week five - the environment of the demand, culture and subculture Flashcards
what economic factors affect consumer behaviour and marketing strategy
- national income
- disposable income
- consumption/savings
what demographic factors affect consumer behaviour and marketing strategy
- population and age groups
- educational aspects
- family
define culture
a societies personality, shaping individuals identity
define symbolic dimension
the intangibles that are shared in a group - tends to define culture, e.g. cross in christianity
define behavioural dimenion
the internalisation of values and norms
define social dimension
culture emerges in the group
define identity dimension
culture is defined as perceived and it is assumed unitary
culture production process diagram
topic 5, check slides
what does the creative subsystem in the culture production process do
generates new symbols and products
what does the managerial subsystem in the culture production process do
selects, makes tangible, produces and manages the distribution of new symbols and products
what does the communications subsystem in the culture production process do
it gives meaning to the new product and provide it with a symbolic set of sttribute
what are the two types of cultural gatekeepers
- formal
- informal
what are some example of formal gatekeepers
- casting directors
- radio programmers
- textbook authors
- retail buyers
- restaurant reviewers
what are some example of informal gatekeepers
- opinion leaders
- friends
- spouse
- family
- neighbours
what are the dimensions of national culture
- low context
- high context
define low context
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)
define high context
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)
define a monochronic culture
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)
define a polychronic culture
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
considerations for marketing decisions
- 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
what should companies do in relation to cultural variety
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
define a subculture
a group of people within a culture which differentiates from the larger culture to which they belong
define microculture
the specialised subgroups within an organisation, marked with their own languages, ethos and rule expectations
characteristics of a microculture
- 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
