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Marketing 363 Consumer Behavior Essay Questions Instructions: Please answer following questions within the required word count for each question. Entire solution is about 1000 words, open format. Due by: July 02, 2022 Please use the following texts for referencing: (Will be provided separately) · Lecture_ Culture & Values Lecture Slides.pdf · Lecture_ Demographics Class & Group.pdf · Lecture_ Perception, Learning and Motivation.pdf · Extra_ The New Consumer Decision Journey.pdf · Extra_ How Emotion Drives Brand Choices & Decisions.docx 1. (200 words) Model of Economic Value: What are the critical aspects of Value that were discussed, and how do these correlates to marketing activities? How do consumer values influence the consumer economic value relationship described in class and basic business strategies? Why does your professor say that understanding how consumers experience value is at the heart of marketing? 2. (200 words) It is said that the reasons that marketers want to study consumer/buyer behavior is to better predict, explain and control (influence) consumer behavior. Recently, Tesla introduced a new EV model. Describe how Tesla could use the CDJ model and concepts that we have discussed so far to better understand the nature of demand and to predict, explain and influence buyers for its vehicle? 3. (200 words) In your own family do you see different shopper roles based on gender? Describe how these roles might impact shopping behavior for food, a car, insurance, selecting a vacation? Do you think gender based-shopping models are becoming less or more useful with Gen Y vs. Boomers? 4. (200 words) What should I have asked you? Write your own question and answer it. (Points for quality of question and answer.) Extra Credit: (200 words) What does the term VUCA mean, and why should marketers care? Marketing 363 Consumer Behavior Marketing 363 Consumer Behavior Tom Gillpatrick- KMC 510C
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[email protected] From Module One Why do marketers study consumer behavior? #1 #2 #3 PART II: EXTERNAL INFLUENCES Marketing Across Cultural Boundaries is a Difficult and Challenging Task The Concept of Culture Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. CoolPhotography/Getty Images Definition Culture is a shared, learned, symbolic system of values, beliefs and attitudes that shapes and influences perception and behavior -- an abstract "mental blueprint" or "mental code." Key characteristics: 1. Learned. Process of learning one's culture is called enculturation. 2. Shared by the members of a society. No "culture of one." 3. Patterned. People in a society live and think in ways that form definite patterns. 4. Mutually constructed through a constant process of social interaction. 5. Symbolic. Culture, language and thought are based on symbols and symbolic meanings. 6. Arbitrary. Not based on "natural laws" external to humans, but created by humans according to the "whims" of the society. Example: standards of beauty. 7. Internalized. Habitual. Taken-for-granted. Perceived as "natural." Studied "indirectly" by studying behavior, customs, material culture (artifacts, tools, technology), language, etc. Key Sociological Terms of Culture • Artifacts • Attitudes • Beliefs • Deviance • Ideology • Markers • Norms • Rituals • Roles • Status • Tradition• Values The Concept of Culture Cultural values give rise to norms and associated sanctions, which in turn influence consumption patterns. Cultures are not static. They typically evolve and change slowly over time. Global Cultures A Global Youth Culture? • Worldwide mass media has the largest influence in converging lifestyles, values and purchases. • Technology is an important factor but U.S. youth and brands no longer lead the way. Fancy Collection/Supers/Stock Cross-Cultural Marketing Strategy Considerations in Approaching a Foreign Market 1. Homogeneous versus Heterogeneous with Respect to Culture? 2. What Needs Can the Product Fill in this Culture? 3. Can Enough People Afford the Product? 4. What Values are Relevant to the Purchase and Use of the Product? 5. What are the Distribution, Political and Legal Structures for the Product? 6. In What Ways Can We Communicate About the Product? 7. What are the Ethical Implications of Marketing This Product in This Country? Applications in Consumer Behavior This Chinese Dunkin’ Donut store is an example of glocalization. Notice the mix of standard and customized themes (color and symbols). © Ted Hornbein Hofstede (https://www.hofstede-insights.com/ ) https://www.hofstede-insights.com/ Geert Hofstede™ Cultural Dimensions http://www.geert-hofstede.com/ Power Distance Index (PDI) that is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally. Masculinity (MAS) versus its opposite, femininity, refers to the distribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found. Uncertainty Avoidance Index (UAI) It indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations. Individualism (IDV) on the one side versus its opposite, collectivism, that is the degree to which individuals are integrated into groups Long-Term Orientation (LTO) Values associated with Long Term Orientation are thrift and perseverance; values associated with Short Term Orientation are respect for tradition, fulfilling social obligations, and protecting one's 'face'. http://www.geert-hofstede.com/ Hofstede’s Cultural Dimensions Power distance Individualism Masculinity Uncertainty avoidance Long-term orientation Indulgence vs. restraint The Culture Map by Erin Meyers http://erinmeyer.com/ http://erinmeyer.com/ Culture Map 1. Communicating Low-Context…………………………………………………………………………………High –Context 2. Evaluating Direct Negative …………………………………………………………………….. ………Indirect Negative Feedback Feedback 3. Persuading Principles-first……………………………………………………………………….. ……….Applications First 4. Leading Egalitarian………………………………………………………………………,,,,,,… ………Hierarchical 5. Deciding Consensual………………………………………………………………………………. …..Top-Down 6. Trusting Task-Based……………………………………………………………………………….. …..Relationship-Based 7. Disagreeing Confrontational…………………………………………………………………………. …..Avoids Confrontation 8. Scheduling Linear-time……………………………………………………………………………….. ….Flexible-time Erin Meyer 2014 The Culture Map Low Context & Direct Negative Feedback Low Context/Explicit High-Context/Implicit Direct Negative Feedback Indirect Negative Feedback US Canada UK Australia Netherlands Germany Denmark Israel Spain Russia Italy France Brazil Argentina Mexico India Saudi Arabia Kenya China Thailand Japan Confrontation & Emotionally Expressive Emotionally Expressive Emotionally Unexpressive Confrontational Avoids Confrontational Greece Italy Israel Spain France US Dutch Denmark Germany India Saudi Brazil Mexico Peru Philippines UK Sweden China Korea Japan Culture & Communication Spoken or verbal communication is often believed to be the dominant form of communication yet it is estimated that between 50 and 90 percent of communication is non-verbal Low context cultures Words are explicit High context cultures Meaning of what is said is hidden in the way it is said Nonverbal Communication Examples Communicating Across Cultures The most immutable barrier in nature is between one man’s thought and another’s. William James Anglo-Dutch Translation Guide What the British Say With all due respect…. Perhaps you should think about it. Oh, by the way…. Very interesting…. Could you consider some other options? That is an original point of view. Please think about it some more. What the British mean I think you are wrong. This is an order. The following Criticism is Purpose of this conversation I don’t like it. Your idea is NOT good. Your Idea is STUPID. It’s a bad idea, don’t do it! What the Dutch Understand He is listening to me. Think & do if you like. This is not very important. It doesn’t really matter. He has not decided. He likes my idea! It’s a good idea, keep developing it! Source: Nanette Ripeester In The Cultural Map by (2014)Erin Meyer Language: English Vs. American “Tabling an issue” UK- Give it prominent place on agenda US- We will talk about it later Some UK examples “a rubber”- an eraser “knock her up”- stop by for visit “the boot of car”- the trunk “homely wife”- warm & friendly Slang Euphemisms- avoid taboo words Proverbs Verbal Dueling- insults, posturing Language: Other Peculiarities Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002 High vs. Low Context Cultures • Low-Context cultures: What is said is precisely what is meant • High-Context cultures: The context of the message— the message source, his or her standing in society or in the negotiating group, level of expertise, tone of voice, and body language—are all meaningful Cultural Variations in Nonverbal Communications Cultural Variations in Nonverbal Communications Time The meaning of time varies between cultures in two major ways: • Time perspective. • Time Interpretations. TIME - A MANY CULTURED THING “Time is money”- USA “Those who rush arrive first at the grave” Spain “The clock did not invent man” Nigeria “If you wait long enough an egg will walk” Ethiopia “Before the time, it is not yet the time; after the time it is too late” France Cultural Variations in Nonverbal Communications Space Overall use and meanings assigned to space vary widely among different cultures. Cultural Variations in Nonverbal Communications Symbols Colors, animals, shapes, numbers, and music have varying meanings across cultures. Failure to recognize the meaning(s) assigned to a symbol can cause serious problems! Cultural Variations in Nonverbal Communications TABLE 2-3 The Meaning of Numbers, Colors, and Other Symbols White Symbol for mourning or death in the Far East; purity in the United States Purple Associated with death in many Latin American countries Blue Connotation of femininity in Holland; masculinity in Sweden, United States Red Unlucky or negative in Chad, Nigeria, Germany; positive in Denmark, Romania, Argentina Yellow flowers Sign of death in Mexico; infidelity in France White lilies Suggestion of death in England 7 Unlucky number in Ghana, Kenya, Singapore; lucky in Morocco, India, Czechoslovakia, Nicaragua, United