Unit V. Thinking Globally: Nueva Ecija University of Science and

Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND

Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED
SAN ISIDRO CAMPUS
Unit V. THINKING GLOBALLY

(Demographics and Targeting)
A Final-term Requirement
for Services Marketing (Elective 13)
Toledo, Cecille N.
BSBA MM 4A
Transforming Communities through Science and Technology

SAN ISIDRO CAMPUS
UNIT V: Demographics and Targeting
Overview
This lesson is about demographics and targeting on a global scale.
This will give the students a better understanding when we go global with
our business.
Lesson Objectives
At the end of the discussion, we aim to:

• Explain why demographics are important when entering the global
market and,
• Understand the importance of internet to effectively market your
business globally.
Lesson Proper
Demographics are statistical data about the characteristics of a population.

A demographic profile is a marketing and broadcasting term that describes
a demographic grouping or market segment. The following are some
common demographic variables to consider for global and domestic
marketing purposes.
Age: Age bands such as 18-24, 25-34, and so on are excellent predictors
of interest in certain types of products.
Social classe: include the wealthy, middle, and lower classes. The wealthy,
for example, may prefer different products than the middle and lower
classes and may be willing to pay more for them.
Gender: Males and females have different physical characteristics that
necessitate the use of different hygiene and clothing products. They also
have distinct male/female mindsets, roles in the family, and roles in
household decision making.
Religious affiliations: Religion is associated with individual values as well as
holiday celebrations, which are frequently associated with consumer
preferences and spending patterns.
Income brackets: A measure of wealth, disposable income, and overall
quality of life.
Education: It is frequently linked to consumer preferences as well as
income.

SAN ISIDRO CAMPUS
Geography: Area of residence, urban vs. rural, and population density can
all play a role in marketing strategy and decisions about where and how to
target advertising and other elements of the promotion mix.
A demographic profile can be extremely helpful in determining the
promotional mix and how to maximize results. Advertising is usually
included in the promotional mix, especially when a company is just getting
started in a global market and launching new products. Advertisers want to
get the most bang for their buck, so careful media research is conducted in
both global and domestic markets to match the demographic profile of the
target market to the demographic profile of the advertising medium.
Marketers must also avoid interpreting demographic data through the
lens of their own "home" cultures. For example, generalizations about
"tweens" (9-12-year-olds) in the United States may not apply to children of
the same age in other countries. Similarly, assumptions about how social
class influences consumer preferences in a socially mobile society may be
very different from those in a society with very rigid separation between
groups from different social classes. Instead of simply applying stereotypes
from other markets, marketing research should seek to understand a
complete picture of how demographic characteristics tend to influence
consumer behavior in a given market.
The Internet and new technologies have made it possible for businesses
to easily expand into foreign markets.
Targeting and reaching out to customers on a global scale requires a

business to have various profiles instead of just one distinct profile. Every
country analyzed will have different types of consumers with different types
of needs. That is why global marketing campaigns must be flexible and
adjustable across all borders.
The effects of the internet on global marketing make it easier for
businesses to enter foreign markets. The internet has increased the amount
of information involved in a transaction as well as the number of people
who can access it. When a company uses the internet for global marketing,
there are numerous benefits. The ability to reach large, thriving target
markets to increase corporate market share and profits is the most
significant advantage.
Summary
A demographic profile is a marketing and broadcasting term that

describes a demographic grouping or market segment. The following are
some common demographic variables to consider for global and domestic

SAN ISIDRO CAMPUS
marketing purposes. A demographic profile can be extremely helpful in
determining the promotional mix and how to maximize results
Targeting and reaching out to customers on a global scale requires a
business to have various profiles instead of just one distinct profile. Every
country analyzed will have different types of consumers with different types
of needs. That is why global marketing campaigns must be flexible and
adjustable across all borders. The effects of the internet on global marketing
make it easier for businesses to enter foreign markets. The internet has
increased the amount of information involved in a transaction as well as the
number of people who can access it. When a company uses the internet for
global marketing, there are numerous benefits. The ability to reach large,
thriving target markets to increase corporate market share and profits is the
most significant advantage
References
https://ecampusontario.pressbooks.pub/globalmarketing/chapter/4-6-using-
demographics-to-guide-global-marketing-strategy/
https://www.techfunnel.com/martech/importance-of-global-marketing-strategies-
for-businesses/

SAN ISIDRO CAMPUS
Activity
Name: Score:
Course/Year/Section: Date:
True or false
Direction: write true if the statement is correc. Write false if the
statement is wrong
1. A demographic profile is a marketing and broadcasting term that describes

a demographic grouping or market segment.
2. Geography include the wealthy, middle, and lower classes.
3. Age bands such as 18-24, 25-34, and so on are excellent predictors of
interest in certain types of products.
4. A demographic profile can be extremely useless in determining the
promotional mix and how to maximize results.
5. The internet has increased the amount of information involved in a
transaction as well as the number of people who can access it.
Answer Key
1. true
2. false
3. true
4. false
5. true

Unit V. Thinking Globally: Nueva Ecija University of Science and

Uploaded by

Copyright:

Available Formats

Unit V. Thinking Globally: Nueva Ecija University of Science and

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Unit V. Thinking Globally: Nueva Ecija University of Science and

Uploaded by

Copyright:

Available Formats

Republic of the Philippines

NUEVA ECIJA UNIVERSITY OF SCIENCE AND

Unit V. THINKING GLOBALLY

Transforming Communities through Science and Technology

UNIT V: Demographics and Targeting

At the end of the discussion, we aim to:

Demographics are statistical data about the characteristics of a population.

Transforming Communities through Science and Technology

Targeting and reaching out to customers on a global scale requires a

A demographic profile is a marketing and broadcasting term that

Transforming Communities through Science and Technology

Transforming Communities through Science and Technology

1. A demographic profile is a marketing and broadcasting term that describes

Transforming Communities through Science and Technology

You might also like