Lecture 2 Flashcards
culture
Is the characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts
norms
What is appropriate
Values
What is good and bad
What does culture shape
Behaviors (words and actions which are apparent to the causal observer)
Interpretations (How we feel the core values should be reflected in specific situations in daily life such as working or socializing)
Cor values (Learned ideas of what is considered:
good/bad
Right/wrong
Desirable/undesirable
Acceptable or unacceptable
How does culture influence marketing
Segmentation, targeting, new product development and promotional activities
–> careful when using demographics to segment consumers and infer the values/benefits they are looking for
problems of ethnic segmentation
Targeting to sub-groups/subcultures/ethnicities is costly and might sometimes harm your brand
Often marketers group people based on demographics, throwing them all in the same pot
More fine-grained measures: values and questionaires
Social class
A status hierarchy in which individuals and groups are classified on the basis of esteem and presige acquired mainly through economic success and accumulation of wealth
Objective indicators
Income
Occupation
Ownership
Living situation
Education level
Values and norms
Social class (in segmentation)
Natural fform of segmenting consumers
Social classes differ in terms of
Distributional chanels and promotional efforts that can reach them
Products attributes they care about/benefits they seek out
Norms and values
Social mobility
The degree to which social status can change within a culture
Upwards social mobility
People rise in social status
Downward social mobility
People fall in social status
Horizontal social mobility
Change in social situation that does not affect status
