MKT 302_Week 7 notes
MKT 302_Week 7 notes MKT 3020
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This 5 page Class Notes was uploaded by Allie S on Sunday March 6, 2016. The Class Notes belongs to MKT 3020 at Clemson University taught by Dr. Siemens in Winter 2016. Since its upload, it has received 8 views. For similar materials see Consumer Behavior in Marketing at Clemson University.
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Date Created: 03/06/16
▯ Chapter 8: Consumer Culture ▯ ▯ What is culture- Commonly held societal beliefs that define what's socially gratifying. Find value ▯ ▯ ▯ Consumer culture- what a person consumes helps define individuals in society Consumption is meaningful only relative to the environment in which it takes place. Environment defines context ▯ ▯ ▯ Values and Norms: ▯ ▯ Values = What we believe to be right/good. ▯ Norms = Social guidelines of what is appropriate in a given situation. ▯ Folkways- Routine norms of everyday life (dress code, manners, etc). ▯ Mores- Norms that are central to societal functioning (adultery, incest, drinking and driving, etc). ▯ ▯ Hofstede’s Cultural Values: ▯ 1. Individualism or collectivism Where does your identity reside Family-oriented; use of I or we; sense of self-importance o USA very individualistic – somewhat looking out for self; o China – communal; the common good ▯ 2. Power Distance Distance between authority/power figures and the people o USA power distance is smaller than in China/East Authority can direct or collaborate o Shapes the place a person has in hierarchy and how they can interact in the “caste” system ▯ 3. Uncertainty Avoidance The willingness to take on a risk/step out of comfort zone o USA is fairly low on UA – take a lot of risks o France/Japan very high – goes along with the collectivism ▯ 4. Masculinity or femininity Gender Role definition and assignment/duties o Shapes the idea of gender and place in society o Authority ▯ 5. Long-term or Short-term Goals and decisions based on longevity and desired pay out Immediate vs future o USA – short-term; quarterly/daily reports To engage in a behavior with immediate outcome o China – more long-term; benefits come later ▯ ▯ ▯ How is culture learned? Through socialization ▯ Socialization- Learning through observation Ex: wearing shoes ▯ ▯ Encultration- learn your native culture. ▯ ▯ Acculturation- learning another culture. Difficult ▯ ▯ Japanese Wa (value of group loyalty and consensus) ▯ ▯ ▯ ▯ ▯ ▯ ▯ ▯ Chinese Guanxi (relationships backed by reciprocity) ▯ ▯ ▯ ▯ ▯ ▯ ▯ ▯ Consumer ethnocentrism- belief among consumers that their ethnic group and native products are superior to other ethnic groups and their products. ▯ ▯ Culture is learned through Modeling and Shaping ▯ ▯ Shaping = behaviors slowly adapt through series of rewards and sanctions ▯ What cultural behaviors have you learned through shaping? Shoe tying ▯ ▯ Modeling = process of imitating others’ behavior Causes shaping ▯ What cultural behaviors have you learned through modeling? ▯ ▯ Verbal and Nonverbal communication/Language ▯ What issues arise with spoken language? Nonverbal = body language, distance stood apart Verbal = translation issues ▯ ▯ How does culture vary in unspoken language? Example: Asian culture nd o Mandarin Chinese is the mother tongue with English 2 o There are many variations o Not only words, but in conversational norms: “uhms” o Unspoken = personal space; thumbs up is obscene in Greece 3-5’ of personal space in Latin America, but 5-8’ in America ▯ ▯ ▯ Glocalization: Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local. ▯ ▯ Brand Classifications (Shultz and Schultz 2004) ▯ ▯ Local brands- specific to local/limited Market Core identity only works in region ▯ ▯ Transnational brands- offered in multi regions under common brand name, but may have different pricing, distance, or brand identity strategies Core works in nationwide scale ▯ ▯ Global brands- maintains a unified and consistent identity around Same core identity with same meaning (glocalization) o Localization of a global product
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