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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
The Canadian Consumer Market: Demographic and Economic Dimensions

Web Research Questions



1

Note: This question will be easier for students who read French, but should still be OK for those of you who don't.
     The French Canadian market is quite valuable to advertisers. Have a look at the advertising rates for a francophone business magazine Entreprendre. (Select "grille de tarification"). What sort of companies may want to advertise here?
 
2

Statistics Canada collects a lot of information on Census Metropolitan Areas. Look at some of the various CMAs and note what you find regarding their incomes and housing costs. If you were working for a national mortgage lender, how might this information help you?
 
3

You are working for an international company producing infant formula bottles. Look at Statistics Canada birth information to see which countries might provide attractive opportunities for business expansion.
 
4

Besides income, another financial measure of interest to some marketers is wealth (i.e., a household's assets minus its debts). Unfortunately, much of the information from Statistics Canada is only available for a fee. Sometimes other organizations publish this information. Have a look at the distribution of wealth information on the Canadian Centre for Policy Alternatives Web site. It is found in the behind the numbers section in an article entitled "Are we all capitalists now?" For an alternative interpretation of the same wealth data, see the Fraser Institute. After reading this, how do you interpret the data? What does it mean for marketers?
 
5

Statistics Canada has a graphical representation of changes in the ages of the Canadian population from 1971 on. Go to the Web site and run the pyramid to see the trend in the Canadian population. What do you observe? Which industries might be interested in this information?
 




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