--accurately portray class standing Positioning strategies Upward Pull (opportunity to enjoy pleasures of higher class) Appeal to newly wealthy (ability to enjoy better things in life now) Implications for Marketing Strategy