Opening Vignette: "BMW Targets Emerging Demographic Groups"

1. The Demographic Fragmentation of the American Market
2. Demographic Trends in the American Marketplace
   1. Population Growth
      1. Birthrate
3. Life Expectancy
   1. Immigration
   2. Changing Age Composition
   3. Changing Household Composition
   4. Regional Differences
      1. Geodemographic Analysis
      2. Global Geodemographic Analysis
   5. Socioeconomic Trends
      1. Occupational Status: Increase in the Proportion of Working Women
      2. Income
      3. Education
4. Demographic Trends Worldwide
   1. Population
   2. Changing Age Composition
   3. Changing Household Composition
   4. Socioeconomic Factors: Percentage of Working Women
5. Using Demographics to Develop Marketing Strategy
   1. Identifying Market Segments
   2. Database Marketing
6. Social Class Influences
   1. Nature of Social Class
      1. Social Stratification
      2. Status Symbols
      3. Social Mobility
   2. Social Class Categories in the U.S.
      1. Warner's Index of Status Characteristics
      2. Coleman-Rainwater Social Standing Hierarchy
   3. Is the U.S. Becoming a Classless Society?
7. Applications of Social Class to Marketing Strategy
   1. Advertising
   2. Market Segmentation
   3. Distribution
   4. Product Development