Global Affluenze 2nd Lecture 9.2010

Global Affluenze 2nd Lecture 9.2010 -...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Consequences of Global Affluenza: Selling to the Moneyed Masses International Marketing | MARK 363 September 7. 2010
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Lecture Objectives Traditional Segmentation versus Need-States Science of Branding:  The Brand-Response Gap Global Emerging Markets Nationalism versus Globalization
Background image of page 2
Middle Mind Syndrome “Knowledge is not a passive mirroring of the  world, but an active means of making the world  into the kind of world we want it to be.” - Louise Menard   Metaphysical Club:  A Story of Ideas in America 
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Insight “Macro marketing in the United States must move  beyond the study of consumption by itself.   Particularly, any attempt to understand prevailing  patterns of consumption must have a historical  perspective, one with a broader domain and  embrace than the simple sphere of consumption  by itself.” Professor Raymond Benton 1987
Background image of page 4
One of the greatest ambiguities in American culture is the  vivid condemnation of all things “amoral” while concurrently  indulging in a celebration of the American icons who covet  and actively promote such pleasures. It’s the typical and  historic “violence and striptease” combination, one which is  largely irresistible to a majority of Americans weaned on just  such entertainment options. 
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Poverty of Imagination The imagination was “at large” in the sixties in a way  it is not in the present.  But the imagination is  presently “institutionalized” in universities and  museums and the inane cultural programming of the  media, as if we feared having something so mad  walking the streets.  In the present, the only “thought”  that is completely and actively socialized is  fear
Background image of page 6
A Modern Example Marketing is the organic mirror of our inorganic  state. Marketing draws upon and creates social change. Social change is material – who controls what wealth  Social change is institutional – who runs what institutions Social change is political – who wins elections controls…
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Old Enlightenment  Reason assumes to be: Conscious – we know what we think Universal – the same for everyone Disembodied – free of the body, independent Logical – consistent with the properties of classical  logic Unemotional – free of the passions Value-Neutral – the same applies regardless of values  Interest-Based – serving one’s purpose and interests Literal – fits an objective world precisely
Background image of page 8
The New Enlightenment The Old Enlightenment has run its course.
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/31/2011 for the course MARK 363 taught by Professor Gerolius during the Spring '10 term at Loyola Chicago.

Page1 / 55

Global Affluenze 2nd Lecture 9.2010 -...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online