Intro. To Global Marketing

• Getting to know your customers/market

• Demographics

• Psychographics

Demographics

• Statistics that describe a population in terms of personal characteristics– Age

– Gender

– Income

– Marital status

– Ethnicity

– Education

– Occupation

Demographics By Age

• Children

• Teenagers

• Young adults

• Middle-aged adults

• Senior citizens

Psychographics

• Psychographics is the study of personality, values, attitudes, interests, and lifestyles.[

Psychographics

• Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include:– activity, interest, opinion (AIOs) – attitudes – values – behavior

• Psychographics can also be seen as an equivalent of the concept of "culture" when it is used for segmentation at a national level.

• Sports– Popular sports, favorite athletes

• Music– Popular artists/groups, music preferences

• Religion• Food preferences

– Restaurants, stores, flavors, traditional foods, meals

• Clothing– Brands, style

• Lifestyle• Mode of advertisement

– Television/radio/newspaper

Marketing Research PPT

• Begin a new PowerPoint project.– Include

1. Title slide “ Marketing in (Name of Country)”

2. Organized series of slides (minimum 15) displaying information and pictures that represent demographic and psychographic characteristics of your population/culture/country.

3. Include research pertaining to all topics listed above and other information that you find that would be useful in making marketing decisions.

4. Pictures, and details to enhance your information.

Due end of class Wednesday November 21, 2012.

Check it out…Media Preference - India• http://www.pwc.se/sv_SE/se/media/assets/india-

entertainment-and-media-outlook-2011.pdf

Coca Cola Student Zone• http://www.coca-colacompany.com/careers/student-

zone

Coca Cola Booklet• http://cdn.journey.tccc.psddev.com/a7/5f/95ccf35a41d

8adaf82131f36633c/Coca-Cola_125_years_booklet.pdf