陈章旺教授的市场营销5.ppt

1、,Demographic Dimensions of Global Consumer Markets,Chapter Five,Supplementary PowerPoint Archive for use with Basic Marketing: A Global-Managerial Approach, 14th edition by William D. Perreault, Jr. and E. Jerome McCarthy This file includes images of the photos, ads, and exhibits from the text for t

2、his chapter. Many of these images are also available in the color acetates or overhead masters. See the Basic Marketing Multimedia Lecture Package for additional information.,For use only with Perreault and McCarthy texts These images may not be redistributed or used for any other purpose without pe

3、rmission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.,(left) Courtesy SRC; (right) TETRAD Computer Applications, Inc. for use only with Basic Marketing,DemographicsN and PCensus photos, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Demog

4、raphic Dimensions for Select Countries,(left) Courtesy Delias; (right) Courtesy Wieden & Kennedy/Amsterdamfor use only with Basic Marketing, and Siemens teen-directed ads,(left and right) Courtesy of Colgate-Palmolive Companyfor use only with Basic Marketing,Colgate ad and picture of Philippine mark

5、et, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Projected Population Increase (Millions) between 1994 and 2020,Exhibit 5-1, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Demographic Dimensions,Exhibit 5-2,Important opera

6、tional dimensions for understanding market segments and developing marketing mixes Much good data is available Important for determining size of consumer target markets Is the market substantial? Seeing demographic trends helps identify opportunities Shifts in age distribution Geographic growth/decl

7、ine,Courtesy Monsantofor use only with Basic Marketing,Chart from Monsantos Annual Report, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Map of United States Showing Population by State (all figures in thousands),Exhibit 5-3, 2002 McGraw-Hill Companies, Inc., M

8、cGraw-Hill/Irwinfor use only with Basic Marketing,Percent Change in Population by State,Exhibit 5-4, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Changes in the U.S. Birthrate, 1935-2005,Exhibit 5-5, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use o

9、nly with Basic Marketing,Age Distribution,Average age is increasing But there is a big teen cycle on the way Post World War II Baby Boomers“ Still a big, influential group 50 and older group to grow dramatically in next decade,Courtesy AARPfor use only with Basic Marketing,MyGeneration ad, 2002 McGr

10、aw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Population Distribution (and Percent Growth Rate) by Age Groups for Different 10-Year Periods,Exhibit 5-6,Courtesy of CBS Television Networkfor use only with Basic Marketing,CBS ad, 2002 McGraw-Hill Companies, Inc., McGraw-H

11、ill/Irwinfor use only with Basic Marketing,Median Family Income Over Time (in 1999 dollars),Exhibit 5-7, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Percent of Total Income Going to DifferentIncome Groups in 1999,Exhibit 5-8, 2002 McGraw-Hill Companies, Inc.,

12、 McGraw-Hill/Irwinfor use only with Basic Marketing,Income Distribution,Growth in real income has slowed down Middle income groups in U.S. enjoy real choices U.S. distribution like Canada, Western Europe, Japan, Australia, New Zealand Higher income groups still have much of the spending power Top 20

13、% income group has over 47 percent of total income! Bottom 20% income group has only about 4 percent!, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Types of Income,DISPOSABLE INCOME Income that is left after taxes DISCRETIONARY INCOME What is left of disposabl

14、e income after paying for necessities,Agency: Oasis International Group Limitedfor use only with Basic Marketing,Six Travel Posters, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Family Life Cycle Factors, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Stages in Modern Family Life Cycles,Exhibit 5-9, 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwinfor use only with Basic Marketing,Family Spending for Several Family Income Levels (