chapter 9 WEEK 15 Flashcards
: The Influence of Culture (23 cards)
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.
culture
Key Characteristics of Culture
The Impact of culture is hard to ___________
identify
Key Characteristics of Culture:
Culture is learned through ______________ and __________________
enculturation
acculturation
Key Characteristics of Culture:
Culture offers _____, ________, and __________ in all phases of human problem solving -e.g. When to eat, Where to eat.
order
direction
guidance
Key Characteristics of Culture:
The Impact of culture is hard to identify
Culture is ___________
Culture is ____________
dynamic
shared
give 3 Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning
How Culture is Communicated
- Language and Symbols
- Ritual
- SHARING OF CULTURE
give the 3 The Measurement of Culture
Content Analysis
Consumer Fieldwork
Value Measurement Instruments
-A method for systematically analyzing the content of verbal and/or pictorial communication.
content analysis
-Frequently used to determine prevailing social values of a society.
content analysis
A measurement technique that takes
place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness).
Field Observation
Researchers who participate in the
environment that they are studying without notifying those who are being observed.
Participant-Observer
Culture and Marketing Strategy:
Identify key _________________ that affect the consumption of the Product
cultural values
Culture and Marketing Strategy:
Identify key cultural values that affect the _____________________________________
consumption of the Product
Culture and Marketing Strategy:
Ensure the ________________ appeals to these values.
marketing mix
Culture and Marketing Strategy:
Ensure the marketing mix appeals to these __________.
values
Culture and Marketing Strategy:
Examine changes in ___________________ and adapt the marketing mix if needed
cultural values
Culture and Marketing Strategy:
Examine changes in cultural values and adapt the ________________ if needed
marketing mix
Culture and Marketing Strategy:
Modify marketing mix to _________________if the culture is heterogeneous.
subcultures
Culture and Marketing Strategy:
Modify marketing mix to subcultures if the culture is __________________.
heterogeneous
Culture and Marketing Strategy:
Be ___________ of symbols and ritual.
aware
Culture and Marketing Strategy:
Be aware of __________ and _________.
symbols
ritual
