Leture 14 BW 6spp

How and why is individual behaviour altered as a

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Unformatted text preview: r behaviour? Culture is the extension of group influence on the large scale – Culture has a function to secure the continuity of the society – To understand a culture, understand the influences of: th External environment – Information influence (information search and evaluation) Material development – Normative influence (need to belong, social acceptance operant cond) Social/normative development – Identification influence (social identity – categorization of self, identification with groups that are strong, influential) Cognitive development Symbolic development Variables that you can affect: 21 Cross-cultural marketing needs to understand the different components of a given culture in order to adopt product positioning for maximum cultural appeal SubSub-culture is a source of identity and social stratification Lecture 14 22 Lecture 14 Model of Consumer Behaviour Break Revision Revision Culture and Sub-culture 5 min In the exam: http://www.shoutcast.com/sbin/shoutcast-playlist.pls?rn=315469&file=filename.pls – Discuss how you can use your understanding of culture and sub-culture to position products as cultural or sub-cultural icons. Variables you need to consider: you need to consider: – Environment (Location within the city, nation, region) Break Over – Material (race, nationality, wealth) – Cognitive (set of ideas, beliefs, values; religion) – Normative (set of expected behaviours) – Symbolic (set of artifacts, symbols, jargon) 23 24 4 Lecture 14 Lecture 14 Final Final Exam Final Exam Revision Revision Key Words and Definitions Sample exam question: – Attitude and personality are related constructs. Discuss how understanding the components of attitude and the current theories of personality can help marketers predict consumer behaviour. As a marketing manager of hand-held PDA devices how can you use this handinformation to position your products in the market? Key words: – Attitude, personality, relation, components, theories, predict behaviour, position Definitions: Approach: – Key words and d...
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