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

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

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

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

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

6. MKTG 371 Perner Demographics helps Understand current markets--demand for products explained in terms of personal characteristics Understand current markets--demand for products explained in terms of personal characteristics Predict future markets Predict future markets

7. MKTG 371 Perner Population U.S. U.S. growing, fueled by immigration rather than birthrates (implications) growing, fueled by immigration rather than birthrates (implications) shifting (away from Midwest toward South, Southwest) shifting (away from Midwest toward South, Southwest) highly mobile highly mobile Germany Germany declining (large incentives given to have children) declining (large incentives given to have children) traditionally static (immobile) but more mobile now due to traditionally static (immobile) but more mobile now due to unification of East and West Germany unification of East and West Germany opportunities with EC opportunities with EC

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

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

10. MKTG 371 Perner Other Demographic Variables Occupation Occupation Education Education Ethnic group (refer to section on subculture) Ethnic group (refer to section on subculture) Religious groups Religious groups Geographic region Geographic region

11. MKTG 371 Perner Social Class/Stratification In the U.S. In the U.S. often denied often denied not clearly defined but not clearly defined but clear differences in individual clear differences in individual status status income income power/privilege power/privilege In India In India traditionally defined by rigid caste (now officially outlawed but still in practice) traditionally defined by rigid caste (now officially outlawed but still in practice) movement traditionally not permitted movement traditionally not permitted In Britain In Britain class differences not legally spelled out, but accepted by tradition class differences not legally spelled out, but accepted by tradition class “consciousness” class “consciousness” some upward movement possible some upward movement possible

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