Chris Banman Fall Providence College

Chapter 5

Coming Up September 30 – Marketing Plan 1 October 4 – Chapter 6 October 7 – Chapter 7 - Quiz 2 - Special guest (John Ruban)

Marketing in the News  “Ad guru: know the audience, balance message” Memphis Commercial Appeal  “A worldly ad approach” Globe & Mail  “The long-term bullish case for China” Financial Post  “Good Bye Color Codes” Adweek.com  “New P&G campaign targets Black women” Globe & Mail  “China Calls“ National Post  “Condo townhomes fuse ground-floor living with high-rise amenities” Financial Post

Focus 1. Shifting population growth  geography  age 2. Canadian income distribution 3. Family life cycle 4. Cultures

Consumer as Target 1. Relevant segmenting dimensions? 2. How big? 3. Where?

Finding Markets   + $ = Market    +  $ = Market there here futurenow

World Growth  start at 2’20”

World  desires  wants  needs  segments  how  reaching

World  urbanization

Canada  Where?

Canada  Where is growth?

Canada  immigration

Canada  age groups  next wave  geezer-boomers  goomers

Canada  Where is movement?

Canada  household composition  married  with kids  no kids  single adults  never married  divorced  widowed  living together roommates more than roommates

Key Terms  GDP  Gross Domestic Product  PPP  Purchasing Power Parity  CMA  Census Metropolitan Area  birthrate  disposable income  discretionary income  family life cycle  Baby Boom  Tweens  Empty Nesters