week five - the environment of the demand, culture and subculture

Question 1

what economic factors affect consumer behaviour and marketing strategy

Answer 1

• national income
• disposable income
• consumption/savings

Question 2

what demographic factors affect consumer behaviour and marketing strategy

Answer 2

• population and age groups
• educational aspects
• family

Question 3

define culture

Answer 3

a societies personality, shaping individuals identity

Question 4

define symbolic dimension

Answer 4

the intangibles that are shared in a group - tends to define culture, e.g. cross in christianity

Question 5

define behavioural dimenion

Answer 5

the internalisation of values and norms

Question 6

define social dimension

Answer 6

culture emerges in the group

Question 7

define identity dimension

Answer 7

culture is defined as perceived and it is assumed unitary

Question 8

culture production process diagram

Answer 8

topic 5, check slides

Question 9

what does the creative subsystem in the culture production process do

Answer 9

generates new symbols and products

Question 10

what does the managerial subsystem in the culture production process do

Answer 10

selects, makes tangible, produces and manages the distribution of new symbols and products

Question 11

what does the communications subsystem in the culture production process do

Answer 11

it gives meaning to the new product and provide it with a symbolic set of sttribute

Question 12

what are the two types of cultural gatekeepers

Answer 12

• formal
• informal

Question 13

what are some example of formal gatekeepers

Answer 13

• casting directors
• radio programmers
• textbook authors
• retail buyers
• restaurant reviewers

Question 14

what are some example of informal gatekeepers

Answer 14

• opinion leaders
• friends
• spouse
• family
• neighbours

Question 15

what are the dimensions of national culture

Answer 15

• low context
• high context

Question 16

define low context

Answer 16

good communication is precise, simple and clear, messages are expressed and understood at face value (rely on spoken and written language, low degree of complexity)

Question 17

define high context

Answer 17

good communication is sophisticated and layered, messages are read and spoken between the lines, messages are implied but not plainly expressed (uses more elements - like social context, high degree of complexity)

Question 18

define a monochronic culture

Answer 18

a culture that likes to do one thing at a time, they value a certain orderliness, they do not appreciate interruptions. they also show a lot of respect for private property (do not like to be lenders or borrowers)

Question 19

define a polychronic culture

Answer 19

they like to do multiple things at a time, a managers door will tend to be open, whilst taking a meeting at the same time. people are their main concern and they have a tendency to build life long relationships

Question 20

considerations for marketing decisions

Answer 20

• Nonverbal communication: signs, symbols and traditions
• Language and communication style
• The sense of time (long/short term orientation)
• Space and ethnocentrism
• Institutions
• Collectivism and individualism
• Male and female countries
• Treatment of inequality (indulgence), differentiation of roles and power distance
• Aversion to uncertainty or risk

Question 21

what should companies do in relation to cultural variety

Answer 21

1) detect the differences and similarities between cultures
2) identify emerging cultural trends
3) analyse the direct and indirect effects on the company’s activity
4) identify the opportunities and threats
5) develop a strategy

Question 22

define a subculture

Answer 22

a group of people within a culture which differentiates from the larger culture to which they belong

Question 23

define microculture

Answer 23

the specialised subgroups within an organisation, marked with their own languages, ethos and rule expectations

Question 24

characteristics of a microculture

Answer 24

• depends on the smallest units of organisation as opposed to the broader structure subcultures of race or class
• tend to be more short-lived
• voluntarily chosen