Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when...

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Chapters 2 & 3 Chapters 2 & 3 Learning Objectives Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics of culture. Explain the three types of value orientations that influence behavior. See the need to understand the impact of changing cultural values.

Transcript of Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when...

Page 1: Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics.

Chapters 2 & 3Chapters 2 & 3Learning ObjectivesLearning Objectives

Chapters 2 & 3Chapters 2 & 3Learning ObjectivesLearning Objectives

Understand why it is important to consider cultural factors when developing a marketing strategy.

Identify the characteristics of culture.

Explain the three types of value orientations that influence behavior.

See the need to understand the impact of changing cultural values.

Page 2: Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics.

Cultural Factors Affect Consumer Cultural Factors Affect Consumer Behavior and Marketing StrategyBehavior and Marketing StrategyCultural Factors Affect Consumer Cultural Factors Affect Consumer Behavior and Marketing StrategyBehavior and Marketing Strategy

Marketingstrategy

Consumerbehavior

Language

Demographics

Values

Nonverbalcommunications

Page 3: Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics.

Characteristics of CultureCharacteristics of CultureCharacteristics of CultureCharacteristics of Culture

Learned

Regulates society

Makes living efficient

Adaptive

Environmental

Nested

Page 4: Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics.

Value Orientations Influence BehaviorValue Orientations Influence BehaviorValue Orientations Influence BehaviorValue Orientations Influence Behavior

Other-oriented values Society’s view of relationships between people

Environment-oriented values Society’s view of relationships with the

environmentSelf-oriented values

Objectives or approaches to life that society finds desirable

Page 5: Chapters 2 & 3 Learning Objectives Understand why it is important to consider cultural factors when developing a marketing strategy. Identify the characteristics.

Changes in American Society that Changes in American Society that Affect Marketing StrategyAffect Marketing Strategy

Changes in American Society that Changes in American Society that Affect Marketing StrategyAffect Marketing Strategy

DemographicsValuesSubculturesFamilies

Products Media Packages Outlets Service Images

Understandingthese changesis a key input indeveloping asuccessfulstrategy

Changes inAmerican society

Changes inmarket needs

Changes inmarketing strategy


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