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MARK 3324 CH 2

by: Antonio Castillo

MARK 3324 CH 2 MARK 3324

Antonio Castillo
GPA 3.8

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About this Document

These notes include points that were touched on in class and include expanded points take from the Consumer behavior textbook 13th Edition.
Consumer Behavior
Adwait Khare
Class Notes
25 ?




Popular in Consumer Behavior

Popular in Marketing

This 2 page Class Notes was uploaded by Antonio Castillo on Sunday January 31, 2016. The Class Notes belongs to MARK 3324 at University of Texas at Arlington taught by Adwait Khare in Spring 2016. Since its upload, it has received 29 views. For similar materials see Consumer Behavior in Marketing at University of Texas at Arlington.


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Date Created: 01/31/16
CH 2  Four major world citizens o Global citizen- concerned with higher quality and production method. Like to see more socially responsible behavior o Global dreamer- less socially responsible, for identity purposes. buys more western o Anti-global- resists any foreign influence  Marketing implication = products must be adapted to local customs o Global Agnostics- will buy global brand or local brand, depends on which is superior  Culture includes knowledge, belief, art, law, morals, customs and any other habits acquired by a specific group of people o sets boundaries o Sets norms, what is wrong vs what is right o Sets sanctions or social penalties  Other-oriented values describe how groups and individuals interact with each other o Have a major influence on marketing practice o Dimensions:  Individual/collective (affects reward system, quality), Youth/Age (affects what is bought and why), Extended/Limited Family, Masculine/Feminine, Competitive/Cooperative (to what extent does a society value competitiveness), Diversity/Uniformity (  Environment-oriented values describe how people interact with their environment o Would adapt for a society that stresses a problem solving approach rather than a fatalistic approach to their environment o Dimensions:  Cleanliness (developing nations vs developed), Performance/Status, Tradition/Change (degree of openness), Risk taking/security (life insurance etc.), problem solving/fatalistic (things are not going to change vs change so there’s less consumer activism), Nature  Self oriented values reflects the approaches to life that the individual members of society find desirable o Describes how a person sees themselves o Dimensions:  Religious/secular (degree of of religious identification), Active/passive (take things for granted and accept the way things are), sensual gratification/abstinence (fight off desires), Material/nonmaterial (buying to solve a problem vs buying just to own), hard work/leisure,  Cultural variations in nonverbal communication can cause problems o Certain words mean something else in another country o Time perspective  monochronic (strict time)  polychronic (flexible, usually late) o Space  size of space is correspondent to status in western culture  i.e larger office space is allocated according to rank  personal space also plays a role  i.e Latin America distance in business conversations are much shorter than America o Symbols  colors (pink vs blue), animals, shapes, number and music o Relationships  Americans tend to form relationships quick and easily  Chinese are more complex and characterized by guanxi  Guanxi- translated as a personal connection on which an individual can draw to secure resources o Agreements  Americans have developed an extensive legal system to make sure obligations are honored  Other cultures rely more heavily on relationships and friendships o Thing  Such as gift giving  Leads to purchase patterns o Etiquette  shaking hands  eating meals (some cultures eat a single large meal and share their food)


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