MKTG 371
Perner
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U.S. values and implications
Demographic variables
Social stratification
 in the U.S.
 in other cultures
Strategic implications

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Other oriented
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Religious vs. secular
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Sensual gratification vs. abstinence
Postponed vs. immediate gratification
Material vs. nonmaterial
Hard work vs. leisure
Active vs. passive
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Environment related
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Cleanliness
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Tradition vs. change
Risk taking vs. security
Problem solving vs. fatalistic
Admire vs. overcome nature
Performance vs. status
MKTG 371
Perner

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Other oriented
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Individual vs. collective
Diversity vs. uniformity
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Limited vs. extended family
Youth vs. age
Competition vs. cooperation
Masculine vs. feminine
MKTG 371
Perner

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“Green” marketing
Cause-related marketing
Marketing to gay and lesbian consumers
Gender based marketing
MKTG 371
Perner

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Population

 size: number of individuals distribution

 across a geographic region rural, urban, or suburban
MKTG 371
Perner
DEFINITION

Structure
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 age economic stratification occupational distribution status/social class
Demographics: the description of a population in terms its size, distribution, and structure.

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
Understand current markets --demand for products explained in terms of personal characteristics
Predict future markets
MKTG 371
Perner


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
MKTG 371
Perner

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
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“Graying” countries
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Germany, Japan, U.S.
High birthrate areas

Africa, parts of Asia,
Latin America
Age group vs. demand for products
(refer to section on subculture)
MKTG 371
Perner

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Income adjustments

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Taxes and other deductions
Benefits
Actual vs. subjective discretionary income
(SDI)
Income vs. willingness to spend
MKTG 371
Perner

MKTG 371
Perner

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Occupation
Education
Ethnic group (refer to section on subculture)
Religious groups
Geographic region

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
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
MKTG 371
Perner


Positioning strategies

Upward Pull
(opportunity to enjoy pleasures of higher class)

Appeal to newly wealthy (ability to enjoy better things in life now)

“At level’’--accurately portray class standing
MKTG 371
Perner