Chapters 3 & 4

Chapters 3 & 4 - Consumer Behavior Chapter 3 The...

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Consumer Behavior Chapter 3: The Changing American Society: Values Chapter 4: The Changing American Society: Demographics and Social Stratification
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Cultural Values Cultural values are widely held beliefs that affirm what is desirable. Three general categories of cultural values of relevance to consumer behavior (see Chapter 2): 1. Other-oriented values reflect society’s view of the appropriate relationships between individuals and groups in that society. 2. Environment-oriented values prescribe a society’s relationship to its economic and technical as well as its physical environment. 3. Self-oriented values reflect the objectives and approaches to life that the individual members of society find desirable.
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Self-Oriented Values Religious/Secular Sensual Gratification/Abstinence Postponed/Immediate Gratification Hard Work/Leisure Material/Nonmaterial Active/Passive
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Environment-Oriented Values Cleanliness Tradition/Change Risk Taking/Security Problem Solving/Fatalistic Admire/Overcome Nature (Example: www.discovery.com/manvswild) Performance/Status
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Other-Oriented Values Individual/Collective Diversity/Uniformity Limited/Extended Family Youth/Age Competition/Cooperation Masculine/Feminine
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Ads are often used to communicate values and encourage action
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Marketing Strategy and Values It is critical that all aspects of the firm’s marketing mix be consistent with the value system of its target market. Marketers have responded to values centered on the environment, social causes, and diversity. Green marketing involves: 1. developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product; 2. developing products that have a positive impact on the environment; and 3. tying the purchase of a product to an environmental organization. Website: http://www.youtube.com/watch?v=X9X850id1SI (Rowan Goes Green)
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Marketing Strategy and Values Cause marketing is sometimes used interchangeably with social marketing. Refers to the application of marketing principles and tactics to advance a cause, such as a charity, an ideology, or an activity. Differs from traditional marketing in the intangible and abstract nature of the product and in the absence of a profit motive. Cause-related marketing is marketing that links a company and its products to a cause or issue with the goals of improving sales or corporate image while providing benefits to the cause. Cause-related marketing is often effective because it is consistent with strongly held American values.
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Marketing to Gay & Lesbian Consumers More recently, positive images of gay characters on mainstream television Queer Eye for the Straight Guy; Will and Grace, ER, NYPD Blue, All My Children Gay Pride events: Mainstream corporate sponsors Four marketing alternatives appeal to homosexual subculture that wants free expression of sexuality, but does not want to be seen as outsiders.
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