CHAPTER THREE The Changing American Society: ValuesMcGraw-Hill/IrwinCopyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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Consumer Insight 3-1To what extent are vegetarianism and a vegetarian orientation influenced by values?In 10 years, will vegetarianism and a vegetarian orientation be more or less common than now? Why? Will they ever become the norm? Why or why not?

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Traditional, Current, and Emerging ValuesSelf-Oriented

ActiveECT*PassiveMaterialTCENonmaterialHard workTCELeisurePostponed gratificationTECImmediate gratificationSensual gratificationCETAbstinenceHumorousTCESerious

* T = Traditional, E = Emerging, and C = Current

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Traditional, Current, and Emerging ValuesEnvironment-Oriented

Maximum cleanlinessTCE*Minimum cleanlinessPerformanceTECStatusTraditionECTChangeRisk takingTECSecurityProblem solvingTCEFatalisticAdmire natureECTOvercome nature

* T = Traditional, E = Emerging, and C = Current

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Traditional, Current, and Emerging ValuesOther-Oriented

IndividualT EC*CollectiveLimited familyTECExtended familyAdultTECChildCompetitionTCECooperationYouthTCEAgeMasculineTCEFeminine

* T = Traditional, E = Emerging, and C = Current

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Green MarketingInventing New ways to conduct businessBetween a rock and a hard placeCommitment or Politics?

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Cause-Related Marketing The application of marketing principles and tactics to advance a cause such as a:CharityIdeologyActivity

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Consumer Insight 3-2Why is there so much demand for SUVs, which are not environmentally friendly, when American values strongly support environmental protection?Why is demand for hybrid cars such as the Insight and the Prius so low relative to the demand for an SUV such as the Excursion?How should a company such as Ford balance the ethics of providing environmentally sound products with the need to provide consumers with the products they desire in order to remain profitable?

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Marketing to Gay and Lesbian ConsumersPopulation Estimates:

Product IssuesCommunication Issues

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Gender RolesFeminism and the role of WomenTraditional and Modern OrientationsWho Does the Buying?

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Discussion: Green Marketing

What are the primary ethical issues involved in green marketing?

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Discussion: Cause-Related Marketing Cause-related marketing is done to enhance the firms sales or image. This has caused some to consider it to be unethical.

What is your position?