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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 9: Demographics and Social Class
- To describe recent demographic trends and social class influences in the United States.
- To consider the importance of demographic trends in developing marketing strategies.
- To consider the use of demographic characteristics in media planning, market segmentation, and new product development.
- To consider social class as a determinant of consumer behavior.
- To cite the applications of social class concepts in developing marketing strategies.
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