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Opening Vignette
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Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.
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The Impact of culture is hard to identify Culture is dynamic Culture is shared Culture is learned through enculturation and acculturation Culture offers order, direction, and guidance in all phases of human problem solving - e.g. When to eat, Where to eat
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Informal Learning
Technical Learning
Copyright 2006 Pearson Education Canada Inc.
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Is it the role of advertising to socialize readers on how to dress, decorate their homes, choose wines and food for parties, etc?
Vanity Fair Martha Stewart Living Wine Spectator
Copyright 2006 Pearson Education Canada Inc.
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The value must be pervasive. The value must be enduring. The value must be consumer-related.
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Achievement and success Activity Efficiency and practicality Progress Material comfort
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Core values are not a Canadian phenomenon Differences between Canadian and American values stem from differences in founding values, experiences and institutions Are Canadian and American values diverging?
Copyright 2006 Pearson Education Canada Inc.
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Canadians are less likely to say that religion is important to them There are more agnostics, atheists and secular humanists in Canada than in the US Canadians value the influence of immigrants more than Americans Canadians are more liberal in their values at every age than Americans
Copyright 2006 Pearson Education Canada Inc.
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Content Analysis
A method for systematically analyzing the content of verbal and/or pictorial communication. Frequently used to determine prevailing social values of a society.
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Field Observation
A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects awareness).
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Field Observation
Takes place within a natural environment Performed sometimes without the subjects awareness Focuses on observation of behaviour
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Participant-Observers
Researchers who participate in the environment that they are studying without notifying those who are being observed
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(continued)
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Identify key cultural values that affect the consumption of the product Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt the marketing mix if needed Modify marketing mix to subcultures if the culture is heterogeneous Be aware of symbols and ritual
Copyright 2006 Pearson Education Canada Inc.
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