In addition to understanding their customers, the company itself, their competition, and their corporate partners in their immediate environment, marketers must also understand the macroenvironmental factors that operate in the external environment. The primary components of the macroenvironment are culture, demographics, social issues, technologic advances, economic situation, and political$/$regulatory environment.

Demographics indicate the characteristics of human population and segments, especially those used to identify consumer markets. Demographic characteristics can include age, gender, race, income, education, religion, and ethnicity. This activity is important because marketers who are armed with demographic information can tailor their promotional strategy to appeal to those demographic segments.

This goal of this activity is to understand the relationships between demographic groups and current marketing trends.

Match the category each segment belongs to based on the demographic group and marketing trend.

ETHNICITY: Tend to earn more and have more schooling

EDUCATION:

Higher annual average earnings

GENERATIONAL COHORT: Highly individualistic, enjoy leisure time, focused on maintaining youth

INCOME:

Concentrate on finding products that deliver value