Saturday, April 6, 2019
Implications for Marketing Organizations Essay Example for Free
Implications for Marketing Organizations EssayAmong these, the shift in the nature and growth place of the world community has perhaps drawn much more attention of the business leaders because demographic variables reflect changes in consumer patterns and behaviors (Martins Brooks 2009) which can impact their business practices. This report will examine the chief(prenominal) trends in succession structure of the global population and their implications to business st cropgies of marketing organizations doneout the world. The increase in get oning population is an essential trend in many parts of the world, especially in genuine countries (Madalina 2010), resulting mainly from the decline of fertility and increase in life expectancies ( unify Nations, 2011). After World War II, on that point was a sudden rise in the population which was termed as Baby Boom (Tombs Seamons, 2010). They form an all important(predicate) target group for marketers. However, Tombs and Seamo ns (2010) pointed out that following the baby boom, the birth rate declined significantly in some(prenominal) nations such as Australia and New Zealand and a low fertility rate has existed since the mid 1970s. According to United Nations (2011), the get alongd population in the developed world is increasing rapidly and the number of old battalion will probably have outnumbered the young for the first time by 2050. People now privilege smaller families and this has led to a sharp fall in the birth rate.The improvement in lively standards has a contri moreovered to an increase in life expectancies. These factors have caused major changes in market patterns as surface as in the type of goods being bought. For example, Gumbel (2008) demonstrated that the generation of lacquerese women antique in their twenties who drove the growth in sumptuosity fashion groups in most of the 1990s have by and large settled down to start families and buy apartments. As a result, the sales of lux ury goods in Japan have fallen sharply. The age brackets which make up different proportions in the demography as a result of the changing age structure, have influenced the targeted markets and marketing strategy of companies (Tombs Seamons 2010).The authors distinguish 6 different age groups within the Australian population, wherein each one has specific growth rates. The first category consisting of children below the age of five accounted for 6. 2% of the population in 2007. It is a promising market for companies who provide childcare work and children-related products. The population in the second group consisting of 10 to 19 year olds had declined at the beginning of the 1990s, but is gradually rising. This bracket is a targeted market for education, garment products, and entertainment. Post-teenagers and young adults aged 20 34 years constitute the grown-up category which was affected by the low fertility rate during the 1970s, causing its reduction through the 1990s.This group with a high disposable income purchase a variety of technologically advanced electronics on with branded garments. The fourth group of early middle aged people consisted of 13% of Australian population in 2007 and is predicted to increase to 23-25% by 2056 (Chandler 2008, cited by Tomb Seamons 2010). The subsequent category is Late middle age (Tomb Seamons 2010, p. 161). Both these segments will have more importance for companies in the coming years as its apportion of the total population will grow gradually and consume a variety of high-priced luxury products. The last group comprising of senior citizens will also have a positive growth rate during the coming years similar to the two previous groups.These aged people are more arouse in health care services, travelling and relaxation as opposed to the younger population which is well attracted by technological commodities providing a positive social experience, creativity, innovation and uniqueness (Cuddeford 2012). A very important methodology behind television advertisements while targeting the middle aged groups is portraying celebrities in middle aged characters in order to please them by creating a sense of familiarity and thus, affinity (Diaz 2012). This is especially effective when several(prenominal) marketing ploys propagate youth culture. This approach is targeted towards expanding this segment which is attractive not only because of its increasing growth rate as the world population is ageing, but also because their exhibition of a loyalty related to service industry is considerably higher compared to the younger age groups (Paul Patterson 2007).