3-3
Chapter Questions
• What are useful data sources?
• What are the main methods for
identifying opportunities in the macro-
environment?
• What are some important macro-
environment developments?
3-4
Secondary Commercial Data Sources
A.C. Nielsen
Statistics Canada
Ipsos-Reid
Dun & Bradstreet’s
Simmons (U.S.)
SAMI/Burke
3-6
Population and Demographics
• Size
• Growth rate
• Age distribution
• Ethnic mix
• Educational levels
• Household patterns
• Regional characteristics
• Movement
3-7
10 Megatrends Shaping the Consumer Landscape
• Aging boomers• Delayed retirement• Changing nature of
work• Greater educational
attainment• Labour shortages
• Increased immigration• Rising ethnic influence• Shifting birth trends• Widening geographic
differences• Changing age
structure
3-9
Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
3-10
Age versus Cohort effects
1. Age differences –
chronological
2. Cohort effects –
when you were born
3-11
Age versus Cohort effects
• http://www12.statcan.ca/english/census01/products/analytic/Multimedia.cfm?M=1