culture black marketers
TRANSCRIPT
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Culture
The sum total of learned
beliefs, values, and
customs that serve toregulate the consumer
behavior of members of
a particular society.
PRANJAL
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Culture Is Learned
Enculturation andacculturation
Language and
symbols
Ritual
Sharing of culture
Enculturation The learning of ones
own culture
Acculturation The learning of a
new or foreign
culture
Issues
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This ad would
appeal tothose from
other countries
who are now
interested in
buying ahouse in the
U.S.
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The EU has
a Web site
for new
citizens.
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The Movement of Cultural Meaning
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Culture Is Learned
Enculturation andacculturation
Language and
symbols
Ritual
Sharing of culture
Issues
Without a common
language shared
meaning could not exist
Marketers must choose
appropriate symbols inadvertising
Marketers can use
known symbols for
associations
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ThisWeb site
explores
animals assymbols for
advertising.
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This ad uses
the symbol of
a magnet to
emphasize its
benefits.
PRANJAL
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Culture Is Learned
Enculturation and
acculturation
Language and
symbols
Ritual
Sharing of culture
Issues
A ritual is a type of
symbolic activity
consisting of a series of
steps
Rituals extend over thehuman life cycle
Marketers realize that
rituals often involve
products (artifacts)RIGE THOMAS
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Selected Rituals and Associated
ArtifactsSELECTED RITUALS TYPICAL ARTIFACTS
Wedding White gown (something old, something new, something
borrowed, something blue)
Birth of child U.S. Savings Bond, silver baby spoon
Birthday Card, present, cake with candles
50th Wedding anniversary Catered party, card and gift, display of photos of the
couples life together
Graduation Pen, U.S. Savings Bond, card, wristwatchValentines Day Candy, card, flowers
New Years Eve Champagne, party, fancy dress
Thanksgiving Prepare a turkey meal for family and friends
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Culture Is Learned
Enculturation and
acculturation
Language and
symbols
Ritual
Sharing of Culture
Issues
To be a cultural
characteristic, a belief,value, or practice must be
shared by a significant
portion of the society
Culture is transferredthrough family, schools,
houses of worship, and
media
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This ad uses
characters
well known
in the U.S.
culture.
RIGE THOMAS
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The Measurement of Culture
Content Analysis
Consumer Fieldwork Value Measurement Instruments
SUDIP
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ContentContentAnalysisAnalysis
A method forsystematically analyzing
the content of verbal
and/or pictorial
communication. The
method is frequently
used to determine
prevailing social valuesof a society.
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FieldFieldObservationObservation
A cultural measurementtechnique that takes
place within a natural
environment thatfocuses on observing
behavior (sometimes
without the subjects
awareness).
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Characteristics of Field
Observation Takes place within a natural environment
Performed sometimes without the
subjects awareness
Focuses on observation of behavior
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Participant-Observers
Researchers who
participate in the
environment that theyare studying without
notifying those who
are being observed.
SUDIP
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Value Measurement Survey
Instruments Rokeach Value Survey (RVS)
A self-administered inventory consisting ofeighteen terminal values (i.e., personal goals)and eighteen instrumental values (i.e., ways ofreaching personal goals)
List of Values (LOV) A value measurement instrument that asks
consumers to identify their two most importantvalues from a nine-value list that is based on the
terminal values of the Rokeach Value Survey Values and Lifestyles (VALS)
A value measurement based on two categories:self-definition and resources
VIMLESH
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Table 12.5
Excerpt from the Rokeach Value SurveyTERMINAL VALUES INSTRMENTAL VALUES
A comfortable life Ambitious
An exciting life Broad-minded
A world at peace Capable
Equality Cheerful
Freedom Clean
Happiness Courageous
National security Forgiving
Pleasure Helpful
Salvation Honest
Social recognition Imaginative
True friendship Independent
Wisdom Intellectual
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This ad
references aterminal
value.
VIMLESH
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American Core Values
Achievement and
success
Activity
Efficiency andpracticality
Progress
Material comfort
Individualism
Freedom
External conformity
Humanitarianism
Youthfulness
Fitness and health
SUBHASIS
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Core Cultural Values in America
Value
General
Feature
Relevance to
Consumer Behavior
Progress
Material
comfort
People can
improve
themselves;tomorrow should
be better
The good life
Stimulates desire for new
products that fulfill un-
satisfied needs; New
product acceptance
that claim to be new
or improved
Fosters acceptance of
convenience and luxuryproducts that make life
more enjoyable
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Core Cultural Values in America
Value
General
Feature
Relevance to
Consumer Behavior
Achievement
and success
(work ethic)
Activity
Efficiency and
practicality
Success flows
from hard work
Keeping busy is
healthy & natural
Admiration of things
that solve problems
(e.g., save time
and effort)
Acts as a justification for
acquisition of goods
(You deserve it)
Stimulates interest in
products that save timeand enhance leisure-
time
Stimulates purchase of
products that function
well and save time
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Core Cultural Values in America
Value
General
Feature
Relevance to
Consumer Behavior
Individualism(responsibility?)
Freedom
(equality)
Being ones self
(e.g., self-reliance,
self-interest, and
self-esteem
(Self-fulfillment)
Freedom of choice
Stimulates acceptance of
customized or unique
products that enable a
person to express hisor her own personality
Fosters interest in wide
product lines and
differentiated products
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Toward a Shopping Culture
Is shopping what we do to create value in
our lives?
The younger generation is shopping more
This has an effect on credit card debt
SUBHASIS