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MKT 302_Week 7 notes

by: Allie S

MKT 302_Week 7 notes MKT 3020

Marketplace > Clemson University > Marketing > MKT 3020 > MKT 302_Week 7 notes
Allie S
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Ch. 8 notes
Consumer Behavior
Dr. Siemens
Class Notes
MKT 302, Clemson University
25 ?




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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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