1. The Demographics

2.  Marketers create profiles on consumers.  Then they group them into cohorts : groups of people that share the same buying habits or other characteristics.  Marketers call these groups Consumer Segments.  Then these segments are divided further into primary market (most likely consumers) & secondary market (occasional consumer).

3.  Distribution:  Knowing about the target market will indicate how best to deliver the product to the consumer.  Advertising Knowledge:  You can then create meaningful messages.  Product Design:  Consumers tend to like the same colours, shapes, and materials.  Media:  Knowing which media to use to best reach your audience.

4.  Demographics is the study of obvious characteristics that categorize people.  Age  Gender  Family life cycle  Income  Ethnicity  Culture

5.  Marketers divide Canadians into six different age groupings.  These groupings reveal important characteristics about the consumers.  GO TO P. 52-3 & USE THE MIND MAP IN YOUR NOTES PACKAGE TO ORGANIZE THE GROUPS

6.  2 Markets in 1  Children and Gatekeepers  The Children use their influence so that the gatekeepers buy the product  Gatekeepers buy the product based on safety, cost, nutrition, etc

13.  A Group of people born between 1946-63.  This group of consumers have been growing older together and dictating the market and its trends for the last 50 years.  You can thank them for:  The MiniVan  The SUV  The Colour TV

14.  Simply put, men need manly goods and women need feminine products.  Men:  Cologne, Ties, certain Magazines…  Women:  Dresses, skirts, high-heeled shoes…

15.  The needs of a family are constantly changing as they grow… Possible Family Life CycleStages… & Needs Single/Never Married Married – no kids Married – small kids Married - teenagers Married – grown kids Divorced/Widowed Blended Family

16.  Those with more disposable income are willing to buy what those without money are not.  Corn Flakes are for everyone.  Mercedes are not.

17.  Postal Codes  Employment  Number of Children  Education  Property Ownership

18.  Marketers have to understand culture.  Colour has different meanings in different cultures:  China: white is for morning, red is for weddings  Try selling a white wedding dress to China!