CB-Chapter12-人口结构和生活方式.pptVIP

This chapter starts the third section of the text, which this discusses the external influences on an individuals consumer behaviour. Demographics and population segments influence lifestyle, as do group influences, household and family, social stratification and cultural influences. Specifically, we will examine how marketers can make better use of demographic factors, and the importance of anticipating these shifts, as they can often be very slow and predictable, if the time is taken to study the data. Individuals are experiencing changes as society modernises. Also related to demographics are lifestyles and psychographics. We will examine how these influence consumption behaviour and the importance of this when devising marketing strategies. * Changes in society such as demographics, gender roles and lifestyles create changes in market needs such as products and services. Marketers need to understand these changes to devise new (or make alterations to existing) strategies to account for these movements. Australasian society is described in part by its demographic make-up, which includes a populations size, distribution and structure. The structure of a population refers to the populations demographics—gender, age, income, education and occupation. Because individuals differ in their needs and in their preferences for products that fulfil their needs, population demographics have been, and continue to be, important variables for market segmentation and the management of marketing programs. Current Australian population: .au/ausstats/abs@.nsf/0/1647509ef7e25faaca2568a900154b63?opendocument Current NZ population: t.nz/tools_and_services/population_clock.aspx Population demographics are not static. At present, while the rate of population growth is slowing and average age is increasing, the east coast of Australia and the northern parts of New Zealand are growing in population, and the workforce contains more women and white-collar workers than ever before. As in