8. MBA, PHD in Business, & 27th most influential workplace experts
The Three Significant Periods Which Values are Developed:
Imprint: Birth to 7 years sponges like
*absorb and except everything to be true
Modeling: 8- 13 years imitate/mimic
*people are mirrors, regurgitating their environments
Socialization: 13- 21 years influential
*influenced by their peers and media
*look for ways to break free from previous programming
Every decade…we are sharper…smarter…faster…!
VALUES MORRIS MASSEY INTERPRETATION
10. Reality:
Fact #1: Media & visual
images are influential
Fact #2: Youth being a
easy to influence,
becomes a easy target
to market
Fact #3: Companies
realize they have a life
time to develop with
consumers (keep them
engaged)
VALUES LINKING THEORY TO REALITY
Destruction vs non-Destruction
11. Why should I care?
Foundation of your life
Dictate your choices
Determine life direction
Clarity
The better you understand your very own
values, the more receptive you are of
others
The same relates to working in marketing
(knowing you target market)
YOUR VALUES, YOUR LIFE
12. Social psychologist &
Dutch researcher
Focus:
Organizational Culture
Mental Programing
Value & Value Orientation
Influential books:
Culture’s Consequences (values)
Cultures & Organization (mental
software)
GEERT HOFSTEDE FOUNDING FATHER
13. 140 different studies 39 countries
proved
Culture is an unwritten language:
born ‘preprogramed,’ developed by up bring, &
reinforced by institutions
Culture directly influence behavior
of societies & organization
SIGNIFICANCE OF THE STUDIES
14. Software of the mind:
1. Universal (human nature)-
Basic level shared by all
2. Collective (culture)- shared
with some but not all
3. Individual (personality)-
unique part
VALUES & CULTURE: MENTAL PROGRAMING
**Two things what expose
our mental program is by
words, and actions.
15. The Onion Diagram:
1. Symbols (language, gestures, objects,
pictures)- complex meanings
recognized by those who share the
culture
2. Heroes (real/fake, dead/alive)-
characteristics are used as a
model
3. Rituals (activities/ norms)-
unnecessary but considered
essential
4. Practices- invisible to see,
manifests itself to a visual
element
5. Values- invisible until seen in
behavior. ‘Where are culture
manifests into visual elements’
MANUFESTATION OF CULTURE
16. Social Norms:
Develops, established and
reinforces in institutions structure &
functions
Evolves within generations
Most effective way of changing
mental programs of a individual
Answer:
Change the BEHAVIOR 1st
WHY IS THIS IMPORTANT TO MARKETING
Developed
Established
Reinforced
Social Norms
Development Cycle
17. Dr. Elizabeth J. Kunkel:
human behaviorist, consumer behavior
“the major problem of economic
development is not the alteration of
character, value, or attitude, but the
changes of those selected aspects of
man’s social environment which are
relevant to the learning of new
behavior patterns”
ECONOMIC DEVELOPMENT & MARKETING
18. Is human behavior random? Yes or No
Personality is one’s army, that influences the individuals
response to the environment? True or False
Do we all carry the same meaning for a value? Yes or No
Do most people value free things? Yes or No
Why or why not?
QUESTIONS:
Editor's Notes
Sentimental – my family picture (price less)
Aesthetic (nice blinds, nice chair) Painting (commerical and aesthetic)
Functional (it works…car drives….skoda car gives you the funcitonal value…ferrari gives you sentimental value, SELF IMAGE)
How your customer perceive value and price is important because based on value is how a product is branded. Ferrari not only gives all 4 values, but it also gives an image .
Its funcitonally functional
Talk about KIA
Behavior (Maslows hierchary theory to value orientation to identify where people in a given society stand). Apple is moving towards the top of the pyramid. It todays society, it no longer is enough to provide the bottom of the pyramid, and rarely do companies achieve the top (self actualization). But this is what people are looking for. They want experience, they need to realize that the product or service they are buying is fullfiling them somehow (wether it is spiritually, or self image…but it gives them personality….Apple has realized this.)
.
He smokes camels he must be my kinda guy. Their strategy is not meant to be tragedy
Cross cultural
Walmart – germany replicate businness plan, open business cheaper prices….germany non GMO….Walmart instead of knowing their value as a culture they imposed their owned
(all from different geographic locations, economic infrastructures, political involvement & demographic)
1 brain being programed in 3 different way
Water and soil light climate…are external…the seed is the internal value. The more you nourish the seed, your value….the healthier the onion.
Paulina- Child learning to walk
Martina- Codes in your brain ----- code print and its OK ….beach walk away you take your shoes off..sand between between ur toes, u become their culture…u assimilate