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Unformatted text preview: Chapter 3: Achievement role : P101 Is based on performance criteria over which the individual has some degree of control Ascribe role: p101 Is based on attribute over which the individual has little or no control. Individuals can, within limits, select their occupational role (achievement role), but they can not generally determine their gender (ascribed role). Cause related marketing p96 CRM Is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause. Social Marketing: p95-96 Is marketing done to enhance the welfare of individuals or society without direct benefit to a firm. Different from traditional marketing: In general, the benefits to the individual are indirect (a better society in which to live). But, there are also different examples, for instance, health-related campaign, there are potential direct benefits to the individual. Cultural values p82 Widely held beliefs that affirm what is desirable. So, it is necessary to understand the underlying value shifts in order to understand current and future consumer behavior. Material/ nonmaterial Voluntary simplicity p87 "Consumers' efforts to reduce their reliance on consumption and material possessions have been termed voluntary simplicity." Active/passive Environment oriented values p88 Cleanliness Tradition/change Risk taking/security Problem solving/ fatalistic Admire/overcome nature: Performance/status Other oriented values: p91 Individual/collective Diversity/ uniformity 1Gender, 2gender identity & 3gender role 1 Whether a person is biologically a male or a female. 2 Refers to the traits of femininity, and masculinity. 3 Are the behaviors considered appropriate for males and females in a given society. Gender based marketing p101 For example, categorizing women into four groups: traditional housewife, trapped housewife(would prefer to work, but stay at home),trapped working woman(would prefer to stay at home, but work because of economic necessity or social or family pressure),career marketing woman. Modern gender orientation p101 A marriage in which husband and wife share responsibilities. Both work, and they share homemaking and child care responsibilities. Traditional gender orientation p101 A marriage in which the husband assumes the responsibility for providing for the family and the wife runs the house and takes care of the children. Green marketing p94 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; 3 or tying the purchase of a product to an environmental organization or event. Sustainability p94 profitable for the farmer environmentally sound socially responsible chapter 4 demographics& social class Generation or age cohort p124:is a group of persons who have experienced a common social, political, historical, and economic environment. Cohort analysis p124 is the process of describing and explaining the attitudes, values, and behaviors. Class to mass:p121 Companies, in a strategy termed class to mass, have responded by expanding opportunities for less affluent consumers to afford luxury. Cognitive age: p124 Is defined as one's perceived age, a part of one's self-concept. Chronological age (how old you are). Cognitive age (how old you feel) American generations( pre depression, boomers):p125 1. 2pre-depression generation: born after 1930;part of a broader category of consumers called the mature market(include pre-depression, depression, and baby boom). 2. depression generation 3. Baby boom generation: 4. generation X:1965-1976 5 generation Y: 1977-1994, 6 Tweens: 1994 focus on brand loyalty Conspicuous consumption p138 lower-upper class people they purchase and use automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth. Consumer literacy p120 The ability to find and manipulate text and numbers to accomplish consumption- related tasks within a specific market context in which other skills and knowledge are also employed. Demographics p116 Describe a population in terms of its size, distribution, and structure. Generation p124 Same as age cohort Hollingshead index of social position (ISP) P144 Is a two-term index that is well developed and widely used. occupation scale; education scale, classification system. Single and multi-item indexes p143 Single: estimate social status on the basis of a single dimension such as education, income, or occupation. Multi: take into account numerous variables simultaneously and weight these according to a scheme that reflects societal views. Nouveaux riches p138 high-status brands and activities are actively sought out by the nouveaux riches. Also belongs to lower-upper class. Social class system p 136 A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values and lifestyles. Societal rank p135 The words social class and social standing are used interchangeably to mean societal rank: One's position relative to other on one or more dimensions valued by society. Chapter 5 sub-culture Subculture p158 A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behaviors. Ethnic subcultures p 160 African American, Hispanic, asian/pacific islander, native American. Religious subcultures p 186 cculturation p169 Is the degree to which an immigrant has adapted to his or her new culture. Event marketing p167. Secular society p181 American is a secular society That is , the educational system, government, and political process are not controlled by a religious group, and most people's daily behavior are not guided by strict guidelines. ...
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This note was uploaded on 02/07/2012 for the course ADV 823 taught by Professor Dr.patriciahuddleston during the Fall '11 term at Michigan State University.
- Fall '11