AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the critical role that demographics play in influencing consumer behavior.
2. Know the more important demographic changes that are taking place in the United States and be able to relate these changes to appropriate marketing practices.
3. Understand the nature of generations and develop a basic understanding of the generations in America.
4. Understand the concept of social stratification, know the basic characteristics of social classes, and the impact education, occupation, and income have on one’s social status.
5. Understand how social classes are measured, how social class membership is determined, and the measurement problems that marketing managers must deal with.
6. Realize the impact of social stratification on the consumption process, and understand how marketing managers can utilize their knowledge of social class in developing marketing strategies.