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Marketing 310 Consumer Behavior 2&3

by: Hannah Achenbach

Marketing 310 Consumer Behavior 2&3 Mkg 310

Marketplace > Ball State University > Marketing > Mkg 310 > Marketing 310 Consumer Behavior 2 3
Hannah Achenbach
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About this Document

These notes cover chapter 2 (External Influences) and chapter 3 (values).
Consumer behavior
Class Notes
Marketing, Ball State University, Consumer Behavior, Hittler, 310




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This 3 page Class Notes was uploaded by Hannah Achenbach on Saturday January 23, 2016. The Class Notes belongs to Mkg 310 at Ball State University taught by Hittler in Winter 2016. Since its upload, it has received 28 views. For similar materials see Consumer behavior in Marketing at Ball State University.


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Date Created: 01/23/16
Week 3  Chapter 2 – External Influences: Culture  Globalization – changing from one­way influence to mutual influence. Concept of Culture ­ the complex whole that includes knowledge, belief, art, law, morals, customs, and  other capabilities and habits acquired by humans.         ­ culture is evolving and changes slowly over time. Variations in Cultural Values ­ other­oriented  ­ individual/collectivism ­ masculine/feminine  ­ youth/age ­ diversity/uniformity ­ competitive/cooperative ­ environment­oriented  ­ cleanliness – “go green”  ­ risk/security ­ tradition/change ­ problem solving/fatalistic ­ performance status  ­ nature ­ self­oriented ­ active/passive ­ hard work/leisure ­ sensual gratification/absence ­ religious/secular Week 3 Chapter 3 ­The Changing American Society: Values Cultural Values – widely held beliefs that affirm what is desirable  ­ value shifts??? *TCE American Values Chart  External Influences Green Marketing – less harmful to the environment     ­ positive impact     ­ trying to purchase to an environmental organization or event  ­ Greenwashing – promoting environmental benefits that a company doesn’t deliver on.  Cause­Related Marketing (CRM) – ties a company and its products to an issue or cause to  support.  * Example: the pink ribbon campaign to support breast cancer  Marketing to Gay & Lesbian – makes up 7% of the United States adult population or 16 million people             over age 18. Gender­Based Marketing – based on role identity   ­ product strategy   ­ marketing communications    ­ retailing strategy ­ Many companies are choosing to appeal their products to gender based on the  effectiveness, not the physical look. (colors, etc.)


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