Chapter 4 - Social and Cultural Environment
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This document discusses key aspects of social and cultural environments. It defines culture as ways of living passed down through generations. Culture is expressed through social institutions and includes both conscious and unconscious values, ideas, attitudes and symbols. Religions are an important source of a society's beliefs. Languages also reflect cultural diversity. High and low context cultures communicate differently. Hofstede identified cultural dimensions like power distance and uncertainty avoidance. Rogers' diffusion of innovations theory explains how new ideas spread through cultures over time via communication channels. The innovation adoption process moves from awareness to adoption through interested evaluation and trial. Factors affecting adoption rates include relative advantage, compatibility and complexity. Innovators adopt earliest while laggards adopt latest.
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Consumer behaviour unit 1
The document discusses key aspects of consumer behavior including the meaning of consumer behavior, types of consumers, factors that influence consumer behavior from various disciplines like psychology, sociology, economics, and applications of consumer behavior knowledge in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. It also outlines the consumer decision making process and different types of consumer buying behaviors.
Buyer behaviour
The document outlines learning objectives and describes different types of buyer behavior, including consumers and business buyers. It then discusses the consumer buying decision process in 3 stages: need recognition, information search, and evaluation of alternatives leading to a purchase decision. It also describes factors that influence consumer behavior such as cultural, social, personal, psychological factors and types of buying behavior.
Factors influencing industrial buying (ism)
Industrial buying decisions are influenced by environmental, organizational, interpersonal, and individual factors. Environmental factors include economic conditions, technological changes, politics/regulations, and competition. Organizational factors comprise a company's objectives, policies, procedures, structure, and systems. Interpersonal factors stem from relationships between buying center participants and their ability to influence one another. Individual factors relate to personal characteristics like age, income, education, job role, personality, and risk attitudes.
Slides2 Consumer Behaviour
1. Understanding consumer behavior involves appreciating the factors that influence consumer decision making, including individual influences, group influences, situational influences, and marketing influences.
2. There are different stages in the consumer decision process, including problem recognition, information search, information evaluation, purchase decision, and post-purchase evaluation.
3. Marketers can help consumers at each stage of the decision process, such as demonstrating problems at the problem recognition stage, providing product information at the information search stage, and providing reassurance at the post-purchase evaluation stage.
Consumer Behaviour-Attitude
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important Organizational buying behavior
This document discusses organizational buying behavior. It defines organizational buying as the process by which organizations identify needs, evaluate options, and choose products and suppliers. It describes the characteristics of organizational buying, including large purchase quantities and involvement of multiple people within the organization. The document outlines different types of organizational buying situations and the major influences on business buyers, including environmental, organizational, interpersonal, and individual factors. It then details the stages in the organizational buying process and concludes by identifying the different roles involved in organizational buying decisions, such as users, influencers, deciders, and approvers.
Individual determinants of consumer behaviour
The document discusses various theories and models of motivation and consumer behavior. It describes Maslow's hierarchy of needs which proposes that humans seek to satisfy higher level needs after fulfilling basic needs. McGuire's psychological motives model divides motivation into cognitive vs affective and status quo vs growth categories. Murray identified six psychogenic needs like autonomy and dominance. The consumer decision process model outlines stages like problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Attitudes are influenced by affect through mere exposure effect, classical conditioning and attitude toward the ad.
Consumer buying decision process
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
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1. Understanding consumer behavior involves appreciating the factors that influence consumer decision making, including individual influences, group influences, situational influences, and marketing influences.
2. There are different stages in the consumer decision process, including problem recognition, information search, information evaluation, purchase decision, and post-purchase evaluation.
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What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
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3) Pricing decisions balance internal objectives
Opinion leadership
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Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
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Consumer behavior audit
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Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
Consumer behaviour
This document discusses how personality influences consumer behavior and attitudes. It begins by defining personality and outlining theories of personality, including Freudian, Neo-Freudian, and trait theories. It then explains how specific personality traits like consumer innovativeness, dogmatism, and need for uniqueness impact consumer responses. The document also covers brand personality, materialism, compulsive consumption, and how products can enhance consumers' self-images. The overall objective is to understand how personality reflects differences in consumers and how marketers can use this knowledge.
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Change habits
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Intercultural Communication_DrRodrigo.pdf
"The experiment requires that you continue."
Participant: "I don't think I should go on."
Assistant: "It is absolutely essential that you continue. You have no other choice, you must go on."
participants continued to the highest shock
level (450 volts) if the experimenter insisted
they do so.
▪ Only about 1/3 defied the experimenter and
refused to continue at some point.
So obedience to authority was much higher
than predicted.
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Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationHow to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessEmbark on style journeys Indian clothing store denver guide.pptx
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Efficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsMarketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
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Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.Evaluating the Effectiveness of Women-Focused Marketing
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Recently uploaded (20)
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
Chapter 4 - Social and Cultural Environment
- 2. • Culture can be defined as “ways of living, built up by a group of human, that transmitted from one generation to another” • A cultural acts out its ways of living in the context of social institution, including family, educational, religious, governmental, and business institution. • Culture includes both conscious and unconscious values, ideas, attitudes, and symbols that shape human behavior and that are transmitted from one generation to the next.
- 3. • An attitude is a learned tendency to respond in consistent way to a given object or entity. • A belief is an organized pattern of knowledge that an individual holds to be true about the world.
- 4. Religion is one important source of a society’s beliefs, attitudes, and values. The world’s major religion include Buddhism, Hinduism, Islam, Judaism, and Christianity.
- 5. Within every culture, there is an overall sense of what is beautiful and what is not beautiful, what represent good taste as opposed to tastelessness and so on. Such considerations are matters of aesthetics. Sensitivity and a willingness to accommodate such perceptions can help generate and build goodwill. Music is an aesthetic component of all culture.
- 6. The diversity of cultures around the world is also reflected in language. Linguist have divided into four main area: syntax, semantics, phonology, and morphology. In global marketing, language is a crucial tool for communicating with customers, channel intermediaries, and others.
- 7. In a low context culture, message are explicit and specific; word carry most of the communication power. In high-context culture, less information is contained in the verbal part of message.
- 8. • Power distance, adanya dimensi kebudayaan dimana anggotanya menerima fakta bahwa kekuasaan dapat dibagi secara merata. • Individualism, cenderung untuk mementingkan diri sendiri/ orang terdekatnya. • Masculinity, kebudayaan dimana masyarakat memandang pria mempunyai kedudukan di atas wanita. • Uncertainty avoidance, tingkat dimana anggota merasa tinggal di lingkungan yang tidak nyaman dan jelas. • Long-term orientation, menekankan pada hubungan jangka panjang melalui kontak sosial.
- 9. Teori tentang bagaimana ide dan teknologi baru tersebar dalam sebuah kebudayaan. Dipopulerkan oleh Everett Rogers (1964) dimana inovasi diproses dan dikomunikasikan melalui berbagai saluran dan jangka waktu tertentu dalam sistem sosial.
- 11. • Rogers suggest that and individual passes through five different stages in proceeding from first knowledge of a product to final adoption or purchase of that product: 1. Awareness : pertama kali mendengar inovasi 2. Interest: tertarik, mencari informasi 3. Evaluation: menimbang manfaat dan kekurangan 4. Trial 5. Adoption
- 12. Five major factors affecting the rate at which innovations are adopted: 1. Relative advantage: inovasi lebih baik dibanding sebelumnya. 2. Compability: inovasi sesuai dengan nilai dan norma yang berlaku. 3. Complexity: inovasi dianggap sulit dipahami dan digunakan. 4. Divisibility: inovasi dapat diuji coba atau tidak. 5. Communicability: inovasi dapat terlihat atau diamati.
- 13. Innovators 2,5% Early adopters 13,5% Early majority 34% Late majority 34% Laggards 16%
- 14. Innovator: taking risk, high social status, have financial liquidity, have contact to scientific sources and interaction to other innovators. Early adopter: higher social status, financial, advanced education and more socially forward than late adopters (more discreet in adoption choices than innovators) Early majority: adopt innovation after varying degree of time that significant longer than innovator and early adopter. Have above average social status, contact with early adopter. Late majority: adopt innovation after the average participant. High degree skepticism, and adopt after majority of society has adopt the innovation. Have below average social status, little financial liquidity, in contact with other late majority and early majority Laggards: last to adopt innovation, focus on traditions, lowest social status, lowest financial liquidity, oldest among adopters, in contact only with family and close friends only.