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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.
- Spring '14