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  • in this lesson we're going to continue to talk

  • about the environmental analysis part of market

  • sensing. specifically we're going focus on discussing

  • the social, cultural, demographic

  • and global aspects of environmental analysis.

  • previously

  • we have reviewed in greater detail

  • the aspect of competition, economic,

  • regulatory legal and political,

  • technological and natural environmental

  • aspect of the marketing environment. again today we're going to focus on the

  • social, cultural, demographic, and global

  • aspects the marketing environment.

  • let's start by defining what we mean by the term

  • demographic. and demographics simply means that when we look

  • at a population -- or the people that live in an area --

  • we look at the characteristics of that populations

  • such as their age,

  • their gender, their marital status,

  • their ethnic background, their race, their income,

  • where they live. basically we do this

  • because, from a marketing perspective, people might buy

  • different deodorants, for example, based upon their gender.

  • they might shop at different stores based upon whether or not they're married or

  • not

  • or their age. and this allows us to better understand

  • who our customer is. one major source of demographic

  • information is the United States Census Bureau.

  • and i'd like to right now look

  • at this brief video from the Census Bureau

  • as soon as it loads for us....

  • my take just a minute here...

  • the results from the 2010 census provide us with the unique

  • look in the population broken down by race ethnicity

  • age sex and housing status of our country the newest feature on our website

  • is an interactive population map which allows you to explore these demographic

  • as they pertain to various geographical levels

  • starting at a national level and continuing all the way down to the

  • neighborhood level.

  • city and town planners health agencies

  • the business community local and state governments

  • community organizers and many others use the information provided on this map

  • to help them make informed decisions. let's take a look at how the map work.

  • first go to 2010 census dot gove

  • and click on the see more arrow. here we are on

  • interactive maps home page where we can see the nation's population

  • see the most populated places and gain

  • easy access in the interactive map by clicking on any of the xxx located along

  • the right hand side of the screen

  • you will be prompted to enter your city and state. once inside the map you will

  • find a range of geographical levels.

  • these levels are provided at the comprehensive way to break the

  • statistics down into separate usable category.

  • the interactive map also displays the total population color-coded by

  • size starting from the least populated states in the lightest colors

  • and moving through the most populated in the darkest colors.

  • another unique feature ofthe interactive population Map

  • is that you can compare the total population from state to state.

  • simply click the compare button within the state box

  • and then click at another location located on the upper right hand side.

  • from here you simply click up on another location

  • and then click compare. you can continue to compare

  • up to five locations by clicking add another location.

  • you can easily share this comparison chart by embedding it in your website by

  • clicking embed

  • on the bottom of the display screen. this feature allows you to share relevant

  • statistical information with members have your online community.

  • soas you can see the Census Bureau

  • interactive population map is a comprehensive way

  • for you to gather current demographic and statistical information

  • on a variety of levels. the census bureau

  • measuring people, places, and our economy.

  • for more information visit our website.

  • so..

  • I hope that just gave me a little bit of perspective of demographics and what kind

  • of information

  • you can find from the Census Bureau. what I'd like to do now

  • is to talk to you about what are some

  • the changing demographics of the US population.

  • and we're going to get this information from the

  • US Census Bureau demographic trends in the 20th century

  • report. and so first we want tolook just purely at the size of the population

  • and where people are living. so let's look at some statistics. again this is

  • the source

  • that we're using. the US population

  • more than tripled in the last 100 years.

  • so the US population is growing. but

  • in the last 100 years the center

  • of the US population moved West

  • and south. so we're not only seeing

  • growth in population but a shift

  • in where people are living. the South

  • and West accounted for nearly two-thirds of the US population

  • increase from 1900 to 2000

  • in the last 100 years.

  • in 1950 the US

  • population became predominately

  • metropolitan and it's become increasingly more metropolitan

  • each subsequent decade. in other words we are no longer seen population growth

  • in rural areas but we're seeing shifts

  • to metropolitan areas. interestingly enough

  • that metropolitan

  • growth is mostly in the suburbs

  • of the major cities with little change

  • in the population living in central city.

  • so again what is this matter to marketing?

  • well the more people that live in your potential

  • area where you want to sell, the more potential people you have to buy.

  • and if you're located in an area that has few

  • people. you're going to have fewer potential

  • customers.

  • so again from this US Census Bureau demographic trends in the 20th century

  • report, we're gonna look this time

  • at what's happening to the age and gender

  • composition of the US population. so

  • let's look at. it in at the beginning in this century -- in the nineteen hundreds,

  • half the population was less than 23

  • basically years old. but by the century's

  • end, half of the population was more than 35 years

  • old. that's the country's highest

  • median age ever so we're seeing

  • the age of the population shift higher.

  • children under the age of five

  • represented the largest five-year age group

  • in nineteen hundred we had a boomlet

  • the baby boom again in nineteen fifty

  • and but by 2000 the largest

  • five-year age group were 35 to 39 years old

  • and 40- 44 years old which

  • we hear a lot about the baby boom generation those people moving

  • through. so again in terms

  • age we're seeing people be

  • an more older demographic. during this centure between 1900 and 2000 the

  • population people age 65 in

  • older increased 10 fold.

  • it declined for the first time

  • in the 1990s due partly to the relatively

  • low number births in the late 1920s and early 1930s

  • but we will see rapid growth

  • of the population age 65 older will begin again

  • in 2011 when the first of the baby boom generation

  • reaches age 65 and will continue to grow

  • for many years. so we're seeing a population shift --

  • products then that are targeted to older people

  • will have more people to sell to. let's think

  • about the gender

  • or age. the composition shifted from a majority of

  • male population to a majority

  • female population around mid century

  • around 1950.

  • the males per females has declined every decade

  • from 1910 to 1980 and then

  • increase again in the eighties and nineties so we are

  • no longer a predominantly male

  • population. we've shifted to

  • a majority female population. again

  • what we can look at is other types of demographics

  • that might affect demand for products and services.

  • and now let's look at race

  • and Hispanic origin and what's happening to the US population

  • there. again we're referencing the same demographic trends report.

  • from 1900 to 2000

  • the number of non southern States

  • with populations of at least 10 percent races

  • other than white increased from

  • 20 to 26 so we're seeing

  • much diversity in terms of racial diversity

  • spread across the country.

  • in the northeast, the midwest, and the south

  • blacks constituted the largest share of population

  • of races other than white in every decade in the 20th century.

  • but in the West each of the races

  • other than white represented the largest share

  • during the twentieth century. so again

  • where in the United States --

  • if you're marketing a product

  • targeted to a specific race

  • or Hispanic origin -- where will these people be living?

  • look at the number of

  • Hispanic of any race between 1980 and 2000. in the United States it

  • more than doubled. in just 20 years

  • the number of Hispanices in the United States have doubled.

  • by the end of the century

  • three-state --California Hawaii

  • New Mexico-- had a

  • majority minority populations. in other words the majority

  • population previously was considered

  • a minority but now when you look at all the minorities

  • together the states have more

  • minority populations than

  • non-minority populations so we're seeing a huge shift

  • in racial diversity beyond

  • white throughout the country.

  • let's look at what's happening to American households. again, the

  • same source of information.

  • in 1902 -- 100 years or more ago --

  • the most common household contained seven or more people.

  • from 1940 to 2000

  • it contains two people. so one of the things we're seeing is

  • fewer people living in household together.

  • again this affects the way products and services are marketed.

  • I think in grocery stores you see increasing numbers of

  • single-serving packages.

  • in 1900 nearly half the US population lived in households of

  • 6 more people. by 2000, more than half

  • lived in households of one, two or three people.

  • so we're seeing smaller household size. let's look at what happens to the type of

  • people

  • living in those households. between 1950

  • and 2000, married couple

  • household declined from more than

  • 3/4 our household -- 78 percent all households

  • in 1950 comprised of a married couple.

  • and in 2000 just over one

  • half of all households were comprised of

  • a married couple.

  • in 1950 people

  • living alone represented one of every 10 households.

  • by 2000 people living

  • alone -- one-person households -- were one

  • of every four households. again we're seeing

  • shift towards smaller numbers of people

  • living in households and even increasing numbers

  • of one person households.

  • between1960 to 2000 women

  • age 65 and over accounted for 27

  • to 33 percent of one-person household

  • but just five to six percent of the total population.

  • so we're seeing that older people living alone

  • tend to be female.

  • female householders were 1 every 5

  • in 1970. by 2000, female householder

  • are 36 percent -- 1 of every 3.

  • its interesting too

  • that male family householders with no wife present

  • became increasingly likely to have children present in their household -- the

  • mister mom concept.

  • so again what we're looking at here

  • is how demographic data --

  • data about the age, gender,

  • geographic distribution, race,

  • household data can affect volume of

  • people living in an area and therefore

  • the market size

  • for particular products and services.

in this lesson we're going to continue to talk

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B1 中級

マーケットセンシング。 人口動態の影響 (Market Sensing: Demographic Influences)

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    羅紹桀 に公開 2021 年 01 月 14 日
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