Bmgt451- study guide for test 1

Bmgt451- study guide for test 1 - STUDY GUIDE FOR 451...

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STUDY GUIDE FOR 451 Asian-Americans – 3 questions Entrepreneurial, highly-educated, seek quality brands, 93% live in urban areas, strong family ties, early adopters of technology, value education as a way to achieve social acceptance The most diverse group; not a single subculture; language is a major factor Segmented into 3 groups: o Traditionalists- older, often retired, have strong identification with original culture, native language tends to be the primary language, and are not concerned about status o Established- older, conservative professionals, well educated with strong incomes, have relatively weak identification with native culture, have less need or desire for native-language programming, and will pay premium prices for high quality. o Living for the moment- younger, have moderate identification with native culture, tend to be bilingual, spontaneous, materialistic, impulsive shoppers, concerned with status and quality Asian-Indian Americans – 1 question -place great value on education -concerned with financial security and save at a higher rate than the average american -shop for value and look for quality and durability -husbands have the dominant role in family decisions African Americans – 1 question - INNOVATIVE WHEN PRODUCTS COMMAND HIGH SOCIAL VISIBILITY Constitute 13% of the American population Classified into 4 segments: o Contented o Upwardly mobile o Living for the moment o Living day to day
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African Americans make greater use of mass media than do whites, having different preferences and report more influence by mass media ads than do whites Acculturation The degree to which an immigrant has adapted to his or her new culture. - Highly related to language use and both are strongly influenced by generational factors. -learning other cultures – trends in obesity affect acculturation Ethnocentrism When you think your culture is better than everyone elses - Consumer ethnocentricity -> only purchasing from your own country Modeling, instrumental, mediation training Types of socialization Instrumental- where parent or sibling directly attempts to bring about certain responses through reasoning or reinforcement Modeling- child learns appropriate/inappropriate consumption behaviors by observing others Mediation- parent will alter a child’s initial interpretation or response to a marketing stimulus Status crystallization The more consistent an individual is on all status dimensions, the greater the degree of status crystallization for the individual. Status crystallization is moderate in the US. - If social status is crystallized, all variables are in sync (education, income level, social status) Working class Working class aristocrats- dislike the upper middle class and prefer product s and stores positioned at their social-class level. These individuals are proud of their ability to do “real work” and see themselves as the often- unappreciated backbone of America. Hollinghead Index of Social Position (ISP)
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This note was uploaded on 11/15/2010 for the course BMGT 451 taught by Professor Staff during the Fall '08 term at Maryland.

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Bmgt451- study guide for test 1 - STUDY GUIDE FOR 451...

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