Chapter 11

Question 1

Define culture

Answer 1

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.

Question 2

Differentiate between values and beliefs

Answer 2

Beliefs - mental or verbal statements that reflect a persons particular assessment of some object
Values - values are few compared to beliefs, are enduring or difficult to change, are not tied to specific objects, are widely accepted by the members of a specific society

Question 3

What are customs?

Answer 3

Customs are an open display of behaviour that constitute culturally acceptable ways of behaving in specific situations

Question 4

Values+beliefs+customs

Answer 4

Combo helps marketers

Question 5

Define norms sanctions and mores

Answer 5

Norms-rules in a society that specify which behaviour is appropriate
Sanctions - pressures brought to bear on deviants to force them to conform
Mores - norms that are vital to society survival and well being, prohibiting crimes such as murder, rape, theft and treason - punishable by imprisonment

Question 6

What do you understand by the invisible hand of culture?

Answer 6

The impact of culture is so natural and automatic that its influence on behaviour is usually taken for granted. often it is only when we are exposed people with different cultural values or customs that we become more aware of how culture has moulded our own behaviour.

Question 7

At which subjective levels is culture perceived?

Answer 7

1. supranational level-Subjective cultural differences that cross national boundaries
2. national level - Shared core values, customs, personalities that tend to capture the essence of the national character or identity of the citizens of a particular country
3. group level - concerned with various subdivisions of a country or society

Question 8

Describe the four segments of the global youth matrix

Answer 8

1. the in- crowd - about privilege and reinforcement; prefer classic brands to uphold tradition
2. pop Mavericks - word of mouth spreads rapidly, individualistic; prefer personalizable brands
3. networked intelligentsia - Hub of online social networks and for them it’s about revolution creativity and destruction; prefer cult brands
4. thrill Renegades - all about infamy, adrenaline and anarchy

Question 9

How does culture satisfy need?

Answer 9

Culture offers order, direction, and guidance in all phases of human problems
It solves problems by providing tried and tested methods to satisfy physiological, personal, and social needs (e.g. what foods to eat, when and where.)

Question 10

What are the three ways culture is learned?

Answer 10

1. Formal - adults and older siblings teach a younger family member how to behave properly in their society
2. informal - child learns primarily by imitating the behaviour of others in his or her immediate surrounds
3. technical – teaching

Question 11

Differentiate between enculturation and acculturation

Answer 11

Enculturation - learning of one owns culture

Acculturation - learning of a new or foreign culture; hastened by technology

Question 12

What is the importance of language and symbols?

Answer 12

members of a society who share a culture must be able to communicate with each other in order to maintain their culture - shared language is the easiest way. marketers must choose appropriate symbols either verbal or nonverbal.

Question 13

What is a ritual, how can marketers use it?

Answer 13

A ritual is a type of symbolic activity consisting of a series of steps; rituals extend over the human life cycle; marketers realise that rituals often involve products that can be marketed (turkeys)

Question 14

When is a belief, value or practise considered a cultural characteristic?

Answer 14

It must be shared by a significant portion of that particular society

Question 15

Describe the South African black community and the concept of ubuntu

Answer 15

Textbook

Question 16

Why is culture dynamic? What factors change culture?

Answer 16

To fulfil its need gratifying role and function in the best interests of society culture has to evolve.

1. Technology
2. population shifts
3. wars
4. changing values
5. customs from other countries

Question 17

Three ways to measure culture:

Answer 17

1. content analysis
2. consumer fieldwork
3. value measurement survey instruments

Question 18

expand upon content analysis

Answer 18

A method for systematically analysing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society. (teenage girls example)

Question 19

Expand upon consumer fieldwork

Answer 19

Field Observation
– Natural setting
– Subject unaware
– Focus on observation of behaviour
Participant Observation

Question 20

What are the three value measurement survey instruments?

Answer 20

RVS, LOV, VALS – survey

Question 21

What is the difficulty of measuring core South African values?

Answer 21

1. Diverse country with variety of subcultures that interprets basic beliefs and values in their own way
2. dynamic society changing due to new technology. makes monitoring changes in cultural values difficult
3. South Africans have contradictory values

Question 22

What are the criteria for core values selection?

Answer 22

1. The value must be pervasive (Significant amount of people must agree with the value)
2. The value must be endearing (Actions must have influenced South African people over an extended period)
3. The value must be consumer related (must provide insight that help us understand consumption actions)

Question 23

Core South African CB values:

Answer 23

1. sport, fitness and health
2. friendliness, courtesy, warmth and kindness
3. freedom
4. achievement and success
5. braai