Indd page 65 81308 125708 am user ker81063ch03058

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Unformatted text preview: ative American/Alaska native Asian Black Hispanic Two or more 64 ker81063_ch03_058-077.indd Page 65 8/13/08 12:57:08 AM user ker81063_ch03_058-077.indd Page 65 8/13/08 12:57:08 AM user /Volumes/203/MHBR060/ker10ch03 /Volumes/203/MHBR060/ker10ch03 Set of values, ideas, and attitudes that are learned and shared among the members of a group A second social force, culture, incorporates the set of values, ideas, and attitudes that are learned and shared among the members of a group. Because many of the elements of culture influence consumer buying patterns, monitoring national and global cultural trends is important for marketing. Cross-cultural analysis needed for global marketing is discussed in Chapter 7. Culture also includes values, which vary with age but tend to be very similar for men and women. All age groups, for example, rank “protecting the family” and “honesty” as the most important values. Consumers under 20 years old rank “friendship” third, while the 20-to-29 and 30-to-39...
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This document was uploaded on 01/30/2014.

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