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Ch1NOTES - Chapter 1 Cultural Marketing A New Understanding...

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Cultural Marketing: A New Understanding ADV3410 Hispanic Marketing Communication Fall 2011 Sept 1 Chapter 1
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From International to Intra-National Marketing The case of the US Hispanic is the most visible case of intra-national localization in the world. Marketers have started to question whether they need to use different approaches to reach consumers beyond demographics and their cultural heritage. Fall 2011 ADV3410 - Hispanic Marketing Communication Consider: Why is Culture Underestimated in Marketing?
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The Nature of Culture Culture: Culture encompasses the ways of life including the arts, beliefs and institutions of a population and they are passed from generation to generation. Objective Culture Subjective Culture: Beliefs, Values, Attitude, Interpretation, and Perception. Identifying the cultural differences make advertisement successful: Marketers must be tolerant. Qualitative & Quantitative Research Fall 2011 ADV3410 - Hispanic Marketing Communication Image Source: http://bluepuzzle.org/graphics/iceberg-clevenger-small.jpg
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Subjective Culture: Beliefs, Values and Attitudes, Interpretation and Perception Cultural Belief : what makes us accept a fact, opinion, or assertion as real or true, without immediate personal knowledge. Cultural Value : What we consider to be right or wrong and important or unimportant. Cultural Attitude : Our positive, negative and neutral response and reaction to the world.
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