Chapter 3 The Changing American Society: Values and Gender Roles

1. Chapter 3The Changing American Society:Values and Gender Roles

2. Changes in American Society that Affect Marketing Strategy Changes in American society Changes in market needs Changes in marketing strategy • Demographics • Values • Subcultures • Families • Products • Media • Packages • Outlets • Service • Images Understanding these changes is a key input in developing a successful strategy • The McGraw-Hill Companies, Inc., 1998

3. Traditional, Current, and Emerging American Values Self-Oriented Active ECT* Passive Material T C E Nonmaterial Hard work T C E Leisure Postponed gratification T E C Immediate gratification Sensual gratification C E T Abstinence Religious T E C Secular * T = Traditional, E = Emerging, and C = Current • The McGraw-Hill Companies, Inc., 1998

4. Traditional, Current, and Emerging American Values Environment-Oriented Maximum cleanliness TCE* Minimum cleanliness Performance T E C Status Tradition E C T Change Risk taking T CE Security Problem solving T CE Fatalistic Admire nature E C T Overcome nature * T = Traditional, E = Emerging, and C = Current • The McGraw-Hill Companies, Inc., 1998

5. Traditional, Current, and Emerging American Values Other-Oriented Individual T EC* Collective Limited family TEC Extended family Diversity E C T Uniformity Competition T C E Cooperation Youth T C E Age Masculine T C E Feminine * T = Traditional, E = Emerging, and C = Current • The McGraw-Hill Companies, Inc., 1998

6. Green Marketing • Green Marketing involves: • Producing products whose production, use, or disposal is less harmful to the environment than the traditional version • Developing products that have a positive impact on the environment • Tying the purchase of a product to an environmental organization or event • One problem with Green Marketing is that marketers use ambiguous terms such as “environ-mentally friendly” and “environmentally safe.”

7. Cause-Related Marketing • Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales and/or corporate image while providing benefits to the cause.

8. Gender Roles in American Society • Gender identity refers to the traits of femininity and masculinity. • Gender roles are behaviors considered appropriate for males and females in a given society. • Ascribed roles (such as gender roles) are based on an attribute over which the individual has little or no control. • Achievement roles (such as occupational roles) are based on performance criteria over which the individual has some degree of control.

9. Gender Differences • What gender differences exist in American society with respect to clothing? • Think about: • types of material used in clothing • variety of color and styles of clothing • “signals” represented by clothing