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The impact of demographic development in international marketing

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  1. Abstract.
  2. Introduction.
  3. How is the world population ageing?
  4. The population ageing is an opportunity for a new market.
  5. The marketers: Not able to deal with the older consumers.
  6. How to deal with older consumers?
  7. Conclusion.
  8. Literature.

This paper seeks to show the different impacts of demographic development on International Marketing and how enterprises may deal with this phenomenon. With the worldwide population ageing, new markets and new opportunities are opening for entrepreneurs. This shift in demographic development mainly concerns developed and few new industrialized countries at the moment. We may assume that emerging countries will have to face the same consequences on marketing to older adults when the reach a certain level of development. However this paper will focus on developed countries, which are the most concerned by marketing to older consumers. In the context of demographic development, older markets have become a major segment for marketers to deal with. However many studies show that this market is still unknown or at least badly known. What is the real impact of demographic development on international marketing? Why do marketers have so much of difficulties to deal with this population although it could be a very lucrative market?

[...] However according to Wolfe the main mistake of the marketers is not to consider ageing as the accomplishment of self-realization. Similar or approaching statements could be found in other studies. Carrigan and Szmigin (1999) quote studies led by Long (1998), Lee (1997), Miller (1993) and Treguer (1998) which show that marketers do not target older consumers because it is not a guarantee of success as far as younger consumers are concerned. Marketing to older consumers was for a long time seen as marketing to and considered as a ?kiss of death?. [...]

[...] The next stage (the 1980s), marketers began to take the demographic development into account and considering the 50-plus segment as important in reason of their ?large number and wealth? (Moschis, 2003). However, the knowledge of mature markets is quite recent and partially known as it is pointed out by Rizad Ahmad (2002). For instance, marketers and managers only have general ideas and stereotypes on older markets. Furthermore, according to Ahmad it is difficult to ?pin-point? this segment, nevertheless old consumers are less likely to change their habits than younger consumers. [...]

[...] MOSCHIS, G. P. (2003): ?Marketing to Older adults: an updated overview of present knowledge and practice?, in: Journal of Consumer Marketing, Vol No pp. 516- 525. MUMEL, Damijan and PRODNIK Jadranka (2005): ?Grey consumers are all the same, they even dress the same myth or reality?, Journal Of Fashion Marketing and Management, Vol.9 No 4., pp 434-449. Added ORR, Gordon R (2004): The aging of China, McKinsey Quarterly, pp106-109. SELLIERE, Frédéric (2002): seniors, une opportunité exceptionnelle pour les entreprises SeniorStrategic, [...]

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