Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

5. Demographic
   Dimensions of Global
   Consumer Markets

Text © The McGraw−Hill

Companies, 2002

Demographic Dimensions of Global Consumer Markets 137

As is the case in many countries, the most populated U.S. areas developed near

inexpensive water transportation—on ocean harbors (East and West Coasts), along

major rivers (like the Mississippi), or in the Great Lakes region. Obviously, these

markets are attractive to many marketers. But this can also mean tough competi-

tion—as in the big urban East and West Coast markets.

Marketers anxious to avoid the extremely competitive East and West Coast mar-

kets often view the midwestern and southern states as unique target markets. Note,

too, the few people in the plains and mountain states, which explains why some

national marketers pay less attention to these areas. Yet these states can provide an

opportunity for an alert marketer looking for less competitive markets.

Population figures for a single year don’t show the dynamic aspects of markets.

Currently, U.S. population is about 281 million. By 2050, the U.S. population could

rise to more than 400 million. But it is important to remember that the population

has been growing continuously since the founding of the country. It almost doubled

from 1950 to the present. But—and this is valuable to marketers—the population

did notdouble everywhere. Marketers always look for fast-growing markets. They

want to know where growth has occurred recently—and where growth is likely to

occur in the future.

Exhibit 5-4 shows the percentage growth in population in different regions of the

country. The states with the darkest shading are growing at the fastest rate. Note

that the greatest growth is in the West—in states such as Nevada, Arizona, Idaho,

Utah, and Colorado. Growth continued in the Sun Belt states of the South as well,

with Georgia leading the way with 26 percent, and other Sun Belt states like Florida,

Texas, North Carolina, and Tennessee growing rapidly.

Where are the people

today and tomorrow?

Exhibit 5-3 Map of U.S. Showing Population by State (all figures in thousands)

5,894

3,421

33,872

1,998

2,233

5,131

627

1,212

2000 Population: 0 –1,000

Note: The height of the block in each state shows its relative population level.

1,819

4,301

494

1,294

(^902642)
755
1,711
2,688
3,451
20,852
4,469
2,673
5,595
2,926
4,919 5,364
12,4196,080
9,938
11,353
4,042
5,689
2,845 4,447 8,186
4,012
15,982
8,049
1,808 7,079
12,281
18,976
1,275
1,236 (NH)
6,349 (MA)
1,048 (RI)
3,406 (CT)
8,414 (NJ)
5,296 (MD)
784 (DE)
572 (DC)
609 (VT)
1,001–2,000 2,001– 4,000 4,001– 5,000 5,001–8,000 8,001–15,000 Over 15,000