Final Exam study guide

Final Exam study guide - Cultural Influences and...

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Cultural Influences and Sub-Cultures What is culture and what is a sub-culture? Culture: learned set of knowledge, beliefs, rituals, norms, and traditions shared by group members (organization/society) o Comprehensive, acquired, provides boundaries within which most individuals think and act, seems “natural”, not static o Influences our preferences, how we make decisions, and how we perceive the world around us Sub-culture: a segment of a larger culture with shared values and patterns of behavior o Sub-culture members are also part of the larger culture in which they exist, and they generally share most behaviors and beliefs with the core culture o Unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as its current situation o Subcultures in the US: Ethnic, Religious, and Geographic Big 3 social categories and link between sub-culture and consumption sub-culture o Big 3 social categories: Age, Sex, and Race/Ethnicity o Consumption subculture: a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity Have an identifiable, hierarchical social structure Have a set of shared beliefs or values Have unique jargon, rituals, and modes of symbolic expression o Link between sub-culture and consumption sub-culture Both have shared values Both a sub-group of a larger group (sub-culture is part of the larger culture and consumption sub-culture is part of society) Cultural iceberg model, cultural values, and norms o Cultural values: shared beliefs about what is desirable o Norms: shared beliefs about what is acceptable behavior Socially enforced o Cultural values give rise to norms and associated sanctions, which in turn influence consumption patterns
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o Cultural influences are sub-conscious Nature of cultural influences is such that we are seldom aware of them o Cultural Iceberg Culture has some aspects that are observable (top half) and others that can only be suspected, imagined, or intuited (bottom half) The upper half represents the visible or formal aspects of an organization The lower half below the water line represents the hidden or informal aspects of an organization Importance of having a balance between these two aspects Surface behaviors are influenced by beneath-the-surface values and assumptions o Explain Hofstede’s cultural dimensions. What are the implications for marketing? 1) Individualism vs. Collectivism
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This note was uploaded on 12/15/2011 for the course BMGT 451 taught by Professor Staff during the Fall '08 term at Maryland.

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Final Exam study guide - Cultural Influences and...

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