Basic Marketing – Chapter 05Supplementary PowerPoint Archive

This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.

See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.

For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Opening photo5-2

Exhibit 5-1: Marketing Strategy Planning and Demographic Dimensions of Final Consumers

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http://www.DemographicsNow.com screenshot5-4

Urban street scene photo5-5

Ebay international website5-6

Indian family of six on motorcycle photo5-7

CNBC ad Targeting

High-income Consumers

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Pond’s ad

5-9

Young couple with SOLD real estate sign photo

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Changes in the U.S. Birthrate, 1935–2010 (Exhibit 5-4)

5-11

Population Distribution (and Percent Growth Rate) by Age Groups for Different 10-Year Periods (Exhibit 5–5)

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Diamond ad

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Schwan’s ad

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Exhibit 5-8: Stages in Modern Family Life Cycles

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Cruise ship photo5-16

Univision ad

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Couple building a home photo 5-18

Projected Population Increase (Millions) between 1994 and 2020

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Colgate in Poland photo 5-20

AZN Television

and Nickelodeon

ads

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Young couple with SOLD real estate sign photo

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CBS ad

5-23

Disney Cheddar

Treasures ad

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Stages in the Family Life Cycle

Stage Characteristics and buying behavior 1.Singles; unmarried people living away from parents

Feel “affluent” and “free.” Buy basic household goods. More interested in recreation, cars, vacations, clothes, cosmetics and personal care items.

2.Divorced or separated May be financially squeezed to pay for alimony or maintaining two households. Buying may be limited to “necessities”—especially for women who have no job skills.

3.Newly married couples; no children

Both may work and so they feel financially well-off. Buy durables: cars, refrigerators, stoves, basic furniture—and recreation equipment and vacations.

4. Full nest I: youngest child under six

Feel squeezed financially because they are buying homes and household durables—furniture, washers, dryers, and TV. Also buying child-related products—food, medicines, clothes and toys. Really interested in new products.

5. Full nest II: youngest child over five

Finally are better off as husband earns more and/or wife goes to work as last child goes to school. More spent on food, clothing, education, and recreation for growing children.

6. Full nest III: older couples with dependent children

Financially even better off as husband earns more and more wives work. May replace durables and furniture, and buy cars, boats, dental services, and more expensive recreation and travel. May buy bigger houses.

7. Empty nest: older couples, no children living with them, head still working

Feel financially “well-off”. Home ownership at peak, and house may be paid for. May make home improvements or move into apartments. And may travel, entertain, go to school, and make gifts and contributions. Not interested in new products.

8. Sole survivor, still working Income still good. Likely to sell home and continue with previous lifestyle. 9. Senior citizen I: older married couple no children living with them, head retired

Big drop in income. May keep home but cut back on most buying as purchases of medical care, drugs, and other health-related items go up.

10. Senior citizen II: sole survivor, not working

Same as senior citizen I, except likely to sell home, and has special need for attention, affection and security.

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Univision ad

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Appealing to the “Matures”

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A Luxuy Item

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