list planning and organization is now fully revealed. The possibilities for growth are enormous if they are correctly perceived (Lauk, 1994, 57).
American companies desirous of entering the German market will find that careful targeting of potential buyers and markets can allow them to maintain their presence in the large German market for household consumer products. The German economy has been sluggish in recent year. Still, most consumers tend to be well off and spend between two and three percent of their disposable income on household consumer products. The German market is shaped by two seemingly incongruous trends, a declining population and a rising number of households. Birthrates have fallen sharply since the mid-1960s. Germany's postwar "baby-boomers" are now 20-30 years old and have started establishing households of their own. Some are raising families, and others are contributing to the growth of one-person households. The population is also aging, reflected in the 15 percent of people over 65 yea
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