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CB SESSION 9 GLOBAL CONSUMER CULTURE

CB SESSION 9 GLOBAL CONSUMER CULTURE - 16-1Global Consumer...

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Unformatted text preview: 16-1Global Consumer CultureCONSUMER BEHAVIOR16-2ObjectivesWhen you finish this lecture, you should understand why:•Styles act as a mirror to reflect underlying cultural conditions.•We distinguish between high and low culture.•Many modern marketers are reality engineers.16-3Chapter Objectives (continued)•New products, services, and ideas spread through a population. Different types of people are more or less likely to adopt them.•Many people and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.•Fashions follow cycles.16-4Chapter Objectives (continued)•Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.•Western (and particularly American) culture has a huge impact around the world, though people in other countries don’t necessarily ascribe the same meanings to products as we do.16-5Where Does Culture Come From?•Influence of inner-city teens( only 8%)•Hip-hop/black urban culture•Outsider heroes, anti-oppression messages, and alienation of blacks•Has added “Flavor” on the streets16-6Culture Production System•A culture production system is the set of individuals and organizations that create and market a cultural product•It has three major subsystems•Creative•Managerial•Communications 16-7Cultural Gatekeepers•Cultural gatekeepers are responsible for filtering the overflow of information and materials intended for customers•Tastemakers- have a say in the products we consider•Throughput sector: includes gatekeepers like interior designers, retails buyers, magazine editors16-8...
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CB SESSION 9 GLOBAL CONSUMER CULTURE - 16-1Global Consumer...

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