Gathering Information And Scanning The Environment

CHAPTER 3 31

iries, for instance—will fiicc 1 litr huge problem of having lo support li vastly larger population of elderly people,1-'1

A population! Ciui be subdivided into six age groups: preschool, school-age children, Kens, yi>H rig adults age 2b to 4(1, muidle-aged ai lulls age '10 to 65, and older ad nils age fij and up, For marketer*. ihe most populous age groups shape the marketing environment, in Iht Qnited Stales, ihe "baby boomers* the 7fl million people bom between 1946 and 1984, are one of tlie most pOiverful forces shaping the market place, Lkthy boomers are fixated oft their youth, not their age.

With many haby boomers well Into their fifties and even the last wave turning 40, demand for products to turn back the hands of lime has exploded. According to one survey, ha If o fall boomers were depressed that I hey were no lunger young and nearly one in five were actively resisting the f^tig process. The 40-plus age group will be<50 percent bigger than ihe 18 to 39 group by 2010, and it üt¡w controls three-quarters of ihe counlry's wealth. As they search for [lie fountain of youth, sales of hair re place metii and coloring aids, h call h club memberships, home gym equipment, skin-lightening creams, nutritional supplements, and organic foods have all soared.23

Boomers grew up with TV advertising, so they Eire an easier market to reach than the 45 million bom between h)(¿5 and 1976, dubbed Generation X (arid also ihe shadow generation, twenty-somethings, and baby bustejs),28 Goneration-Xien are typically cynical about hard-sell marketing pitches that promise more than they can deliver, but some marketers have been able to break through.

Volkswagen sales n Ihe United Stales rose irtim under cars in 1993 to over 3D0,000 a decade later partly as a result of a "Drivers Wanted" ad campaign thai targeted turn-loving or youlhful tlrivets, father than appealing to tne mass marKet, VYi went after a younger demographic willing to spend a little extra on a Volkswagen because el the tar's German eng neering. sportier image, and versatility.Ihe voiteoveron the introductory T1-1 spot identifies the target aurtience by saying. 'On ihe roatf of life, títere are [jassengers and there ere « drivers,"^

Both baby boomers and General ionOiers will be passing the to roll to the latest demographic group, Generation V or the echo boomers, born between 1977 and 1594. Now numbering 7^ million, (En s grOUp is almost equal in si?.e to ha by boomers. One distinguishing character i Slit of I hi S age grou p js theft titter 11 ltd icy a it d CO rl ¡ fort With Com puttr and internet technology. DonTapscott lias christened them " Me t-f reus" fori his reason. I le says: "To them, digital technology is no more intimidating than a. VCR ora toaster,"*'

Ethnic and Other Markets

Coitrtirics also vary in ethnic and racial makeup. Ai one extreme is Japan, where almost everyone is Japanese; at ihe other is i he Uní led States, where people come from virtually all rations. The United Slates was originally till led a "melting pot," but there art i n creasing signs thai the melting didn't occttr. Now people call the United Slates a "salad bowl" society, whh ethnic groups main tat ning their ethnic differences, neighborhoods, and culiures.

According to the 2000 census, the U.S. population of ¿7ü:¿ million was Tl percent white. African Americans constituid IS percent, and Latinos 11 percent-The 1,atLno population had been growing fasi, with the largest subgroups of Mexican (£.4 percent), Puerto I:n .!ii i.i percent), and Cuban (j 1 percent; desmn. ^i;in \iiin'ir:i:;\ c<uimitutrd percent of the U.S. population, with the Chinese as the largest group, followed by the Filipinos. Japanese, Asian Indians, and Koreans, in that order, t-initio and Asian American consumers are concern ra led in the far western and southern parts of ihe country, although some dispersal is taking plate. Moreover, there were nearly 25 million people living in the United Stales—more than S> percent of the population—who viere bom in another couulry.

A frequently noted megatrend, the increase in the percentage Ol 11 is panics in the total population, represents a major shift in ihe nation's center of gravity, Hispanics made up half of all new workers in the past decade and will bump up to 25 percent of workers in two generations. Despite their lagging family i rico it tes. Hispanic buying power is soaring. Disposable

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