Marketing 306-Notes 2014
Marketing 306 Notes
Week 1
1.Marketing, Communication, MC, and IMC
2.The marketing communications tools
3.The process of making brand-level marketing communication decisions.
4. Introduced the concept of a brand and brand equity.
5. The components of brand equity.
Week 2
We discussed the major demographic developments in the New Zealand population.
Children (0-14)
Slow growth (1% in last decade)
20% of population, 893,200 people
Working age (15-64)
Fast growth (13%)
66% of population, 2,929,400 people
Retirement age (65+)
Űber growth (31%)
14% of population, 611,400 people
Older segments have greater gender imbalance
77% live in NI (3.4 Mil, vs 1 Mil SI)
NI is growing faster
AKL is fastest growing region
Life expectancy is increasing
Men: 78
Women: 82.2
Median age at birth was 0 years old
Oh come on! Wake up!
Birth rate is declining
2.1 children/women in NZ
Varies across ethnic groups
Let’s skip death…
Median age getting married
Men: 29.9
Women: 28.3
New Zealanders are getting married later
Proportion of marriages that involve one/two remarried partners
31%
Proportion of de factos is growing (1996: 25%, 2006: 40%)
Approximately 2,200 civil unions in 2011
78% same-sex
Median age at divorce increasing
Men: 45.4
Women: 42.8
How demographics and geo-demographics are used in segmenting consumer groups.
Demographic
Allows marketers to group people with similar age, family composition and life cycle
Geo-graphic
Combination for people with similar demographics residing in similar geographical area
Demographics
Primiary school
Snack food, tooth paste, influence parent shopping habits
Teens
Power over personal and family purchases
Like to be considered cool
Young adults
Overlap with baby boomers, generation x
Baby boomer generation
General target market for ipad, import vehicles
Comptuers
Basic needs
People getting by on a day to day basis
Pensioners
A fairer
Week 1
1.Marketing, Communication, MC, and IMC
2.The marketing communications tools
3.The process of making brand-level marketing communication decisions.
4. Introduced the concept of a brand and brand equity.
5. The components of brand equity.
Week 2
We discussed the major demographic developments in the New Zealand population.
Children (0-14)
Slow growth (1% in last decade)
20% of population, 893,200 people
Working age (15-64)
Fast growth (13%)
66% of population, 2,929,400 people
Retirement age (65+)
Űber growth (31%)
14% of population, 611,400 people
Older segments have greater gender imbalance
77% live in NI (3.4 Mil, vs 1 Mil SI)
NI is growing faster
AKL is fastest growing region
Life expectancy is increasing
Men: 78
Women: 82.2
Median age at birth was 0 years old
Oh come on! Wake up!
Birth rate is declining
2.1 children/women in NZ
Varies across ethnic groups
Let’s skip death…
Median age getting married
Men: 29.9
Women: 28.3
New Zealanders are getting married later
Proportion of marriages that involve one/two remarried partners
31%
Proportion of de factos is growing (1996: 25%, 2006: 40%)
Approximately 2,200 civil unions in 2011
78% same-sex
Median age at divorce increasing
Men: 45.4
Women: 42.8
How demographics and geo-demographics are used in segmenting consumer groups.
Demographic
Allows marketers to group people with similar age, family composition and life cycle
Geo-graphic
Combination for people with similar demographics residing in similar geographical area
Demographics
Primiary school
Snack food, tooth paste, influence parent shopping habits
Teens
Power over personal and family purchases
Like to be considered cool
Young adults
Overlap with baby boomers, generation x
Baby boomer generation
General target market for ipad, import vehicles
Comptuers
Basic needs
People getting by on a day to day basis
Pensioners
A fairer