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BA390 - MarketingBA390 - Marketing
The Macro Environment:Population Pyramids
Chapter 4
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Environmental Changes/Challenges Consumer market structure
–population age distribution
»population pyramids
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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
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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
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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
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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
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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
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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”
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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
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Environmental Changes/Challenges Consumer market structure (continued)
–population age distribution
»birth ratescrude b-r (# births/population)
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Environmental Changes/Challenges Consumer market structure (continued)
–population age distribution
»birth ratescrude b-r (# births/population)general fertility rate (#births/populationwomen)
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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)))
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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
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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