Marketing 363 Consumer Behavio
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
XXXXXXXXXXwords) Model of Economic Value: What are the critical aspects of Value that were discussed, and how do these co
elates 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?
XXXXXXXXXXwords) It is said that the reasons that marketers want to study consume
uyer 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?
XXXXXXXXXXwords) 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?
XXXXXXXXXXwords) 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 Behavio
Marketing 363
Consumer Behavio
Tom Gillpatrick- KMC 510C
XXXXXXXXXX
Culture, Sub-culture and Values
mailto: XXXXXXXXXX
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,
elief, 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. A
itrary. 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
ise 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
ands 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
y 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 XXXXXXXXXXSpain
France
US
Dutch
Denmark
Germany
India
Saudi
Brazil
Mexico Peru
Philippines
UK
Sweden
China
Korea
Japan
Culture &
Communication
Spoken or ve
al communication is often believed to
e the dominant form of communication yet it is
estimated that between 50 and 90 percent of
communication is non-ve
al
Low context cultures
Words are explicit
High context cultures
Meaning of what is said is hidden in the way it is said
Nonve
al Communication
Examples
Communicating Across
Cultures
The most immutable
a
ier in nature is
etween 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 Ripeeste
In The Cultural Map by XXXXXXXXXXErin Meye
Language:
English Vs. American
“Tabling an issue”
UK- Give it prominent place on agenda
US- We will talk about it late
Some UK examples
“a ru
er”- an erase
“knock her up”- stop by for visit
“the boot of car”- the trunk
“homely wife”- warm & friendly
Slang
Euphemisms- avoid taboo words
Prove
s
Ve
al 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 Nonve
al
Communications
Cultural Variations in Nonve
al
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 a
ive 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 Nonve
al
Communications
Space
Overall use and
meanings assigned
to space vary
widely among
different cultures.
Cultural Variations in Nonve
al
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 Nonve
al
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