MARK 305 Lecture Notes - Lecture 15: Starbucks, Lady Gaga, Branded Content
27 Jan 2017
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Document Summary
Cultural selection: possibilities initially compete for adoption, but most drop out of mix as they go from conception to consumption. Styles rooted in and reflect deeper societal trends (politics and social condition) Styles originate as interplay between inventions of designers and businesspeople and spontaneous actions of ordinary consumers. Influential people in media play large role in deciding whether trends succeed. Culture production system (cps): set of individuals and organizations responsible for creating and marketing a cultural product. Helps determine what products emerge from them responsible for creating pop culture. Cultural gatekeepers: filter the overflow of info and materials intended for consumers. Movies/restaurant/car reviewers, interior designers, dj"s, mag editors, etc this set of agents is known as the throughput sector (table pg 460) Consumerspace: consumers act as partners with companies to decide what the marketplace will offer lead users: knowledgeable customers who suggest ideas. Voice of consumer: soliciting feedback from end customers before putting a new product/service on the market.
