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Basic Marketing: A Global−Managerial Approach Chapter 5

Chapter 5. Demographic Dimensions of Global Consumer Markets. When You Finish This Chapter, You Should: 1. Know about population and income trends in global markets—and how they affect marketers. 2. Understand how population growth is shifting in different areas and for different age groups. | I Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 5. Demographic I Text Dimensions of Global Consumer Markets The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Know about population and income trends in global markets and how they affect marketers. Chapter Five 2. Understand how population growth is shifting in different areas and for different age groups. Demographic Dimensions of Global Consumer 3. Know about the distribution of income in the United States. Markets 4. Know how consumer spending is related to family life cycle and other demographic dimensions. Charles Schwab has been 5. Know why ethnic markets are important and why increasingly they are the focus of multicultural marketing strategies. developing marketing strategies for the financial services company that bears his name for nearly three decades. When he started investors who wanted to direct lot of advice or pressure from a broker didn t have many alternatives. Schwab filled that need with no-frills service and a discount 6. Understand the important new shown in red . their own investments without a terms Schwab pioneered low-cost website-based trading and quickly became the top online broker price. In the 1980s just as the large group of middle-age baby boomers were beginning to worry about investing for retirement he was the first to give them a lot of choices in a big supermarket of mutual funds. Then in the 1990s www.schwab.com . Schwab has found ways to satisfy many different types of customers but he doesn t just place promotion price produc I Text Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 5. Demographic Dimensions of Global Consumer Markets The McGraw-Hill Companies 2002 see all investors as one big market. Rather he develops different marketing mixes to meet different needs. Con- Similarly Schwab has distinct strategies to reach fast-growing ethnic markets. It s no accident that branch or three times more often than .