Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

5. Demographic
   Dimensions of Global
   Consumer Markets

Text © The McGraw−Hill

Companies, 2002

lot of advice or pressure from a

broker—didn’t have many alterna-

tives. Schwab filled that need with

no-frills service and a discount

price. In the 1980s, just as the

large group of middle-age baby

boomers were beginning to worry

about investing for retirement, he

was the first to give them a lot of

choices in a big “supermarket” of

mutual funds. Then in the 1990s

Schwab pioneered low-cost

website-based trading and

quickly became the top

online broker

(www.schwab.com).

Schwab has found ways to

satisfy many different types of

customers, but he doesn’t just

124

Chapter Five

Demographic

Dimensions of

Global Consumer

Markets

124

When You Finish
This Chapter, You
Should

1.Know about popu-
lation and income
trends in global
markets—and how
they affect marketers.

2.Understand how
population growth is
shifting in different
areas and for different
age groups.

3.Know about the
distribution of income
in the United States.

4.Know how con-
sumer spending is
related to family life
cycle and other
demographic
dimensions.

5.Know why ethnic
markets are
important—and why
increasingly they are
the focus of multicul-
tural marketing
strategies.

6.Understand the
important new terms
(shown in red).

Charles Schwab has been

developing marketing strategies for

the financial services company that

bears his name for nearly three

decades. When he started,

investors who wanted to direct

their own investments—without a

place

price

promotion

produc