Chapter ppt 11 - copy

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  • 1. For Penney’s heraldedboss, the shine is off ofthe Apple-WSJ1
  • 2. For Penney’s heralded boss, the shineis off of the Apple-WSJ• Summarize Article• JC Penny’s current consumer position? Futureposition? Actions taken to change position.• How were decisions made?• Cultural Issues? Changes?• Results?2
  • 3. Influence of Culture onConsumer BehaviorCHAPTERELEVEN
  • 4. CultureThe sum total of learnedbeliefs, values, andcustoms that serve toregulate the consumerbehavior of members ofa particular society.4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 5. A Theoretical Model of Culture’s Influenceon Behavior - Figure 11.25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 6. The Invisible Hand of CultureEach individual perceives theworld through his owncultural lens66Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 7. Culture Satisfies Needs• Order, Direction andGuidance• Food and Clothing• Needs vs. Luxury77Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 8. Culture Is Learned• Enculturation andacculturation• Language andsymbols• Ritual• Sharing of culture• Enculturation– The learning of one’sown culture• Acculturation– The learning of a new orforeign cultureIssues8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 9. Culture Is Learned• Enculturation andacculturation• Language andsymbols• Ritual• Sharing of cultureIssues • Without a commonlanguage ,shared meaningcould not exist• Marketers must chooseappropriate symbols inadvertising• Marketers can use“known” symbols forassociations9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 10. Culture Is Learned• Enculturation andacculturation• Language andsymbols• Ritual• Sharing of cultureIssues• A ritual is a type ofsymbolic activity consistingof a series of steps• Rituals extend over thehuman life cycle• Marketers realize thatrituals often involveproducts (artifacts)10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 11. Selected Rituals and Associated Artifacts -Table 11.2SELECTED RITUALS TYPICAL ARTIFACTSWedding White gown (something old, somethingnew, something borrowed, somethingblue)Birth of child U.S. Savings Bond, silver baby spoonBirthday Card, present, cake with candles50th Wedding anniversary Catered party, card and gift, display ofphotos of the couple’s life togetherGraduation Pen, U.S. Savings Bond, card, wristwatchValentine’s Day Candy, card, flowersNew Year’s Eve Champagne, party, fancy dress11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 12. Culture Is Learned• Enculturation andacculturation• Language andsymbols• Ritual• Sharing of CultureIssues• To be a culturalcharacteristic, a belief,value, or practice must beshared by a significantportion of the society• Culture is transferredthrough family, schools,houses of worship, andmedia 12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 13. Culture is Dynamic• Evolves because it fills needs• Certain factors change culture– Technology– Population shifts– Resource shortages– Wars– Changing values– Customs from other countriesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 1313Chapter Eleven Slide
  • 14. The Measurement of Culture• Content Analysis• Consumer Fieldwork• Value MeasurementInstruments14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 15. ContentContentAnalysisAnalysisA method forsystematically analyzingthe content of verbaland/or pictorialcommunication. Themethod is frequentlyused to determineprevailing social valuesof a society.15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 16. Consumer Fieldwork• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior• Participant Observation1616Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 17. Value Measurement Survey Instruments17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 18. American Core ValuesCriteria for Value Selection• The value must be pervasive.• The value must be enduring.• The value must be consumer-related.18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 19. American Core Values19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
  • 20. Chapter 11Questions?20
  • 21. Case 11-1: My Taco has How ManyCalories?• How does providing calories informationon menus relate to the core AmericanValues presented in Chapter 11?21