COMMERCE 3MB3 Lecture Notes - Lecture 2: Snob, Roomba, Erogenous Zone
31 Jan 2017
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Document Summary
Although marketing strategies are unlikely to change cultural values, an advertising agency, a music company, a fashion design house or a book publisher are all produces of culture. The products, songs, books and slogans that emerge from this culture production system will influence consumer"s desires and values. Mutual influence between marketing strategy and our culture. Any publisher or music company helps produce culture. The diffusion of cultural goods from producers to consumers is mediated by gate keepers: formal gatekeepers: reviewers (for movies, restaurants, etc. ), textbook authors, djs : informal gatekeepers: opinion leaders, friends, family, . There are some gatekeepers who decides what is getting produced goes out to the public. They stop false news from spreading e. g. facebook is trying to stop the spread of false news. Jfk is responsible for the hat trend e. g. men wearing hats. Some say that men were coming back from ww and they were tired of wearing helmets so they stopped wearing hats.
