Management and Organizational Studies 3321F/G Lecture Notes - Lecture 10: Emic And Etic, Kibbutz, The Good Life

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

3321 lecture 10 lifestyle last week: reference group. Loud: want to signal to others that they have money, obnoxiously designer. Quiet signals: people do not need to signal to others their status. Cigar aficionado: the good life, cigar magazine. Milk: can be related to functionality or not. i. e car racing and ads, consumption constellations: define, communicate, and perform social roles, consumer in the middle and life style products associated with. Identifying heavy, moderate, and light users: targeting heavy users and the benefits they derive from product (80/20. Rule: o(cid:374)l(cid:455) 20 pe(cid:396)ce(cid:374)t of a p(cid:396)oduct"s use(cid:396)s accou(cid:374)t fo(cid:396) 80 pe(cid:396)ce(cid:374)t of the volume of product sold. Guided by a belief system (ideal: status orientation: guided by opinions of peers (achievement, action orientation: desire to impact the world around them (self-expression, resource (high/low) Geodemography: consumer expenditures/socioeconomic factors + geographic information, (cid:862)bi(cid:396)ds of a featu(cid:396)e flock togethe(cid:396)(cid:863, can be reached more economically (by city and postal code)