ba390 - marketing the macro environment: population pyramids chapter 4
TRANSCRIPT
BA390 - MarketingBA390 - Marketing
The Macro Environment:Population Pyramids
Chapter 4
Environmental Changes/Challenges Consumer market structure
–population age distribution
»population pyramids
Population by Age and Sex – 1950 Nebraska
-6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
0-4
10-14
20-24
30-34
40-44
50-54
60-64
70-74
Percent
Population by Age and Sex – 1960 Nebraska
-6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
0-4
10-14
20-24
30-34
40-44
50-54
60-64
70-74
Percent
Population by Age and Sex – 1970 Nebraska
-6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
0-4
10-14
20-24
30-34
40-44
50-54
60-64
70-74
Percent
Population by Age and Sex – 1980 Nebraska
-6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
0-4
10-14
20-24
30-34
40-44
50-54
60-64
70-74
Percent
Population by Age and Sex – 1980 Oregon
-6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
<5
10-14
20-24
30-34
40-44
50-54
60-64
70-74
Percent
Population by Age and Sex – 1990 Oregon
-6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
<5
10-14
20-24
30-34
40-44
50-54
60-64
70-74
Percent
Gen “Y”
Gen “X”
Environmental Changes/Challenges Consumer market structure (continued)
–population age distribution
»population pyramidsage of buyersage of retail salespeoplegeographic differencesthe ability to “see” the size of your market before they begin to purchase
Environmental Changes/Challenges Consumer market structure (continued)
–population age distribution
»birth ratescrude b-r (# births/population)
Environmental Changes/Challenges Consumer market structure (continued)
–population age distribution
»birth ratescrude b-r (# births/population)general fertility rate (#births/populationwomen)
Environmental Changes/Challenges Consumer market structure (continued)
–population age distribution
»birth ratescrude b-r (# births/population)general fertility rate (#births/populationwomen)
age-specific birth-rate (((#birthswomenage)/(populationwomenage)))
Environmental Changes/Challenges Age-specific birth-rate
0
50
100
150
200
250
300
15-19 20-24 25-29 30-34 35-39 40-44
Bir
ths
per
th
ousa
nd
wom
en
Cohorts
1960
1970
19801996
Environmental Changes/Challenges Geographic Differences
–1994 Population summary for Oregon*»persons/square mile
average is 32 (US is 74), Multnomah is 1424, Wash is 500, 7 counties > 3/sq. mile
»eight most populated counties on I-5 corridor -- 2.2 million people, 71% of ‘94 population
»1/2 of 36 counties are east of Cascades, but contain only ~400,000 people, 13% of population (same % as 1980)
*Information from Center for Population Research and Census, Portland State University, http://www.upa.pdx.edu/CPRC/sum1994.html