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Chapter 16 Global Consumer Culture

Chapter 16 Global Consumer Culture. CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior. Figure 16.1 The Movement of Meaning. Figure 16.2 Culture Production Process. Culture Production System.

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Chapter 16 Global Consumer Culture

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  1. Chapter 16Global Consumer Culture CONSUMER BEHAVIOR, 9eMichael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

  2. Figure 16.1 The Movement of Meaning

  3. Figure 16.2 Culture Production Process

  4. Culture Production System • The set of individuals and organizations that create and market a cultural product • Three major subsystems: • Creative • Managerial • Communications

  5. Cultural Gatekeepers • Responsible for filtering the overflow of information and materials intended for customers • Tastemakers • Throughput Sector

  6. High Culture • An art product is an object we admire strictly for its beauty and our emotional response • A piece of art is original, subtle, and valuable • Typically associated with a society’s elite

  7. Popular Culture (“Low” Culture) • A craft product is admired because of the beauty with which it forms a function • Tends to follow a formula that permits rapid production • Seeks to please the average taste of the average audience

  8. Reality Engineering • When marketers appropriate elements of popular culture and use them as promotional vehicles • Many consumer environments have images/characters spawned by marketing campaigns or are “retreads”

  9. Product Placement and Branded Entertainment • Insertion of specific products and use of brand names in movie/TV scripts • Directors incorporate branded props for realism

  10. Advergaming • Online games merged with interactive advertisements • Plinking: the act of embedding a product in a video

  11. The Diffusion of Innovations • Innovation • any product that consumers perceive to be new • does not have to be new in the literal sense • Diffusion of innovations • Successful innovations spread through the population at different rates

  12. Figure 16.3 Types of Adopters

  13. Behavioral Demands of Innovations • Three major types of innovations: • Continuous innovation • Dynamically continuous innovation • Discontinuous innovation

  14. Prerequisites for Successful Adoption Compatibility Innovation should be compatible with consumers’ lifestyles People are more likely to adopt an innovation if they can experiment with it prior to purchase Trialability Complexity A product that is easy to understand will be chosen over competitors Observability Innovations that are easily observable are more likely to spread Relative Advantage Product should offer relative advantage over other alternatives

  15. Cultural Differences and Marketing • People around the world develop their own unique preferences • Marketers must be aware of a culture’s norms and manage the relationship between brand and culture strategically

  16. Think Globally, Act Locally • How can a company best meet the needs of a global market yet still be efficient? • Adopt a standardized strategy • OR • Adopt a localized strategy

  17. Creolization of Culture • When foreign influences integrate with local meanings • Bizarre variations of products and services emerge when local people in another culture modify them to be compatible with their customs

  18. Chapter 16: Global Consumer CultureKey Concepts • Movement of meaning • Culture production process • Cultural production system • Cultural gatekeepers • High culture and popular culture • Reality engineering • Product placement • Branded entertainment • Advergaming • Diffusion of innovations • Types of adopters • Behavioral demands of innovations • Prerequisites for successful adoption • Cultural differences in marketing • Think globally, act locally • Creolization 16-18

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