MKTG 313 Lecture Notes - Lecture 2: Social Class, Asian Americans, Marketing Strategy
MKT 313- review exam 2
Culture
is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other
capabilities and habits acquired by humans as members of society
Culture does....
not include inherited responses or predispositions
Other-Oriented Values
reflect a society's view of the appropriate relationships between individuals and groups within
that society (placing a high value on collective activity)
Environment-Oriented
reflect a society's relationship to its economic, technical, and physical environment (placing a
high value on cleanliness and admires nature immensely
Self-Oriented
reflect the objectives and approaches to life that the individual members of society find
desirable
Other-Oriented Values
-Individual/Collective
-Youth/Age
-Extended/Limited Family
-Masculine/Feminine
-Competitive/Cooperative
-Diversity/Uniformity
Environment-Oriented Values
-Cleanliness
-Performance/Status
-Tradition/Change
-Risk taking/Security
-Problem solving/Fatalistic
-Nature
Risk Taking/Security
Do the "hereos" of the culture meet/overcome obstacles?
Is the person who risks established position or wealth on a new venture admired or considered
foolhardy?
Risk Taking/Security has strong influence on:
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-Entrepreneurship
-Economic Development
-New-Product Acceptance
Time Perspective
a culture's overall orientation toward time (time may be viewed as linear, fixed, inescapable,
something capable of being scheduled/wasted/lost etc)
Time Interpretations
meanings assigned to specific uses of time vary across cultures
The influence of marketing strategy on cultures has traditionally been ___________, as
products, brands, cultures, and values have primarily moved from the US to other countries
one-way
Today, however, there is _____________ influence between culture and marketing strategy, as
products, brands, cultures, and values move back and forth across the world
mutual
Marketing strategy influences ___________, and _________________ influences marketing
strategy
culture
Considerations for foreign and geographic market?
1. Is the geographic area homogenous or heterogeneous with respect to culture?
2. What needs can this product or a version of it fill in this culture?
3. Can enough of the people needing the product afford the product?
4. What values or patterns of values are relevant to the purchase and use of this product?
5. What are the distribution, political, and legal structures for the product?
6. In what ways can we communicate about the product?
7. What are the ethical implications of marketing this product in this country?
Beginning after the end of WWII, and accelerating rapidly during the 1970s and 1980s,
Americans began to place increased emphasis on:
-Sensual gratification
-Immediate gratification
-Leisure
America has long been a competitive society and this value remains____________
firmly entrenched
Eco-Cent
Highly committed to and concerned about environment; high education and income; Urban
South and West
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Document Summary
Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. Culture does not include inherited responses or predispositions. Other-oriented values reflect a society"s view of the appropriate relationships between individuals and groups within that society (placing a high value on collective activity) Environment-oriented reflect a society"s relationship to its economic, technical, and physical environment (placing a high value on cleanliness and admires nature immensely. Self-oriented reflect the objectives and approaches to life that the individual members of society find desirable. Time perspective a culture"s overall orientation toward time (time may be viewed as linear, fixed, inescapable, something capable of being scheduled/wasted/lost etc) Time interpretations meanings assigned to specific uses of time vary across cultures. The influence of marketing strategy on cultures has traditionally been ___________, as products, brands, cultures, and values have primarily moved from the us to other countries one-way.
