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 dont 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 cultureOutsider heroes, anti-oppression messages, and alienation of blacksHas added Flavor on the streets16-6Culture Production SystemA culture production system is the set of individuals and organizations that create and market a cultural productIt has three major subsystemsCreativeManagerialCommunications 16-7Cultural GatekeepersCultural gatekeepers are responsible for filtering the overflow of information and materials intended for customersTastemakers- have a say in the products we considerThroughput sector: includes gatekeepers like interior designers, retails buyers, magazine editors16-8...
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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

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