Chapter 3 Flashcards
What is Culture ?
Culture is the shared meanings, rituals, norms, and traditions that form a society’s personality.
What are Core Values ?
Values that define a culture uniquely (e.g., youthfulness in American culture)
What are myths ?
Stories with symbolic elements representing shared emotions and ideals (e.g., Greek mythology). Modern brands use myths in marketing to add depth and magic to products.
Example: Apple and Steve Jobs are portrayed as a modern myth in tech culture.
What are Rituals ?
Rituals are repeated, symbolic behaviors in a fixed sequence, influencing consumption (e.g., morning coffee).
What are common rituals that brands use ?
Brands often associate themselves with specific rituals (e.g., Coca-Cola with family gatherings, chocolate for Valentine’s Day).
What is product placement ?
The strategic placement of products in media.
Positive Product Placement
Familiarizes consumers with brands.
Example : In an Egyptian movie actors may be sitting at a table eating dinner drinking Coca Cola this a positive placement for the product as it fits well with everyday Egyptian life making it feel like a natural choice in the scene.
Positive Product Placement
Familiarizes consumers with brands.
Example : In an Egyptian movie actors may be sitting at a table eating dinner drinking Coca Cola this a positive placement for the product as it fits well with everyday Egyptian life making it feel like a natural choice in the scene.
Negative Product Placement
Can disrupt the consumer’s experience if it doesn’t fit naturally with the content.
Example : In an Egyptian movie an actor may be seen transacting money from an ATM with a bank logo and talks about its services and benefits without it being relevant to the storyline of the movie itself this drawbacks making it feel unnatural and disrupts the storyline.
Adaptation
A product’s success in one culture may not translate to another. Marketers need to understand cultural differences to avoid failure in new markets.
Western Influence
Western, especially American, culture has global influence, but products may carry different meanings in different cultures.
What is the household life cycle (HLC) ?
Impacts consumption patterns, with each stage presenting unique needs.
What are the family decision roles in HLC ?
• Initiator: Begins the purchase process.
• Info Provider: Gathers information. • Influencer: Sways criteria for decision-making. • Decision Maker: Makes the final decision. • Purchasing Agent: Executes the purchase. • Consumer: Uses the product.
Children’s marketing influence
Children influence a significant amount of household spending.
Ethical concerns when it comes to children
Young children may struggle to process advertising, leading to potential negative effects like unhealthy eating habits or family conflicts.
